Multimodality vs “Logocentrism” in Persuasion

http://dx.doi.org/10.20339/PhS.2-16.003

Cherniavskaia Valeria E.,

Prof. Dr., Head of Linguistic Technologies Reseach Centre

Institute of Humanities

State Politechnic University St. Petersburg

E-mail: tcherniavskaia@rambler.ru

The paper focuses new issues in linguistics in connection with correlation between cognition and its medium, material form. The semiotic complexity of communication determines a new dimension in persuasion studies. Persuasion is regarded as a specific communicative and speech strategy based both on rational and emotional aspects making a recipient act according to author’s intention. Based on structural content analyses, text interpretation, discourse analyses of the main trends and challenges  in European  and Russian publications  the 2000—2010s mediality is pointed out as a new subject in complex linguistic research. Mediality is studied as a mode of presentation of knowledge and is not to reduce to technical means of communication only. The underlying assumption is that the process of meaning-making and persuasion is constructed both mentally and materially. Nonverbal codes are considered to be involved in meaning-making, reception and postcommunicative acting as its stimuli.

Keywords: persuasion, text, mediality, multimodality.

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