Paradoxes of modern mediatext in the context of semiotics methodology

Abstract

The article formulates and substantiates the problem of the paradox of modern media text. The emphasis is placed on the fact that traditional research methods are no longer able to interpret many processes taking place either inside the mass-media reality, discourse and media text as their representative, or in the relationship between the media text and social, reality, everyday life. One of the ways out of this situation is an appeal to the methodology of semiotics. Three aspects of the information-aesthetic paradox of media text are analyzed. These aspects are actualized by the culture of visuality (visual turn), which determines new ways of interrelation and existence of visual forms, words and society. Socially relevant, objective, documentary information is no longer the only, defining property of media text, which distinguishes it from other types and types of textual practices. The informative of the media text is complicated by a number of phenomena whose properties are not inherent in the nature of the media text. These include the aesthetic, artistic, theatrical beginnings, which are increasingly realized in the media text. Media linguistics cannot ignore this growing trend. In the context of semiotic approaches, it is considered, as in the media text, the fact that a person turns into his signs, reality — into a message about reality, and speech — depicts speech. In this connection, the ideas formulated by J. Derrida in connection with the role and status of writing in the new European culture and Y. Lotman in relation to, first of all, photographs are relevant to the study of the media text; secondly, the theatrical performance. It is proved that media texts teach the audience to perceive (“consume”) information and text in a new way. He actively participates in the change of culture of the book by the culture of writing.