LANGUAGE GAME AS A COMMUNICATIVE STRATEGY FOR THE FORMATION OF THE IMAGE OF SAMARA IN THE REGIONAL PRESS

Subject of the article: Samara regional press, which mainly includes newspapers and magazines. The object of the article: the language game as a communicative strategy for the formation of the image of Samara on the example of such newspapers as" Samara Newspaper"," Volzhskaya Kommuna", magazines" First","Samara judges". The article deals with the phenomenon of the language game, which became particularly popular in the field of mass media and advertising at the turn of the XX-XXI centuries. Being one of the numerous communicative strategies of the author, the language game allows you to convey the necessary information to the recipient in a compression form, which is placed in the headlines of newspaper and magazine articles in the Samara region. The diversity of this phenomenon has been structured and classified by many linguists, which gives us the opportunity to consider the used communication strategy based on the existing scientific justification in the field of journalism and mass communication. Methodology of the work: the analysis of newspaper and magazine articles of the Samara regional press involves an appeal to the method of generalization of scientific experience in the field of studying mass media, as well as to the method of continuous sampling of language examples. Results: in the headlines of the Samara regional press, one can observe a significant number of examples of using the language game as a communicative strategy in order to beat the presented information, which is conveyed to the reader by means of compression of the message and creates a certain image of the region in the political, social, cultural, and economic spheres of activity. Such a communication strategy requires linguistic commentary in each individual case.