SUGGESTIBILITY OF PHRASEOLOGICAL UNITS IN MASS MEDIA: REPRESENTATIVE SPECIFICITY

Abstract

The article, based on the material of modern media headlines that are the focus of the message and determine further intention of the reader, clarifies suggestive features of phraseological units, in particular, reveals their influential and expressive characteristics from the point of view of the latest fields of humanitarian knowledge (neuro-linguistic programming and suggestive linguistics). In accordance with the purpose, the article analyzes the array of headlines of modern Ukrainian electronic periodicals, singles out a wide variety of phraseological units in their composition, and elucidates the specifics of the influence at the level of neurolinguistic predicates that are sensory marked words that indicate the use of one or another representational system. Despite the fact that phraseological units are semantically complete units, the semantics of individual elements of these complexes – neurolinguistic predicates – were analyzed within the framework of neurolinguistic programming, which, without violating the general meaning of phraseological units, made it possible to reveal their representative core. The article primarily focuses on the primary, original meaning of neurolinguistic predicates that has helped to prove that the selected lexemes belong to the markers of the corresponding representative system and to establish their influential properties. In the process of analyzing the headlines, relevant representative markers were established in the composition of phraseological units and kinesthetic, visual and auditory predicates were distinguished. Kinesthetic predicates, within which sensory, taste and olfactory manifestations were analyzed, were the most active, visual predicates ranked second in terms of performance, auditory predicates were the least frequent. The results of the conducted research are in agreement with the relevant investigations of scientists in the mentioned problem and prove that the dominant system of perception for representatives of Ukrainian linguistic mentality is the kinesthetic representative system, so the use of predicate words of this system will help not only to improve the perception of any suggestive text, but also to significantly increase its influential effect.