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Scientific Journal “Modern Linguistic and Methodical-and-Didactic Researches” Issue 1 (20), 2018 ISSN 2587-8093

[7]Trubachev O.N. Jetnogenez i kul'tura drevnejshih slavjan: Lingvisticheskie issledovanija. – M.: Nauka, 2002. – 489 s.

[8]Kolesov V.V. Drevnjaja Rus': nasledie v slove. Mir cheloveka. – SPb.: Filologicheskij fakul'tet Sankt-Peterburgskogo gosudarstvennogo universiteta, 2000. – 326 s.

[9]Krasheninnikova Ju.A. Simvolika cveta v russkih svadebnyh prigovorah // Antropologicheskij forum. – 2011. – №14. – S. 98–115.

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[14]Bernshtam T.A. Russkaja narodnaja kul'tura Pomor'ja v HIH – nach. HH vv. – L., 1983. – 231 s.

[15]Radenkovich L. Simvolika cveta v slavjanskih zagovorah / Slavjanskij i balkanskij fol'klor. – M., 1989. – S. 122-148.

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UDC 81.42 : 81'276.6: 62

OBSERVING THE SCIENTIFIC ISSUES:

GENRE FEATURES OF GERMAN MEDIA TEXTS

A.G. Pastukhov

Orel State Institute of Culture,

Ph.D. in Philology, Associate Professor, Head of Foreign Languages Department, Alexander Gavriilovich Pastukhov e-mail: alexander.pastukhov@yandex.ru

Statement of the Problem. The article highlights the "mediatization"of the scientific knowledge. The presented analysis contains the most important reflections of numerous media proposals in the field of science. Actual debate around the coverage of scientific content in media has undergone significant changes in recent decades. The public dialogue and its evaluation is no longer a simple addition to an informative speech act or other communicative actions. Social factors as an element of science expand the boundaries in scientific knowledge and academic activity. While earlier they were determined by authorities and power structures, the contemporary society reflects a dynamic balance of power that is no longer rigid and often becomes the object of public dialogue.

Results. The introduction of the genre aspect allows identifying the status quo of genres not as a simple cross-over of "information" and "opinion" in the quality German media texts. In media genres we definitely observe their constitution as a process of polarization between presentation of facts and commenting component. Informing about scientific or any other specialized topic they manifest the active potential of media texts addressed to specialists and wider audiences.

Conclusion. Thus the media popularize knowledge, and encourage mediatization in the scientific or special knowledge, which requires specification of the characteristics of the whole medial paradigm, which today is understood as a generalized model of the "scientific knowledge culture".

Keywords: media text, media genre, mediatization, scientific information, scientific text, infotainment, socialization of science, popularization, scientific journalism.

For citation: Pastukhov A.G. Observing the scientific issues: genre features of German media texts A.G. Pastukhov // Scientific Journal “Modern Linguistic and Methodical-and-didactic Researches”. –

2018. - №1 (20). – P. 115 – 128.

Introduction.

T h e r e p r e s e n t a t i o n o f s c i e n c e i n t h e m e d i a a n d t h e t h e o r y o f s c i e n t i f i c c u l t u r e are putting the task of studying a new paradigm of modern scientific culture. So first of all we have to turn to the analysis of speech realizations and discursive practices assumed and designed in the form of scientific texts. The specificity of the situation lies also in the fact that the general property of "universality and naturalness" is a specific type of pragmatic orientation, while the starting point of the model of scientific culture is the didactically and sociologically proven thesis that science is not internally homogeneous and has its higher differentiation, specialization and heterogeneity. Accordingly to this point the detailed description and exhaustive analysis in the genre aspect will be given below.

The purpose of the article is also to study the genre and stylistic diversity of the means when expressing scientific thought in the light of the modern communicative concepts and reflections of the most important social trends initiated by the media. The toolkit of modern communicative science covers today the most popular social trends that the media themselves

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© Pastukhov A.G., 2018

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initiate. Human contacts that arise in mediated interaction cover a large field from the penetration of everyday media activities to the activities of various public actors that are vigorously discussed in language, communication and media studies. Turning science into a media process, stimulating the corresponding transformations in academic communications, the media characteristically "deform" a system of representation of civil interests and essentially determine their own content [1, p.45].

