INFLUENCING THE ADDRESSEE IN DIGITAL MEDIA DISCOURSE: A COMPARATIVE ANALYSIS OF PERSONAL PRONOUNS IN CHINESE AND UZBEK HEADLINES

This scientific article presents a comparative analysis of the linguo-pragmatic features of personal pronouns in influencing the addressee within Chinese and Uzbek digital media discourse. The study examines the role of personal pronouns such as “you,” “we,” and “they” used in headlines of online publications and social networks in establishing communicative contact with the audience. The pragmatic influence, emotional-expressive potential, and psychological effect of personal pronouns in Chinese and Uzbek media are analyzed through examples. The results of the study show that personal pronouns are among the important tools for attracting audience attention and creating communicative closeness in digital media discourse.

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