Експресивність та оцінність текстів соціальних мереж

Abstract

У статті проаналізовано реалізацію категорій експресивності й оцінності в текстах соціальної мережі «Інстаграм». Описано, як авторські неологізми, оказіоналізми, власні назви, стійкі словосполучення, повтори, засоби міжстильової дифузності тощо передають експресивність висловлення. Простежено особливості вираження оцінності різнорівневими мовними одиницями. Обґрунтовано, що тісно пов’язані категорії експресивності й оцінності стають важливими характеристиками оригінальності, індивідуалізації, переконливості мережевої комунікації.

The article addresses the issue of emotionality and expressiveness in Instagram posts, realized through linguistic means at various levels. Evaluativity is interpreted as a judgment embedded in the semantics of a linguistic unit, and as such, it can be traced across different language levels. Evaluative (axiological) vocabulary most explicitly conveys the speaker’s attitude toward the object of expression, including emotions and judgments (explicit manifestation). However, any linguistic unit may contain an evaluative component (contextual, implicit, or paratextual). The aim of the article is to explore the role of evaluativity and expressiveness in constructing emotionally charged and persuasive Instagram texts. The main tasks include identifying the linguistic means that contribute to evaluative and expressive effects, and analyzing their pragmatic functions in online interaction. In this study, evaluativity is considered a key principle for capturing attention and influencing the interlocutor through originality, accessibility, persuasiveness, and self-presentation in post texts shared on Instagram profiles. The article analyzes linguistic means of evaluation used to create a positive or negative impression of an object, item, or phenomenon. Convincing communication between bloggers and their followers is achieved through various linguistic resources that convey evaluativity. These include lexical means (nouns, adjectives, adverbs with positive or negative modality, slang, obscene vocabulary, etc.) and syntactic devices (rhetorical questions, parcelling, anaphoric constructions, etc.). The use of graphic elements combined with the semantic and stylistic potential of linguistic units contributes to the vivid emotionality of expressions. Expressiveness is viewed as the capacity of linguistic means to convey emotional states, intensify utterances, and influence the recipient. It is shaped by authorial neologisms, occasionalisms, the use and transformation of proper names, fixed expressions, repetition, and interstylistic diffusion. The conclusions emphasize that evaluativity and expressiveness are key to creating persuasive, memorable, and emotionally resonant content on Instagram. Future research perspectives include the exploration of these phenomena across different social media platforms and cultural contexts.