CC BY
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UDC 81.272
Zhukova Е-O.,
A first year graduate student of Institute of Foreign Philology, V.I. Vernadsky Crimean Federal University, Simferopol
Mazina E.N.
Candidate of Philology, Associate professor, V.I. Vernadsky Crimean Federal University, Simferopol DOI: 10.24411/2520-6990-2019-10427 IMAGE MAKING IN THE ENGLISH MASS - MEDIA
Жукова Е.О.,
Студентка первого курса магистратуры Институт иностранной филологии, Крымский Федеральный Университет им. В. И. Вернадского
Мазина Е. Н.
Кандидат филологический наук, доцент, Крымский Федеральный Университет им. В. И. Вернадского
СРЕДСТВА СОЗДАНИЯ ИМИДЖА ЗНАМЕНИТОСТИ В СМИ
Abstract
The main purpose of the research is to determine the means, which are used to create an image of a famous person in the mass media. The article studies the «image» concept, its structure and functions, as well as the main means of creating an image of the Duchess of Cambridge in English-speaking media. Such magazines as «ELLE», «People», «OK», «Star», «Style», «Woman's day», «Life and Style», «Hello» served as a research material (the total number of text fragments is 200).
Аннотация
Основной целью исследования является определение лингво - стилистических средств, используемых для создания образа знаменитости в средствах массовой информации. В статье рассматривается понятие «образ», его структура и функции, а также средства создания образа герцогини Кембриджа в англоязычных СМИ. Такие журналы, как «ELLE», «People», «OK», «Star», «Style», «Woman's day», «Life and Style», «Hello» послужили в качестве исследовательского материала (общее количество текстовых фрагментов -200).
Key words: image, imageology (image making), Duchess of Cambridge, linguistic means, stylistic means
Ключевые слова: имидж, имиджелогия, герцогиня Кембриджская, лингвистические средства, стилистические средства
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PEDAGOGICAL SCIENCES / <<€©LL©MUM~J0U®MaL>>#re®)),2©]]9
Nowadays mass media has become not only a source of necessary information, but also a means of making an impact on the minds of people, shaping up their way of thinking. The novelty of the present study consists in the analysis of various linguistic and stylistic tools used to create the image of the Duchess of Cambridge, which has not been explored so far. Little attention has also been paid to the means of creating an image.
In this article, we present the preliminary results of the study aimed at exploration of the «image» concept, determination of its structure and function, and identification of the means, which are used to create an image. The major goal of this study is to -order the notions about the essence of image, as well as to create own algorithm of analysis of an image evaluation in the English-speaking media.
To reach the goal of the study, the following methods were used: the descriptive method was applied to assess and describe the character and behaviour of the Duchess of Cambridge, the comparative method, which was used in order to juxtapose the images of the Duchess of Cambridge and Princess of Diana Wales, stylistic method, which was applied to select and analyze stylistic means used by the media in creating the image, as well as the method of continuous sampling, the aim of which was to select the contexts that contain any information about the studied subject.
Currently, a lot of attention is paid by different scholars to various aspects of imageology due to the impact, which an image has on the professional and personal life of a person. However, the definition of the image itself is not clear-cut, and linguistic mechanisms for creating an image also require careful research. For these purposes, it is important to define the «image» concept.
The semantics of the word shows that the term «image» is not only the concept of representation of a person or thing in art, but it also has such important meanings as an idol, a metaphor, and the general impression that a person, organization, or product presents to the public. [8]
The image does not always show the real character of a person, as it is the result of conscious work of image-makers. It ascribes a person or a phenomenon certain properties and characteristics that are not peculiar to them.
To create the image of a famous person, the media uses the description of psychological and social characteristics of the individual, and by these means affects the audience.
The image can be formed automatically (spontaneously) or intentionally (artificially). This fully depends on the carrier of the image (object), its professionalism.
Often, a number of stylistic means are used to shape the image of a well-known person in the mass media, which helps to influence the public.
