ЯЗЫКОВАЯ ЛИЧНОСТЬ И ТЕКСТЫ МАСС-МЕДИА

 The problems of rationality in speech and argumentation and artistic impact of speech and discourse genres are vital for the development of the description of the status of Russian Sprachenpersoenlichkeit. Different theoretical frameworks that help analyze the newspaper discourse are discussed in the theoretical section of the paper. Some approaches are worked out in the latest decades. The paper analyses modern forms of representation of media discourse and the capacity of the reader to comprehend these forms, which can de developed through practices of interpretation and reflexivity. Discourse is looked upon as phenomenon representing concepts. The emphasis is laid upon the linguistic characteristics of modern media discourse which are to be decoded by the competent reader. Metaphors, euphemisms and periphrases, that are to be recognized and reinterpreted by a gifted reader in the process of comprehension as well as ambiguous and complicated terms that create the effect of textual supersaturation and ambivalence are the constituents of the economic discourse, analyzed in the paper. Alongside with the results of research the paper tries to single out the perspectives of the interest in the mass media discourse persuasiveness and argumentation studies.