TEXT TOOLS FOR ARCHETYPING THE MODEL OF THE WORLD IN THE SYSTEM OF THE LATEST MEDIA

The newest media feel the constant need both to attract the attention of the audience and to form a stable circle of subscribers. To achieve this goal, they attempt to appeal to the basic values of users. One of these forms of work is the archetypization of plots and characters of media works. The paper is based on the method of content analysis. We also used comparative-typological and historical-functional methods; an analysis of textual means of archetyping the model of the world in the latest media is carried out, both at the level of printed works and at the level of modern audiovisual formats. The research material is the most popular print online media and video blogs of the Russian-speaking sector of the Internet in 2021 and in particular - the blog of the stylist Alexander Rogov. In the course of the study, we explored the archetypal images and plots most often broadcast by them: transformation, the struggle with the titan, adventure, systematization of philosophical categories, chicanery, etc. Examples of the most particular directions in the modification of archetypal images and plots are given. The conclusion is made about the multiplot, often manifested in network content. The results of the study capture the dominant characteristics of modern mass communication and can be extrapolated to other textual realities that characterize the socio-cultural background of modern society.