Cognition, Communication, Discourse <p>International On-line Journal</p> <p>The articles of this international on-line journal address relevant issues of linguistics in the media space: semantics, pragmatics, cognitive science based on the materials of Slavic, Germanic and Romance languages.</p> <p>For linguists, educators, graduate and postgraduate students.</p> <p>Published since 2010.</p> <p>ISSN 2218-2926</p> V. N. Karazin Kharkiv National University en-US Cognition, Communication, Discourse 2218-2926 <p>Authors, who publish with this journal, accept the following conditions:</p> <p>The authors reserve the copyright of their work and transfer to the magazine the right of the first publication of this work under the terms of the Creative Commons Attribution Non-Commercial Non-Derivs License (<a href="" target="_blank" rel="noopener">CC BY-NC-ND</a>), which allows other persons to freely distribute a published work with mandatory reference to the authors of the original work and the first publication of the work in this journal.</p> <p>Authors have the right to enter into separate additional agreements for the non-exclusive dissemination of the work in the form in which it was published by this journal (for example, to post the work in the electronic institutions' repository or to publish as part of a monograph), provided that the link to the first publication of the work in this journal is given.</p> <p>The journal policy allows and encourages the authors to place the manuscripts on the Internet (for example, in the institutions' repositories or on personal websites), both before the presentation of this manuscript to the editorial board and during review procedure, as it contributes to the creation of productive scientific discussion and positively affects the efficiency and dynamics of citing the published work (see <u><a href="">The Effect of Open Access</a></u>).</p> Sustainable fashion in the English language mirror <p>The research is conducted in the critical eco-linguistics domain, an umbrella term for diverse academic inquiries and empirical evidence. The aim of the article is the analysis of English words and lexical structures used to verbalize two major aspects of sustainable fashion as a new movement and world vision – ethical fashion and conscious fashion with the focus on animals in fashion and thrifting. Sustainable fashion has a number of dimensions categorized as conscious, green, and circular, eco-friendly fashion, ethical fashion, vegan fashion. The goal of conscious fashion has much in common with environmentalism and green marketing. Ethical fashion focuses on exploitation in fashion, of both animals and humans, and encompasses animal rights, fair trade of animal-related products, working conditions in fashion industry what are quite often not decent. Vegan fashion promotes non-animal plant-based textiles and man-made fabrics. Circular fashion centres on clothes recycling, extending terminology to upcycling, downcycling and regenerating. Thrifting, renting, and sharing are to popularize slow fashion and conscious fashion. Coverage of fashion sustainability in mass media resulted into coinage of new eco-conscious words and word collocations and their increasing frequency. Several word-forming models dominate in the sustainable fashion terminology including numerous V-ing words to describe manufacturing processes and activities, non+N, non+Adj coinages to emphasize denial of traditional practices. Some words (animal, cruelty) and word-forming components (eco-) have become more noticeable in sustainable fashion in the past decade. The adjective 'sustainable' is among 1% top words in Modern English (Merriam-Webster dictionary online, n.d.) though the collocation ‘sustainable fashion’ is not fixed yet by this dictionary or its counterparts. Thus sustainable fashion is to be conceptualized to find its way to dictionaries as well as to mentality of fashion designers, clothes manufacturers and consumers worldwide. Increasing vocabulary of sustainable fashion should become more familiar to consumers to push them to rethinking their lifestyle, clothing choices, becoming eco-conscious.</p> Alla Belova Copyright (c) 2022 Alla Belova 2022-12-30 2022-12-30 25 9 18 10.26565/2218-2926-2022-25-01 Strategies of criticism and disapproval in the academic administrative discourse <p>This article addresses the problem of communicative strategies for conveying criticism and disapproval in statements of appellative genre issued by presidents of American and British top universities. We claim that discursive representation of university chief leaders who are critically evaluating government decisions and incidents forms a linguistic and sociocultural communicative genre system with a set of effective rhetoric and communicative means. In academic administrative discourse, statements of appellative genre are characterized by dynamic application of positive and negative politeness strategies and regular reproduction of value-centered arguments, which update the system of values of the American and British academic communities. Discursive behavior of university chief academic administrators contains the rhetoric that appeals to logic, addressee’s emotions (pathos) and is based on the arguments to ethos, combining this with lexical and stylistic means that ‘threaten’ addressee’ face. Speakers use strategic tautology to increase the significance of the value system of an academic community. The concepts, themes, tasks, and tactical means, identified in the appellative statements of university leaders, contribute to the formation of the concept sphere of American and British academic communities. The results of this present study detail discursive and genre characteristics of the administrative academic discourse and the strategies of conflict (disapproving) discourse in particular. Communicative behavior of university leaders determined, on the one hand, by the value system and, on the other, by strategic aims of communication, can serve as a model of leadership communication and a resource for improving the competence of modern academic leaders.