FROM A MONOMODAL RECIPE TO A MULTIMODAL OFFER. A TEXTOLOGICAL AND MEDIOLINGUISTIC APPROACH

Abstract

Not so long ago recipes were included in 'obvious' text types functioning „unproblematically in the sphere of everyday life”[1], because their relatively uncomplicated structure did not cause any difficulties with recognition and qualification, or with the genological description of individual text copies. This is both reproductive and productive competence of recipients and producers of text genres. Recipes operate without any obstacles related to their recognition, in official and private communication[2]. However, contemporary multimedia and multimodal forms of the existence of recipes seem to undermine the thesis about their obviousness. Taking this into consideration, should these multimodal and increasingly multifunctional beings be considered as a variant of a text pattern, a multimodal field of text genres in the meaning of Adamzik[3], or perhaps a hypertext in its common understanding?[4] Or maybe other typological possibilities come into play? The article aims to discuss the above doubts from the point of view of textual linguistics and mediolinguistics, and to consider typological possibilities on the example taken from digital media. Pragmalinguistic analysis of the research body of the above-mentioned multimodal internet offer allows the thesis that in media communication we are constantly confronted with newer, more and more sophisticated forms and ways of communication, which, due to their increasing complexity, are becoming more and more of a challenge for linguists trying to categorize and define them. Therefore, according to the postulates of Adamzik[5], we are trying above all to describe and illuminate the analyzed phenomenon from various perspectives.

Keywords

• recipe
• text genre
• genre transformation
• hybridization
• multimodal offer
• media formats
• media transformation