Interaction of Precedence Forms in Synesthetic Polymodal Units: Memes in Feelings and Feelings in Memes

Abstract

The article studies the description of linguistic and semiotic peculiarities of sensory reflection and the interaction of precedence forms in polymodal units (Internet memes). The paper analyzes two types of synesthetic transfers: vision → smell (olfactory) and vision → hearing (auditory). On the basis of a representative sample of Russian Internet memes with olfactory and auditory semantics (450 jpeg images), the paper specifies the features of reference to precedent phenomena providing a synesthetic transfer (sensation → sensation), as well as its subtypes – a synaesthetic transfer (sensation → emotion). The description of polymodal units is based on semiotic, structural, semantic and discursive methods of analysis, and includes a comprehensive interpretation of the communicative act, taking into account situational and cultural reflection. The linguistic and semiotic peculiarities of organizing two types of synesthetic polymodal units are characterized. Internet memes with olfactory meanings feature the use of lexemes with common perceptual and olfactory semantics, interjections and the conjunction “when” to contextualize the message. The thematic categorization of auditory memes determines the use of conversational style, lexemes with perceptual semantics and graphic means of conveying sensations (the font, the color). The most frequent types of precedent forms that provide synesthesia of perceptions are analyzed. The examples demonstrate the variability of the functional meanings of precedent images. It has been established that olfactory semantics is realized through a verbal code with the description of the odor producer or the reference to an olfactory precedent phenomenon; visual precedent images actualize synesthetic transfer in olfactory memes – sensation → emotion. In terms of auditory sensation synesthesia, it was revealed that the verbal code initiates a focus on the corresponding sensation, the non-verbal one is represented by an image of a typical situation or a precedent visual image. The use of verbal and visual forms of precedence in polymodal units with synesthetic / synesthetic transfer significantly increases the role of presupposition.

Keywords

• polymodal unit
• internet meme
• synesthesia
• precedent phenomenon
• visual precedent phenomenon
• linguistic and semiotic organization of internet meme
• mass media communication
• media space