ТРАНСФЕР КУЛЬТУРНЫХ КОДОВ В СОВРЕМЕННЫЕ ЦИФРОВЫЕ МЕДИА (на примере басенных сюжетов)

Abstract

The article is devoted to studying national cultural codes. The purpose of the article is to describe and analyze the axiological potential of fable plots as cultural codes in the modern mass media space. The illustrative material was provided by I.A. Krylov’s fables, online dictionaries, as well as examples from the National Corpus of the Russian Language and the personal card index of mems, representing realization of fable plots in various aspects of modern human life. The research combines such traditional methods as: descriptive, comparative and continuous sampling methods for systematization and typology of winged phrases used on the Internet sites of modern digital space. The method of diachronic analysis allowed us to trace the relationship between their dictionary interpretations and modern increments of meanings and transformation into cultural codes. The SPSS Text Analytics Program was applied for quantitative analysis. The obtained results demonstrate correlation of fable inclusions with the transfer of ideas and experience within the same linguistic culture. We see the significance of the study in substantiating the status of socio-axiological relevance of fable plots when they are transferred to a heterogeneous digital space. We found out that fable plots subjected to actualization undergo various transformations both at the linguistic and conceptual levels, and the transformation degree depends on the register of a chosen discursive practice. The conclusion we made concerns the predominant preservation of archetypal characteristics in aspects reflected by various discursive registers due to the codes embedded in them, which are in one way or another adapted to the situational contexts of modern times.