DISCOURSE IN MEDIA: THE UNIQUE LANGUAGE OF HOROSCOPES
Keywords:
horoscope discourse, media language, vagueness, modality, hedging, personalization, popular culture.Abstract
Horoscopes are one of the most persistent and intriguing genres in modern media discourse. Despite the rise of scientific skepticism and digital information, millions still turn daily to horoscopes for insight, guidance, and entertainment. This article examines the linguistic and discourse features that enable horoscopes to remain compelling. By focusing on lexical vagueness, modality, hedging, personalization, and metaphorical language, the paper highlights how horoscopes construct a persuasive yet universally applicable message. Practical examples and theoretical frameworks demonstrate how horoscopes balance ambiguity and reader engagement, functioning as a microcosm of popular media discourse.
Downloads
References
1. Bhatia, V. K. Analysing Genre: Language Use in Professional Settings. Longman, p.p 12–35. (1993).
2. Brown, P., & Levinson, S. C. Politeness: Some Universals in Language Usage. Cambridge University Press, p.p 45–78. (1987).
3. Crystal, D. The Cambridge Encyclopedia of the English Language. Cambridge University Press, p.p 102–135. (2003).
4. Fairclough, N. Media Discourse. Edward Arnold, p.p 21–49. (1995).
5. Forer, B. R. The fallacy of personal validation: A classroom demonstration of gullibility. Journal of Abnormal and Social Psychology, p.p 118–123. (1949).
6. Fowler, R. Language in the News: Discourse and Ideology in the Press. Routledge, p.p 55–83. (1991).
7. Hyland, K. Hedging in Scientific Research Articles. John Benjamins, p.p 67–94. (1998).
8. Montgomery, M. The Discourse of Broadcast News. Routledge, p.p 42–60. (2007).
9. Van Dijk, T. A. Ideology: A Multidisciplinary Approach. SAGE, p.p 10–33. (1998).
