Жанровый подход в обучении языку современных СМИ и Интернета (на материале английского языка)

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ЖАНРОВЫЙ ПОДХОД В ОБУЧЕНИИ ЯЗЫКУ СОВРЕМЕННЫХ СМИ И ИНТЕРНЕТА (НА МАТЕРИАЛЕ АНГЛИЙСКОГО ЯЗЫКА)

Теркулова Д.Р.



Аннотация

язык жанр медийный британский

В работе рассматриваются основные жанры языка средств массовой информации на материале британского медийного дискурса и разрабатывается комплекс упражнений в рамках каждого из них с целью использования на занятиях по дисциплине «Язык современных СМИ и Интернета» в высшей школе, а также на уроках английского языка в медиаклассах.

Ключевые слова: жанр, медийный дискурс, электронные СМИ, печатные СМИ, вещательные СМИ, реклама.



Annotation

Terkulova D.R. GENRE-ORIENTED APPROACH IN TEACHING MASS MEDIA LANGUAGE IN ENLISH

The paper analyzes the fundamental genres of mass media language in the British mass media discourse and it also contains activities related to each genre that can be put to use during mass media classes at both universities and schools.

Keywords: genre, mass media discourse, Digital Media, Print Media, Broadcast Media, Advertising.



Основная часть

Сегодня термин жанр утвердился и распространился на нехудожественные тексты, которые представляют собой сложившиеся устойчивые разновидности разнообразных речевых произведений, обслуживающих различные сферы речевой деятельности. По мнению исследователя жанра В.А. Тырыгиной, в самом понятии жанра содержатся признаки подчинения и разделения. Иными словами, всякий жанр несет в себе информацию об определенной сфере человеческой деятельности, в рамках которой он сложился и существует, задачам и требованиям которой он непосредственно подчиняется (признак подчинения), с одной стороны, с другой, -- информацию о специфическом круге задач, свойственных только ему, в отличие от других жанров, бытующих в данной сфере человеческой деятельности (признак разделения). [1, с. 8].

В настоящей статье предпринята попытка рассмотреть жанры средств массовой информации в рамках преподавания дисциплины «Язык современных СМИ и Интернета» в высшей школе на факультетах/институтах иностранных языков и предложить спектр различных заданий на английском языке на материале жанров британского масс-медийного дискурса. Также сейчас создаются медиаклассы в московских школах, в них изучают язык СМИ, углубленно изучают английский и русский языки для последующей успешной работы в сфере медиакоммуникаций и журналистики. Актуальность данной работы объясняется значимостью изучения языка средств массовой информации в рамках нового направления подготовки «Медиалингвистика» в высшей школе и также необходимостью его изучения с учетом появления в школах Москвы медиаклассов.

Категория жанра является фундаментальной при обучении языку средств массовой информации. Однако нашей целью не являются выявление проблем и природы жанрообоазования в современном медийном дискурсе. В качестве критерия жанрообразования основополагающим в нашей работе является канал распространения информации. Таким образом, в данной работе представлены следующие жанровые номинации:

• Электронные СМИ (Internet/Electronic/Digital Media) (Interpersonal Media - emails, instant messaging, online chat; Social Media - social networking site, webinar, wiki, discussion forum, online survey, blog, podcast, bookmarking sites; Internet - based radio, TV, press)

• Печатные СМИ (Print Media) (Newspapers and Magazines),

• Вещательные СМИ (Broadcast Media) (Radio and Television),

• Реклама (Advertising) (Print, Broadcast, Web, Outdoor).

Жанрово-ориентированный подход в медийном образовании определяется нами как целенаправленное освоение жанровых форм медийной речи и включает в себя последовательное достижение уровня жанровой грамотности и уровня жанровой компетентности в рамках изучения языка средств массовой информации.

Наиболее актуальным и вездесущим жанром является, бесспорно, электронные СМИ (Digital Media), в соотношении с которым остальные жанры, как-то печатные и вещательные СМИ (Print and Broadcast Media), считаются “old school” или вымирающими. Следовательно, их рассмотрение на занятиях по языку СМИ уместно проводить в исторической ретроспективе, при этом касаясь и перспектив развития данных медийных сфер.

