=Paper=
{{Paper
|id=Vol-3608/paper9
|storemode=property
|title=Mediadeterminism and its Reflexes at the Lexical Level
|pdfUrl=https://ceur-ws.org/Vol-3608/paper9.pdf
|volume=Vol-3608
|authors=Nadiya Balandina,Nataliia Bondar,Alla Bolotnikova,Lyudmila Cherednyk,Alina Petrushka
|dblpUrl=https://dblp.org/rec/conf/scia2/BalandinaBBCP23
}}
==Mediadeterminism and its Reflexes at the Lexical Level==
https://ceur-ws.org/Vol-3608/paper9.pdf
Mediadeterminism and its Reflexes at the Lexical Level
Nadiya Balandina 1, Nataliia Bondar 2, Alla Bolotnikova 2, Lyudmila Cherednyk 2 and Alina
Petrushka 3
1
Odessa Polytechnic National University, Shevchenko avenue 1, Odessa, 65044, Ukraine
2
National University «Poltava Yuri Kondratyuk Polytecnic», Pershotravnevy avenue 24, Poltava, 36011, Ukraine
3
Lviv Polytechnic National University, S. Bandery st. 12, Lviv, 79013, Ukraine
Abstract
From the perspective of media determinism, an array of innovative vocabulary, including a
media component, has been studied. The scope of the media concept has been explained - from
the narrow, as information transmission channels transmitting information, to the expanded, as
an environment of mediatized spheres of public life - economics, politics, education, medicine,
etc. All of the above is a necessary condition for the conflict-free existence of modern man in
the sociosystem. The initial meaning expresses both the instrumental and technological role of
media and the expanded meaning expresses the social context of their functioning. It indicates
that under the influence of extralingual factors, in particular media determinism, a process of
neo-semanticism has occurred, updating and expanding the meaning of the word media. A
selection of lexemes with a media component has been made using Ukrainian lexicographic
sources, scientific works, as well as monitoring of the Ukrainian Internet sector. At the
beginning of April 2023, its total quantity included 425 units. It has been proven that the
integral corpus of lexical innovations is an open dynamic system, which is constantly updated
under the influence of media technologies. The activity of the media component in derivational
processes, its mobility in the structure of complex words, and partial belonging have been
analyzed and visualized. As a reaction to social mediatization, the intensification of individual
word creation has been noted, along with the fashion for media determinism in the categories
of institutions, organizations, and events.
Keywords 1
Media determinism, neo-semanticism, neolexemes with a media component, features of
derivation, partial belonging
1. Introduction
The media revolution, caused by the Internet introduction, has affected many areas of human
existence, from economics, politics, culture and language to transformations in both human psychology
and behavioral patterns. The theory studying causal relationship between technology and society,
according to D. Chandler, is called technological determinism or media determinism [9]. And, although
media determinists, in particular M. McLuhan, somewhat straightforwardly explain the dependence of
social development stages on communication technologies [26], it is undeniable that “new technologies
are transforming society at every level, including institutions, social interaction andindividuals” [9].
One of the natural consequences of media determinism is interest towards media, mediality, and
media communications from various sciences, including the humanities. Their achievements
contributed to emergence of new areas, which nomination includes a key component – media: media
SCIA-2023: 2nd International Workshop on Social Communication and Information Activity in Digital Humanities, November 9, 2023, Lviv,
Ukraine
EMAIL: nadiyabalandina@gmail.com (N. Balandina); natalija-bondar@ukr.net (N. Bondar); a.p.bolotnikova@gmail.com (A. Bolotnikova);
ludmila.cherednik@gmail.com (L.Cherednyk); alina.i.petrushka@lpnu.ua (A. Petrushka)
ORCID: 0000-0002-6933-838X (N. Balandina); 0000-0002-6768-5863 (N. Bondar); 0000-0003-4781-7475 (A. Bolotnikova); 0000-0001-
9589-8041 (L. Cherednyk); 0000-0002-8769-4599 (A. Petrushka)
©️ 2023 Copyright for this paper by its authors.
Use permitted under Creative Commons License Attribution 4.0 International (CC BY 4.0).
CEUR Workshop Proceedings (CEUR-WS.org)
CEUR
ceur-ws.org
Workshop ISSN 1613-0073
Proceedings
philosophy,media communications, media cultural studies, media linguistics, media psychology, media
pedagogy,etc.
