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TO THE PROBLEM OF ANALYZING MULTI-CODE TEXTS IN POLITICAL DISCOURSE: INTEGRAL APPROACH
Abstract
In the context of globalization the media have a significant impact on the language. The modern society is characterized by the rapid pace of development in the sphere of literature and art, as well as by scientific discoveries and the uprising of new realities and definitions, linguistic and extralinguistic forms of reflecting the reality. Understanding the language as a part of the culture of any modern society and a primary means of communication cannot but have specific features of mass culture development as its essential component, combining the dynamics of media development (both progressive and regressive changes); the heterogeneity of its genre (entertaining, informational, political, religious, age, gender, etc.), linguistic means used to influence the addressee, etc. The authors of the present article view the multi-code text as a means of communication designed to appeal to large audiences in the political discourse of any country. They describe the influence of the multi-code text on the addressee, namely, how knowledge and meaning are developed by means of the interaction and interconnection of its visual and verbal components that constitute a coherent whole. The authors aim at presenting an integral approach to the multi-code text analysis in the political discourse. The present research is of an interdisciplinary character: the methods used to analyze multi-code texts in the political discourse comprise techniques of cognitive linguistics, semiotics, and discourse analysis.
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