VISUAL AND VERBAL PRECEDENCE AS AN AESTHETIC-EVALUATION MARKER IN USER GENERATED CONTENT

The article analyzes the aesthetic and evaluative potential of precedent phenomena visually and verbally encoded in polycode texts, manifesting the user’s reflection of a political event. The number of items for analysis was 230 units. Themain method was multimodal discourse analysis and its individual procedures. Theresults of the study indicate the encoding of both pejorative and meliorative evaluation through analogy with precedent phenomena fixed in the cognitive base. Themethods of actualization of explicit and implicit evaluation in the interaction of semiotic codes are established. Three models of semiotic encodation when referring to precedent phenomena are revealed. They are visual analogy, visual-verbal analogy and semiotic transformation. The sources of references are animated and film works, art, artists, elements of computer game discourse and brands.