DECODING MULTIMODAL TEXTS OF MEDIA DISCOURSE

Authors

DOI:

https://doi.org/10.46991/AFA/2023.19.1.083%20

Keywords:

multimodal text, media discourse, media text, clip culture, decoding, visual component, verbal component

Abstract

In modern print and online media, the verbal text is increasingly being replaced by a multicode material, whose verbal component is illustrated, supplemented, and multiplied by the visual component. At the same time, the value and impact of the visual component increases immeasurably: vivid images are imprinted in the mind, making a powerful effect on readers and viewers. Since most media texts being multicode, special studies of such texts have become especially relevant today. Hence, based on the descriptive, analytical, non-verbal-culturological methods of research, this article discusses the role and relationship of visual and verbal texts, the advantages of the visual code as a carrier of implicit information on the covers of periodicals. The decoding of the multimodal text from The Economist magazine demonstrates clearly that, as a rule, the non-verbal component attracts more attention and inspires more confidence in the recipient. Because the non-verbal component is quite difficult for the addressee to track consciously, the additional manipulative potential of the metaphorical image is used in the text.

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References

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Sources of Data

Holiday double issue. (2022, December 24). In The Economist. Retrieved March 6, 2023

Putin’s botched job. (2022, February 17). In The Economist. Retrieved March 6, 2023

Slowbalisation: The future of global commerce. (2019, January 24). In The Economist. Retrieved March 07, 2023.

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Published

2023-05-29

How to Cite

Harutyunyan, N. (2023). DECODING MULTIMODAL TEXTS OF MEDIA DISCOURSE. Armenian Folia Anglistika, 19(1 (27), 083–094. https://doi.org/10.46991/AFA/2023.19.1.083

Issue

Section

Linguistics