INTEREXTUAL CHARACTER OF POLYCODE TEXTS: NON-VERBAL ASPECT

Abstract

The article is devoted to the problem of intertextuality of polycode texts of the mass-media. Modern semiotically heterogeneous texts combine verbal, non-verbal and paraverbal resources. Today, the phenomenon of polycoding is to be considered an integral feature of communication and life in general, because the world we live in is overflowing with texts, images, smiles, drawings, and audio signs that interact closely with one another. Because of the change in the semiotic status of contemporary texts, it is proposed to study the category of intertextuality by directing the research vector to visuals that serve as markers of intertextuality at a non-verbal level. Intertextuality is regarded as a special strategy for correlating of one text with other texts / semantic systems.
In article it is emphasized that the intertextuality of such semiotic-heterogeneous complexes is actualized at different levels while activating different codes. Considering static media texts it is proposed to distinguish between verbal, non-verbal (pictorial, iconic) and paraverbal intertextuality.
The article also outlines the concept of interpictorality or intericonicity, which is the signs’ ability to transmit the resemblance with objects. The basic types of interpictoriality of the mass-media texts are found, these include pictorial quotation, reproduction, travesty, parody and stylization.