THEORETICAL BASIS OF STUDYING TRANSMEDIA NARRATIVE IN MODERN ENGLISH MEDIA DISCOURSE

The article explores the phenomenon of transmedia media narrative as an important concept of modern English-language media discourse in the context of cognitive narratology and media linguistics. Transmediation is analysed as a complex process of creating a single narrative that unfolds through several platforms (television, cinema, social media, video games, podcasts, blogs, etc.), involving the audience in the active consumption and reconstruction of content. The study focuses on the cognitive mechanisms of narrative perception and interpretation, which change under the influence of multimodality, nonlinearity and interactivity of media texts. The relevance of the study of transmedia narrative as a tool for immersion, emotional impact, formation of cultural experience and development of transmedia competence of recipients is substantiated. Particular attention is paid to the platform representation of narratives, which involves adapting the content to the specifics of each media channel, and cognitive models that ensure the unity of fragmented transmedia content. The specifics of cognitive framing, mental models, scripts, narrative integration and intertextuality within transmedia communication are considered. The results obtained can serve as a basis for further research in the field of cognitive narratology, media linguistics, digital rhetoric and educational transmediation.