Principles of sense generation and the peculiarities of interaction of precedence forms in polymodal units
https://doi.org/10.26907/2658-3321.2023.6.3.376–387
Keywords:
meaning generation, semiotic code, polymodal unit, Internet meme, precedent phenomenon, visual precedent phenomenon, mass media communicationAbstract
The article describes sense generation principles in polymodal texts with account of semiotically complicated nature. It analyzes the forms of precedence actualized in code interaction and meaning encoding. Semiotic, noematic, structural-semantic and discursive analysis methods served the methodology for the study. The description of references to precedent phenomena is based on a complex situational and linguocultural reflection of a communicative act.
The polyparadigm analysis of the subject required clarification of the conceptual apparatus and terminological elements employed in specification of the models of code interaction within the framework of a polymodal unit. Based on the content analysis of polymodal texts (Internet memes), it is specified that precedence in the media space is encoded in verbal, visual and auditory semiotic codes. A number of semiotic elements (typeface, compositional geometry, etc.) convey the precedence of the form. The types of phenomena are characterized along with the levels of cognitive space (society-, national-, universal-precedent and fad-phenomena), as well as discursive forms of precedence actualization in polymodal texts.
The criteria for the analysis of meaning generation, models and types of code integration in Internet memes are identified and described. Text examples demonstrate monocode and polycode models of semiotic code interaction, as well as the types of meaning generation in each of them: the consequential and the integral ones. The contexts illustrating allusive references in different semiotic codes and the variability of the content of the meaning of a polymodal unit depending on the level of sociocultural competence of the recipient are analyzed.
References
References
Pozdnyakova E.M, Blinova O.A. The Covid-19 Pandemic in the Political Cartoons of the American Press: A Multimodal Analysis Experience. Nauchnyi dialog. 2021;(1):48–62. Availa-ble from: https://doi.org/10.24224/2227-1295-2021-1-48-62. [accessed 18.02.2023]. (In Russ.).
Lou A. Multimodal simile: The “when” meme in social media discourse. English Text Construction. 2017;10(1):106–131. Available from: https://doi.org/10.1075/etc.10.1.06lou. [accessed 18.02.2023].
Bogin G.I. Gaining the ability to understand. Introduction to philological hermeneu-tics. Moscow: Psychology and Business Online, 2001. (In Russ.)
Bogin G.I. Intending as one of comprehension tactics. Voprosy metodologii. 1992;4: 90–104. (In Russ.)
Bredikhin S.N. Principles and conditions of sense existence and derivation (sense derivation mechanisms). Sovremennye problemy nauki i obrazovaniya. 2013;(1). Available from: https://science-education.ru/ru/article/view?id=8484 [accessed 18.02.2023]. (In Russ.)
Bredikhin S.N. Dynamic “schemes of action” in generating a many-sided sense. Gumanitarnye i social'no-jekonomicheskie nauki. 2013;6(73):84–88. [accessed 18.02.2023]. (In Russ.)
Marchenko T.V. Precedence in media discourses: on the study of verbal and non-verbal phenomena. Gumanitarnye i juridicheskie issledovanija. 2021;2:143–150. Available from: https://doi.org/10.37493/2409-1030.2021.2.20. [accessed 18.02.2023]. (In Russ.).
Marchenko T.V. Cultural recycling of the Soviet in internet memes: semiotic linguis-tic interpretation. Gumanitarnye i juridicheskie issledovanija. 2022;9(3):505–518. Available from: https://doi.org/10.37493/2409-1030.2022.3.17 [accessed 18.02.2023]. (In Russ.).
Mardieva L.A. Collective cultural memory of society (precedent visual images and phenomena). Bulletin of the Perm University. Russian and foreign philology. 2011;3(15):202–207. (In Russ.)
Internet meme «I can hear the image», 18.02.2023. Available from: https://smartik.ru/kazan/post/133965513 [accessed 18.02.2023]. (In Russ.)
Internet meme «Thank you for attention!», 18.02.2023. Available from: https://www.meme-arsenal.com/memes/ce2a252a5b91646721a3c8182c5412e3.jpg [accessed 18.02.2023]. (In Russ.)
Internet meme «Am I the only one who can hear this?», 18.02.2023. Available from: https://www.anekdot.ru/id/1021253/ [accessed 18.02.2023]. (In Russ.)
Internet meme «Neonka», 18.02.2023. Available from: https://i0.u-mama.ru/5e6/28a/57e/113599_t.jpg [accessed 18.02.2023]. (In Russ.)
