MODERN PUSHKIN STUDIES IN THE MEDIA DISCOURSE COMMUNICATION PRACTICES

. The article examines the precedent constituent of modern media communication. The urgency of addressing Pushkin theme in various versions of its translation by genre forms of media discourse is determined by the need to understand the dynamics of the cultural background of representatives of modern society as an indicator of the "linguistic taste of the epoch". The object of the study is "Pushkin text", understood in a broad sense as a national cultural phenomenon having a polymodal semiotic nature. This perspective allows the researcher to comprehensively analyze various precedent phenomena related to the facts of A. S. Pushkin's biography and work, in the light of the peculiarities of their perception and interpretation. A specific aspect of this interpretation is represented as a language game based on the actualization and switching of associative stereotypes of evaluating relevant precedents in the genre of Internet meme. The Internet meme is understood as a genre that conveys information in a multi-vector thematic register that develops a certain idea, reproducing it many times and transforming it via various creative techniques. This genre reflects the syncretic fusion of signs ofverbal and visual codes, creating new precedent texts based on reinterpreted prototypes. The research methodology fits into the mainstream of "Linguistics of the Creative" and includes the characterization of verbal and non-verbal (visual) components of the polycode (creolized) text of Internet memes that interpret Pushkin's precedents. Based on the mechanisms of transformation of the original prototype, the implicatures (non-textual meanings) accompanying the creation of game transformations are derived using contextual and definitional analysis.<br /> As a result of the study, the strategies of perception and the specific features of the associative context of game-based interpretation of "Pushkin text" in modern media communication are revealed. The article describes such practices of semantic and formal transformation of "Pushkin text" as seriality, which determines the precedent-forming function of the game meme; reframing, which changes the referential "binding" of the interpreted precedent and its initial evaluative dominant. Special attention is paid to the memes, which parodically represent the practice of censoring Pushkin's works, in particular, in connection with the discreditation of the criteria for formal evaluation of school essays.