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