政治广告视频文本中包含先例专名的传播策略*

Proceedings of the International Scientific Conference on Philosophy of Education, Law and Science in the Era of Globalization (PELSEG 2020) Pub Date : 2020-07-23 DOI:10.2991/assehr.k.200723.019

Anastasia V. Dmitrieva, M. Golomidova

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引用次数: 1

摘要

-本文从传播战略和战术的角度出发，设想了俄罗斯政治广告视频片段(20世纪90年代至2018年)文本中的先例专有名称。作者结合话语分析的一些要素，尝试了一种新的综合符号学方法来分析文本材料。研究发现，在所研究的视频文本中，先例名称和与其相关的非语言先例符号参与了三种基本沟通策略的实施:自我呈现、怀疑和操纵。先例材料的多模态特征对目标受众产生了综合的认知和情感效应。

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Communication Strategies of Including Precedent Proper Names in Political Advertising Videotexts*

— The article envisages precedent proper names in the texts of Russian political advertising video clips (1990s – 2018) from the viewpoint of their role in communication strategies and tactics. The authors test a new comprehensive semiotic approach to analyzing text material, combined with some elements of discourse analysis. The study revealed that precedent names and nonverbal precedent signs connected to them in the studied videotexts are engaged in the implementation of three basic communication strategies: self-presentation, discredit and manipulation. The multimodal character of the precedent material produces an integrated cognitive and emotive effect on the target audience.

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Proceedings of the International Scientific Conference on Philosophy of Education, Law and Science in the Era of Globalization (PELSEG 2020)

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