FEATURES OF LINGUISTIC REPRESENTATION OF THE EVALUATION CATEGORY IN MEDICAL INTERNET DISCOURSE

Abstract

Тhe article is devoted to analysing the representation of evaluativity in medical internet discourse, exemplifi ed through Russian and English medical blogs. The primary goal of the research is to identify methods for detecting explicit and implicit means of expressing evaluativity, their functional purposes, and how they impact the perception of medical information by audiences. The study is justifi ed by the absence of research into the evaluative category within medical media discourse. The research is based on qualitative and quantitative content analysis of medical blogs. Methodologically, it employs descriptive, typological, and typological-comparative linguistic analysis methods, along with content analysis and discourse analysis, enabling a comprehensive examination of the representation of evaluative units and the context of their application. This allows for the identifi cation of key communication strategies used in the online medical space. The fi ndings indicate that medical bloggers actively use evaluative units to foster trustful relationships with the audience and enhance the persuasiveness of the presented information. The article thoroughly analyses various methods of expressing the evaluative category, including the use of explicit and implicit evaluation, as well as their functions in the context of informational richness and emotional colouring of the text. The application scope of the research fi ndings is extensive: the results can be utilized in training programs for medical and media specialists, in improving online communication strategies of medical institutions, and can also serve as a basis for further studies in media linguistics and in training courses on doctor-patient communication in medical universities. The conclusions presented in the article emphasize the importance of a thoughtful approach to the use of evaluative lexicon in medical online resources. This not only aids in correctly forming the information message but also impacts the audience eff ectively.