The Media Language Personality's Identification Problem in the Context of Multidiscourse Media Practices: on the Example of the Concept of "Beauty"
The author argues that under the circumstances of modern culture's media centricity, researchers talk about the formation of a new type of language personality: informational and media person, who is deeply integrated into the media reality. Migration of mediality between many information flows and its simultaneous presence in several of them makes this personality split, transversal, nomadic, and the media reality in this case becomes a field of various discourses, competing for primacy in the process of person's mental and linguistic identity formation. Relying on the methodological achievements of the linguocultural conceptology, the author considers the implementation of the concept of “beauty” in three competing types of discourse: elite media, quality and mass, offering different mental and cognitive identification scenarios.