ДИСКУРС ПРОТИВОСТОЯНИЯ В ПОЛИКОДОВЫХ ТЕКСТАХ СОВРЕМЕННЫХ МЕДИА

Abstract

The article presents the methods of communicative influence on recipients. A number of issues are considered, in which the methods of communication impact on recipients through media platforms are indicated. Polycode text in media platforms of different formats appears in the form of sensationalism, which is accompanied by a corresponding sound row and a picture. The aim of the work is to consider the communicative impact in the discourse of sensationalism of some media. Traditional and new medas enclose recipients in a communication framework (frames), thanks to which a picture of the world is formed, reflected in the media. Both traditional and new media served as materials for the consideration of the issue presented in the article. Of particular note is the polycode text presented in visual media, since such areas suggest a variety of ways to influence recipients with the help of music, frame changes, and the personality of the communicator. The methodological basis is the idea of the phenomenon of sensationalism discourse, which combines the semiotic aspect of the study of discourse. One of the important components in this kind of honey is the suggestive component, represented in the form of communication codes of a polycode text. The polycode text allows you to influence recipients and thus form their picture of the world. The discourse of modern media platforms is built on a culture of confrontation with each other, since new media touch on topics and often respond to them in a communicative way. New media appear in the form of a huge number of opinions due to the possibility of platforms in the utterance of each participant of communication, which forms a discourse of sensationalism.