SIMULACRUM IN STATIC-DYNAMIC SCOPE OF THE SCREEN (a case study of polycode-multimodal texts of the Internet)

Abstract

With onset of the computer and electronic revolution, with the expansion of the Internet the modern world culture is based not on the bookish, but on the screen form of the text existence. Heterogeneous texts have replace homogeneous texts. The most formed representatives of which are the movies and the television, that initiated the appearance of text with the unique structure, contaminating oral and written linguistic sense medium with the non-linguistic and which, having been digitized, are predominating in the Internet today. The spectator expects from these texts such stylistic features as authenticity and factual accuracy. These particular expectations are employed by the authors of such videos in order to manipulate the viewer and to create the impression, that the objects and phenomena on the screen possess the denotation in the real world, thus making the recipient believe into the modelled pattern of a real life and generating simulacra. This article is devoted to the analysis of peculiarities of the simulacra design in polycode-multimodal texts representing complex semiotic unity of verbal, iconic and acoustic components. Also it is examined how a real-life simulation is created in the case of three polycode-multimodal texts that describe the military actions in Syria. The analysis is carried out in the static and dynamic scope of the screen% at the visual (screenshots), verbal and acoustic levels. During the research lingual-semiotic peculiarities of the simulacra generation in the static scope of the screen are singled out and the instruments used to construct simulacra in the dynamic scope of the screen.

Keywords

• the screen
• polycode-multimodal text
• simulacrum
• verbal
• iconic
• sign
• sign behavior
• semiosis