Working with Media Text in the Audience: Case Method

This article proposes a holistic approach to text analysis as an object of linguistic research and pedagogical process. The purpose of the work is to demonstrate a methodology for working with a textual whole, which would be universal for both foreign students and students of Russian universities. Within the framework of the proposed concept, such concepts as discourse, media text, creolization are put forward, which indicates that the educational process is now immersed in a new semiotic reality that needs to be taken into account. We examined the methodology of working with media text in the audience. It is universal in nature and can be applied to the widest textual material. By examining the text in its many aspects, we let students understand how discursive its nature is. The text, as our case shows, is not just an intermediary between communicants. This is a synergistic reality, which is modeled by the intentions of one communicator and the peculiarities of perception of another. Our main task was to acquaint students with the features of the text as an element of discourse, as well as to learn how to work thoughtfully with its conceptual field. SEO analysis and cognitive mapping were considered as methods of working with text.