STYLISTICS OF PHRASEOLOGY IN MULTIMEDIA COMMUNICATION: A NEW SEARCH

The article expands the concept of phraseology in accordance with reorientation linguistics to functional. Emphasis is placed on neolinguistic ideas that are dominant 21th century. We analyzed stylistic potential traditional, semantically modified and new phraseology. focus innovative media multimedia communication, which popular modern world. Research material – multi-format genres (screen social networks, virtual etc.). uses from tsn.ua; zn.ua; unian.ua sites, their TV analogues Internet clones (in messengers, media, citylights). methodology mediastylistic methods, particular screening monitoring, helped objectify presented results. It proved emergence influenced by extralinguistic factors, including process globalization, information modifications total digitalization. Digital Age has been expanded point view, objectifies entry into flow, opens opportunities for manipulative possibilities language resource reality. New approaches interpretation syncretism have proposed, (a) (b) resources; (c) creolized internet communication; (d) advertising PR. concluded context creates phraseology: allows achieve key functions mass communication inform persuade recipient, influence his emotions, entertain educate.