Vyrovtseva E. V., Shevchenko I. A. (2026) The impact potential of infotainment programs on modern television (using the example of the program "Morning in Petersburg" on the TV channel "Saint Petersburg")
DOI:
https://doi.org/10.47475/2070-0695-2026-60-2-82-91Keywords:
multimodal media text, means of verbal influence, suggestion, infotainment television program, TV presenter's speechAbstract
Television remains one of the primary channels of mass communication due to its polycode textual format, technological evolution, and the synthesis of traditional and emerging genres, all of which ensure effective impact on audiences. The technical and semantic complexity of programs, the use of new speech strategies, and the creation of relevant audiovisual formats contribute to the success of morning multifunctional television programs. The theoretical framework is built on the studies of I. Yu. Cherepanova, E. V. Shelestyuk, and M. R. Zheltukhina, which determined the choice of a mediolinguistic approach involving a comprehensive analysis: discourse analysis to identify the specific interaction of linguistic and extralinguistic elements in the polycode text; contextual analysis of linguistic and audiovisual means of influence; intent analysis to determine the role of suggestive means in television speech; cognitive analysis to characterize the presentation of reality and identify the ways in which it is interpreted by television journalists; linguocultural analysis to determine how local cultural specificity of narration manifests itself in media text; as well as a comparative‑typological method. The research material consists of 50 episodes of the program "Morning in St. Petersburg" from the TV channel "St. Petersburg" (https://www.tvspb.ru), broadcast between March 2024 and April 2025, with a total runtime of 89 hours, selected by continuous sampling based on the criterion of the prominence of linguistic means that realize the program's communicative intent. The aim of the study is to characterize the means of influence in an information‑entertainment television program of the morning show genre. The analysis shows that the synthetic suggestive strategy is implemented in both studio and remote formats using various means of influence: live shots as a framing element of the program; camerawork and editing techniques; and linguistic means of moderating discussion during interviews with guests. The alternation of studio and remote components creates semantic and audiovisual variety in the program, attracts and retains audience attention, and ensures the effectiveness of the communicative strategy based on means of speech influence.References
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