The political and socio-economic situation in society produces certain conditions for a successful or unsuccessful political media communication flow. Mass media influence the socio-economic and political life of the country. Media discourse mirrors socioeconomic and cultural relations within and between states and defines the interests of the contemporary society. Institutional, stereotypical and mythological markers of the affecting model in today's political media communication are identified in this article within the framework of the discourse and the influence theories. In the article is established that the political language of the mass media reveals the peculiarities of linguistic consciousness, mentality, individual and mass speech behavior reflecting the institutional, stereotypical and mythological markers of the reactive model in the contemporary political media communication. Key words: institute, stereotype, myth, markers, affecting model, influence, political media communication, media discourse
IntroductionThe XXI century displays an exacerbation of the global socio-political situation, its active coverage in international and local mass media and, consequentially, an increasing interest of native speakers belonging to different linguistic cultures in its relation. Contemporary linguistics broaches an issue of the interaction between the addresser and the addressee, discourse and power, and tries to answer the questions regarding the role of the language in the permanent struggle of people for power and influence, including the political language of the mass media. The socio-economic and political environment in a state establishes certain conditions for a successful or unsuccessful political media communication flow. The political media discourse reflects socio-economic and cultural relations within and between states and defines the political and economic interests of the contemporary society (Zheltukhina 2003;Zheltukhina, Vikulova, Slyshkin, Vasileva 2016, Khrulyova, Sakhieva, 2017 Kong, Kayumova, Zakirova, 2017;. The information-oriented society is characterized by the increasing managerial importance of the mass media, which are a part of public relations, as well as increasing public awareness, free access to information, an unimpeded operation of all the mass media, availability of mass technical means which make information approachable to the majority of citizens (Karpukhin, Makarevich 2001;Levina et al., 2017). The locomotive power of the socio-economic and political change is at present the information environment, information technologies, nevertheless there is a dislocation towards the sphere of influence on people, to the sphere of "people manipulation by people" (according to K. Marx), which earns the status of totalitarian process in political media communication. The political media communication performance resides in formation of the ideological majority (political, religious, consumer, artistic, etc.) and achievement of a social harmony.XLinguae, Volume 10, Issue 4...
