System Modifications of the Initial Content of Media Polycode Representatives in Complex Precedent Phenomena

Abstract

The article studies systemic modifications of the original content in complex precedent phenomenon «Directed by Robert B. Weide» in polymodal units. The study is aimed at analyzing the linguo-semiotic specifics of encoding of polycode representatives in a complex precedent phenomenon (CPP). In the course of the analysis of 480 polymodal units (Internet memes, creolized articles and news items) chosen by selective sampling method from English and Russian Internet domains, a set of precedent elements that are a part of the CPP was identified. The description of systemic modifications of the original content of polycode representatives in the CPP «Directed by Robert B. Weide» was carried out based on such methodological techniques as case studies, situational and cultural reflection, component analysis of words and phrases, intertextual, stylistic and inductive research methods. The study specifies the CPP is an integrative sign that includes elements of several semiotic codes. They are as follows: 1) visual precedent images of Larry David, the character of the Curb Your Enthusiasm series; comedian-host S. Harvey at the beauty contest ceremony; captions on a black background; 2) verbalized elements (text) «Directed by Robert B. Weide»; the names «Robert B. Weide» and «Larry David», catch phrases of the sitcom character; 3) auditory element - L. Michelini’s melody «Frolic». Systemic modifications of the original content of the polycode representatives in CPP «Directed by Robert B. Weide» are characterized in a diachronic key: starting from the formation of an associative connection of the image of the main character of the series and the difficulties of communicative interaction, to the name-representative associated with directing an absurd or embarrassing situation («Robert B. Weide») and precedent text of the caption («Directed by Robert B. Weide») with the semantics of summing up some annoying or fatal situation. The text examples demonstrate CPP encoding in four variants at different semiotic levels (visual, verbal, auditory) and in different syncretism formats (using one / two or all codes of the original CPP).