Разработанный комплекс упражнений на английском языке по медийным жанрам подчиняется в нашей работе следующему алгоритму и обобщает эмпирический опыт преподавания дисциплины «Язык современных СМИ и Интернета» (английский язык) в высшей школе:

1) Вопросный комплекс, вводящий тему;

2) Лингвостилистические особенности некоторых поджанров, составляющих тот или иной медийный жанр;

3) Темы примерных сообщений/презентаций для студентов по медийным жанрам

В рамках темы Электронные СМИ (Digital Media) предлагается следующий вопросный комплекс для обсуждения:

• What images spring to mind when you hear the word “media”?

• What is the media?

• Do you like the fact that today media coverage of world events is instantaneous and extensive?

• Do you believe the media?

• How would your life be different without the Internet?

• Do you think you are websavvy - that is, do you have a good understanding of the Internet?

• When was the last time you went online? What for?

• What is your favourite Internet site?

• What do you think of the idea of Internet shopping or online dating?

• Where has the impact of the Internet has been felt the most according to you?

• What do you use the Internet for?

• Define what “new” media is.

• Spend a few minutes thinking about what you understand by social media. Now compare your ideas with this definition.

Social media n. (usually used with a plural word) Websites and other electronic methods of communication, used to share information, develop contacts, get feedback, etc.

• Make a list of the different types of social media you currently use for academic purposes (e.g. a blog)

• What do you find easy about using different social media channels in English? What do you find more challenging?

• Define what a blog is.

• Define what a podcast is.

В фокусе темы Электронные СМИ (Digital Media) рассматриваются основные лингвостилистические особенности блога с целью написания студентами собственного блога в академических целях.

Руководство по написанию блога (Guidelines for Writing a Blog. Notes on Style)

Лексические черты. Lexical features:

• Vocabulary/Diction/The author's word choice:

- Informal layer of vocabulary: colloquialisms, slang words, neologisms, ;phrasal verbs, abbreviations

• Lexical Expressive Means and Stylistic devices (phraseology, metaphors, epithets, similes etc)

Грамматические черты. Grammatical features:

• Morphology (the first-person pronouns I, We; contracted forms; the use of interjections.

• Syntax (simple declarative sentences, imperative sentences, elliptical sentences, nominative sentences, exclamatory sentences; connectives and sentence starters to make a text coherent first of all, eventually, and, it's a proven fact that.., it is common practice that, the worst (best) thing is..., fortunately (unfortunately), it's no surprise (not surprising) that.

Особенности заголовков. Headlines for blog entries:

• Short, descriptive, interesting headlines usually with omission dots/marks Рекомендации по написанию блога в академических целях. (Writing a blog for academic purposes)

1. Keep posts short (Jot things down quickly rather than write extended essays on them. A "Hey, look at this!" seems to be a lot more effective in blog form than a "And these are all the reasons why I'm better than you."

2. Put the most important and interesting information in the opening/introductory paragraph of a blog;

3. Formulate the aim/the function of a blog:

-to provide a reader with news, entertainment, debate;

-to establish and maintain social networks;

-to promote yourself;

-to write for self-development and self-discovery;

-psychological function (an outlet for your feelings and emotions)

4. Blog about something you are knowledgeable or passionate about.

Темы примерных сообщений/презентаций для студентов в контексте Digital Media:

1. What is internet linguistics?

2. Gretchen McCulloch is an internet linguist: she analyzes the language of the internet, for the people of the internet. She writes the Resident Linguist Column at Wired (and formerly at The Toast). McCulloch has a master's in linguistics from McGill University, runs the blog All Things Linguistic, and cohosts Lingthuiasm, a podcast about linguistics. She lives in Montreal, but also on the Internet). Analyze and comment on the elements and topics of her webpage gretchenmcculloch.com, her blog All things linguistic and her podcast Lingthusiasm.

3. Make a presentation on the Internet terminology. Select the words you find most interesting and worth discussing from your point of view. Classify, explain and translate them.

4. Social Media Vocabulary. Classify, explain and translate the words and word combinations.

Для темы Print Media (Newspapers and Magazines) актуальным и дискуссионным может быть следующий перечень вопросов:

• What are your thoughts on Print and Digital media?

• Discuss advantages and disadvantages of Print and Digital media?

• Which media do you follow regularly?

• Digital Media (websites, apps, social media etc) is giving a tough competition to Print Media resulting in debates on whether Print Media is dying. Discuss this as a class.

В фокусе темы Print Media рассмотрим лингвостилистические особенности жанра Headlinese English и руководство по написанию собственной статьи на английском языке Guidelines for Writing an Article:

Руководство по написанию заголовков. Headline conventions:

• Headlines are written in much larger type size than the article text, and often in a different font entirely.

