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UDC81`33
DOI 10.20339/PhS.1-26.131
Evseev Andrey B.,
Candidate of Pedagogy,
Associate Professor of the Russian and Foreign Philology Department
Vladimir State University named after Alexander Grigoryevich and Nikolai Grigoryevich Stoletov
e-mail: andrej.yevsejev@rambler.ru
https://orcid.org/0000-0001-9155-1518
The article aims at studying the genesis of emoji; analyzing the semiotic, semantic, emotive components of emoji as a paragraphemic part in communication, a means of expression that influences the process of shaping, efficiency and the result (maturity) of communicative links developed between addressers and addressees. The relevance of the study is to understand the communicative role of emoji in multimodal texts that combines both verbal and non-verbal elements; clarify the concept of “emotive impact vector of emoji”; assess and analyze the emotive vector of emoji impact on the informative constituent of texts of various styles used in, but not limited to, Social Media Marketing. During the philological analysis of the corpus of text messages borrowed from social networks, it was established that the emotive impact vector of emoji, as a notion, involves a set of extra-linguistic factors: the color gradient of the pictogram and the actual image of the semiotic sign. The research showed that various combinations of these components have a diverse pragmatic impact on communicants, i.e. they can draw the attention to what is happening, strengthen internal motivation, or shape value beliefs.
Keywords: emoji, emotive vector of emoji influence, color gradient, multimodal text, SMM message
References
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