MEDIA DISCOURSE AND GENRE TRANSFORMATION IN ART JOURNALISM

Abstract

This article analyzes the transformation of art journalism discourse in the modern media environment using philological and media-linguistic approaches. The study is based on a corpus of 30 art journalism texts published in the media of Karakalpakstan (print, audiovisual, and digital formats). The methodology integrates discourse analysis, genre analysis, linguistic analysis, and comparative methods, with texts coded according to indicators such as expressiveness, subjectivity, interactivity, and multimodality. The results show significant variation across media platforms: digital media texts demonstrate increased expressiveness and subjectivity, confirming the emergence of art journalism as an interpretative discourse. High interactivity indicates the transformation of the audience into active communicative participants, while multimodality is reflected in the integration of textual, audio, and visual elements. The study also identifies genre transformation and the emergence of hybrid forms such as blogs, podcasts, and video content. The experience of Karakalpakstan’s media illustrates the adaptation of art journalism to global media trends while developing a national cultural discourse.