• Most newspapers feature a very large headline on their front page (front page headlines), dramatically describing the biggest news of the day.

• A headline may also be followed by a smaller secondary headline, often called subhead or "deck head", which gives more information.

H- eadlines and secondary headlines are written by sub editors rather than the journalist who wrote the article.

Грамматические черты. Grammatical features

• Use of present simple tense even when discussing events that happened in the recent past (it makes the story sound more immediate);

* Use of infinitive to express the fact that something is going to happen in the future;

• Omission of auxiliary verbs, possessives, articles (a/the) and sometimes prepositions;

• Use of past participle, instead of passives;

• Strings of nouns instead of relative clauses, for example, Jail break father held again after kid visit = a father who broke out ofjail in order to visit his child is being held by police.

• Limited use of punctuation - dashes and colons may be used to introduce a topic, for example Global warming: new evidence;

• Commas may be used instead of and, especially in American journalism, for example Heavy winds, floods expected in south

• Structural peculiarities (syntactical patterns - full declarative sentences, interrogative sentences, nominative/nominal sentences)

Лексические черты. Lexical features

• Short and dramatic words/tabloidese;

Phonetic EMs and SDs (alliteration);

Lexical EMs and SDs (wordplay, pun, allusion/cultural references).

Руководство по написанию статьи в академических целях (Guidelines for Writing an Article)

• Mind the slant (emotive/neutral; liberal/conservative)

• Mind the headline conventions (“Headlinese English”);

• Mind the lexical features (vocabulary/diction/register; emotionally coloured words; quotes; statistics; abbreviations and shortenings; the use of phrasal verbs, idioms; lexical EMs and SDs)

• Mind the syntactical features (a variety of sentence constructions - by purpose, by structure;)

• Mind the following cohesion techniques:

Lexical cohesion

• Repetition

What we lack in a newspaper is what we should get. In a word, a `popular ' newspaper -may be the winning ticket.

• Synonyms

(1) You could try reversing the car up the slope. The incline isn't all that steep. (2) Pneumonia has arrived with the cold and wet conditions. The illness is striking everyone from infants to the elderly. (3) A: Did you try the steamed buns? B: Yes, I didn't like the things much.

• Collocation (Collocation is the way in which particular words tend to occur or belong together. It is two or more words that often go together; these combinations just sound “right” to native English speakers who use them all the time.) (to be sentenced to, to be found guilty, to be accused of, to come into sb's head/mind...see Online Oxford Collocation Dictionary)

Grammatical cohesion

• Reference:

-Personal pronouns (Alice wondered a little at this, but she was too much in awe of the Queen to disbelieve it.

-Demonstrative pronouns (1) We went to the opera last night. That was ourfirst outing for months. (2) There are some new tennis balls in the bag. These ones have lost their bounce).

• Substitution (one/ones, the same, so; do, be, have, do the same, likewise, do so, be so, do it/that, be it/that) (1). You think Joan already knows? - I think everybody does. (2) Winter is always so damp. - The same is often true of summer. (3) I don't know the meaning of half those long words, and, what's more, I don't believe you do either!)

• Omission/Ellipsis (The thieves have stolen our TV and drunk all my whisky. (The thieves have stolen our TV and they have drunk all my whisky.) Here are my two white silk scarves. (a) Where are yours? (your two/ white/ silk/ scarves) (b) I used to have three. (three) white/ silk/ scarves) (c) Can you see any black? (black silk/ scarves) (d) Or would you prefer the cotton? (the cotton) scarves)

• Passive to create cohesion (the subject of the sentence is the same as the topic of the previous sentence) (Britain's retail epidemic, which is said to cost the industry 2 billion a year)

• Conjunctions (linking words/connectives) (and, and also, nor, or, or else, furthermore, by the way, in other words, likewise, on the other hand, thus; yet, though, only, but, however, at least, in fact, rather, on the contrary, I mean, in any case; so, then, therefore, because, otherwise; then, next, before that, first... then, at first, formerly... final, at once, soon, to sum up, in conclusion)

• -Mind the style (fact based vs opinion-based)

• Mind the planning and structure:

- Brainstorm the topic (write down ideas connected to the article);

- Research the story;

- Plan (organise and paragraph your ideas);

- Write the introduction;

- Write the main body of the article;

- Conclude;

- Check your article for mistakes.

