: 71-77
Ivan Franko National University of Lviv

Media text is a type of text directly connected with reality. The method of verbal representation of reality depends on the journalist’s language competence, the ability to choose the appropriate word to denote a subject, process or phenomenon, the ability to combine words into phrases and sentences based on semantic and logical compatibility. At the level of the text, the corresponding feature is the preciseness of word usage. Texts which do not comply with the principle of preciseness of word usage, contain incorrect code and cannot be correctly decoded, therefore they are ineffective, as they are not able to inform the recipient and to influence him. The analysis of media texts revealed that non-compliance with the requirement of preciseness of word usage causes various communicative barriers. An incorrectly chosen word can create an emotional load of the text that does not correspond to the content of the message. On the other hand, the flaw is emotionlessness, neutral expressive tone, indifference, lack of empathy contrary to the facts reflected in the media text. In both cases, the media text will dissonance with the emotions caused by its content, because a false code of pragmatic information is embedded here. Comprehension of the media text can be complicated due to incorrect coding of subject-logical information: using a word or a idioms in improper context; confusion of the word meanings and not only linguistic and logical, but also factual errors as a result; logical deviations due to incorrectly selected or redundant conjunctions, excessive or insufficient word usage; not taking into account the meanings that arise at the word combination level; errors of automatic translation. Non-observance of the principle of preciseness of word usage can lead to non-textual communicative barriers: the recipient may lose confidence in the journalist’s language and even professional competence, lose confidence in the publication or the media in general.

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