Emotionality in the digital environment: on the issue of formalizing the semantics of multimodal media texts

Abstract

The article explores the specificity of the emotionogenicity of multimodal media texts in digital communication, and also analyzes the issue of formalizing their semantic structure. Particular attention is paid to how the integration of textual, visual and sound components creates an emotionally oriented communication space, which requires a comprehensive and interdisciplinary approach to study. The author emphasizes the importance of developing models that can reflect the complex interaction of various modalities and take into account the individual affective reactions of the user. The scientific reliance on the concept of a formalized description of texts, proposed by A. I. Novikov, makes it possible to justify the need for methodological expansion when building system tools for analyzing the semantic and emotional characteristics of media content. The practical significance of the work is manifested in the fields of media pedagogy, marketing and design of digital interfaces, where the consideration of the emotional component significantly affects the success of communication with the audience.