Multilevel representation of axiological attributes of concepts in polycode texts

This paper explores the multilevel representation of appraisal attributes of concepts in polycode texts. The study is based on an analysis of texts dedicated to various educational projects from the social network VKontakte. These texts were found to integrate verbal and visual codes, the latter comprising emoticons, images, and videos. The analysis was conducted on all the codes (excluding video) used for the representation of key concepts. Out of seven hypothetically possible combinations of single-level and multilevel attribute implementations, only four were found in the actual data: (1) verbal level only, (2) paragraphic level only, (3) verbal and paragraphic levels, and (4) verbal and illustrative levels. The findings indicate an exclusively autosemantic relationship between verbal and visual components, with one element being mandatory and the other being optional. In contrast with “classical” polycode texts, the texts under examination demonstrate not only the verbal element but also the paragraphic element serving as a mandatory component. The greatest explicitness in representing the appraisal attributes of key concepts was identified at the verbal and paragraphic levels. Words and phrases were identified that contain appraisal, along with emoticons such as facial expressions, gestures, and other conventional symbols. The illustrative level, represented by drawings and photographs, demonstrates the least explicitness. The sole means of conveying evaluation through illustrative means is to use images as visual metaphors. Images and photographs demonstrated the most implicit form of communication. The only way to reflect appraisal through illustrative means is to use images as visual metaphors.

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