The typology of scientific communication, dedicated mainly through its content character, requires a distinction between approaches by definition of science as a "system of cognition and as a social institution". Therefore it is very important to study the science as a cognitive system designed to reflect the content of scientific knowledge. This fact independently influences the producers of knowledge: from the social environment to the scientific knowledge. In contrast to general knowledge, that is well researched methodically and theoretically, this connection is fixed by a system of definitions, where the cause-effect and the clear system of evidence, which is confirmed, in particular, by relevant studies [2]. Alternatively meant as a notion of "scientific communication" and "transfer of the content volume” it is defined as "scientific knowledge". It should be noted, however, that the strict "communicative structures" and "modes of communication" are available for most cases: both of them are opposed to a somewhat understanding of the scientific community.

Thus, within a whole cosmos of media texts, which is for some unknown reason has turned out to be outside the field of research interest. This area is called scientific journalism. Now it is important to re-fine, what happens to it in reality and in what state is it: on the rise or in the crisis? Has really the scientific journalism dissolved in the recent decades into the classical notion of science? Does it reflect the original, "pure" meaning of science, which is regulated by the flow of current information are actually defined by the anglophone term Science Journalism.

Knowing that scientific journalism exists in different formats and have undergone the revolutionary changes in the recent years, we would like to raise the question of the distinguishing demands of classical journalism from popular journalism. Among new overlapped journalism spheres, like Life Sciences, or Wellness Boom, which are dealing against the backdrop of the dissolution of the classical agenda of scientific journalism and visibly associated with the dissemination of information. This fact of modern scientific communication is more active, first of all because of the declining visibility of natural sciences, technology and medicine. But this may be also related to the increasing requirements for so-called high-quality scientific journalism, which is in closer contact with the tabloid. The point is that the interpretation of science does not occur in its pure form, but the scientific community itself actively adapts to the interests and moods of the public to whom it serves, what in principle corresponds to a certain type of anthroponomical referent’s model [3, p. 132].

The functions of scientific journalism, as they are defined by Matthias Kohring [4, p.80], relate to the aspects and "attitudes, connections with components of a general functional description." This combination contains elements of science and understandability, why contemporary journalism cannot confine itself to information transfer o n l y : (1) although it is precisely considered the most important function of journalism. Among other factors there are to distinguish: (2) education and enlightenment; (3) criticism and control; (4) acceptability [4, p. 7480].

In German communicative studies the functions of scientific journalism are summarized as follows: 1. promoting of public understanding of scientific facts and laws, regardless of their importance to practical issues; 2. communicative compression of knowledge that can be used by the general public for any practical purposes (life support information); 3. reflecting the impact of science on human and social institutions; 4. equal importance for teaching and research in all fields [5 p. 45].

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There is no doubt that this format of scientific journalism reflects primarily its pragmatic nature. The establishment of departments (Ressorts) in media testifies to the preference and concept of the editorial board, i.e. medicine, ecology, technology, humanities etc. In this case the scientific journalism is bearing contradictions between scientific cultures existing in natural, humanitarian and social sciences [6, p.11]. L.G. Vikulova rightly writes about the importance of institutionalization of norms and rules, procedures, their adoption and practical application [7, p. 109] acting in the process of the mediatization of science.

What needs has it today? So called high-quality scientific journalism has to answer this question, but it is not enough simply to mention tasks and functions that restrict its quality. It is also not enough equally to declare the thesis about features of the scientific texts as texts of high-quality scientific journalism, because its perception is already embedded in it.

Linguistic investigations in this area are traditional based on media law, which are largely influenced by individual interpretations of the media's public role. Among the variety of criteria that are in demand in society we note first of all their connectivity, correctness, transparency, objectivity, accuracy, accessibility (understandability) etc. All of them, of course, are not ideal in their essence; moreover, they must be fit into the genre aspects of scientific journalism. For most recipients it is obvious that the scientific publication is objective, transparent and understandable itself. As a rule, it has a balanced nature and provides the necessary diversity of opinions, at least those concerning the essence of scientific research.

