Polycode vs. creolized text: terminology problems

Abstract

Terminology of semiotically complicated communication existing within the framework of modern mediacommunications, including electronic mass-media, demands descriptive and prescriptive comprehension. This article is devoted to the analysis of formation of the terminology describing texts, representing complex semiotics unity of verbal, iconic, audio and animation components.

Keywords

• поликодовый
• семиотика
• креолизация
• видеовербальный
• иконический
• вербальный
• восприятие