engleski

Linguistic changes and communication structure under the influence of social networks

This paper deals with language changes and communication structure influenced by social networks. Based on the relevant linguistic theory, the aim is to prove that social media releases are a new structural communication unit, that they fit into the theoretical framework and that they practically complement it as a new phenomenon. The methodological framework for the elaboration and the settings on structural linguistic communication change is the scientific framework of text linguistics, i.e. the theory of text types. According to this theory, social media releases have been proven to be a new text type, thus confirming the thesis that new communication structures are being developed under the influence of social networks. The study was done on the most used social networks, Facebook, Twitter and Instagram. With their graphic design, short information format, given algorithms, networks form structural communication units, i.e. posts. They are defined by the rules of the social network, which are created in response to the civilization's need to exchange information quickly, the general availability of the internet, which is an infrastructure base for the development of this communication. One's inherent need for self-promotion in this form is more evident than in other texts. Structural changes are reflected in the transmission of communication to the network platform, limitation of message length, given graphic form, the fact that part of the message becomes reactions to the message itself, which makes one communication unit not only the sender's message, but also contains feedback from the recipient about the message. One of the most important structural changes is the relation towards image material in the message. It is not a supplement to the text and a visual presentation of the written text, but largely becomes the main holder of the information, and the written text is merely an amendment. This takes place in accordance with today's need for a short message in which the image conveys much more content than written text can transmit in such a short format.

communication structure, context, photo as text element, social net-works, text

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