Maria CZEMPKA: Emotive function in media discourse

Emotive function is a vital element of contemporary media discourse. Yet, it cannot be considered only in reference to the message sender. It has also a significant influence upon the attitude of the recipient and can be used as a strategy to gain over the recipient. Such an attitude, excessive usage of emotive function, can be observed in utterances of public figures, who tend to avoid neutral or uncommitted utterances. An important revaluation takes place, interference of formal and informal lexis and revealing of aspects which have been treated, so far, as taboo subjects. Media discourse is to a high degree organized by culture of transparency and divulgence, which can be seen in making private life public, in other words being “transparent”. Quite often well known people reveal secrets to become popular, secrets concerning their childhood, family relations, their body, romantic affairs and following breakups, diseases or even threat of approaching death. Headlines and headings are used to dramatize the massage, and expressing of emotions is emphasized by the form of magazine interview. Much exploited emotive function ceases gradually to be a distinguished element and makes individuals increase their exhibitionism.