Legitimation of these sciences is beyond doubt, since object of their analysis is various consequences
of both powerful and inevitable influence of technology on a person, his or her social space, while the
terminological systems are being refined and replenished, the methodology and tools of knowledge are
being improved. It is logical that definition of the concept of media and the boundaries of the media
asserts itselfmore and more persistently and it gives impetus to scientific discussions. At the same time,
researchers are reluctant to take up the definition of the scope of this concept because of its connection
to various manifestations of social communications. Their unanimity consists only in an appeal to
etymology, in particular to the Latin word medium, which means “intermediary” and in the plural has the
form media. It was this laconic and somewhat devoid of Latinism patina word form that was
transliterated in many languages (e.g. English media, Polish média, Czech média), sometimes in
conjunction with mass (English mass media) and it means that in the Ukrainian tradition in most of the
cases they are abbreviatedas mass media.
2. Related Works
The theory of media determinism found its expression in numerous studies in various fields of
scientific knowledge.
Historical aspects of the development of communication studies and media ecology are offered by
O. Islas-Carmona and A. A. Urrutia. The authors highlight the contribution of M. McLuhan and N.
Postman to the recognition of media studies and communication as scientific disciplines [34].
S. Natale, P. Bory, and G. Balbi examine the impact of the corporate determinism of large digital
media corporations on the effectiveness of marketing policy and the establishment of a monopoly in
managing the digital sector. The authors propose their own theoretical concept of corporate determinism
in the vein of critical media science to counteract the narratives of corporations and expand the range
of mass media [38]. T. Hauer explores the concept of technological determinism in the context of new
media, educational processes and digital media literacy [40]. V. B. Vučetić also emphasizes the
influence of information and communication technologies and innovative media on education. The
author will focus on the concept of a technological solution as a type of techno-deterministic
ideology [41].
W. B. Warner points to the increasing influence of the media on social life and culture because of
the intensive development of information technologies [43]. The influence of digital technologies on
social movements in the context of technological determinism and outside this context by E. Blanc [17].
E. Al considers the media as symbolic violence that, through its form and structure, usurps various
forms of information. The researcher emphasizes the negative role of technological means of
communication based on mediation in the context as a manifestation of technological determinism [15].
The study of the Cenzor.NET blogosphere allowed M. Komova and V. Yakovyna to identify and
systematize the marked vocabulary of bloggers by professional groups. The authors suggest using
selected lexical groups to establish social media sentiment, detect hate speech and trolling [26].
E. Appelgren examines the problems of technological determinism and cross-disciplinarity in
journalism. The author emphasizes the difficulty of conducting interdisciplinary research because of
the rejection of the concept of technological determinism in journalism [16].
Thus, a multifaceted study of the concept of media determinism and technological determinism is
aimed at democratizing mass media as communication channels and dominant sources of information.
3. Theoretical background
With the development of digital technologies, the use of this word has become more active and its
meaning has begun to grow with new meanings. It is appropriate to recall the Canadian sociologist
M. McLuhan, who, according to researchers [22, p. 13], was one of the first to introduce the term media
into scientific circulation. In his seminal work “Understanding Media: The Human Extension”, the
scientist perceived media quite broadly. In his opinion, it considers not only the spoken, written and
printed word, typewriter, telegraph, telephone, press, cinema, radio and television, but also numbers,
clothes, housing, money, watches, roads, weapons and cars [26]. Thus, according to M. McLuhan, any
formof world sensory perception by a person it is medial, and media is, in fact, a continuation of a
person (the extensions of man) [26]. However, most researchers limit the scope of the concept. So, in a
special dictionary on media and communications, two aspects of meaning have been emphasized:
media are perceived simultaneously both as channels for transmitting information and carriers of this
information[8, p. 261, 270-271]. Ukrainian media theorists V. Rizun and E. Tsymbalenko consider it
logical to limit the scope of meaning to phenomena associated with the activities of the media industry,
in particular with television, radio, press, Internet media or assimilated with mass media [27; 37, p.
