PROBLEMS OF MEDIA ECOLINGUISTICS IN THE ASPECT OF SEMIOTIC FIELD

Aim. To give an overview and rationale of interaction of such scientific fields as media linguistics and ecolinguistics within the field of semiotic variety of coherent media ecolinguistics vision. Methodology. The methodological basis of the research involves conceptual provisions and ideas of C. Peirce, Umberto Eco, Charles W. Morris, D. S. Likhachev, V. I. Shakhovsky, M. R. Zheltukhina, S. V. Ionova. The study used the following methods: the method of linguistic hermeneutic interpretation suggested by G.P. Schedrovitsky and G. I Bogin; descriptive method which implies observation, detailed analysis, overview and summarization of the material under study. Results. The communicative situation was examined within the media space as a semiosis pattern. Its components were evaluated in terms of holistic concept of media ecolinguistics. The relevance of the study is determined by the need to order and to systematize the knowledge relating to the process of semiotic sign interrelation within the media linguistic discourse, semiotization impact on ecolinguistic aspects of the media field. Research implications. Based on the theoretical data and methods, the structure of the phenomenon "ecology of culture" is determined, furthermore, its importance in the study of communicative interaction is justified. The article is based on the detailed analysis of interconnection between semiotic field and media linguistics. Semiotics studies media text in terms of its pragmatic, syntactic and semantic perspectives. At the heart of any communicative act is the process of semiosis - sign interpretation, value generation. The main exclusive media text feature is verbal and visual information, various systems of coding and decoding. An icon is the major component of communicative space.