MULTIMODAL TEXTS IN VISUAL POLITICAL COMMUNICATION

Abstract

The article explores visualization of political communication assuming a multimodal perspective on it. The types of multimodal texts used in political campaign are established. They include still and moving visuals. The research analyses a repertoire of modes employed in shaping politically important information in well established still visuals encompassing campaign poster, buttons and stickers. Moving visuals such as TV political ads and televised debates have a more complex semiotic structure than still ones. Their persuasive power is amplified due to the interaction of verbal, colour, iconic and musical modes, which are carefully orchestrated to reach the voters.

Keywords

• multimodality
• visualization
• mode
• political communication
• мультимодальность
• визуализация
• код
• политическая коммуникация