53]. Thus, it is obvious that understanding of the term media in communication science is rather
ambiguous and full of individual meanings. In this regard, it can be admitted with the considerations
of M. Ampuja and J. Koivisto who suggest that it has become a kind of meta-concept, a conceptual
substitute for such phenomena as means of both communication and communication relations [24]. It
should be appropriate to clarify that communication relations identified by the authors are always
determined by a specific situation, environment or more precisely, the media environment, which
nowadays has become inevitable and ubiquitous. It should be emphasized that D. Rashkoff, a media
scholar and follower of M. McLuhan, drew attention to this fact in his work “Mediavirus. How pop
culture affects your consciousness”. He criticized those who perceive media only as channels of
communication, as a tool, or as a set of artificial technologies. Media, in his opinion, is also an all-
consuming and comprehensive environment, that is, the reality of both experience and
consciousness [10].
Consequently, if at first considering media the emphasis was placed on mediation, the function of
an information carrier providing it, in one or another symbolic form, a connection between the source
(or sender) and the receiver (recipient), then later, with the technology development, the scope of its
meaning expands, covering communication environment as a required condition for the conflict-free
existence of a person in the sociosystem. In other words, under the influence of extralingual factor, in
particular media determinism, the process of neo-semanticism is taking place. It was the basis of our
understanding of media, in particular, as: 1) information transmission channels –press, radio, television,
the Internet, new media, etc., through which information encoded in a particular sign system is
transmitted; 2) environment, mediatized spheres of public life – economics, politics, education,
medicine, etc. The first meaning expresses both media instrumental and technological roles, the
second - one is the social context of their functioning. The third deals with taking into account the five
components: who – what – how – by what means – who [40, pp. 232].
The controversy continues at the level of other media-related concepts. Thus, a specialist in social
communications A. Semotiuk, discussing the phenomena of mediation and mediatization, prefers the
term mediatization as a process of complex reflection of modern life, “in which our knowledge of the
world and our knowledge about the world depend on information resources and media” [32, pp. 47-
81]. Scientific discussions continue around the scope of the concepts of media linguistics [21], media
text [23], media discourse [7], media space [31], media culture [28], media literacy [17], etc. It means
that terminological systems in general and their units, in particular, are still in the zone of turbulence,
which stabilization can hardly be expected in the near future, just as one cannot expect a person to leave
the media environment and the media technological suspension-based development.
In the context of media ubiquity and their inevitability, there is an avalanche effect of replenishing
the Ukrainian vocabulary with innovations with a media component, which has become the top of
family of words like media collaborator, media asceticism, transmediation, automedia communication
etc. Along with the theory of media determinism, the subsystem of language units, which structure
includes the media component, it can be conditionally called media deterministic. Moreover, it covers
not only the object of this study but also other linguistic innovations such as the Internet, smartphone
and projector, since the scope of their meanings also includes the concept of an intermediary or a
communication tool.
In scientific discourse, there is the term media terminology (Medialinguistics: a dictionary of terms
and concepts), which is also used in the form of a verbatim phrase media terminology, but this term
covers a much more nominative field since it refers to the language of mass media [20].
The special vocabulary, although being considered by scientists (it can be found,for example, in some
works [18, p. 119]) has not yet been the object of scientific research and requires more detailed
consideration, which may include clarifying the causes and ways of its penetration into lexical
subsystem, specifics of development in the Ukrainian language, and emergence of possible far-sighted
effects, both optimistic and pessimistic. There is no doubt that lexico-semantic classification can be
of scientific interest, which results reveal both specificity and diversity of mediatized spheres of human
activity. The actual problem is lexicographic processing of these words, along with spelling issues.
The purpose of the proposed study is to identify the characteristic features of neolexemes, including
the media component, considering both linguistic and extralinguistic factors.
The following objectives are determined by this goal: to make the corpus of lexemes with the
mediacomponent; to trace the dynamics of their lexicography; to find out the features of word formation
and partial belonging; to determine the basis of their systematization according to lexico-semantic
features.The material of the study was a corpus of neolexemes, concluded on the results of a sample
from the Ukrainian sector of the Internet in January-March 2023 using the Google search service.
In the selection of the factual base, scientific sources were also used, which as it is suggested, are
constantly expanding the research field and thereby systematically replenish terminological systems.
The material of Ukrainian lexicographical works, which is predominantly mastered by the language
system, is the reliable core of the rules. The total amount of collected and processed material was
425 lexical units.
