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Verbal and linguocultural content of a text

This article gives a detailed account of one of the topical issues of modern integrative linguistic stylistics, i.e., substantiation of the content of the latest concepts that are formed within the interrelated disciplines. Attention is specifically paid to the terms media stylistics, verbal and linguocultural content of the media. The author elaborates on the concept of linguocultural content of the media text interpreting it as linguistic and aesthetic signs of culture, components of linguistic and informational pictures of the world, i.e., a value-content meaning of the mass media which unfolds and concretizes the general and nationally marked concepts, and as a regular manifestation of the language norm. The data of the magazine A Woman shows that the verbal content is a significant, specific segment of the functioning of the modern Ukrainian literary language in the media space. It reflects the universal stratification of the language of national professional, social, every day, and artistic culture, the synergy of its mediatopes and media genres, broadcasts a hierarchy of social (socio-political, gender), psychological and economic stereotypes, and human needs. They are all united by the Ukrainian-centric linguocultural platform which consists of both value-semantic signs of culture and structural-level units of the literary-linguistic continuum. In terms of media stylistics, the language of Ukrainian-language media is analyzed in two complementary perspectives: 1) via metaphorical-associative field structures with specific core nominations; 2) via the principles of realization of the media structural-level norm in the mass media. Keywords: media stylistics, verbal content, linguocultural indicator of value, metaphorical-associative field, language norm, sign of culture.