Communicative and activity approach to non-homogeneous institutional texts
DOI: 10.23951/1609-624X-2023-3-103-111
Non-homogeneous (polycode, polymodal, multimodal) texts have long become part of modern communication (both media and official business). The requirement for mandatory communication of official authorities, public and party organizations with the population in a virtual environment has given rise to official portals of regional governments, ministries at various levels, and city administrations. These virtual objects are institutional because they have a discursive orientation, specific means of information transfer and communication design. The communicative-activity approach is applicable to the texts contained on the official portals of the city administration (in this article we are talking about the virtual portal of the Administration of Omsk Omsk. rf, located at: https://www.admomsk.ru/web/guest/main). The purpose of the article is to evaluate the ways of transmitting information, organizing communication with different age and social groups of the addressee in terms of the manifestation in them of visual, verbal, multimodal regulators that implement communicative and cognitive models of the virtual institutional environment. Material for this study: texts posted on the virtual portal of the administration of the city of Omsk (Omsk. rf.). The research methodology includes two stages: 1. Evaluation of visual, verbal, multimodal regulators, their communicative orientation in terms of expressing communicative and cognitive models of the virtual institutional discursive environment; 2. Identification of texts aimed at certain social and age groups of addressees, establishing their informational, semantic, communicative, cognitive composition as an environment for forming the image of the addressee and addressee. The main results of the analysis of the form and content of the portal showed the following. The portal structure includes a typical navigation frame with a fairly simple system of linear vertical and horizontal links. The content level is represented by interconnected verbal and visual components. Their different ratio in different parts of the content, the quality and quantity of inhomogeneous units is due to the goals of the section (transmission of information / impact on the emotive, aesthetic sphere of the addressee), the relevance of the information contained for the addresser and addressee. The communicative and cognitive levels form verbal and visual communicative and cognitive models that convey a predominantly regional formation, affecting the emotional sphere of an addressee that is indefinite in social, gender, age terms - a city resident, establishing an interactive connection with the latter. The communicative-activity approach to a non-homogeneous text of an institutional type - the official portal of the Administration of the city of Omsk, showed a variety of means of communication (visual and verbal), one-sidedness of communication, typical for virtual objects of this level. The method of designating a collective addresser is indicated in the name of the portal through an indication of ownership (portal of the Administration of Omsk), corresponds to the legal norms of institutional discourse. The category of the addresser is specified at the factual level in the part of the portal “Administration” with the help of the Mayor’s personal page, description of the Mayor’s office, legal grounds for activity, etc. The addresser’s communication is focused on a regionally limited collective addressee - residents of Omsk (Omsk). Less often, the addressee is limited by territory, age, social group. The category of the addressee in the texts of the portal is expressed by indirect means - the names of age social, gender and other groups and their representatives in the headings of the content and within the texts that fill it. Special appeals to an indefinite addressee are single, associated with current events in the city, weather, etc. The structure of the horizontal-vertical links of the portal’s navigation frame, the “duplication” of the content components in the header and footer parts direct the addressee’s attention to the hyperlinks he needs, ensuring comfort and utility of perception. But the titles of these hyperlinks do not reveal the impactful (emotive, expressive, aesthetic) strategies that are found in a number of pieces of content. They are implemented using a variety of static and dynamic infographics, they are found only after opening a hyperlink. The leading means of polycode, polymodal, multimodal implementation of the informing strategy are the thematic, logical, plot-compositional levels of the content of the portal as a whole, texts in its parts. The nominations of hyperlinks and the leads of the texts contained in them, together with the photographs accompanying the links, perform the functions of attracting the reader’s attention and informing. The portal contains a multifaceted system of regulators due to the multimodal nature of this virtual object. The system includes: explicit visual (horizontal) regulators that attract and localize the attention of the addressee with the help of color, size, location in the space of the portal interface, creating contrast, meaning a certain topic, problem, information or supplementing it; visual vertical regulators associated with calls for specific actions; visual hidden regulators (photos, infographics - photo report, photo report, photo story, photo tour, performing the functions of influencing the emotional and aesthetic spheres of the recipient’s perception; diagrams, graphs, drawings, tables, performing the functions of concentrating a large amount of information, illustrating, simplifying perception), the existence of which is found only after opening hyperlinks; explicit verbal horizontal and vertical regulators that nominate sections of content, hyperlinks, etc., conveying mainly information and through it by lexical, stylistic (a combination of neutral, special and colloquial vocabulary), digital, graphic (font, underlining, color highlighting) means that implement “anchoring” the attention of the addressee; polymodal regulations (video about the professional activities of employees of the City Administration, the mayor, city utilities).