• Underscore the above-mentioned language and cohesion features conscientiously used in your article, for example, reference, substitution, a linking word, synonym, collocation, an emotive word, abbreviations, phrasal words...)

Темы примерных сообщений и презентаций для студентов в рамках медиа жанра Print Media:

• Make a presentation or deliver a talk on “Headline Stress Disorder”. What is it? Is it affecting your mental health?.

• What is the biggest news story in our country? Exemplify the headlines.

• Discriminate the words SLANT/POLITICAL

SLANT/BIAS/OBJECTIVITY

Вопросный комплекс в контексте темы Broadcast Media (Radio and Television) может базироваться на материале Интернет ресурса: https://topagency.com/glossary/broadcast-media-definition/

Read the following info and be ready to discuss it. Think about the advantages and disadvantages of broadcast media.

В контексте Broadcast Media рассмотрим рекомендации на английском языке по написанию телевизионных и радио новостей.

How to write broadcast news stories

Writing for television, radio or video requires a different set of skills than writing text. Clear and condensed writing is key. After all, a radio listener or TV viewer can't go back and re-read a sentence.

To improve your broadcast writing, some multimedia producers recommend that you open a major newspaper, pick any news article, and try reading the first paragraph aloud.

You'll probably find that "it's long and dry," he says, "and you'll run out of breath before finishing it."

Here are some key tips:

• Write like you speak: Write in your own voice, in a conversational tone, as if you're speaking to only one listener. Keep sentences short. If you have a long sentence, follow it up with a short one. When you go back and read your narration aloud, do you truly sound like yourself?

• Keep it simple: Allot a sentence to each idea. Be clear and concise, stick to the story and don't try too hard to be "clever." Too much detail can become irrelevant and make the story lose focus. Avoid most multiple-syllable words, words that are tough to pronounce and long, convoluted sentences. "Treasure small words,"

• Provide specificity: Although the goal is to write clearly, you must also avoid being too general. Dillon says reporters should provide context for anything that may cause confusion or "raise eyebrows." When describing people, don't label them. Tell exactly what they do as opposed to using their official title.

• Tell stories in a logical order: Make sure that your content has a beginning, a middle and an ending. Don't bury the lead; state the news near the top, without too much buildup.

• Use the present tense and active voice: You're writing for flow and to express what is going on now. Broadcast strives for immediacy. To convey this to the listener, use the active voice whenever possible. In English, try to use a subject-verbobject sentence structure. For example: "Police (subject) have arrested (verb) 21 activists (object) for staging a protest at Merlion Park on Saturday afternoon."

• Write to the pictures: TV and video audiences will see why something happened. In television, the phrase “write to tape” is used to describe the way a story script is built around the visual images you have gathered. Don't write any longer than the story or pictures warrant.

• Use imagery: Radio audiences need to imagine the people, places and things in your story. With your words, create powerful and straightforward imagery. Use descriptive verbs instead of adjectives. For example, if you say “he struts or saunters” you're giving a picture without using an adjective. But don't let vivid, imagery-rich writing turn verbose. Use words sparingly. (adapted from https://wwwdearnesl.net/ ) [5].

Примерные темы сообщений и презентаций для студентов в контексте Broadcast Media:

• Make a presentation or deliver a talk on the history of BBC radio

• Analyze the elements and content of a web page “BBC sounds - Music. Radio. Podcasts” https://www.bbc.co.uk/sounds

• Analyze the elements and content of a web page “Live 365 - Broadcast and Listen to Internet Radio”. https://live365.com/

• What are the latest developments in TV?

• What are the possible future achievements of TV?

• Five Top British or American TV shows of various formats and genres.

Вопросный комплекс, вводящий тему Advertising, может состоять из следующих вопросов:

• What is advertising?

• Is the purpose of advertisements to give information about products, or is their purpose only to project an image?

• How truthful do you think advertisements are?

• Some people complain that adverts stimulate an excessively consumerist society. What do you think?

• What do you think is the most effective way of advertising something - on TV, the cinema, radio, internet, newspapers or something else?

• What do you like about advertisements?

• Can you think of an advertisement which you particularly dislike at the moment?

• What is the funniest advert you can remember?

• What do you actually DO when the TV commercials come? Do you watch them? What is the maximum number of things you have managed to do during a commercial break?

• How much more effective do you think an advertisement is if it features a celebrity?

• It is sometimes claimed that the web is the future of advertising. What do you think?

