The study focused on an ambiguous and important phenomenon, which is essential for modern communication, namely the so-called creolized text that unites the means of heterogeneous semiotic systems. This type of text, also called “non-traditional”, “hybrid”, “semiotic rich / complicated”, “polycode”, “paralinguistic active”, “video verbal”, “isoverbal complex”, “icon text”, “syncretic generalization”, “non-homogenous speech formation”, “paragraph text”, “linguistic visual phenomenon”, etc., combines verbal (linguistic) and non-verbal (averbal, paralinguistic, para-graphic, iconic) components. The choice of the topic seemed to be scientifically grounded, since the appeal to new actively developing "visual" genres of communication, belonging to a wide range of spheres (political, advertising, electronic, media), provided ample opportunities for a more detailed study of the perception of the contents of the message and the impact on the addressee. As a well-known Canadian philosopher, philologist and theorist of communication Marshall McLuhan said, the message largely depended on the channel of transmission that predetermined it. One can argue that today in the era of globalization, accompanied by the rapid development of information technology, Internet communications, global television and computer networks McLuhan's famous aphorism “The medium is the message” is the motto of our civilization. The visual channel is the leading one in the transmission of the message. As a result, the “pressure of visuality” principle permeated everywhere, which forces to present the essence of one or another element in a concise concentrated form, thereby to achieve the most effective manipulation. These circumstances necessitate an interdisciplinary approach, in which linguistic phenomena become a subject of a comprehensive consideration from a position not only purely linguistic but also engaging the results of related sciences, associated in one way or another with the transmission of information using codes belonging to various sign systems.
|Translated title of the contribution||"CREOLIZED TEXT" AS A MEANINGFUL COMMUNICATION PHENOMENON IN HISPANIC CULTURE|
|State||Published - 2018|