HYPE AND PRAGMATIC CONNOTATIONS, DIFFERENCES, AND SIMILARITIES
Abstract
This thesis examines the concept of connotation as a semantic and pragmatic category reflecting the emotional, cultural, and evaluative nuances of lexical units. While denotation expresses the literal meaning of a word, connotation represents the additional associative layers shaped by social experience, cultural practices, and communicative context. In modern media discourse, particularly in the case of the term “hype”, connotative meaning becomes a powerful tool for creating emotional impact, influencing audiences, and constructing exaggerated evaluations. The paper highlights positive, negative, and neutral types of connotations and explores how connotative shifts function in media communication.
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