Rhetorization of modern media space as a factor in the relevance of the rhetorical code problem in media discourse

The article is dedicated to the problem of rhetorization of modern public space associated with the search for new forms of communication by the author and addresant, the expanding complexity of media discourse representation, the increasing number of ways to receive and process information, and the attempt to determine the vector of personality development and the nature of its existence in a changing socio-cultural reality. The modern media system is currently subject to significant and deep transformations, whose origins are not only in the intensification and complication of the technological communication component of media reality, but also in the aspiration of the latter to cross-cultural realities, to the dominance of the author’s pole, the author’s consciousness, reflecting reality in speech practice. The form of the author’s verbal behavior, his media image, also participate in these processes in the same way. They adapt to new conditions, actualizing the need to talk about the modern rhetorical status of medialism. The relevance of this area of the research is due to the fact that rhetoric as a whole and its aspects again become the subject of reflection of pedagogical and scientific thought, therefore the concept of a rhetorical code is relevant and significant for the analysis of the current existing mass media discourse, because of its discreteness and polycodularity, which is the most powerful channel for mediaising society. As a result, an attempt has been made to justify the problem of the rhetorical code as a mental paradigm that is realized in linguistic patterns, and it is also assumed that the analysis of mass media texts in the rhetorical aspect will expand and clarify the idea of the nature of the mediatisation processes of modern journalistic discourse