Modeling the discursive picture of the world in the communication space of social network communication: mechanisms of verbal and visual coding

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Abstract

The relevance of the problem of discourse modeling is determined by the active interest of modern linguistics in strategies for managing the attention of the addresses and the formation of a picture of the world in his consciousness. The study examines the discursive mechanisms underlying general discursive value systems and behavioral scenarios of discourse subjects. The material studied is the visual and text content of a well-known Russian blogger who promotes a certain (glossy) lifestyle. The system of communicative practices within the boundaries of the blog represents the author’s basic attitudes towards constructing discourse as a virtual space for identity formation. An integrative research methodology aimed at studying the linguistic, communicative, and sociocultural discursive mechanisms of modeling the picture of the world has made it possible to identify the visual code as its basic method. The system of visual images that organizes the blog content is considered as a competitive environment of meanings in relation to the verbal one. The main communicative strategy implemented with the help of visual code in discourses of this type is the strategy of creating a value image of the world that replaces the image of the real one. The implementation of the visual communication code is described in the context of the value systems and aesthetic principles of contemporary postmodern culture. The study concludes that the polycode nature of the text with a predominance of the visual component is a characteristic feature of the discourse of social networks, which has a significant impact on the worldview of content consumers. Through visual code, the reader gains an understanding of the attributes of someone’s belonging to a certain social or cultural group, and of the markedness of virtual space as a comfortable psycho-emotional environment. This is why in blogs, visual code often illustrates text, and text is a means of interpreting the visual code. Thus, the semiotic component of social network communication becomes the main discursive mechanism for the formation of identity.

About the authors

Larisa Ivanovna Yermolenkina

Tomsk State Pedagogical University

Author for correspondence.
Email: arblar2004@rambler.ru
Tomsk, Russia

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