THE VALUE INTERFACES OF MEDIA COVID-CULTURE IN ONLINE PRESS

Abstract

The outbreak of COVID-19 has caused a radical division of communities and reformatted a considerable area of interpersonal communication in the contemporary “glocalized” world. Historically and culturally developed standards, flexibly stable communication concepts, and universally applicable codes with a substantial degree of persuasive and expressive force have produced accelerated responses to the special requirements and challenges that contemporary social media discourse needs to, wants to, or can manage. In the pragma-communication ambit covering the COVID-19 issue, what was obviously activated and integrated were the methods and means of professional (medical, psychological, social, economic, political, military) and media discourse, including the extreme persuasiveness, inherent colloquialization, as well as individualization, of the web-based media products. In the context of the delicate thematic and pragmatic spectrum, a culturally specific way of intertextual media presentation of contents, intentions and effects was created at the intersection of the said communication markers. Using an adapted speech acts theory, the study focuses on a socio-pragmatic definition of interfaces in a so-called covid-culture value area, which occurs in contemporary online press featuring opinion journalism.