PRECEDENCE IN MEDIA DISCOURSES: ON THE STUDY OF VERBAL AND NON-VERBAL PHENOMENA
https://doi.org/10.37493/2409-1030.2021.2.20
Abstract
The development of new media and their interaction with traditional media creates unique opportunities for creolizing discourse and supplementing the information flow. It also contributes to the formation of cultural artifacts, references to them and new forms / types of precedence that require scientific understanding. The aim of the research is to analyze the peculiarities and features of the actualization of precedence in semiotically complicated texts of the present-day media space.
The article provides a brief overview of the main research approaches to the interpretation of the properties of the media text, precedence and types of precedent phenomena. According to the author, the media text, mediated by electronic resources and the technical capabilities of the transmission channel, functions as a polymodal phenomenon that reveals the potential for convergence of verbal, auditory and visual codes. Integration and polycode character determine the mass media intertextuality, which is directly related to the problem of precedence.
It is substantiated that in the context of a semiotically complicated polycode text, the semiotic interpretation of polymodal units in the media space can serve as a mechanism for overcoming the limitations associated with the classical theory of studying textual reality and the forms of precedence. Based on the material of the English language discourse space, the author analyzes the features of precedence actualization in some media genres and media formats, the functioning of which is largely determined by the format properties of the transmission channel, namely, by an interactive electronic platform, application or media resource. A conclusion is made about the complex nature of a semiotically complicated text, within the framework of which various forms of verbal and non-verbal (iconic, index, auditory) precedence can be actualized.
About the Author
T. V. Marchenko
North-Caucasus Federal University
Russian Federation
Russian Federation
PhD in Philology, Associate professor, Сhair of translation studies, Institute of Humanities,
Stavropol
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Review
For citations:
Marchenko T.V. PRECEDENCE IN MEDIA DISCOURSES: ON THE STUDY OF VERBAL AND NON-VERBAL PHENOMENA. Humanities and law research. 2021;(2):143-150. (In Russ.) https://doi.org/10.37493/2409-1030.2021.2.20
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