The article is devoted to the study of polycode-multimodal texts updated in vertical short-format videos. The research material was the videos (clips) of the subsidiary service of the social network «VKontakte» in the user content segment (UGC). The relevance of the research is due, firstly, to the dynamics of the development of the short vertical video format and the leading position in the media preferences of the modern consumer, and secondly, to the insufficient knowledge of the media texts updated in it, especially those of the "third order". The purpose of the study is to identify the elements of verbal and media (iconic and melodic) levels that organize short-format media texts, and their combinations that have the greatest pragmatic impact on the addressee. It is concluded that the excessive intensity of the elements of verbal and non-verbal levels combined in the media text, each of which a priori has a high pragmatic potential, causes the phenomenal effect of fascination - "sticking" in the virtual world. The author of the article insists on the need to control the time spent watching Internet content in order to avoid streaming addiction.
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