The linguo-cognitive potential of publicistic discourse

Abstract

The article examines aspects of the phenomenon of publicistic discourse. The authors
highlight the communicative and cognitive components in the speech-thinking process considering
the world experience of scientists, as well as experience based on a practical analysis of the Kazakh
mass media. It is noted that discursive activity ensures realization of a whole range of cognitiveaxiological possibilities and abilities of the addressee. The article considers dynamic processes that
occur in language and style of modern journalism.
The conceptual basis of the study is the understanding of discourse as a phenomenon that is formed
under the influence of linguistic, cognitive, ideological, socio-cultural factors in various areas of
human life: politics, sociology, psychology, linguistics, journalism, etc. The choice of the theme is
due to the importance of the problem in a dynamically developing world.The authors substantiate
the relevance of the problem, using examples proving that information and knowledge continue to
be the main value in modern society, where not only a high degree of cognitive and communicative
saturation of the material is important, but also the problem of its understanding by the addressee.
The work shows the mechanism of interaction between the cognitive and axiological components
and methods of communication in the speech-thinking process on the example of Kazakhstani
publicistic discourse. Cognitive-influencing information becomes significant and promising,
especially in the context of multilingualism, multiculturalism, polymentality of the population of
the Republic of Kazakhstan.
The article analyzes the ideologemes of the Kazakhstani «quality press», reveals the linguistic
means used to accentuate the dominants.The presented material allowed the authors to show
the features of the process of functioning of the media language as a means of reflecting thought
processes and to determine communicative perspectives