Color and Color Nominations in Polycode Text

Abstract

The question of the relationship and interdependence of the colors used and color nominations in the polycode text and the pragmatic tasks that this text is aimed at is considered. The study was conducted on the material of memes and demotivators dedicated to the period of the COVID-19 pandemic, as well as extremist memes and demotivators. In the course of the analysis, the regularities observed in the analyzed material and associated with the use of color and color nominations to enhance the influencing effect of the polycode text were determined. These patterns include: the isolation of color within a certain form, the classifying function of color and the associative function inherent in color. The conclusion is made about the use of blue (blue-green) and red (dark red) as the characteristic color dominants of polycode texts (memes and demotivators) dedicated to the period of the COVID-19 pandemic. It is noted that polycode texts of an extremist orientation are also characterized by red color, a combination of red and black, the presence of white (including as a verbal component).

Keywords

• conflictogenic polycode text
• meme
• demotivator
• colour
• color naming