4. Research methods
While studying the object, both theoretical and empirical methods were combined. To collect factual
material – neolexemes with a media component – the media monitoring method was used. First, through
the Google search engine in the Ukrainian sector of the Internet, the use of simple words like media and
its derivatives was recorded – mediator, mediation, medialization. The term media, although showing
significant frequency of use, is mostly part of compound words. To get as many examples as possible,
the word mask technique was used, described and applied by the Ukrainian developers of the media
resource SLOVARonline[1]: letters of the Ukrainian alphabet were sequentially added to the media
component, for example, media(a)-, so the system offered such options as media analysis, media assets,
media art, etc.; media(b) – respectively – media buyer, media security, media business, etc., indicating
the number of uses with contexts.
In this way, more than 380 neolexemes have been selected, the list of which was supplemented with
examples from Ukrainian dictionaries of new vocabulary, and scientific publications on social
communications. Currently, it amounts to 425 units. It should be noted that in various studies, the media
monitoring method has an authors` interpretation and depends on the purpose and object of analysis. For
example, in medialinguistics it is a tool for “research of media texts (i.e. media texts), observation of
linguistic material and its subsequent fixation in media dictionaries” [11, p. 55].
Possible syntactic doublets of the media literacy type to the notional medialiteracy were not included
in this list, although it would be unfair not to pay attention to them, at least in passing. The Google
search enabled selecting not only a significant number of media-derived lexemes of different structure,
but also finding out the number of uses in the content. Accurately, all calculations were indicated by
the system with a marker “approximately”, which, in our opinion,does not detract from objectivity of
the results obtained, since in this case the exact calculation is not so much important as the trend.
Naturally, after a certain period of time, when re-checking the use of a particular word, a change in
statistics was traced. Since the study does not provide for tracking quantitative changes in this
considerably dynamic system, there are no limit to a specific period, in particular, January – March
2023. It was during this period of time that the vast majority of factual material was selected.
The descriptive method was used for a general analysis of extra- and intralingual factors influencing
emergence, adaptation and functioning of innovative media-determined vocabulary. Structural-
semantic method was used when examining morphological features, in particular, when distributing
units according to part of the linguistic affiliation and establishing methods of creation, while their
quantitative calculation was also carried out. Contrastive-descriptive method was used in order to
determine the similarities and differences of lexical meanings and, on this basis, to highlight lexico-
semantic fields and groups [29]. Modeling method has been used in analysis of the structural and
semantic framework of the social and communication microfield.
5. Results and discussion
The assembled corpus of neolexemes, like the language in general, is an open dynamic system,
constantly replenished, filling in the nominative gaps that appear in various areas of mediatized human
activity. Moreover, as O. A. Styshov notes, “now the rate of changes in extralinguistic circumstances
in its swiftness exceeds the rate of the national language system evolution as a whole” [30, p. 67; 33].
Lexicography of media deterministic units in various dictionaries is presented in Table 1.
Table 1
Dynamics of the description of lexemes with a media component in dictionaries
The name of the dictionary Year of Number of
publication units
Dictionary of the Ukrainian language. Academic 1973 0
explanatory dictionary (1970—
1980) [14]
Dictionary of the Ukrainian 1917 10
language online. Volumes 1-13(a-humbly) [13]
Glossary of terms and 2013 29
concepts in media linguistics
Ukrainian Dictionary of Media 2014 36
Culture (2014) [34]
Active resources of modern 2013 114 (including
Ukrainian nomination: Ideographic dictionary examples)
of newvocabulary [39]
Dictionaries «Lexico-word-forming 2004–2022 68
innovations» [18]
Although in the fourth volume of the eleven-volume explanatory Dictionary of the Ukrainian
Language (1973 edition) the words medial, median, median, mediator, mediation [14, Vol. 4] were
recorded, their semantic structure does not include the conceptual component “channel or means of
communication”. Volume 8 of the 20-volume «Explanatory dictionary of the Ukrainian language
online» (2017 edition) contains 10 units as media group, media diplomacy, media research, for
example: Media research and life practice show how destructive the consequences of drug advertising
can be, including media with the meaning of identical mass media [13, Vol. 8]. It is natural that more
lexemes are recorded in special dictionaries, in particular, in the Dictionary of Terms and Concepts in
Media Linguistics (2013) definitions of 29 lexical units are presented (Media Linguistics: Dictionary of
Termsand Concepts) [20]; in the «Ukrainian Dictionary of Media Culture» (2014) – 36 units [34]. The
largest number is presented in the dictionaries of new vocabulary: 68 lexemes – in the series of
dictionaries «Lexico-word-forming innovations», which recorded new words in the language system
for the period from 1983 to 2021. (Unloved, all parsed dictionaries). 114 units (including examples)
represent a media understandable field in the integral dictionary of the new vocabulary of the
ideographic type for the period 1991–2013. [18, pp. 177–186].
