ROLE OF SLOTS HERE AND NOW OF GLAMOUR CONCEPT IN COMMUNICATIVE STRATEGIES OF MASS MEDIA DISCOURSE

Abstract

The article deals with the conceptual component of the GLAMOUR concept, verbalized in modern mass-media discourse. The elements that form the conceptual component of the GLAMOUR concept, are structured in the form of a frame, which can be modeled on the basis of the actional frame by S.A. Zhabotynska. We consider the filling of slots HERE and NOW of frames ACHIEVING GLAMOUR (assumptions about the place represented by the concepts of EXPENSIVE RESORT, EXPENSIVE YACHT, EXPENSIVE MANSION, HUGE CLOSET) and BUYING GLAMOUR (the concept of FAMOUS EXPENSIVE BRAND STORE). These frames structure the assumptions of various ways to achieve glamour by two different social groups: celebrities and ordinary people. Also, the author outlines strategies, namely, strategies of recipient removal, playing with the recipient, and recipient involvement, used to shape the recipient’s interpretation of the GLAMOUR concept. The analysis shows that the discourse, in which the GLAMOUR concept is verbalized, does not only inform recipients of the concept as such, but also encourages to certain actions.