CONSTITUTIVE CHARACTERISTICS OF A MEDICAL POSTER
https://doi.org/10.18384/2224-0209-2023-4-1366
Abstract
Aim. To identify those features of the polycode text of a medical poster that allow it to be attributed to the genre of medical discourse. The research was conducted on the material of more than 100 polycode texts in Russian, obtained by continuous sampling from open Internet sources. The selection criterion was the occurrence of an extensive verbal component, the medical orientation of the content and the presence of a visual range.
Methodology. The research methods are semantic and contextual analysis, decoding of colour codes, symbols, analysis of graphic elements, analysis of the connection between the verbal and non-verbal components of a polycode text.
Results. As a result of the study, it was established that the polycode text of a medical poster is characterized by the implementation of representative, appellative, informative functions, and the function of communication of constant information. The medical poster is noted to have a thematic restriction. In terms of its lexical and grammatical aspects, the medical poster is close to popular science texts. The medical poster is characterized by a variety of graphic styles. To successfully decode the polycode text of a medical poster, it is necessary to interpret the colour code and character set.
Research implications. The study has theoretical significance as a fragment of the analysis of polycode text of medical discourse, which to date has not been described in scientific linguistic literature in the established genre originality with the use of a unified methodology.
About the Author
Natalia M. Dugalich
Peoples’ Friendship University of Russia
Russian Federation
Russian Federation
Cand. Sci. (Philology), Head of Foreign Languages Department at Institute of Medicine; Associate Professor of Foreign Languages Department at Faculty of Philology
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