Author’s name:
Andrey G. Fomin, Shamil R. Gabitov – Kemerovo State University, Kemerovo, Russia
Abstract:
The article investigates the role of multimodality in enhancing communication efficacy through an analysis of news posts on Russian-language Telegram channels, which constitute the study’s primary material. The research examines how the interplay of verbal and nonverbal elements constructs a semiotic space that facilitates the realization of communicative intentions. The analysis prioritizes pragmatic mechanisms designed to operationalize the author’s communicative intent through framing. Methodologically, the study employs linguopragmatic analysis, cognitive-discursive methods, and quantitative content analysis. The findings reveal that polycode structures amplify the pragmatic force of messages, activate cognitive and emotional responses in the audience, and steer interpretations toward intended meanings, enabling authors to express evaluative stances toward the denotatum and ranging from discrediting to endorsement. While visual elements in polycode texts effectively perform communicative functions, an imbalanced use of semiotic codes (e.g., excessive irony) may undermine the audience’s trust in the information. The study contributes to understanding multimodality in digital media, emphasizing its significance for monitoring information interpretation and enhancing audience engagement. It underscores the necessity of further exploration into strategies of polycode semiosis construction within new media environments to refine theoretical frameworks and practical applications.
| Section | LANGUAGE AND CULTURE |
| DOI: | 10.47388/2072-3490/lunn2025-70-2-19-32 |
| Downloads | 17 |
| Key words | multimodality; polycode text; semiotic space; communication efficacy; strategies of polycode semiosis construction |