T h e r e c o r d s f o r t h e a n a l y s i s were 89 articles on the scientific topics from the German national and regional newspapers: Augsburger Allgemeine, Badische Zeitung (Freiburg), Berliner Morgenpost, Darmstädter Echo, Donaukurier (Ingolstadt), Göttinger Tageblatt, Hamburger Abendblatt, Kieler Nachrichten, Leipziger Volkszeitung, Mainzer Allgemeine Zeitung, Mannheimer Morgen, Rhein-Neckar-Zeitung (Heidelberg), Schwäbisches Tagblatt (Tübingen), Thüringer Allgemeine (Erfurt), Westdeutsche Allgemeine Zeitung, etc.

Studying the practice of scientific topic covering in the German press the actual functioning of the following genres of scientific journalism is revealed. The results of the analysis and frequency of the media genres are presented in the following table.

As we see, the most common genres of German scientific journalism can be considered message (Meldung) and correspondence (Report). Both genres are informational, which explains their high specific weight (30.34% and 20.23%). Among the analytical genres, the commentary (15.37%) takes priority reflecting the commenting needs on facts and events of scientific life in an expanded form. Genres of the leading article and feature are used much less often, as evidenced by the number of articles involved for analysis and their speech actualization (7.87% and 6.75%).

This table irreversibly reflects the essence of the of mediaization process depending the scientific knowledge, which confirms its influence on the realization norms of scientific communication. It is known that the functioning of genres serving the scientific community determines their main intentions, namely, advancement of science as a cultural medium and operation on the scientific paradigm as a special designed competence, in which " meaning systems" come into contact with each other, are disparaged.

Among rational aspects great importance acquires the aspect of inter-subjective "feeling" of actual knowledge that is accessible to the reader and is primarily implemented in the text form. Concretized through the inter-subjective forms it is arising in documents and statements and manifests itself in concepts and definitions of any scientific sphere. The text is fixed in the relations of systematization (structuring), in situations within one conceptual system, in the propositions (simple logical utterances), in small or large communal units, which are called "professional communicates" [8, p. 44].

1. Methodology.

T h e o r e t i c a l c o n c e p t o f m e d i a t i z a t i o n . Coverage and interpretation of science in media occur the broad social changes or implement in the multidirectional dynamic processes the relationship between science and society: from one hand, we have a so called "learning" society (Verwissenschaftichung der Gesellschaft), which is linked by the dense penetration of science into various areas, carried out through scientific knowledge, which in principle leads to "a generalization of human behavior in all social areas" [9, p.16].

"The socialization of science" in the understanding of Peter Weingart coexists also with another term – "science society" (Wissensgesellschaft), which designates science as a public institution with other parts of the social system. P. Weingart deduces a whole paradigm – paradigm of mediatization that reflects the social and theoretical macro-model of social change and combines it with a sociological view. The meditation paradigm focuses further on the understanding of special "connection between science and society" as a form of communication [9, p. 124].

M e d i a t i z a t i o n becomes therefore one of the recognizable meta-processes of the present, but it is not just a interaction process of media and society, their integration and communication. With the strengthening on the role of science and media, formation and development of diverse spheres of public life, any media trends and developments become part of the mediatization process that are realized in the sphere of professional activity, public relations, in state institutions, everyday rituals, direct or mediated communication etc. New opportunities for the wide perception of computer mediated information will be opened, i.e. realization, transformation and regular renewal of social and cultural events through the media.

If we consider any scientific area of its development with varying degrees of intensity, the practical methods of mediatization will indicate the relationship between the translation of science to diverse public and mass medial discussions. That processes determine mediatization

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itself. There is no exaggeration that the meaning of science derives from the relevant constructions: knowledge, risk, information society and goes back to Max Weber's rationalization concept, which a unprecedented centrality acquires in modern society.

