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Humorous effect when linguocultural phenomena are included in forum comments to media texts

The paper is devoted to the possibilities of creating a comic effect based on linguocultural signs and concepts in forum comments to media texts. The problem of the comic is studied in the context of the study of value essences and national-cultural meanings, which form the basis of the worldview of the national-cultural community. The material of the study is forum comments on Bulgarian online media publications or reposts of media articles in social networks. Due to the fact that the specificity of modern online communication is the relativity of the disposition of the author-addressee, the addressee is involved in the discussion of the topic, since both media texts and comments on them are usually read. Forum comments as posts written by the addressee under media texts, create a kind of network communication that allows its participants to evaluate the news or express an opinion about the content of the media text and, in some cases, to simply argue with or without reason. The formation of a comic effect on the basis of linguistic and cultural phenomena in forum communication is an important linguo-mental characteristic of the perception of the world by a national-cultural community, as well as a tool for assessing the preservation of cultural tradition. The analysis of linguocultural material involved in creating a comic effect in comments to media texts demonstrates the presence of several types of precedent, the use of phraseological units (paremias, citations, aphorisms), metaphors and concepts. The “transposition” of linguistic and cultural phenomena is based on the discrepancy between the internal and external image, on the violation of the usual syntagmatic relations of linguistic units, the actualization and modification of frame-slot connections, and the ambivalence of semantic realization. The article is based on the report that is going to be presented at the XVIII International Congress of Slavists in 2025.