Keywords: non-homogeneous texts, polycode text, multimodal text, communicative, structural, semantic, cognitive organization of the text, communicative-activity approach, regulative, institutional discourse
References:
1. Bolotnov A. V. Tekstovaya deyatel’nost’ kak otrazheniye kommunikativnogo i kognitivnogo stiley informatsionno-mediynoy yazykovoy lichnosti [Text activity as a reflection of the communicative and cognitive styles of an information-media linguistic personality]. Tomsk, 2015. 403 p. (in Russian).
2. Bolotnova N. S. Khudozhestvennyy tekst v kommunikativnom aspekte i kompleksnyy analiz yedinits leksicheskogo urovnya. Pod redaktsiyey S. V. Sypchenko [Literary text in the communicative aspect and complex analysis of units of the lexical level. Ed. S. V. Sypchenko]. Tomsk, 1992 (in Russian).
3. Bolotnova N. S. Filologicheskiy analiz teksta: uchebnoye рosobiye [Philological analysis of the text: textbook allowance]. Tomsk, 2006. 520 p. (in Russian).
4. Bolotnova N. S. Kommunikativnaya stilistika teksta: slovar’-tezaurus [Communicative style of the text: dictionary-thesaurus]. Tomsk, 2008. 384 p. (in Russian).
5. Bolotnova N. S. Kategoriya dialogichnosti mediateksta kak otrazheniye idiostilya avtora [The Category of Dialogic Media Text as a Reflection of the Author’s Idiostyle]. Vestnik Volgogradskogo gosudarstvennogo universiteta. Seriya 2: Yаzykoznaniye – Science Journal of Volgograd State University. Linguistics, 2021, vol. 20, no. 2, рp. 7–14 (in Russian). doi: https://doi.org/10.15688/jvolsu2.2021.2.2
6. Bolotnova N. S. Kontseptsiya emotivnosti V. I. Shakhovskogo v kontekste issledovaniy po kommunikativnoy stilistike teksta [Shakhovsky in the context of research on the communicative style of the text]. Izvestiya VGPU. Filologicheskiye nauki – Ivzestia of the Volgograd State PedagogicalUniversity, 2022, pp. 197–202 (in Russian).
7. Sonin A. G. Modelirovaniye mekhanizmov ponimaniya polikodovykh tekstov. Dis. ... dokt. filol. nayk [Modeling of the mechanisms of understanding of polycode texts. Diss. ... doct. philol. sci.]. Moscow, 2006. 321 p. (in Russian).
8. Butakova L. O. Kognitivnaya priroda vospriyatiya polimodal’nogo teksta i yego psikholingvisticheskoye modelirovaniye (na materiale retseptsii russkikh i amerikanskikh mul’tserialov) [The cognitive nature of the perception of the polymodal text and its psycholinguistic modeling (on the basis of the reception of Russian and American animated series)]. Voprosy kognitivnoy lingvistiki – Issues of Cognitive Linguistics, 2016, no. 4, pp. 21–32 (in Russian). doi: 10.20916/1812-3228-2016-4-21-32
9. Butakova L. O., Kozlovskaya Ye. A. Vozdeystvuyushchiy potentsial i osobennosti vospriyatiya reklamy detskikh tovarov kak chasti diskursivnogo prostranstva dlya detey i vzroslykh [Influencing potential and especially perception of advertising of children’s goods as part of the discursive space for children and adults]. Nauka o cheloveke – The Science of Person: Humanitarian researches, 2017, no.1 (27), pp. 71–81 (in Russian). doi: 10.20916/1812-3228-2016-4-21-32
10. Guts Ye. N., Leontyeva O. A. Vospriyatiye shkol’nikami tekstov populyarnykh pesen [Perception of schoolchildren texts of popular songs]. Teoriya i praktika yazykovoy kommunikatsii [Theory and practice of language communication]. Materialy IX Mezhdunarodnoy nauchno-metodicheskoy konferentsii [Materials of the IX International Scientific and Methodological Conference]. Ufa, RIK USATU Publ., 2017. 316 p. Pр. 63–69 (in Russian).
11. Klyuyev Yu. V. Diskurs v massovoy kommunikatsii (mezhdistsiplinarnyye kharakteristiki, kontseptsii, podkhody) [Discourse in mass communication (interdisciplinary characteristics, concepts, approaches)]. Vestnik Sankt-Peterburgskogo un-ta. Seriya 9: Filologiya. Vostokovedeniye. Zhurnalistika – Bulletin of St. Petersburg University. Philology. Oriental studies. Journalism, 2013, no. 1, pp. 207–217 (in Russian).
12. Lukashevich Ye. V. Perspektivy kommunikativnogo vzaimodeystviya organov gosudarstvennoy vlasti Altayskogo kraya s naseleniyem (na materiale ofitsial’nykh saytov) [Prospects for communicative interaction between the public authorities of the Altai Territory and the population (based on official websites]. Vestnik Altayskoy akademii ekonomiki i prava, 2014, no. 1, pp. 91–95 (in Russian).
