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Abstract. Nowadays, in transformation of the realm of political communication, a more important part is given to the so-called «new social media». Previously, political communication was seen as a process of production, dissemination and perception of political information for the purpose of achieving a consent regarding one or another political action. Additionally, communication appeared as a mechanism of one-way information exchange. Under new conditions, political communication becomes a tool of ensuring the process of preparation, making and implementing political decisions. In a modern understanding, an informational message is built by means of specific cooperation between communicants. In this regard, information sources appear as a specific base for state actions. This paper deals with old (traditional) and new social media and lists several characteristics that help distinguish these media. It also shows how authorities and representatives of political opposition can use social media to achieve their political purposes. This article analyses not only benefits but also drawbacks in the application of new information technologies in politics, considering a problem of manipulation as a main disadvantage. It also compares the use of social networks by authorities in Russia and abroad. Because of differences in political culture, social networks are not popular with Russian authorities. However, the number of social networking users among Russian politicians is increasing year by year. Moreover, the most popular network with them is Twitter. A conclusion can be drawn that new media play an important role in creating a system of rules of conduct on the Internet and in establishing a specific culture of electronic communication between representatives of authority and society.Nowadays, in the western political science, state governance is more often seen as a system of selforganized networks that are characterized by interdependence, resource exchange, special rules of cooperation and significant autonomy from the state [1]. At the same time J. Kooiman [2] defines state governance as «the wholeness of state and public cooperation as regards solution of different social problems and creation of possibilities»; in other words, he draws attention to interactions that are understood as a specific form of action undertaken by actors of political communication in order not only to solve problems but also to create new courses of development. Principles of interactions based on certain worldview categories and moral values are becoming more important together with the role of collaborating institutes. This is, for example, the problem of transparency of political communication in terms of agreement between governmental and non-governmental institutes.The requirements for the efficiency of political decision-implementing process, submitted by non-state participants, have political and communicative grounds. Ideally, communicants' interests must be mutually shared. In its turn, the demand for a bigger transparency of ...

The article discusses the problem of the philosophical and conceptual verbalization of the emotional cluster of sadness. The purpose of this article is to identify features of philosophical and conceptual presentation of the emotional cluster of sadness and to explore metaphorization of German artistic consciousness. It is established that in German the cluster of emotions of sadness is formed by the following words: Trauer, Traurigkeit, Schwermut, Melancholie, Niedergeschlagenheit, Wehmut. They are synonymous to each other. As a dominant in this synonymous row the lexeme of "Trauer" acts. On material of German artistic prose of the 19-20th centuries the highfrequency explication of a concept "sadness" by means of a verbal metaphor is distinguished. The prevalence of a verbal artistic metaphor at expression and the description of this concept is caused by the aesthetic and pragmatical tasks solved by authors of the works. The most frequency semantic types of a verbal metaphor at an explication and the description of a concept "sadness" are revealed. Cognitive signs of the concept "sadness" are defined.

The article is devoted to studying new media. In the article, methods and techniques of invective language transformation of global communication are considered. This article discusses verbal features of the invective language in the modern media discourse. In work, psychological and linguistic approaches to the analysis of an obscene vocabulary are described. Obscene lexicon is considered as the emotional grammar of the speech. Authors use the following research methods: general scientific conceptual modeling, descriptive (observation, interpretation and generalization) and comparative method, functional and semantic analysis, contextual analysis, elements of discourse and component analysis. It is established that obscene lexicon is used not only as means of speech aggression, but also as means of optimization of interpersonal interaction in situations of frictionless communication where it can express negative and positive emotions and estimates.

Российский университет дружбы народов ул. Миклухо-Маклая, д. 6, Москва, Россия, 117198 В статье рассматриваются основания и предпосылки для оформления такого дискурсного подвида, как политико-административный сетевой медиадискурс. Ссылаясь на разнообразие подходов к пониманию дискурса в теории и практике современной филологии и коммуника-логии, авторы с помощью приведенных примеров выявляют ряд оригинальных характеристик, позволяющих в совокупности прийти к обоснованному выводу о том, что политико-админи-стративный сетевой медиадискурс -это целостная динамическая совокупность мотивиро-ванных текстов, развитие и цельность которой обусловлены традициями и культурой речево-го действия, характерными для политико-административной сферы сетевой медиакоммуни-кации.