The Specifics of the Discourse about the Modern Literary and Artistic Book in New Media: the Pragmastilistic Aspect of Book Blogging

   The article discusses the features identified by the author of the use of pragmastilistic means in blog texts, which are proposed to be considered as "amateur" microrecensions on a literary and artistic work.

   The purpose of the article is a pragmastilistic characteristic of the non-professional media discourse about books, which allows us to identify the axiologically significant specificity of this object through cognitive dominants, represented in the subjective-evaluative plane.

   As an empirical material, media texts with reviews of E. Limonov's novel "This is Me – Eddie" were used, in which various, often contradictory, assessments of the work were recorded. Based on the thematic principle of conceptual interaction in the discourse about the book, the concepts of "genre", "plot", "language", "scandal" and "author" are identified as dominant and the means of their representation in the evaluative judgments of the review authors are characterized. It is established that the direction of influence on mental structures in the cognitive consciousness of the addressee is determined by the means of language with pragmastilistic potential. These include evaluative epithets, periphrases, elements of hyperargony, semantic and pragmatic components of utterance, negation, pejoratives and melioratives. The specificity of the discourse about the modern literary and artistic book in new media consists in a combination of various means of expressing subjective assessment both stylistically and functionally. Along with the informative and entertaining function, book blogging can perform the function of promoting a book, causing certain reactions of the addressee in case of coincidence of the conceptual systems of the author and the reader, presuppositional fund of cultural knowledge and emotionality of the way of expressing the reviewer's attitude to the represented object. The research was carried out using a cognitive-discursive approach and the method of pragmastilistic analysis, which allowed us to establish ways to implement the evaluation of the work within the framework of the identified cognitive dominants of media texts of reviews in book blogging.

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