The phenomenon of artificial nomination of mixed-breed dogs as a successful social project

The aim of this research is to determine the specificity of the presentation of artificial nominations for mixed-breed dogs through a comprehensive characterization of a multimodal text containing creolized microtexts with occasionalisms, imitating nominations of new dog breeds. The article examines the methods of forming occasional nominations for mixed-breed dogs, presented in the playful space of internet communication as a social project that optimizes readers' perception of mongrels. The features of the interaction between the verbal and iconic components of creolized microtexts in the multimodal text, as well as the animation effects of these microtexts, are identified and defined. The scientific novelty of the research lies in the fact that it is the first study, based on Russian language material, to investigate the phenomenon of a social project proposed on the ADME website, presented as a complex multimodal formation that generates a gelosic effect when perceiving comic situations, leading to a meliorative understanding (rethinking) of the purpose of mixed-breed dogs in human life. The research results demonstrate that the occasionalisms in the analyzed text are formed predominantly by derivation according to a specific pattern; however, the individual character and complex nature of the occasionalism in each case allows for the possibility of a dual interpretation of its formation. It is determined that the analyzed multimodal text presents two levels of creolized microtext presentation: 1) the interaction of verbal and iconic components with coinciding or differing tasks; 2) the enrichment of these components with animation – a trigger that enhances the impact, shows the situation in dynamics, which actualizes the gelosic mechanism of perception of the playful multimodal text.