The article explores the modern development of multimedia systems and their influence on the media. With the emergence and large-scale penetration of effective digital technologies in all spheres of communication, the semiotic basis of media text has changed and its presentation on polycode semiotic platforms has become the norm. An integral textual continuum has come to life, and the complex perceptive nature of this continuum requires hermeneutic analysis involving a detailed study with the use of appropriate identification methods.
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