Precedent Phenomena In Social Networks Of Brands

Abstract

The article is devoted to the phenomenon of precedence (Yu. N. Karaulov) in modern Internet communication. The author examines the concept of a “precedent text” in the context of the concept of intertextualization, identifying features of the representation of precedent in the aspect of multimodality. Using the example of the “MTS” and “Yota”VKontakte communities, explores for what purpose do brands use precedent phenomena in advertisements. The advertising text is a complex multidimensional phenomenon, for the study of the specifics of which an integrative approach that uses as a scientific base various areas of modern philology and related disciplines is needed. Internet advertising is built as an intertextual system. Social networks are used as platforms for working with clients more and more, because it is a place where existing and potential customers want to get answers to their questions in real time.The author examines several cases related to the use of precedent situation, precedent text, precedent statement and precedent name. The article addressed the issues, how do precedent phenomena help brands to convey information to consumers and how does the public respond to the use of precedent phenomena. Has been allocated hree main areas of precedent: social (politics, economics, sports, fashion, television, crime, religious and mythological sphere), art (fiction, cinema, music, art, theater and circus art) and natural science (natural, humanitarian) and medical sciences.