THE CULTURAL AND SOCIAL RELEVANCE OF POLYCODE TEXTS
Abstract
Polycode text is a communicative instrument that depicts information transfer across several codes (language, visual, graphic, etc.). This article examines the distinct characteristics of polycode texts, their components, and their significance in information sharing. The article aims to investigate how polycode texts are utilized to generate and disseminate new information using language and visual pictures. The study emphasizes the role of polycode texts, as well as their cultural and social significance in contemporary society. The findings indicate that such texts are significant in a variety of contexts, including education, advertising, mass media, and intercultural communication processes. Polycode texts play an important role in modern communication by speeding up information flow and broadening the audience base. The research presents scientific approaches to the notion of polycode texts, as well as recommendations for their function in communication. It examines polycode texts' significance in current communication processes, with a focus on social and cultural communication. The findings indicate that polycode texts are widely utilized in advertising, education, and mass media to increase communication efficacy and reach a larger audience. This study suggests new scientific methods of polycode texts and provides practical suggestions in the scope of linguistics and communication.
Full text article
References
Bateman, J., & Schmidt, K. H. (2013). Multimodal film analysis: How films mean. Routledge. 338 p.
Bi, Z., & Wang, X. (2020). Computer aided design and manufacturing. John Wiley & Sons. 640 p.
Burgess, J. (2018). YouTube: Online video and participatory culture. John Wiley & Sons. 186 p.
Castrillón, N. A. S., Mora, R. A., Albers, P., & Medellin, A. (2016). Determining the impact of multimodal text creation in the development of English communicative competences in the normal school context. 160 p.
Cazden, C., Cope, B., Fairclough, N., Gee, J., Kalantzis, M., Kress, G., ... & Nakata, M. (1996). A pedagogy of multiliteracies: Designing social futures. Harvard Educational Review, 66(1), 60–92.
Cope, B. (2000). Multiliteracies: Literacy learning and the design of social futures. 350 p.
Dieter, D. G. (2019). Advertising and integrated brand promotion (8th ed.). Southern Communication Journal, 84(1), 61–62. https://doi.org/10.1080/1041794x.2018.1542740
Garaeva, V. J., & Vashunina, I. V. (2021). Polycode: creolized text as manipulation means. EntreLínguas, 7(1), 232–245.
Gee, J. P. (2014). How to do discourse analysis: A toolkit. Routledge. 216 p.
Grewal, D., Herhausen, D., Ludwig, S., & Ordenes, F. V. (2022). The future of digital communication research: Considering dynamics and multimodality. Journal of Retailing, 98(2), 224–240.
Jewitt, C., & Kress, G. (2003). Multimodal literacy. Peter Lang. 196 p.
Kress, G. (2001). Multimodal discourse: The modes and media of contemporary communication. Edward Arnold. 142 p.
Lee, J. C., & Khadka, S. (Eds.). (2018). Designing and implementing multimodal curricula and programs. Routledge. 298 p.
Lou, Y., Abrami, P. C., & d’Apollonia, S. (2001). Small group and individual learning with technology: A meta-analysis. Review of Educational Research, 71(3), 449–521. https://doi.org/10.3102/00346543071003449
Mayer, R. E. (2014). Incorporating motivation into multimedia learning. Learning and Instruction, 29, 171–173.
Miller, S. M., & McVee, M. (2012). Multimodal composing in classrooms. 157 p.
O’Halloran, K. L. (2011). Multimodal discourse analysis. In The Bloomsbury handbook of discourse analysis (pp. 249–282).
Paivio, A. (1990). Mental representations: A dual coding approach. Oxford University Press. 335 p.
Scollon, R. (2003). Discourses in place: Language in the material world. 258 p.
Serafini, F. (2014). Reading the visual: An introduction to teaching multimodal literacy. 189 p.
Shifman, L. (2013). Memes in digital culture. MIT Press. 191 p.
Thompson, K. (Ed.). (2006). Technology, literacy, and learning: A multimodal approach (Vol. 2). Taylor & Francis. 311 p.
Thurlow, C., & Mroczek, K. (Eds.). (2011). Digital discourse: Language in the new media. Oxford University Press. 349 p.
Yuldashev, A. G. (2022). Secondary nomination as a result of cultural thinking. Web of Scientist: International Scientific Research Journal, 3(4), 1329–1335. https://wos.academiascience.org/index.php/wos/article/view/1419/1330
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).