In the modern world, the mass media perform the main function of channeling the feelings, impressions, and expectations of the mass consciousness and have a great influence on the formation of social groups and society. At their structural level of communication, media of all types use mythological principles of information transmission, as well as encoding and decoding of meanings that have an emotionally important load. It is important to understand the principles of how the expressed and hidden meanings in the media texts get embedded in the worldview, guide human actions, and adjust human perception of both political and cultural phenomena. The article examines the content and impact focus that media texts acquire when their structures are actualized according to mythological principles. The problem was analyzed by comparing the common and differing characteristics of mass communication and communication that acquires mythological features in the context of mass media discourse. The purpose of the article is to investigate the basic mythological structures of media texts from the perspective of their semantic content and specificity of influence on a mass audience. The article presents the analysis of common and different features in mass and mythological communication within mass media discourse and describes the basic characteristics of the display text as a communicative phenomenon of influence. The research also covers the interaction of the main structural features of national, culture, politics, and media aspects. The cultural environment actively influences the content of the information itself through the use of specific worldview codes in the process of encoding and decoding the messages. At the same time, the information itself and the form of its embodiment transform the part of the information field that is directly affected. The interplay of communicative and mythological outlook structures has deep archetypal roots, manifested primarily in how the information is infused with meaning as well as through the culture and creativity demonstrated by an individual.
This work is licensed under a Creative Commons Attribution 4.0 International License.