METHODS OF EMOTIONAL AND PSYCHOLOGICAL IMPACTS OF POLYMODALITY

The article is devoted to the consideration of the features of the functioning of polymodal texts in media discourse. One of the signs of polymodality is the combination of different types of information impact, which provides for a sensory response of the recipients. Polymodality can contribute to the formation of group identity. Among the most significant functions of polymodal texts are the following: cognitive, emotional, evaluative, manipulative, ideological, and predictive. The key characteristics of polymodal media texts are: creating an emotional background, expressing feelings, and influencing the state of the information consumer. The evaluation function contributes to the formation of an attitude toward the described reality through a combination of visual and literal content. The manipulative function enables the transmission of a given opinion without direct indication, thereby contributing to the formation of the necessary position in relation to the transmitted information. The ideological function of polymodal texts is to support a certain level of understanding, including in matters of legality. The predictive function of polymodal texts enhances the emotional impact of information on consumers and motivates them to take action. The study of the functioning of polymodal texts in mass mass media contributes to the understanding of influence strategies in media communication.