Abstract
The article researches Internet memes as a part of the visual presentation of news messages to find their function in the specific communication pattern of social media. To make a conclusion about it authors investigate publications (2018-2019 year) on seven news pages on the most popular social network in Russia - VK. Authors chose these pages because of similarity of their posts structure (a short head or a text with a picture) and variety of their political views. Comparing of different styles of visual design on this pages helps authors to find and show function of meme. Visual meme as a picture, photo or phrase (or their combination) refers to a plot or image which is understandable for a particular social group and can be researched as a special language unit. This language allows to an editorial team of a news page convey their point of view, their attitude to the news, their position quickly, clear and without changing a word in a news message. While the text of the note tends to get maximum of factuality, a meme helps to add to a message an emotion and makes it far from neutral. This creates readable markers for a subscriber for orientation in an information and position plurality of social media.
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