MEDIA СONCEPT GIG-ECONOMY AS A CLUE TO UNDERSTANDING OF A NEW ECONOMIC LANDSCAPE

MEDIA СONCEPT GIG-ECONOMY AS A CLUE TO UNDERSTANDING OF A NEW ECONOMIC LANDSCAPE

Author:  Novikova Vera P.

Abstract:  The article analyzes the material on the gig-economy in the British media from January 2017 to August 2019. Based on the analysis of 270 articles, two leading frames are evident: “The relationship between employer and employee” and “Unemployment and the economic crisis”, within which the associative and semantic potential of the media concept GIG-ECONOMY is being deployed. This article focuses on the latest modifications of this media concept in the texts representing the relations between the participants of the market economy.

Keywords:  metaphorical model  ◆  gig-economy  ◆  media concept  ◆  framing  ◆  communicative strategy  ◆  media discourse