Another concept "Information Society" with all its quality and tradition, is being reasoned and differentiated, but experiences some limitations. It is rather difficult to understand its shortcomings, so the "resale" of the term becomes visible. One thing is clear: its popularity in An- glo-American theory and a fast euphoria associated with it seem to have passed. The term, for the most part, has already ceased the reflection of new technical capabilities that Bell could not foresee at his time. Now we imagine that the information society is an interesting, but "former" and already "experienced" concept of the modern theory of science.

Actually we see that the main reason for the rejection of the concept "information society" is the numerous global media turbulences and contradictions of the modern era [10]. All this factors which do not allow in the long-term Perspective to understand what the actual development of the "information" society will be: Technical and social developments are not straightforward, they are subject of chaotic turbulences again and again; when contradictions characterize reality, the Stability unthinkable and incalculable unfolds. Two key innovations, each created on the periphery (and therefore underestimated for a long time by social science), bring various far-reaching changes [10, p. 24].

In addition to this the approaches to the socialization of science (Vergesellschaftung der Wissenschaft) are closely related to other social subsystems; in this interaction the perceptible dynamism of the scientific system is provided. The most noticeable and significant features are manifested in politics, economics and media. The main research intentions discover thereby the relations of "science media" that display the projection of the "mediatization" of science and presents it as a mutual exchange process.

That is why it is logical to proceed the study of objectifying properties of "new" media texts. There are texts that act as a widely translating scientific information, as a form of mutual expression that, will be distinguished between technological and visual envelopes. In comparison with the traditional texts, the main actual tendency for media text is develop "navigation structures" (reception orientations) to provide a coherent connection in them [11, p.6]. Thus, the m e d i a t e x t is a medial representation of content in its specific and formal mode, whether it is a textual, visual, audio or audiovisual piece.

The science and media regulate mainly the public legitimacy, as well declare a growing role for media that adapt speech products to mass medial environment and regulate the rules for their selection. It is noteworthy that all this acts concentrate around professional work for public and in this case mediatization appears not only as activating factor for science public activity (Öffentlichkeitsarbeit), but participates also objectively by the construction of its "public" model (Öffentlichkeitsmodell).

In other words, the means, importance and indisputability of mediatization are highly influenced by the norms of behavior in the scientific community, which are also the focus of research. On the other hand, the main idea of advancing science as cultural medium and scientific paradigm lies in the formation of a special cultural competence. Earlier the intercultural relations were isolated "value systems" that heavily come into contact with each other. In the intercultural contacts the receptivity and ability by meaning interpreting embodied in the behavior, symbolism and becomes decisive for the establishment and preservation of miscellaneous relationships in society. The essence of these relations can case changes in accordance with the cultural background, providing in its turn a contextual background for changing social systems.

Another process can be considered is scientific legitimating of the fact that it is an external, outward social legitimization. In this approach the most important public actors are involved: journalists, politicians, scientists, artists, clergymen etc. Their public legitimating results from the resources at their disposal, as well as the regulation that is not always based on scientific norms, journalistic ethics or principles of rationality. In this situation the social actors

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are able to change their functional roles: from "normal", unprivileged speakers of current circumstances used "non-scientific" meanings in order to declare a breakaway from rationality (in terms of classical scientific approaches), both in theory and in practice [11, p.19].

The way in which the media is enhanced by the symbolic possibilities of this "switching" is significantly enlarged by the circle of potential recipients of information and evidenced by numerous theories of popularization of science that take place in social media networks and communities of scientists. In many ways science is becoming more accessible and popular for non-specialists. In contrast to the situation of the past there is more opportunities for communication on scientific and professional topics in social networks. Their use as a platform for informing and "teaching base" to action lies in a variety of practical conditions and situations. The even mentioned theory of mediatization is broadly associated with the increasing media influence in science. The impact of media means the constitution of new realities in traditional and new media. At the same time the very process of mediating science is rather ambiguous.

Even Jürgen Habermas noted that mass media initially are used by representatives of scientific community to communicate with each other, in particular, to inform colleagues on new discoveries and achievements. Today we have to state the exponential growth of manipulative practices that are imbed by media for generation of information fload, which often leads to distortion of scientific information. This are the media that form an informational agenda for a broad audiences while the situation poses a challenge to scientists regarding the acquisition of so called subjectivity of science.

