Emotion vs conflict-generating communication in a hybrid media environment

The research is devoted to the phenomenon of emotional and conflict-generating communication. Pragmatic information was chosen as the object of study, which is based on the intention of implication, the hidden intention of the addresser. The subject of the study is special, provocative speech genres, regarded as tools for presenting pragmatic information, their system and typology. Provocative discourse is considered in the work as a special type of intentional discourse, and provoking is understood as the infection of the interlocutor with the real or imaginary (skillfully imitated) intentional state of the speaker. Provoking, therefore, is a typical example of emotional contagion, emotiogenicity. The material for the analysis was mass communication texts; the body of the study consisted of the headlines of direct mail advertising texts. Two basic provocative genre strategies - confession and concern - are identified, each of which includes, as identifiable elements, the (elementary) provocative genres of confession, presentation, maxim, demonstrative, complaint, advice, notation, reproach, provocative question, propheseme.