CREATING THE IMAGE OF A SUBJECT IN A POLYCODE IMAGE MEDIA TEXT

In the modern world, the media and the Internet have become one of the main channels for the dissemination of information that shapes the appearance of a subject (person or organization). Image materials created with the use of different sign systems – verbal and non-verbal (visual, auditory) deserve a special attention. Polycode materials are quite effective in the process of image formation, since they use a larger number of perception channels, including the most basic one – visual perception. This article discusses the means of creating an image of a subject in a polycode image text. Based on the material of Russian-language image video interviews of the American financial and economic magazine Forbes with famous people heading large international enterprises and corporations, the key image features of a subject were identified and ways of their representation in a polycode text were determined. We consider an image of a subject as a semantic structure that is formed at the conceptual, emotive and spatio-temporal level of the text. During the research, the semantic space of image interviews, their semantic core was analysed, basic concepts were identified, and the features of the spatio-temporal and emotive organization of texts were determined. A particular attention was paid to the relationship between multi-level verbal and non-verbal means of representing the key characteristics of a subject in the text image process. Keywords: polycode text, media text, information, communication, image discourse, semiotic systems, image interview.