• How would you define "spam"?

• How much spam email do you get? Have you ever responded to a spam email?

• Advertising for alcohol and tobacco is now severely limited - do the adverts, or their prohibition, have much impact either way?

• Are there any other things which shouldn't be advertised?

Руководство по написанию рекламного текста. Guidelines for Writing a Print Ad.

Stick to the following guidelines for creating a print ad:

1. Promote any product or service (apartment for rent, car accessories shop, language school, cooking equipment...)

2. There should be three main components in your ad: a slogan, a body copy and visualization). Word limit 90 - 110

3. Use the language of advertising slogans (stylistic devices - onomatopoeia, alliteration, rhyme, metaphor, word play, epithets, lexical repetition: grammatical features - parts of speech - personal pronouns, verbs and adjectives, imperatives, comparative and superlative adjectives [2, с. 108].

4. A body copy (an advertising text)

The keywords, punch lines or phrases that seize the attention of the potential consumers or some component in the ad that attracts the target audience is essential in a good advertising copy. An ad copy must be brief and clear, i.e. it must be to the point. It doesn't mean that the copy must omit the important elements of the ad. A clear copy is easy and quick to be read by the readers. It is self-explanatory, definite, and precise. Clarity makes way for interpretation.

5. Visualization means to think in terms of visuals or pictures. This visual impact of an ad becomes strong if the idea has been properly visualized.

Примерные темы сообщений/презентаций для студентов по медиа жанру Advertising

• Make a presentation or deliver a talk in English on the history of a famous company logo/trade mark or an advertising slogan.

• Are advertising methods unethical and unacceptable in today's society?

• Discuss the effect of advertising on the child's mental health.

• Discuss some of the biggest stereotypes in advertisements.

• What advertising strategy can we use to attract young customers to a new restaurant?

• What are the challenges and advantages of using Smartphone apps to retain and attract customers?

• Discuss celebrity endorsements as a mode of advertising.

• Investigate the efficacy of consumer service chatbots.

Таким образом, в работе были рассмотрены четыре фундаментальных жанра масс-медийного британского дискурса, а именно электронные СМИ (Digital Media), печатные СМИ (Print Media), вещательные СМИ (Broadcast Media) и реклама (Advertising). Каждый из них подразделяется на список дочерних жанров, которые являются разновидностью описываемого жанра и его подкатегорией. Также в рамках медийного жанра предлагается вопросный комплекс, вводящий в тему, то есть даются вопросы в режиме warming up. В контексте каждого жанра излагается пошаговое руководство на английском языке по написанию того или иного поджанра в академических целях (блог, статья, телевизионные и радио новости и рекламный текст). Блок в работе, посвященный примерным темам сообщений/презентаций по изучаемым медийным жанрам, стимулирует интеллектуальный и творческий поиск студентов и учащихся.

Как известно, язык современных СМИ и Интернета редко изучается в рамках школьной программы и это также новая дисциплина в высшей школе в институтах иностранных языков, поэтому учителю и преподавателю потребуется самостоятельно искать и разрабатывать дополнительный материал для осуществления работы с различными жанрами СМИ на уроках в медиаклассах, в рамках элективных курсов по русскому/английскому языку и в рамках дисциплины «Язык современных СМИ и Интернета» в высшей школе. Материал данной статьи может успешно применяться в качестве дополнительного в процессе изучения языка СМИ школьниками и студентами как средних, так и высших учебных заведений, а также он может быть использован для специальных целей при обучении маркетологов, копирайтеров, журналистов.



Список литературы

1. Тырыгина В.А. Жанровая стратификация масс-медийного дискурса. Либроком, 2010. 319 с;

2. Ceramella N., Lee E. Cambridge English for the Media. Student's book with Audio CD. Cambridge University Press, 2013. 112 p.

3. Pile L. Using Social Media. DELTA Publishing, 2014. 64 p.

4. Discussion Questions Lessons: Breaking News English ESL Materials [Электронный ресурс]. URL: https://breakingnewsenglish.com/discussion- questions.html (дата обращения 26.02.2024).

5. Broadcast Media [Электронный ресурс]. URL: https://topagency.com/glossary/broadcast-media-definition/ (дата обращения 26.02.2024).

6. News casting opening and closing script line - Newspaper script - Headline writing [Электронный ресурс] (https://www.learnesl.net/newscasting-opening-and- closing-script-lines-news-headlines/ (дата обращения 26.02.2024).

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