The problem of multimodality as a synthesis of verbal and non-verbal means of influence (based on the material of media texts)

Due to the increased importance of the text format, the article considers the problem of multimodality which is acute at the turn of 20th–21st centuries: the specificity of the term and concept of “multimodality”, “multimedia”, and functions of multimodality in modern media texts. A characteristic feature of the modern media text is its multimodal character as an interaction of verbal and non-verbal means. The aim of the study is to identify various types of multimodal neoderivatives and determine their functional specificity. New aspects of media word creation are associated with the multimodal nature of contemporary media texts: monographing — the use of multifunctional elements of one language in graphic hybrids (hyphenation, parenthesis, quotation); capitalization — combination of uppercase and lowercase letters; polygraphing — combination of the elements of various alphabets; codegraphing — combination of different code systems (different fonts, numbers, ideograms, drawings, photos, colors, and emojis). The material of the study includes the texts of printed and electronic media from the beginning of the 21st century, as well as advertising texts. In the course of the study, the methods of structural and semantic analysis as well as content analysis were used. The multimodal media neoderivatives intensify the influential effects of media text. As a result of the research, the most representative types of graphic hybrids and emoji characters implementing expressive-game and manipulative tendencies of modern media, as well as performing structural text functions, are identified in the media texts.