13. Lukashevich Ye. V. Sotsiopsikholingvisticheskiy analiz vlasti Altayskogo kraya [Sociopsycholinguistic analysis of the power of the Altai Territory]. Effektivnyye modeli vzaimodeystviya organov gosudarstvennoy vlasti i naseleniya v Internete: sbornik nauchnykh statey [Effective models of interaction between public authorities and the population on the Internet: collection of scientific articles]. Barnaul, Alt. university Publ., 2012. Pp. 86–119 (in Russian).
14. Kommunikatsii organov gosudarstvennoy vlasti Altayskogo kraya s naseleniyem: strategii i tekhnologii. Pod redaktsiyey professora Ye. V. Lukashevich [Communications of public authorities of the Altai Territory with the population: strategies and technologies. Ed prof. Ye. V. Lukashevich]. Barnaul, Kontsept Publ., 2013. 338 p. (in Russian).
15. Butakova L. O., et al. Sayt Pensionnogo fonda RF v aspekte virtual’nogo obshcheniya gosudarstva s lyud’mi pozhilogo vozrasta [Website of the Pension Fund of the Russian Federation in the aspect of virtual communication between the state and the elderly]. Gosudarstvo – obshchestvo – lichnost’: sposoby rechevogo vzaimodeystviya. Pod redaktsiyey L. O. Butakovoy i N. V. Orlovoy [State – Society – Personality: Ways of Speech Interaction. Eds L.O. Butakova i N. V. Orlova]. Omsk, OmPGU Publ., 2019. Pp. 33–59 (in Russian).
16. Lukashevich Ye. V. Tekhnologii vozdeystviya i vzaimodeystviya v regional’nom politicheskom diskurse [Technologies of influence and interaction in the regional political discourse]. Filologiya i chelovek, 2011, no. 4, pp. 58–70 (in Russian).
17. Yavinskaya Yu. V. Emotivnaya i konativnaya funktsii soobshcheniy saytov organov vlasti [Emotive and conative functions of government site messages]. Sovremennyye issledovaniya sotsial’nykh problem – Modern Research of Social Problems, 2013, no. 9 (29), pp. 1–22 (in Russian). URL: https://cyberleninka.ru/article/n/emotivnaya-i-konativnaya-funktsii-soobscheniy-saytov-organovvlasti (accessed 12 January 2023).
18. Serbinovskiy B. Yu., Marsuverskiy A. V. Analiz saytov administratsiy sub”yektov Rostovskoy oblasti [Analysis of the websites of the administrations of the subjects of the Rostov region]. Vestnik nauki i obrazovaniya Severo-Zapada Rossii – Journal of Science and Education of North-West Russia, 2016, vol. 2, no. 3, pp. 1–10 (in Russian).
19. Yuan’ Mintsin. Rekontekstualizatsiya novostnoy informatsii v veb-portalakh: tipy strukturnykh modifikatsiy [Recontextualization of news information in web portals: types of structural modifications]. Vestnik Moskovskogo gosudarstvennogo lingvisticheskogo universiteta. Gumanitarnyye nauki – Vestnik of Moscow State Linguistic University. Humanities, 2022, vyp. 6 (861), pp. 31–39 (in Russian). doi: 10.52070/2542-2197_2022_6_861_31
20. Lushchinskaya O. V. Sovremennyye konvergentnyye sredstva massovoy kommunikatsii: spetsifika struktury i soderzhaniya (na primere portala Zviazda.ru) [Modern convergent mass media: the specifics of the structure and content (on the example of the zviazda.ru portal)]. Trudy BGTU – Proceedings of BSTU, 2020, vol. 4, no. 2, pp. 71–78 (in Russian).
21. Lushchinskaya O. V. Strukturno-organizatsionnyye i soderzhatel’nyye kharakteristiki mediynogo diskursa na primere veb-sayta «THE GUARDIAN» [Structural, organizational and content characteristics of media discourse on the example of the website “THE GUARDIAN”]. Filologiya i chelovek, 2021, no. 3, pp. 148–172 (in Russian). doi 10.14258/filichel(2021)3-13
22. Gancharik L. Analiz arkhitektury informatsionnykh saytov organov gosudarstvennogo upravleniya [Analysis of the architecture of information sites of government bodies]. Nauka i innovatsii, 2020, no. 2 (204), pp. 44–47 (in Russian). URL http://innosfera.by/files/2020/2.pdf (accessed 11 January 2023).
23. Belyayev A. A. Navigatsiya kak klyuchevoy komponent vizual’noy organizatsii veb-sayta [Navigation as a key component of the visual organization of a website]. Mediaskop, 2009, vol. 2 (in Russian). URL: http://www.mediascope.ru (accessed 11 January 2023).
( 444.96 kB ) 
( 437.13 kB )
Issue: 3, 2023
Series of issue: Issue 3
Rubric: RUSSIAN LANGUAGE
Pages: 103 — 111
Downloads: 349