Multimodality in the Russian media word-creation

Abstract

At the turn of the century, media communication has become the most important public institution influencing the organization of socially significant information, the quality of public discourse, the creation of alternative reality, the formation of moral norms, aesthetic tastes, building a hierarchy of values. A characteristic feature of the modern media text is its multimodal (polycodal) character as an interaction of means of different code systems (alphabetic and non-alphabetic means of influence: fonts, numbers, ideographic signs, symbols, coloring, drawings, photos). The article deals with new aspects of media word creation associated with multimodal (polycodal) nature of contemporary media texts: use of neologisms – the graphical hybrids – multifunctional elements of one language (hyphenation, parenthesis, quotation, singraphemy), as well as the elements of different code systems (elements of various alphabets,