MULTIMODALITET VA MULTIMODAL DISKURS: NAZARIY ASOSLAR VA DOMENLAR TAHLILI
Keywords:
multimodalitet, multimodal diskurs, dizayn, diskurs, ishlab chiqarish, tarqatishAbstract
Ushbu maqolada multimodalitet va multimodal diskurs tushunchalari nazariy jihatdan tahlil qilinadi. Multimodalitetning shakllanishi, uning monomodalitetdan farqi hamda Kress va van Leeuwen (2001, 2010) tomonidan ishlab chiqilgan multimodal domenlar — diskurs, dizayn, ishlab chiqarish va tarqatish —ning xususiyatlari yoritiladi. Shuningdek, reklama misolida multimodal ifodalarning dinamik tabiati, metafora va stereotiplarning qayta kontekstualizatsiyadagi roli ko‘rib chiqiladi.
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