Mecz tenisowy w przekazie telewizyjnym – multimodalna emisja z perspektywy odbiorcy

Abstract

Tennis match in TV broadcast – multimodal message from the viewer’s perspective Summary The work presents methods of incorporating various codes into the broadcast of a tennis match report, which, as semiotic systems, determine the globally generated information and the source of emotions. The processual concept of semiotic transfer – the essence of the media message constructed by the sender – is encompassed by complex processes of sense perception, including registration, denotation and globalization of sense. The text presents a tripartite multimodal structure with the modes of communication that create it – image, sound and noises. A detailed discussion of each of them is followed by the analysis of the functions that, from the recipient’s perspective, they play in a globally understood message from a media broadcaster. It has been found that all forms of the incorporated multimodality serve to activate the recipient, both in the mental sphere as a form of cognitive evaluation, but also in the emotional one.