SIGN AS THE MEANS OF CONSTRUCTING REALITY AND MIND CONTROL IN SEMIOTICALLY EXPANDED SCREEN TEXTS (BASED ON THE TEXTS OF CINEMA AND TELEVISION)

Abstract

This article is devoted to the analysis of the sign as the means of constructing reality and mind control of the text consumer. The texts under study are semiotically expanded texts of the cinema and television. The research is mainly dedicated to the study of the chosen material at the level of the screenshot without regard to their syntagmatic organization and rhythmic stratification. Summarizing the results of the research the author comes to the conclusion that there is a semiotic situation in heterogeneous texts that enhances the construction of reality of different levels of simulacrativity. The author manages to renovate the topic of simulacra (“empty signs”), having singled out their lingual-semiotic peculiarities at the level of the screenshot of the semiotically expanded texts.

Keywords

• screen
• polycode text
• multimodal text
• simulacrum
• verbal
• iconic