The analysis of dictionaries, scientific texts and media monitoring of the Ukrainian sector of the
Internet has showed that most of the units are non-alexemes, since their approbation in the Ukrainian
communicative space took place in a fairly short period of time and the main factor in their appearance
is development of the latest information and communication technologies [12; 36]. They are a kindof
witnesses of the processes taking place in the existential space of a person and indispensable markersof
the lexicon not only of narrow specialists – programmers or media people, but also of economists,
politicians, military men, psychologists, teachers etc. This list of users can be continued, since almost
all areas of human activity are now covered by mediatization and, accordingly, the emergence of
something new in media technology, media technologies and the media environment requires
verbalization.
Of no less importance is observation of this vocabulary considering its structure and particular
linguistic affiliation. Its insignificant layer is formed by simple words formed from media-
(medium[j]a- , or copper[j]i-) predominantly suffixal (medianik, medianitsa, mediator, mediation,
mediatization, media, medial, for example: The Ukrainian citizen who died in Georgia turned out to be
a media woman, a former screenwriter for the show “Morning with Ukraine”) and prefixal way of
word formation (anti-media, mini-media, super- media). The active resource of nomination is the media
component as part of compound words, demonstrating important word-building mobility – in
preposition, interposition and postposition: media content, media country, media culture; automedia
communication, female media critic, film and media education; direct media, internet media,
transmedia, for example: The information space is saturated with a large amount of diverse media
content etc. The compound words are prevailing, their ratio to compoundings is 5.5% and 94.5%,
respectively (Fig.1), or, in other words, there are 17 times more compound words.
Figure 1: The ratio of simple and complex words
And this is not accidental, since compound words are the most economical means of nomination
compared to syntactic compounds, media terminology and media terminology. It is worth agreeingwith
K. Horodenska, who believes that in the Ukrainian language it is more organic to use the word
combination, but globalization processes and the economy of speech efforts are stronger than the
normalization efforts of linguists, so compound words in speech practices are dominated by syntax [19].
the vast majority of compound words, form two-root units (a media key, a media company, a media
operation, a media person, a media form, a media tour, media skills etc., for example: ), a small number
are three-root units (automedia communication, multimedia conglomerate, multimedia conglomerate,
multi- 97.2% and 2.8% of comppound words, the media component functions both in preposition (a
media analyzer, a media novelty, a media norm, a media carrier, a media nanny, a media object, media
knowledge, for example: A media tour of the Holodomor Museum construction took place) and in post
position (an art media, a web media, a hypermedia, a direct media, a cross media etc., for example:
MA programme "Art Media" is professionally oriented in the specialty "Journalism"). and interposition
(a female media trainer, a film and media education, a multimedia conglomerate, a multimedia station,
for example: Nowadays film and media education is becoming relevant in the world). Their ratio is
respectively 87.12%, 2.28%, 10.6% (Fig.2.).
Figure 2: The position of the media component in compound words
The results have showed that the number of compound words with the media component in the
preposition is constantly growing, forming lengthy word-building chains – media activist, media boom,
media installation, media update, media performance, media movement, media file, for example: Our
website “Mediaboom” is a great opportunity always to be the first to find out interesting news and the
second component can be both specific. Less spread media chains are in postposition: underground
media, direct media, online media, for example: Online media registration is voluntary.
If these lexemes the preposition contains predominantly foreign-languagecomponents. Even shorter
are chains with the -media- component in the interposition: film and media education, multimedia
conglomerate, multimedia museum, multimedia project, multimedia station etc, for example:
Multimediamuz has received new opportunities for self-presentation.Such chains clearly distinguish the
tendencies of replenishment of the Ukrainian dictionary, express linguistic tastes, even fashion, which
is especially noticeable in the names of various institutions, organizations, events, for example: MEDIA
PULSE, UMAN-MEDIA, KINOMEDIA, MEDIAHOUSE, DIGITAL-MEDI. Fashionable words,
according to A. Stishov, “are a specific and recognizable layer of vocabulary, characterized by unusual
sound and semantics, high frequency of use,that is, they are in the focus of heightened speech attention
of a modern person” [30, p. 21].
