Polycodeness as Creativity Manifestation in Modern Media Text

The article deals with the techniques and means of polycodeness realization in print and electronic media texts. The purpose of the study is to describe various techniques and means of polycodeness as creativity manifestation in modern media texts. The new research material, introduced into scientific field, has been analyzed within the framework of an up-to-date linguacreative aspect. As a result, the structural and functional specificity of various types of polycodeness was revealed. The research material shows the peculiarities graphic means of polycodeness functioning: monografication (hyphenation, parenthesis, use of punctuation marks), capitalization, polygrafixation, codografixation, drawing. The following functions of non-graphic means of polycodeness, namely colour highlights, photographic images, are revealed, including the actualization of ambivalence in reading the text and focusing on the content of the publication. The cases of complex use of polycodeness means are described. Complex means of polycodeness are represented by combinations of codografixation and colour selection, monografixation and capitalization, capitalization and polygrafixation, font and photo images selection, colour and photo images selection. The textual positions of the polycode facts are determined: heading complexes, advertising slogans. The headlines and slogans with polycodeness manifestations are shown to have some creative and attractive potential and can serve as an effective factor in the text expressivity intensification in various fields of communication. The analysis results indicate the universal nature of graphic and non-graphic means of polycodeness used in thematically heterogeneous publications.