MULTIMEDIA ENVIROMENT OF GERMAN POLEMIC DISCOURSE

Abstract

This article is devoted to the study of the multimedia environment of the polemic discourse in German media with its diverse formats of impact on the audience and the actively developing internal dynamics of texts. If at the end of the XXth century the specifics of German media were the use of the Internet site as one of the possibilities to present copies of newspapers and magazines in electronic form, today we can speak of modified, hybrid Internet versions of printed publications that do not just create websites on the Internet that duplicate their main activity, but also combines the features of the traditional press and features of the functioning of texts on the Internet. The transition from linear, monomedia broadcasting platforms to discrete, multimedia ones has a significant impact on the process of creating, designing and placing modern polemics. Texts of articles and user comments are considered in the article as tmaterialization of the polemic discourse in the media. Polemic texts are formed on the basis of intertextual structures and have a hypertext nature. The use of multimedia tools (a variety of fonts, graphics, animation, photo, video and sound) in the text of the article allows the author not only to expand the amount of information provided, but also to qualitatively supplement its content through inline inclusions tn the text, to express the meaning of information by referring to verbal and non-verbal means; to provide a visual and figurative presentation of information (graphs, charts, tables), to attract attention and influence the audience, as well as to provide readers with the opportunity to participate in information exchange.