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| 1 | The study of means and methods of speech influence remains a pressing issue for various areas of communication, since at all times it is important for a person to have an effect on interlocutors and be understood. Lexical means have special pragmatics, given their various nature and basic character for transmitting information and influencing the addressee. The modern digital age is no exception, although the range of communication tools used has expanded significantly due to new information and computer technologies. The anthropocentrism of the modern scientific linguistic paradigm, the insufficient study of the information and influence potential of new media genres, new communication channels and communication formats that are implemented in the Telegram channel, determines the need to study the media discourse of the leading Telegram channel that has an impact on the mass audience. Despite the existing studies devoted to media discourse and the means of exposure on it, the issue of means of influence in the media discourse of leading Telegram channels remains insufficiently studied. These factors determine the novelty of the platform and its specificity, which requires separate analysis. The purpose of the article is to identify and analyze the main means of influence used in the media discourse of the leading Telegram channel, as well as to determine their effectiveness and impact on the mass addressee. The article examines two public open Telegram channels – “I am in chalk” and the Telegram channel – “Button”. The study is based on the use of speech influence theory, methods of content analysis, discourse analysis, semiotic and comparative analysis of channels. An algorithm for analyzing Telegram channels has been developed, which is relevant for studying the pragmatics of the speech influence tools used by the presenter. It includes the following parameters: 1) content and structure: a) channel purpose and choice of strategy; b) publication format; c) sections/headings; d) key topics; 2) sociology of the channel, the relationship between publication formats; 3) analysis of means of influence: a) stylistic features and type of speech; b) vocabulary in terms of usage, active/passive vocabulary, expressive-stylistic marking; c) visual accents of the text; d) interactive elements; 4) analysis of the audience’s reaction to publications (comments, reposts). The study found that using a variety of media, such as emotionally marked text, visual elements and interactive formats, significantly increased audience interest. The most effective approaches were those that combined text with visuals and interactive elements. Visual elements, including images, videos and infographics, are of consequence in attracting attention and improving the perception of information. It has been established that posts with visual content receive more views and audience reactions compared to text publications. Posts that have, in addition to text messages, various visual content, enjoy greater attention and interest from users, and have more views. Audience activity increases if the author uses dialogue and appeals, expressive-emotional vocabulary, rhetorical questions, and exclamatory sentences. Effective use of linguistic and visual means of influence, dialogic forms of communication in the media discourse of the leading Telegram channel attracts the audience, increases its interest in the Telegram channel. It is necessary to take into account the addressee factor and the characteristics of the target audience in the use of means of influence. The results of the study are of interest for functional lexicology, communicative theory of text, and media stylistics. Keywords: Telegram channel, media discourse, means of influence, methods of analyzing the presenter’s media discourse | 69 | ||||