| Keywords: | Modern media consumption is characterized by a steady shift towards video content, especially the short vertical video format that has grown out of the mobile environment and adapted for clip consumption. Under the influence of changing user practices, Russian media are rapidly mastering this format, adapting media texts originally created for other channels to it. At the same time, the transformation of the media carrier is accompanied by changes in the linguistic organization of the text. This study analyzes the lexical and morphological transformations of institutional media texts of Russian media when they are adapted to the short vertical video format.
Despite the widespread use of vertical video, the linguistic features of media texts in this format still remain poorly studied. At the same time, analyzing the transformations in the language of the media seems especially important, since it reflects socio-ideological changes, forms speech norms and serves as a key marker of changes in mass communication.
The empirical basis of the study was a corpus of 100 media texts of five Russian mass media outlets published on the short vertical video platform VK Clips, as well as their institutional versions posted on the official websites of the corresponding publications. For their study, functional and stylistic analysis, comparative analysis, and content analysis methods were used. The purpose of the study is to identify the lexical and morphological transformations of institutional media texts of Russian media during their adaptation to the short vertical video format. As a result of the study, key lexical and morphological transformations characteristic of the adaptation of institutional media texts to the short vertical video format were identified: lexical simplification, expressivization and ideologization of the statement, repositioning of the agent, and a change from passive to active voice. These changes reflect the transition to an emotionally rich, fragmented and platform-oriented discourse and can potentially be extrapolated to other developing video formats.
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| Abstracts: | polycode text, media text, new media, vertical video, mass media language, media determinism
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| The contact details of authors: | Raspopov, Artem Andreevich – Assistant at the Department of Russian Language and History of Literature, Moscow Polytechnic University, Moscow, Russia, https://orcid.org/0009-0002-6077-5839, raspopov.tema@gmail.com
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