There is no single opinion the media formant determination. There are attempts to qualify it as a
prefix and put it on a par with such units as micro- (micro- substantial), mini- (minisilmag) [4, p. 216].
It can hardly be agreed upon that since one and the same component, depending on the position, in
particular, in post- and interposition, has to be given a different morphological status. And it is despite
the fact that it plays a key role in the formation of the lexical meaning of words, and considering the
entire media-derived subsystem, then its conceptual significance [1-3; 5; 6].
As for the partial belonging of words, these are mainly nouns, to a lesser extent - adjectives (Fig.3).
Figure 3: Correlation of words by part of speech affiliation
Considering the corpus of innovations in general, the majority of them are nouns - 93.8%, other parts
of the language account for a total of 6.2%. It is noteworthy that two adverbs have been found – mass
medially, medially and a single verb – to mediate. There were a number of examples that are the result
not so much of word creation, but language games, a kind of individual reaction to the mediatization of
society, for example, media aunt, media chameleon, media Napoleon, media monster, media Horhon.
At the point of communicative recognizability, these words play no less a role than those mastered by
the language system, since they combine sign-signal and associative semantics.
Media determinism as the activation of individual author’s word creation is clearly represented in
various names of cultural and artistic events, names of institutions, organizations, institutions and cafes:
Uman-media, transmedial project, media holding, media hub, media hosting, media, and others. The
article presents the search process, analysis, and features of the explication of 425 lexemes with a media
component, which are grouped by part of the language. Among all the units, 4 groups of media-
deterministic lexemes have been identified (Table 1).
Table 2
Media deterministic innovations by partial linguistic affiliation
Nouns Adjectives Adverbs Verbs
399 units 23 units 2 units 1 unit
media bridge intermediate mass medially to mediate
media skill media oriented medially
media education media information
media nanny medial etc
media event
media project etc
The practical value of the obtained results is as the follows: the development of both information
and communication technologies has led to completely natural emergence of new lexemes as markers
of the communicative space informatization process that requires stratification. Being an integral part
of not only the highly professional interaction of specialists, but also representatives of other fields, in
particular teachers, economists, politicians and others, development of new technologies produces new
meanings that require verbalization. It is one of the main objectives of information hygiene, which
involves both unification and standardization of terms with a media component. Media monitoring has
shown that there were 17 times more composites than simple words, which is also important considering
information hygiene since compound words are the most economical means of nomination compared
to syntactic constructions. In addition, the percentage of lexemes with a media component belonging to
different parts of speech was established, as well as the component composition of lexical units, namely:
one-component, two-component, and three-component lexemes. For sure, the concept of information
hygiene and media literacy can be a potential for a separate study in the future.
6. Conclusions
The study confirms the influence of modern information technologies on social communications,
which, being increasingly mediated, require new nominative resources. Against their background, an
array of vocabulary is clearly visible, associated with the concept of media, which, verbalized, was the
source of a significant number of innovations, considering that their structure includes the media
component.
It has been proved that media-determined innovations, according to our calculations, number 425
units, are a constantly replenishing open dynamic system. This has been confirmed by their dynamic
observation description in dictionaries from 1973 to 2022, the analysis of scientific sources, including
a sample from the Ukrainian Internet sector, conducted during January-March 2023.
The activity of the media component in derivational processes has been found out: in 94.5% it acts
as a part of compound words. Its noticeable mobility has been found, however, in 87.12% it is in the
preposition. The vast majority of innovations are nouns – 93.8%, the rest of the language accounts for
6.2%. As a reaction to the sociosystem mediatization, the activation of individual word creation has
been noted, along with the fashion for media determinism in the nominations of institutions,
organizations, and events.
Further study of innovative vocabulary with a media component consists in observing its dynamics,
in a more detailed lexico-semantic classification, in particular in terms of polysemy, synonymy, and
antonymy, in possible lexicographic practice.
7. References
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[9] D. Chandler, Technological or Media Determinism, 1995. URL:
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