2. N e w o r d e r s o f k n o w l e d g e : s c i e n t i f i c c o m m u n i c a t i o n n o t f o r a l l ? New orders of knowledge discover modified orders of scientific communication for everyone. Do they submit the success of the information agenda? The technical language and the language of scientific communication find their fixation in the situation when more people feel needs of u n d e r s t a n d i n g of strict professional connections between scientists and experts, but also of their "external" component, in which the multiple nature and relationship between knowledge in its medial translation or popularization are summarized.

Why do the scientists often publish their research papers in popular media? In fact they do it first of all to inform on the research projects, distributing scientific knowledge and problems that reflect widely meant opinions within the scientific community. Some people are skeptical about this issue, because the presentation of scientific knowledge seems sometimes from the point of adequate presentation unrealistic. On the contrary the mediating role of scientific journalism is aimed at publicly when informing about science. At the same time the public advertising of the scientist’s achievements is aspired not only to report on the new discoveries, but to referring to new publications and findings, so the popularizing point is most interesting for amateurs.

The term “intra-subject information” is a bit misleading, because it does not dedicate connections that are coming out (may be, conversely), while all of them are taken into account and used accordingly. This becomes an important indicator among "horizontal" and "vertical" components of scientific communication. If the horizontal line concerns the structure of subjects in relation to each other, so the connection between professional and everyday language provides vertical division. The capture of the differentiated participation of the recipient in accumulation of technical knowledge leads to the growth of scientific stores by different social groups.

In a simplified form contacts between experts and amateurs develop a specific attitude to the horizontal and vertical shears, as well as to the questions who is an amateur and what his social role is. The social role and position of amateur reflect the deep systematic of entire functional model (in its interrelation of three most important roles): amateur – expert – journalist. The basic difference between them is that they demonstrate some unequal communicative capabilities as intermediaries in transferring of special knowledge or their speech projections. Implemented mainly in the form of monologue or printed media texts they are mainly addressed

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in this type of communication to "non-specialists", while the authors of extrovert texts in most cases will be experts or professional journalists who write on highly specialized topics. The decisive factor in this subdivision is not who is really an amateur or an expert, but how within their media roles the popularization of knowledge is obtained.

At the same time the popular media have their own scale and audience. They are differed from those that are exclusively for scientists. The narrative perspective in them is also uneven in these publications. That is why one of the prerequisites can be considered in a system of journalistic genres, for which the coverage of scientific problems in principle becomes more relevant in the recent years. Formats of reports in scientific journalism although mediating the genre repertoire reflect a greater extension of the correspondence to communicative needs and requirements of readers' audiences.

The practical use of the information in academic formats shows that the criteria for journalistic activity functioning as a challenge and chance for the author to limit the volume of text to only important and accessible information. Taking into account the addressee when writing the message, it can help to cover the audience, but only in the sphere of interests of the discipline concerned. But we should not overlook the intentions of being understood by other groups of readers. The increasing specialization of science leads to the specialization of language, which is increasingly influenced by the scientific discipline itself in order to overcome emergent communicative barriers.

In contrast to dilettantes "professionals" do not mean a rough horizontal division in "scientific" and "practical subjects" (craft, profession, occupation, etc.) that are subjects in media coverage of more or less "scientific" objects associated with sub-injection or popularized information (comp: what do we know today about the size of the Universe?), or What can be advised to the recipient as a medical or psychological help. In this way the "practical" fields are also used for explanation and advice in texts that have a multiple nature and regularly appear in print and electronic media characteristically perform an entire advertising industry.

Summarizing main results of the interaction of professional "communication" media by the reflection of science, we will outline the main directions (which are also in the blurred boundaries of the transition zones), which in their intentions are "tuned" to:

informing on professional (technical) topics that have an "entertainment" effect [12];

offering advice in those areas where a professional point of view (expertise) is required;

Involving science as a special background in those areas where only "entertainment" is primarily present, for example, in sports programs.