</p> Natalia Molodcha Asya Khilkovska Copyright (c) 2022 Natalia Molodcha, Asya Khilkovska 2022-12-30 2022-12-30 25 19 32 10.26565/2218-2926-2022-25-03 Shakespeare’s quotations in German linguoculture: an ecolinguistic approach <p>The article deals with the features of eptonymized quotations from William Shakespeare in German within the framework of the translingual aspect of the ecolinguistic approach to the study of linguistic and speech phenomena. Ecolinguistics makes it possible to study the existence of language in combination of language and speech units with geopolitical, historical, social, and psychological factors. According to this approach, English is considered “super-heavy” in terms of the number of native speakers, which means it can influence the languages with a lower number of native speakers, such as “heavy” German. The aim of the work is to study the features of this influence on the example of quotations from the works of the most famous British writer of all times, William Shakespeare, which are adapted by German linguoculture and which have their own formal and functional characteristics at the present stage of German language development. German versions of eptonymized Shakespeare quotations are the result of cognitive, historical and socio-cultural factors of adaptation of new symbolic phenomena to the language environment-the receiver. The translingual aspect of ecolinguistics allows to explain the use of eptonymized units of English language and culture in the context and by means of German as a receiving language, where these units acquire specific characteristics. The establishment of these characteristics is the purpose of the presented work, which studies as an object the quotations from the Shakespeare works that have acquired the qualities of winged expressions (eptonymized quotations) on the German ground or even demonstrate a tendency to phraseology. The objectives of the work are to determine the ways in which Shakespeare's quotations fall into German linguoculture, to establish structural and semantic features of the use of eptonymized Shakespeare quotations in modern German internet discourses, to describe the main functions of such Shakespeare quotations in the mentioned discourses, taking into account the creolization factor of the text.</p> <p>Consideration of the socio-historical basis for the integration of Shakespeare's work into German linguoculture allowed us to identify the main factors of popularization of quotations and their penetration into the linguistic consciousness of native German speakers. These factors include translations of Shakespeare's works into German, stage productions, borrowing and processing of Shakespeare's plots by German-speaking writers, and including the works by the British author into mandatory educational programs. According to the formal features, there have been distinguished exact citations in phraseological meaning without pointing to the primary source, exact citations in phraseological meaning with pointing to the primary source, exact citations in phraseological meaning intently without pointing to the source, citation with transformations and unspoken citation without intended transformation. Such quotes perform informative, ornative, attractive, and human functions.</p> Nataliia Onishchenko Tetiana Smoliana Copyright (c) 2022 Nataliia Onishchenko, Tetiana Smoliana 2022-12-30 2022-12-30 25 33 51 10.26565/2218-2926-2022-25-04 Digital discourse in the realm of related phenomena <p>The article is devoted to the study of digital discourse as the most diverse socio-cultural background of the contemporaries’ interaction. This work outlines the theoretical background of digital-oriented discourse in a harmonious symbiosis with the practical manifestation of its existence. This paper distinguishes between the concepts of “computer discourse”, “virtual discourse” and “digital discourse”. The genres of virtual discourse, such as online learning classes, instant messaging, and video game genres are represented as related, but not equal phenomena. These cutting-edge sociolinguistic phenomena manifest the pragmatic intentions of clients and agents of digital discourse, which are discussed in the matrix of their characteristics. In the key focus of the study, one can find common and distinctive properties of related types of discourse, their parameters, and multilevel means that arrange them. Institutional and institutional-typological characteristics of digital discourse, conditions of communication and ways of its organization are revealed; its socializing and communicative purpose is outlined; hypero- and hyponymic dimensions of discourse are considered; strategies for sending and receiving information are presented; micro-, meso-, and macro-levels of digital discourse are identified; the concept of “digital discourse” is developed.