The main stylistic means that are used by the media to form an image of the famous person are epithet, metaphor, irony, hyperbole, simile, and antithesis. The wide use of stylistic means and figures of speech helps the mass media to create a certain image of a celebrity.
The object of the present research is the image of Catherine Elizabeth Middleton - the Duchess of Cambridge, a woman without any title who has become part of the British Royal Family.
The importance of the Royal Family for the British people is undeniable. For these people their monarchs are a moral standard and an example to follow. Mass media is sure to play an important role in forming the image of the Royal aristocracy, including Kate Middle-ton, who has recently joined the Royal Family. Numerous British magazines use a variety of linguistic and stylistic tools in order to display personal characteristics of the Duchess of Cambridge.
In one of the first publications about the future wife of William, Kate was described as «privileged, but not snobbish» [11, p. 122]. These words express the whole essence of public attitudes to Kate in the early years of her occurrence in the life of the royal Family. Not taken seriously, she was considered the next passion of Prince.
However, after a few years, the public got used to the presence of Kate in William's life and everyone waited for the Royal wedding.
Finally, William proposed marriage to Kate, and this event made the whole country happy for Catherine. Various magazine and newspaper articles were full of bright and enthusiastic headlines. For instance, «People» dated from 29th of November, 2010 wrote: «They're Engaged! At last!».
Mass media is well aware that the origin is one of the most important components of the social characteristics of a celebrity. The whole country was interested in the family relations of William's future wife. Such information was published in the «Vanity fair» magazine in April 2011. To describe Catherine's parents, mass media used words and phrases with positive connotation; for example, in this article the mother is characterized with words like: «fun», «young in spirit», «great entertainer», and her father is described as «handsome man», «most comfortable in his country casuals», «he is never happier than when he is with his family» [13, p. 150].
Love relationships play an important role in creating the image of a celebrity, as by his/her attitude to love affairs people appreciate the famous person. That is why William and Kate's the relationships were discussed virtually by the entire British press. The magazine «Hello», for instance, wrote: «William and Kate spent almost more time gazing at each other than at the artists» [6, p. 49]. These lines show that the couple is really engrossed in each other and dismiss rumors about their forced marriage or a marriage without love.
The character of a celebrity can also affect the creation of his/her image. Personality traits of celebrities can be manifested in their attitude toward other people. Kate is a very open and empathic person. The newspaper «Daily Mail» published an article under the headline: «The day Kate became the Duchess of Hugs», which illustrates Kate's reaction to the boy's request to hug him: «When she saw him gesturing, she opened her arms and asked: Am I going to get a cuddle as well?» [9, p. 7]. « Without a second thought, she then leant over the steel barrier and embraced him» [9, p. 7]. The article shows Kate's incredible kindness and her attitude towards ordinary people.
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Catherine's appearance also attracts particular media attention because often the external image is the result of comparing the person's looks and generally accepted ideas about perfect beauty. The magazine «Daily Express» published an article «Kate, the beauty queen», where the Duchess was named «the most naturally beautiful woman in Britain» [2, p. 8]. To create this image many expressions with positive connotations were used in the article, for example: «glossy chestnut locks», «bouncy curls», «well-groomed fuller eye-brows» [2, p. 8]. Besides, the Duchess is often characterized metaphorically through analogy with a beautiful flower: «a true English rose» [10, p. 1].
It is quite natural that the public love has only increased since the announcement of Catherine's imminent motherhood. She became a woman, who was going to give a new heir to the throne of England. «Hello» magazine posted the cover photo of a pregnant Kate signed «Kate Shines. The smile that shows she's ready to be a mum» [5, p. 1].
The use of stylistic means in the media is an integral part of the formation of the image.
For example, the newspaper «The Mail on Sunday» published an article with the headline: «Will's lady in wed» [7, p. 13], which referred to the wedding of their friends Emily and David Jardine D'Erlanger -Pat-erson. The author used the word «wed», which means to marry, instead of the expected noun «red», because Kate was in a red dress at the ceremony. This pun allowed to attract more attention to the subject and simultaneously represented Kate in an unfavorable light.