In all the variety of topics offered by magazines, daily and weekly newspapers etc., it is precisely "scientific topics" that remain in the center of scientific interest longer than "simple" messages [13, p. 183]. Fortunately for scientific disciplines there are, at least, many other arguments. The discrepancy between depth, sensation and information for an amateur provides an infinite number of facets that can provide not only an informational but also a genre features. In this sense the scientists have to present not only their own portraits, but also molecules or scientific formula. These are the plausible ways that successfully illustrate the situation: the topic is excellent when the reputation of science is high. Info-Graphics or animated "interpretations", for example, are a very attraction for the reader on their own. At their expense many scientific topics can cut their way to the newspaper page, because they have a claim to sensation. Media differently react and distribute the topics of scientific and social usage. The mass press seeks to find a quick resonance and uses for it appropriate forms of journalism: large headlines, conspicuous topics, diffuse information, blurring structures etc. Following this logic a little confusion indicates the increasing trend towards the boulevardization of science. The previously known negative connotation of the concept "boulevardization" is now an indispensable element of mass culture and means something more than just entertaining, informative and informative

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appeal to the reader [14, p. 26-27]. In the understanding of the tendency of boulevardization, the emphatic phenomenon of 'infotainment' comes to the fore. It raises a question: How feedback in "consumers" is realized and how the most effectively implementations are convinced in the infotainment22? The content of the information in its theory should be presented through the interest of the reader’s majority, maximally to meet their expectations.

So the educational and information function of the presentation of scientific or special knowledge in media is acquiring ever greater importance and new functions. The companies struggle to provide access to information from various industries that are an important fact from the point of view of potential recipients. In this process communication between a specialist and a layman, branch media and professional journalists play an important role. Mass communication in the professional sphere requires articulation of denotats and relations, objective communicative situation; it poses for the journalist the task of overcoming information barriers by sending a message and "packing" it into the attractive shell.

New media (digital press, radio, TV, film and video etc.) are traditionally united under the heading "mass media." This study is an integral part of the sociology of mass communication. The process of mass communication is not synonymous with "mass media", so we are in solidarity with A. Chernykh. The term mass media needs to have its rethinking and clarification, because it no longer can satisfy the increasing role when reflect the rapidly changing media environment.

On the scientific leveling however "regulation" of this concept is justified as a way of denoting the field of research. But the means of determining how this field should be explored or established, the requited assumptions should proceed. This is not a problem of terminology, but the actual development of "new approaches to the media study, in which connections between media processes and wider social and political context is realized. It differs significantly from the language that is embodied in the traditional sociology of mass communications, starting from the conventional text up to hypertext.

3. Results.

G e n r e A n a l y s i s . The genres of scientific texts are very unique; in the "science articles" the following genres are distinguished: polemical article, popular science article, review, commentary. Usually the role of the genre in scientific journalism is determined on depending responds: what for, what purposes and in what way it is being covered. The common aspects of the study of scientific media genres show that their mixing in the press arises not simply because of "information" and "opinion" that are in the media texts overlaped, as for example in a report or commentary. I say more, the entire history of the press shows that development of media was not linear; therefore the common idea of the genre was constituted as a polarization between "pure" presentation of facts and their commenting. Information on scientific or other professional specialized topics, which was previously contained exclusively in books, scientific journals etc., involves the more active potential of print media. It is used not only by specialists, but also by wider audiences. Thus, the media is trying to popularize knowledge and introduce a special type of mediatization into special knowledge.

As for the genres of scientific journalism, their timeliness and relevance are especially important if the "eternal" themes of science, original, entertaining in stylistically wellperformed examples are reflected. Scientific topics manifest themselves in a new light entertaining and / or even inconspicuously co-operated texts. The scientific topic will significantly benefit if it is imbedded into comparable text, in which a journalist in his strict genre form (which is not obligatory) makes it in the optimal format. What genre forms are the most frequently used to cover the scientific topics?

Particular attention is paid in this paper is given to previously studied genres: correspondence, a scientific reportage and feature. The role of these may be not quite distinguished genres

22 infotainment – a genre that combines information and entertainment.

