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Russian Psychological Society
The Faculty of Psychology. Lomonosov Moscow State University.
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Maligina, Lidiya E.

Lomonosov Moscow State University
Moscow, Russia


Malygina Lidia E. (2019). Gamification of promotional discourse practices on TV: the problem of influencing mass consciousness of the audience. National Psychological Journal, 1, 122-131

Background. The paper focuses on manipulating the mass consciousness of the audience. Traditionally, this issue has been considered as an attempt to present the advertising of a TV product as information, but within the digital age, there is a desire to present promotion of TV content as a game. However, the “non-gaming” goals of the institutions that stand behind video games and games in alternate reality may be hidden from the players and serve commercial goals.

Objective. The study focuses on identifying and describing the advantages and disadvantages of using gamification in the TV promo-discourse. The author examines examples of using games in alternative reality and also multiplayer online games in real time in order to attract the attention of films and TV series viewers, analyzes the causes of success and failure of similar projects in related fields, and also in science and business.

Design. The study is valuable for interdisciplinary approach. Analyzing the use of gamification techniques in the TV promo-discourse the author raises topical issues of media psychology, perception psychology, philosophy of video games, ethics, communicative stylistics and media stylistics.

The paper highlights philological methods designed according to the tasks of the research: communicative discursive analysis, synchronic descriptive and synchronic comparative methods. The description of the provisions and forms of persuasive communication as applied to TV promotions includes elements of logical meaning-specific analysis (i.e. argumentative analysis), and also intentional, ethical and psychological analysis. This approach helps to give an adequate description of gamification effects in TV promodiscourse.

Results. The author comes to the conclusion that the ability of game mechanics to motivate mass recepients of the TV promo discourse to watch television programs is enormous, but the viewers of the TV channels need to be critical of gamification projects: they have to understand the purposes they are framed to, and take part in projects whose non-gamer goals are merely civil without implying exploitation of the gamer. Framed to the ethical norms gamification in the TV promotion can be both an effective tool for promoting TV content, and also a way to change the social order for the better.

Conclusion.Theoretical conclusions of the study of the mass consciousness manipulation through using gamification in TV promotions can be widely used in teaching medialinguistics, speech culture, TV, philosophy of video games, humanitarian researche of video game, etc. The results of this study seem to be useful to media professionals.

Received: 10/18/2018

Accepted: 03/05/2019

Pages: 122-131

DOI: 10.11621/npj.2019.0111

By: ;

Keywords: gamification; TV promo discourse; manipulative impact; online gaming; virtual reality;

Available Online: 30.04.2019

Malygina L.E. (2014). Figurative expressions in television announcements. National psychological journal. 4 (16), 102-109.

This paper focuses on studying the specific features of using figurative expressions in the texts of television announcements based on the usage of words in a figurative sense aimed at enhancing pictorialism and expressiveness of oral speech. Various uses of tropes, nonce words and set phrases in the texts of modern television announcements. The figurative media mentioned are shown to contribute to implementing a journalistic strategy of a language game, which can greatly influence the mindset of a general audience.

Today television journalism is undergoing dramatic changes. Not just the genre structure of modern television discourse is subject to transformation, but each individual genre as well. The need for highlighting linguistic stylistic peculiarities of promo genres that previously were given a brief account of (in particular the analysis of figurative meanings that have become a popular mechanism for creating a language game in the texts of television announcements) seems to be quite topical. This article offers an in-depth analysis of figurative expressions in texts of television announcements in light of communicative stylistics of journalistic speech. A journalist as an author consciously selects particular means to fulfill his/her communicative task using the resources of the Russian language. The psychology of his/her audience taken into account, the phenomenon of a language game may be considered as a psycholinguistic phenomenon. Through a language game, an implicit impact on the mass audience is produced.

This article makes a significant contribution to modern scientific media stylistics and opens up broad prospects for the research of modern television genres included in the so-called promo discourse, and can be widely used in education syllabus within the course of television language, speech culture, media linguistics, media psychology, etc.

Received: 12/09/2014

Accepted: 12/20/2014

Pages: 102-109

DOI: 10.11621/npj.2014.0411

By: ;

Keywords: television announcement; figurativeness; linguistic play; tropes; phraseological units; nonce words;

Available Online: 31.12.2014

Maligina L. E. (2010). TV announcement: information or manipulation? National Psychological Journal,2(4), 60-63

The article deals with the problem of incorporation, decoding of precedent phenomena in TV announcement offscreen commentary as well as the problem of Russian pressmen linguistic mind stereotyping; analyses linguistic-ethic problems connected with intervention into communicative space of addressee; undertakes an attempt to discover the main reasons of communicative failures.

Pages: 60-63

By: ;

Keywords: linguistic play; aggression; repetition; precedent-relation; decoding; incorporation; communicative failure; linguistic-ethic problems;

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