The paper considers linguo-semiotic, discursive and language features of the implementation of the category of attractiveness in polycode texts of Internet content in the modern Russian-speaking segment of Internet communication. The material of the study is the media texts of educational websites of Russian universities. Such polycode mechanisms as hieroglyphics, actual graphic elements, photographs or photo collages, demotivators, infographics, videos are consistently considered. It is shown that in the media texts of the websites of the university, the main factors for creating attractiveness are hypertext, interactivity and polycode content, which should be considered within the current trend in the modern media world towards media convergence. It is concluded that in modern Internet communication the verbal text is increasingly being replaced by multimedia, its verbal component is illustrated, supplemented, multiplied by the media component: drawing, photograph, video sequence, special font, etc., creating visual images that provide powerful effect on the human mind.
|
