Historical, Philosophical, Political and Law Sciences, Culturology and Study of Art. Issues of Theory and Practice. Tambov: Gramota, 2016. № 3. Part 1. P. 49-52.
Vavilova Zhanna Evgen'evna, Khusainov Aidar Failovich, Yakubova Dilyara Dzhavdetovna, Parkalov Aleksei Viktorovich
Kazan State Power Engineering University
Kazan (Volga Region) Federal University
Belarusian State University of Informatics and Radioelectronics
Abstract. The topicality of studies in the course of multimodality is connected with the necessity of the optimization of information circulation in the epoch of digital media-systems in various fields: pedagogy, management, advertisement, etc. In the article the factors influencing the perception of multimodal texts from the viewpoint of how communicative pragmatics is realized in social context are examined. They are considered taking into account the interdependence of their components in the framework of the communicative situation so that the variety of modalities, or semiotic resources, could provide the optimal mastering of information.
Key words and phrases: мультимодальность, модальности, семиотические ресурсы, каналы передачи информации, коммуникативная ситуация, прагматика, multimodality, semiotic resources, channels of information transition, communicative situation
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