Poster images in a new linguistic and extralinguistic context

Abstract

The article is focused on the mechanisms of a creatively recreated figurative reality inclusion in the semiotic space of newspaper texts. Analyzing the specifics of poster image transposition in multimodal newspaper texts, the authors draw attention to such method of verbal-iconic writing as stylistic transformation. The material of the study was the poster text by I. Toidze "Motherland Calls!", created by the artist in June 1941 during the Second World War. Using the example of the stylistic poster image transformation analysis, pre-existing for the Russian society, in the modern newspaper text, it is proved that this kind of transformation is an effective method of a comic element creation. The article also has the dynamics of reality satirical interpretation ways: today the feuilleton genre is replaced by a special aggressive genre of communication, termed as banter in Russian society. This form of communication appears in the denial and the trampling of sacred symbols for a part of society. The basis of bantering as a pseudo-satirical mockery of reality is an absolute nihilism, the trampling of universal human values. The paper concludes that this form of social mockery, originally associated with exposure and social assessment of negative phenomena in society, is actively introduced into mass communication and into mass consciousness and turns into an unjustifiable, evil, insulting mockery.