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SCIENTIFIC SERIES
“COGNITIVE STUDIES OF LANGUAGE”

SOCIO-COGNITIVE APPROACH TO MULTIMODALITY: SEMIOTICS OF POSTERS

SOCIO-COGNITIVE APPROACH TO MULTIMODALITY: SEMIOTICS OF POSTERS


Author:  O.K. Iriskhanova

Affiliation:  Institute of Linguistics of the Russian Academy of Sciences

Abstract
The paper offers a socio-cognitive analysis of posters as a type of multimodal discourse. Poster is viewed as a compact means of representation and (re)production of social cognitive structures (myths, stereotypes, models, etc.). It is argued that the interplay between the visual and the verbal in posters involves mutual adaptation of foci in both components. Mechanisms and means of focus adaptation are investigated in the paper.

Keywords:  multimodality, focus (primary and secondary), illocutionary modality

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