Discursive switching as a linguocreative technique (based on the material of comic genres of mass media)

Abstract

The article considers the method of discursive switching, which assumes linguistic creativity of the subject of speech. The reception consists in an unexpected combination for the addressee in oral speech or in the text of two
discourses. The analysis is based on the material of stand-up, parody, meme. The subject of the study is the features of genre implementations of the reception, as well as syntactics, semantics and pragmatics of the connected contexts. The method of discourse analysis and the structural-semiotic method are used. In parody, discourses overlap, in memes, partially identical information is dispersed over time and repeated many times, in stand-up, there is a rapid switching within the boundaries of the text. In the context of the reception, there is always a discrepancy between the content of speech and the ontological norm, a paradox, an absurdity. Switching discourses creates a comic effect in the range between satire and humor of different quality. The demand for discursive switching reflects the phenomena associated with the production and consumption of information in modern mass media: polydiscursivity, hypertrophied dialogicity, fragmentary texts, the dominance of contrast over other stylistic techniques.