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lies definitely in the field of transposition of scientific knowledge for broad audiences, which ensures the accessibility and acceptability of the broadcasting information. We note here the fact that journalists often complain the lack of qualification of audiences, which is not always ready to know and recognize scientific realistics. In this way the journalists, scientists etc. must sit down at the round table to discuss all Pro and Contras of the modern scientific and technological process, in the purpose to understand the essence of the "cultural world of science".

C o r r e s p o n d e n c e . The English term correspondence successfully reflectes a genre that is aimed to discuss characteristic situations or other cases that are meaningfully coved by scientific journalists. This genre set contains a maximum of professional knowledge that is addressed to the recipient. It includes actual information as a result of this action. The correspondence is usually based on objective news, but this is not "current" news on "easy" topic. On the contrary, the correspondence notes the reference to serious facts, which are supported within the causes, consequences and quotes of the authors of scientific texts.

So correspondence can be designated as a dynamic genre form, which presents new and, partially, controversial points of view on the problem. The practice of appealing to the actual statements is frequently practiced: instance is only in the sense that shows how a particular process or object are functioning and what consequences it can have. As a result the reader can primary cause his interest: the topical facts are correlated with it and can be of interest to an "average" consumer of information and include historical or economic background?

The next level of the genre deployment is the expert's opinion, which explains what needs are in the stylistical means in genre format are realized. At first time, the genre form of the correspondence is not original: it coordinates and combines several levels of text formatting that are important for consumer’s perception. Three aspects are to be attributed: background of the event or process (Hintergrund, background), expertise and expected levels, possibility or combination that ensure diversity and "lively" standards of the delivered information. It may not be entirely justified if the expert's opinion is presented in the beginning, or the reader is asked to operate with large volumes of figures, information or facts. It is also not always acceptable if the scientist's position is given at the end of the correspondence. This not reduces a "revitalization" of correspondence, and therefore will not make it more effective during perception of information.

Husten, Kurzatmigkeit, Luftnot: Jedes zehnte bis zwanzigste Kind in Deutschland erkrankt an

Asthma, einer Überempfindlichkeit der Bronchien gegen äußere Reize. Von allergischen Krankheiten insgesamt – dazu zählen auch Heuschnupfen, Neurodermitis und Lebensmittelallergien – sind sogar rund ein Viertel aller Heranwachsenden betroffen. Seit den 1960er-Jahren hat sich die

Zahl der Allergiker in Deutschland ungefähr alle zehn Jahre verdoppelt, mittlerweile stagniert sie. Bei allen diesen Leiden s c h l ä g t das Immunsystem gegen eigentlich h a r m l o s e S t o f f e A l a r m . Warum sind diese Erkrankungen heutzutage so weit verbreitet? Forscher wissen mittlerweile, dass neben einer familiären Neigung vor allem Umwelteinflüsse dafür verantwortlich sind. Immer deutlicher zeigt sich: Der Schlüssel zu einem g e s u n d e n I m m u n s y s t e m liegt in frühester Kindheit…. Wer etwa in ländlicher Umgebung aufwächst, wo Schwangere und Kleinkinder noch täglich Umgang mit Hausund Stalltieren haben, erkrankt später im Leben viel seltener an allergischen Erkrankungen wie H e u s c h n u p f e n und A s t h m a als andere. Babys dagegen, die per Kaiserschnitt zur Welt kommen, haben eine erhöhte Allergieneigung, ebenso wie Säuglinge, die mit der Flasche aufgezogen werden und die in den ersten sechs Lebensmonaten häufig Antibiotika erhalten [1*]. - Cough, shortness of breath, shortness of breath: Every tenth to twentieth child in Germany suffers from asthma, a hypersensitivity of the bronchi to external stimuli. Overall, allergic diseases – hay fever, atopic dermatitis and food allergies – affect around a quarter of all adolescents. Since the 1960s, the number of allergy sufferers in Germany has doubled approximately every ten years, now it stagnates. In all these conditions the immune system r a i s e s alarm against actually h a r m l e s s s u b s t a n c e s . Why are these diseases so common nowadays? Researchers know that, in addition to a family affair, environmental influ-

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