Kyiak-Redkovych L. Socio-pragmatic and ethno-cultural characteristics of visually dependent small format texts (based on Modern English)

Since this paper is based on the use of textual, linguistic and pragmatic stance that visually dependent texts of small format are characterized by the synthesis of verbal and visual information based on symbolized, stereotyped and generalized representation of modern realia, the methodological tools used in this paper are the ones of observation and comparison, inductive and deductive analysis and synthesis, hypothetic and quantitative methods for the detailed investigation and correct detection of socio-linguistics and ethno-cultural peculiarities of different genres of such texts. Chapter 1 "Visually dependent text in modern English-language continuum" illustrates the plurality of approaches to the definition of a text, of a small format text, gives the definition of a visually dependent small format text. Genre variations of the abovementioned texts with the detailed analysis of their symbolic character are described. Chapter 2 "Socio-pragmatic aspect of verbal and visual information interaction in small format texts" looks into specific means of realization of basic textual categories in small format creolized texts, analyzes the polysemiotic nature of logos, cartoons and advertising texts, as well as represents the new forms of word formation in such texts. Chapter 3 "Ethno-cultural peculiarities of English-language visually dependent small format texts" the most frequent stereotypical characteristics and national concepts used in these texts are specified, while the main means of their representation on visual and verbal levels are identified. This section also draws upon the ways and kinds of transformation and usage of generally known cultural and historical realia, as well as characters and plots of classic works of art in these texts. The chapter provides the analysis of the main concepts and stereotypes of British and American communicative and cultural continuum depicted in small format texts. Visually dependent small format texts are small texts that are based on combination of both verbal and visual components the unity of which is represented semantically, structurally and pragmatically. Such texts are mostly used in nowadays mass media, printed, electronic or video material and are subdivided into the following genres: advertisements and their slogans, cartoons and comic strips, editorial cartoons, logos. .