</p> Anatoliy Prykhodko Nataliia Lazebna Copyright (c) 2022 Anatoliy Prykhodko, Nataliia Lazebna 2022-12-30 2022-12-30 25 52 64 10.26565/2218-2926-2022-25-05 American social media on the Russia-Ukraine war: A multimodal analysis <p>This research focuses on political narrative about the Russia-Ukraine war in American social media. It aims to investigate the type and configuration of multimodal semiotic resources used to present the events of this war and shape their perception by the audience, primarily American; <em>The New York Times</em> Telegram channel coverage of the 2022 Russian invasion as a case study. What kind of semiotic resources do American social media deploy to construct the narrative about the war? What are the dominant post formats, how they deploy information about the Russia-Ukraine war and construe its perception: the concepts of the war, of Ukraine as a victim of aggression and a fighter for independence, of Russia as a terrorist-state, and of their allies and opponents? Theoretically, this study is underpinned by a cognitive-semiotic, political linguistic and multimodal approach. In political media narrative, storytelling shapes perception of war realities: it frames and reframes the readers’ construal of the world, ascribes connotations to facts and events. A multimodal narrative involves different semiotic resources—verbal, graphic, audial, and cinematographic (in video). The configuration of these heterogeneous signs in a particular Telegram channel’s post defines its influence as predominantly rational or emotional. The findings show that the following post formats are typical for <em>The New York Times</em> Telegram channel: image followed by text and link to another site (the most frequent); gallery (a gallery of images) and quote (a quotation with its source/author as the title) (less frequent); video and audio (rarely used). They serve to accentuate, elaborate, and extend the information in the post.&nbsp; I argue that Telegram posts together with users’ emoji-reactions are a specific interactive genre of a multimodal political discourse. Emojis realize both pragmatic and cognitive functions: on the one hand, they are effective instruments to measure users’ reaction; on the other, they contribute to meaning-making by evaluating and making salient the concepts described. The dominance of rational and verified information in <em>The New York Times Telegram</em> channel creates the true image of Russia’s genocidal war against Ukraine and provides a fair assessment of related concepts.</p> Iryna Shevchenko Copyright (c) 2022 Iryna Shevchenko 2022-12-30 2022-12-30 25 65 79 10.26565/2218-2926-2022-25-06 Multimodal imagery in picture books for children <p>This research focuses on revealing visual means of creating imagery in picture books, addressed to a child-reader. The theory of J. Appleyard has been acknowledged.&nbsp; It is believed that in early and later childhood children realize themselves as players, heroes, and heroines of the stories. Given that, visual imagery contributes to their reading experience and creates special world, which attracts child-readers. The theory suggested by G. Kress and T, van Leeuwen, supplemented by C. Painter, J. Martin, and L. Unsworth has been developed and amplified. Social distance, proximity, attitude, and contact in picture books for children are created by means of visual devices, i.e. color and saturation, page layout, close up and long-shot depiction. It is assumed that the most prominent means of creating meanings in picture books for children becomes the focaliser’s viewpoint, as in most narratives for children a child or an anthropomorphic character of a child’s age is a focaliser of the events. It is claimed that close-up depiction of images creates a special eye contact with the reader, as well as color decisions become visual means of creating the point of view of the focaliser. Furthermore, full-length pictures become a visual tool of implementation ironic senses. In ironic narrative for children, the incongruity is shaped via visual depiction of the characters, which builds the contrast between conventional understanding of issues and their representation in narratives for children. Proximity and distance of the images implements social and psychological connection, status or misunderstanding between the characters. Special angle of viewing the images serves as a device of revealing the type of the narrator of the story, as oblique and high angle become a tool of narrating a story by an adult narrator.</p> Alla Tsapiv Copyright (c) 2022 Alla Tsapiv 2022-12-30 2022-12-30 25 80 88 10.26565/2218-2926-2022-25-07 Emotive lexicon of the political narrative: Ukraine and the West in Chinese media <p>This study, done within the framework of political and cognitive linguistics, discusses emotively loaded language of political media narratives that serve as the major manipulative tool with which propaganda exerts ideological impact on the public. Among various linguistic devices employed in molding the political narrative, a conspicuous role is played by emotively loaded lexicon that is in focus of this inquiry. It aims to expose the contribution of emotively loaded words into featuring a media image of the war launched by Russia against Ukraine in February, 2022. As&nbsp;a result of ideological confrontation between the adversaries and between their allies, this image, targeting home audiences in Russia and Ukraine, as well as foreign audiences, is framed as either pro-Ukrainian and pro-Russian, with the respective emotive assessments being mostly contrastive. Our study considers a pro-Russian image of the war shaped by the English version of <em>The Global Times</em> popular tabloid that belongs to Chinese&nbsp;<a href="">state media</a>. The dataset includes the articles depicting the Russia-Ukraine war in the context of international relations. The articles were published during June, 2022, three months after the beginning of Russia’s military assault. In the study, the analysis of emotive lexicon grounds on a cognitive ontology of the RUSSIA-UKRAINE WAR image. Such ontology, defined as event-focused, allows for structuring information about the event proper and its participants. Their verbally crafted ‘portraits’ are made salient through the scope of employed emotive expressions, which facilitates priming and entrenchment of the intended biased image in the reader’s mind.</p> Svitlana Zhabotynska Anastasiya Brynko Copyright (c) 2022 Svitlana Zhabotynska, Anastasiya Brynko 2022-12-30 2022-12-30 25 89 118 10.26565/2218-2926-2022-25-08