In addition, while reading articles in any British magazine, you may notice that journalists vividly describe any ridiculous situation, which happens to the Duchess of Cambridge. "Oops. The wind was not Duchess Kate's friend during Day 8 of her royal tour. As Prince William and his wife at Calgary Airport on Thursday, Catherine's flowing yellow Jenny Packham dress caught the breeze "[12]. The word "wind" is personified to add dynamics to the description and create a certain mood of the reader.
Metaphor as a stylistic device is also often used to create an image of Kate Middleton. For example, "The Duchess of Cambridge is an English rose in pink for World Mental Health Day" [3]. In this sentence, the duchess is compared with the English rose, which, in turn, is a symbol of beauty, over which time does not dominate. Consequently, this metaphor helps by means of an analogy to create a positive image of Catherine Middleton.
The comparison of Kate Middleton and Diana Spencer, William's mother, also affects the image of Kate.
Even when Kate was not the wife of the prince William of Wales, Duke of Cambridge, the similarity between Diana and the future wife of her son in their choice of dresses was constantly the subject of media discussion: «After seven years of dating and will-they, won 't-they speculation, it was a headlong step into the glare of the spotlight. But that will be nothing compared with the scrutiny she'll undergo in the run-up to the wedding and the comparisons to the photogenic legend who would have been her mother-in-law especially
when it comes to style» [4, p. 168]. These words written in the magazine issue «Harper's Bazaar UK», incredibly accurately determine what will happen to the future Duchess of Cambridge.
The images of Kate and Diana have been compared both in the aspect of their external as well as internal characteristics. Both elegant and beautiful princesses in the framework of their time. This comparison was used by the media to draw attention to Catherine. For example, to awaken a particular interest in the wedding of William and Kate, the magazine «OK!» published a photo of the newlyweds on the cover with the inscription: «William and Kate invite you to a wedding just like Diana's!» [14, p. 1].
Thus, the mass media applies both linguistic and extralinguistic means to create the image of the Duchess of Cambridge. The linguistic ones include the usage of lexical units with a positive evaluative meaning and tropes (metaphors, play on words, etc.). They are used, for the most part, with reference to the appearance of the Duchess, her clothing and character. The main ex-tralinguistic means is Catherine's characterization through analogy with Princess Diana. The fact that Kate reminds British people of their deeply beloved Diana helps to make her image even more attractive.
Список литературы
1. Квеско Р.Б. Имиджелогия: учебное пособие / Р.Б. Квеско, С.Б. Квеско. - Томск: Изд-во Томского политехнического университета, 2008. -53-54 с.
2. Chalk Natalie. Kate, the beauty queen // Daily express. 25.10.2012. P. 8.
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4. Kate & Di. Princesses with style // Harper's Bazaar UK. 12.01.2011. P. 168.
5. Kate shines // Hello. 3.06.2013. P. 1.
6. Lacroix Natalie. Everyone loves William and Kate // Hello. 11.07.2011. P. 49.
7. Macfarlane Jo. Will's lady in red / Jo Macfar-lane // The Mail on Sunday. - 18.04.2010. - P. 13.
8. Oxford Dictionary [Electronic Resource] . -Mode of access: https://en.oxforddictionar-ies.com/definition/image (дата обращения 13.12.16).
9. Sims Paul. The day Kate became the Duchess of Hugs // Daily Mail. 11.10.2012. P. 7.
10. The Duchess of Cambridge is an English rose in pink for World Mental Health Day // Hello. 10.10. 2016. P.1.
11. The girl who would be princess? // People. 17.10.2005. P. 122.
12. USA today [Electronic Resource] . - Mode of access: http://content.usatoday.com/communities/en-tertainment/post/2011/07/kate-middleton-has-marilyn-monroe-moment. (дата обращения: 17.03 2017)
13. Will and Kate's new life // Vanity fair. 09.04.2011. P. 150.
14. William and Kate invite you to a wedding just like Diana's! // OK! 21.06.2010. P. 1.
