POLYSEMIOTIC ARTIFACT STRUCTURE: MULTIMODAL ANALYSIS OF THE INITIAL WEB PAGE OF A VIDEO BLOG CHANNEL ON THE YOUTUBE HOSTING

Abstract

The article is devoted to the analysis of the system of verbal and non-verbal resources and their structuring on the initial web page of a video channel considered as a multimodal artifact, as well as the description of the realization of the meaning-generating potential of elements belonging to different semiotic modes. The authors pay special attention to the cluster analysis of the web page multimodal system, as well as to the phenomenon of performatization and the “multimodal performative”, which not only describes the action, but also has a potential for action - transition to the resource of the user’s interest.

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About this article

Publication history

• Received: February 28, 2018.
• Published: May 1, 2018.

Keywords

• мультимодальный артефакт
• системно-функциональный подход
• визуальная грамматика
• риторическая структура
• видеоблог-дискурс
• multimodal artifact
• systematic-functional approach
• visual grammar
• rhetorical structure
• video blog discourse

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© 2018 The Author(s)
© 2018 Gramota Publishing, LLC

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Creative Commons Attribution 4.0 International (CC BY 4.0)