DIGITAL CULTURE CONCEPTS IN TRILINGUAL MEDIA SPACE: COGNITIVE DYNAMICS AND LINGUOCULTURAL TRANSFORMATIONS
Abstract
The article explores digital culture media concepts in a trilingual media space (English, Russian and Uzbek) from the perspectives of cognitive linguistics and media linguistics. The relevance of the study is determined by the rapid transformation of contemporary media environments and the growing influence of digital communication on cognitive and linguocultural models of social reality interpretation. The research aims to identify the specific features of representation and cognitive dynamics of digital culture media concepts across different linguistic and cultural contexts, as well as to reveal the mechanisms of their discursive and cognitive actualization. The novelty of the study lies in a comprehensive trilingual analysis of media concepts taking into account their cognitive structure, media specificity and cultural conditioning. The theoretical framework is based on the theory of concept, conceptual metaphor and conceptual blending, which makes it possible to interpret a media concept as a multidimensional construct functioning within multiple mental spaces of digital communication. The empirical analysis of English-, Russian- and Uzbek-language media discourse resulted in a binary classification of media concepts into media-amplified concepts and digital-born concepts. Thematic groups of media concepts were identified on the basis of their conceptual cores. The study reveals a clear asymmetry in the representation of digital culture media concepts across the three media spaces and establishes a decreasing scale of their prominence from English to Uzbek media discourse. It is also demonstrated that the transformation of peripheral components of media concepts is directly influenced by cultural context and by the degree of integration of the English language into Russian and Uzbek digital environments.
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