Racionálna verzus emocionálna žurnalistika (Víťazia v súčasnom masmediálnom diskurze emócie nad faktami?)

The central theme of this paper is an attempt to define or redefine journalism and its corresponding media communication style (in the older concept of functional language style) in the new, multimedia conditions of the so-called fourth industrial, ergo technological revolution. On the basis of the interpretation of two key characterizing signs of contemporary media production, namely post-creativity and commerciality, it turns out that the opposition of the rational versus the emotional, which has long been a fixed part of the journalistic view of reality, may not be crucial in this endeavor, since with regard to contemporary media production, distinctions between the above-mentioned poles are blurred considerably and tend rather towards their inclusion, which corresponds to the complementary relationship of the identificational and axiological competence in relation to language and culture.