Streszczenie:
The paper analyzes the discursive practices of traditional and new media. The special attention is paid to the change of discourse paradigms within which we can observe the inevitable rotation of both discursive practices and the models of media discourse. Modern medialogy involves a variety of interdisciplinary approaches and methods of analysis. An important place among them is occupied by linguistic methodology, in particular, the discourse analysis, which allows conducting an authentic study of a variety of media phenomena operating in the framework of multi-level communicative models. These processes and mechanisms are especially clearly manifested in the comparative analysis of traditional and new media. Using the example of discursive organization of the journal Sovremennye zapiski ('Contemporary Notes'), the materials of the community of professional mass media Vysota 102 ('Height 102'), as well as public pages not associated with professional media, but oriented on dissemination of socially important content Tipichny Volgograd ('Typical Volgograd') and NEtipichny Volgograd ('Non-Typical Volgograd'), we've shown that media discursive practices, being heterogeneous structures, not only correspond, but also form the semantic potential of specific media. In the case of traditional media, transdiscursivity is the leading discursive practice, since it allows carrying out effective oscillation of meanings from one discourse to another. In the case of new media, such practices as polydiscursivity and interdiscursivity are priority ones. They form authentic communicative models in a situation of global transformation of the media space. At the same time, the media discourse, the consumer discourse, and the discourse aimed at the formation of identity in the sociocultural space, become dominant.
