Sprache im 20. Jahrhundert. Gegenwartssprache
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Mediatization and Mediality in Social Media: the Discourse System Twitter
The article contributes to the debate about mediatization and the use of language in social media. The theoretical approach evolves from the intersection of linguistics, media and communication studies. While the concept of mediatization describes relations between medial and sociocultural change and the ubiquity of media in everyday life, the concept of mediality sheds light on the inseparability of media and language. From this interdisciplinary perspective, specific practices of media and language use within the microblogging service Twitter were analyzed. Examples from different case studies reveal certain user practices that can be described as formed by ‘moulding forces’ of the medium Twitter without considering technology as determining or symptomatic. Our analysis shows that the use of specific semiotic and functional operators (#, @, RT, http://) establish user practices of creating personal and semantic references and thus constitute Twitter as a multi-referential discourse system.
Ein Volk lernt um
(2013)
The term ‘marketing communications’ is used to denote communications by means of various persuasive messages about products, organizations, candidates and ideas that marketers send to audiences to build up knowledge of the mentioned objects, to evoke positive attitudes towards them, to stimulate the audience to act in a certain way (buy, use, vote, approve) and remain loyal to them. Possibly the most dominant type of marketing communications in our culture is advertising, but there are many other effective forms of marketing persuasion (public relations, sponsorship, point-of-sale communications, sales promotion, event marketing, product placement, etc.). Advertising uses mass media channels (traditional and new media) to contact and interact with the audiences, and thus the language of advertising has become a special form of mass media language.
Discourse analysis in general, and media discourse analysis in particular, are currently attracting increased attention from linguists. This interest can be seen in the tendency to apply the term ‘discourse’ to various sciences and academic disciplines. It is possible to trace its dispersion both horizontally, i.e. in different sciences, and vertically, i.e. on various linguistic levels. Furthermore, the majority of interpretations of the term ‘discourse’ appearing in the works of modern scholars have arisen as a result of the interdisciplinary nature of language study within the cognitive paradigm in linguistics.