METHODS OF EMOTIONAL AND PSYCHOLOGICAL IMPACTS OF POLYMODALITY
Abstract
The article is devoted to the consideration of the features of the functioning of polymodal texts in media discourse. One of the signs of polymodality is the combination of different types of information impact, which provides for a sensory response of the recipients. Polymodality can contribute to the formation of group identity. Among the most significant functions of polymodal texts are the following: cognitive, emotional, evaluative, manipulative, ideological, and predictive. The key characteristics of polymodal media texts are: creating an emotional background, expressing feelings, and influencing the state of the information consumer. The evaluation function contributes to the formation of an attitude toward the described reality through a combination of visual and literal content. The manipulative function enables the transmission of a given opinion without direct indication, thereby contributing to the formation of the necessary position in relation to the transmitted information. The ideological function of polymodal texts is to support a certain level of understanding, including in matters of legality. The predictive function of polymodal texts enhances the emotional impact of information on consumers and motivates them to take action. The study of the functioning of polymodal texts in mass media contributes to the understanding of influence strategies in media communication.
Full text article
References
Baldry, A., & Thibault, P. J. (2006). Multimodal transcription and text analysis: A multimedia toolkit and coursebook with associated online course. Equinox.
Bateman, J. A. (2011). The decomosability of semiotic modes. In K. L. O’Halloran & B. A. Smith (Eds.), Multimodal studies: Exploring issues and domains (pp. 17–38). Routledge.
Gavrilova, M. V. (2016). Sotsial'naya semiotika: teoreticheskie osnovaniya i printsipy analiza mul'timodal'nykh tekstov [Social semiotics: Theoretical foundations and principles of multimodal text analysis]. Political Science (RU), (3), 101–117.
Gukalova, N. V. (2018). Emotivnost', emotivnyy smysl, ekspressivnost', otsenochnost': problemy razgranicheniya i opredeleniya ponyatiy v sovremennoy lingvistike [Emotiveness, emotive meaning, expressiveness, evaluation: Problems of differentiation and definition in modern linguistics]. Vestnik Taganrogskogo instituta imeni A. P. Chekhova. Retrieved from: https://cyberleninka.ru/article/n/emotivnost-emotivnyy-smysl-ekspressivnost-otsenochnost-problemy-razgranicheniya-i-opredeleniya-ponyatiy-v-sovremennoy-lingvistike
Ivanova, M. E. (2020). Yazyk ideologii i ideologiya yazyka: aspekty vzaimodeystviya [Language of ideology and ideology of language: Aspects of interaction]. Gramota, 133–140.
Jewitt, C. (2013). Multimodal methods for researching digital technologies. In S. Price, C. Jewitt, & B. Brown (Eds.), The SAGE handbook of digital technology research. Sage.
Khakhaleva, A. Yu. (2016). Polimodal'nye sredstva prezentatsii kommunikativnogo sobytiya v internet-diskurse (Polymodal means of presenting a communicative event in Internet discourse). Vestnik Moskovskogo gosudarstvennogo lingvisticheskogo universiteta. Gumanitarnye nauki. Retrieved from: https://cyberleninka.ru/article/n/polimodalnye-sredstva-prezentatsii-kommunikativnogo-sobytiya-v-internet-diskurse
Knyazeva, A. A. (2009). Teksty o predskazanii budushchego kak vid prognosticheskikh tekstov (Texts about predicting the future as a type of prognostic texts). Izvestiya Rossiyskogo gosudarstvennogo pedagogicheskogo universiteta im. A. I. Gertsena. Retrieved from: https://cyberleninka.ru/article/n/teksty-o-predskazanii-buduschego-kak-vid-prognosticheskih-tekstov
Kolomiytseva, O. Yu., & Moskaleva, A. N. (2021). Sposoby realizatsii kategorii polimodal'nosti v angloyazychnom Instagram-diskurse (Ways of implementing the category of polymodality in English-language Instagram discourse). Vestnik Mezhdunarodnogo instituta rynka, (2), 115–125. Retrieved from: https://www.imi-samara.ru/wp-content/uploads/2021/12/kolomijczeva_moskaleva_115_125.pdf
Kozlovskiy, D. V. (2022). Mul'timodal'nye sredstva intensifikatsii evidentsial'nogo vozdeystviya v politicheskom mediadiskurse (Multimodal means of intensifying evidential impact in political media discourse). Politicheskaya lingvistika, (5), 145–155.
Krejdlin, G. E. (2014). Semioticheskaya kontseptualizatsiya tela i problema mul'timodal'nosti (Semiotic conceptualization of the body and the problem of multimodality). Ekologiya yazyka i kommunikativnaya praktika, 100–120.
Kress, G. (2009). What is mode? In C. Jewitt (Ed.), Handbook of multimodal analysis (pp. 54–66). Routledge.
Kress, G., & van Leeuwen, T. (1996). Reading images: The grammar of visual design. Routledge.
Ovcharenko, E. N. (2022). Lingvopragmaticheskiy aspekt verbalizatsii otsenki v mediadiskurse (na materiale obshchestvenno-politicheskoy rossiyskoy pressy) (Linguopragmatic aspect of verbalization of evaluation in media discourse (Based on Russian socio-political press)) (Candidate dissertation). Adygea State University.
Polimodal'nye izmereniya diskursa (Polymodal dimensions of discourse) (O. K. Iriskhanova, Ed.). (2022). Izdatel'skiy Dom YaSK.
Rykova, O. A. (2003). “Metafora–tekst” kak sposob predstavleniya manipulyativnoy funktsii teksta (Metaphor–text as a way of representing the manipulative function of text) (Extended abstract of candidate dissertation). Kursk State University.
Shustrova, E. V., & Koptyaeva, N. N. (2025). Prochtenie polimodal'nykh sredstv manipulyatsii v mediadiskurse kak sostavlyayushchaya sovremennoy mediagramotnosti (Interpretation of polymodal means of manipulation in media discourse as a component of modern media literacy). Diskurs-Pi, 22(3), 69–85.
Troyanova, I. M. (2008). Kognitivnaya funktsiya kak odna iz vazhneyshikh funktsiy yazyka (Cognitive function as one of the most important functions of language). Vestnik Tomskogo gosudarstvennogo pedagogicheskogo universiteta, 2(76), 56–58.
Voloshinov, V. N. (1993). Bakhtin pod maskoy: Marksizm i filosofiya yazyka: osnovnye problemy sotsiologicheskogo metoda v nauke o yazyke (Bakhtin under the mask: Marxism and the philosophy of language). Labirint.
Authors
This work is licensed under a Creative Commons Attribution 4.0 International License.
Licensed under the Creative
Commons Attribution International License
(CC BY 4.0).
Copyright © by author(s).