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<article article-type="research-article" dtd-version="1.3" xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xml:lang="ru"><front><journal-meta><journal-id journal-id-type="publisher-id">lingngu</journal-id><journal-title-group><journal-title xml:lang="ru">Вестник НГУ. Серия: Лингвистика и межкультурная коммуникация</journal-title><trans-title-group xml:lang="en"><trans-title>NSU Vestnik. Series: Linguistics and Intercultural Communication</trans-title></trans-title-group></journal-title-group><issn pub-type="ppub">1818-7935</issn><publisher><publisher-name>Новосибирский государственный университет</publisher-name></publisher></journal-meta><article-meta><article-id pub-id-type="doi">10.25205/1818-7935-2023-21-3-31-44</article-id><article-id custom-type="elpub" pub-id-type="custom">lingngu-588</article-id><article-categories><subj-group subj-group-type="heading"><subject>Research Article</subject></subj-group><subj-group subj-group-type="section-heading" xml:lang="ru"><subject>ТЕОРЕТИЧЕСКАЯ И ПРИКЛАДНАЯ ЛИНГВИСТИКА</subject></subj-group><subj-group subj-group-type="section-heading" xml:lang="en"><subject>THEORETICAL AND APPLIED LINGUISTICS</subject></subj-group></article-categories><title-group><article-title>Катализаторы экспрессивности политического плаката: интердискурсивность и интерсемиозис как основа поликодовой креативности</article-title><trans-title-group xml:lang="en"><trans-title>Making Political Posters Expressive: Interdiscursive and Intrasemiotic Resources of Multimodal Creativity</trans-title></trans-title-group></title-group><contrib-group><contrib contrib-type="author" corresp="yes"><contrib-id contrib-id-type="orcid">https://orcid.org/0000-0002-8304-795X</contrib-id><name-alternatives><name name-style="eastern" xml:lang="ru"><surname>Павлина</surname><given-names>С. Ю.</given-names></name><name name-style="western" xml:lang="en"><surname>Pavlina</surname><given-names>S. Yu.</given-names></name></name-alternatives><bio xml:lang="ru"><p>Павлина Светлана Юрьевна, кандидат филологических наук, доцент ВШЭ</p><p>Researcher ID AAS-6556-2021 Scopus Author ID 57223936963</p><p>Нижний Новгород</p></bio><bio xml:lang="en"><p>Svetlana Y. Pavlina, Candidate of Sciences (Linguistics), Associate Professor, HSE University Researcher ID AAS-6556-2021 |Scopus Author ID 57223936963</p><p>Nizhny Novgorod</p></bio><email xlink:type="simple">spavlina@hse.ru</email><xref ref-type="aff" rid="aff-1"/></contrib></contrib-group><aff-alternatives id="aff-1"><aff xml:lang="ru"><institution>Национальный исследовательский университет «Высшая школа экономики»</institution><country>Россия</country></aff><aff xml:lang="en"><institution>HSE University</institution><country>Russian Federation</country></aff></aff-alternatives><pub-date pub-type="collection"><year>2023</year></pub-date><pub-date pub-type="epub"><day>23</day><month>10</month><year>2023</year></pub-date><volume>21</volume><issue>3</issue><fpage>31</fpage><lpage>44</lpage><permissions><copyright-statement>Copyright &amp;#x00A9; Павлина С.Ю., 2023</copyright-statement><copyright-year>2023</copyright-year><copyright-holder xml:lang="ru">Павлина С.Ю.</copyright-holder><copyright-holder xml:lang="en">Pavlina S.Y.</copyright-holder><license xml:lang="ru" license-type="creative-commons-attribution" xlink:href="https://creativecommons.org/licenses/by/4.0/" xlink:type="simple"><license-p>Данная работа распространяется под лицензией Creative Commons Attribution 4.0.</license-p></license><license xml:lang="en" license-type="creative-commons-attribution" xlink:href="https://creativecommons.org/licenses/by/4.0/" xlink:type="simple"><license-p>This work is licensed under a Creative Commons Attribution 4.0 License.</license-p></license></permissions><self-uri xlink:href="https://lingngu.elpub.ru/jour/article/view/588">https://lingngu.elpub.ru/jour/article/view/588</self-uri><abstract><p>В статье рассматриваются англоязычные политические плакаты в ракурсе интердискурсивности, которая служит основой лингвистической и изобразительной креативности. Материалом послужили современные британские и американские плакаты, в которых обнаружено интенциональное наложение включенных дискурсов на принимающий дискурс. Цель исследования заключается в выявлении особенностей активации интердискурсивных ресурсов в канве англоязычного политического плаката, которая осуществляется на основе интерсемиозиса. Применение мультимодального дискурс-анализа, структурно-семантического и стилистического анализа компонентов исследуемых плакатов позволяет установить дискурсы-доноры, а также выявить способы интеграции интердискурсивных элементов в вербальной и невербальной областях. На примере плаката, содержащего включенные компоненты, свойственные кинодискурсу, показано как пересечение дискурсов генерирует лингвокреативность и изобразительную креативность, создавая гармоничное текстовое пространство на основе синтеза семиотически разнородных единиц, повышая экспрессивность текста визуальной политической коммуникации и способствуя реализации его прагматического потенциала. Новизна исследования связана с уточнением понятий поликодовая креативность и интерсемиозис применительно к статическим текстам визуальной политической коммуникации. Описанная методика может найти свое применение при изучении интердискурсивных свойств других поликодовых текстов, таких, к примеру, как политическая карикатура и мем.</p></abstract><trans-abstract xml:lang="en"><p>This article considers political posters as multimodal texts containing interdiscursive elements which produce linguistic and pictorial creative patterns. The aim of the research is to reveal the way interdiscursive resources work in political posters on the basis of intersemiosis to expressively shape politically relevant information and to impact the recipients emotionally. The sample includes modern British and American political posters with interdiscursive elements which were intentionally embedded into political still visuals to create new layers of meaning. The purpose of this carefully designed discursive hybridization is to attract the recipients’ attention and, in the long run, to affect their electoral choices. The research is set in the framework of Multimodal Discourse Analysis, it also employs stylistic, structural and semantic types of analysis. The examination reveals the sources of interdiscursive items that encompass sport, cinematic, virtual and art discourses. It also elucidates the way interdiscursive elements are integrated into a multimodal text of a political poster on verbal and non-verbal levels. The article contains a case study of a poster based on the combination of political, advertising and cinematic discourses. The analysis shows how the interaction of discourses generates multimodal creativity and how intersemiosis stimulates a careful orchestration of semiotically divergent elements of the target and donor discourses, which ultimately conveys a powerful message. The study is novel as it specifies the notions of multimodal creativity and intersemiosis in reference to political still visuals. The methodology employed in this research opens up new avenues in exploring interdiscursivity and multimodal creativity in other types of text used in visual political communication, such as editorial cartoons and memes.</p></trans-abstract><kwd-group xml:lang="ru"><kwd>интердискурсивность</kwd><kwd>политический плакат</kwd><kwd>интерсемиозис</kwd><kwd>поликодовая креативность</kwd><kwd>визуальная политическая коммуникация</kwd></kwd-group><kwd-group xml:lang="en"><kwd>interdiscursivity</kwd><kwd>political poster</kwd><kwd>intersemiosis</kwd><kwd>multimodal creativity</kwd><kwd>visual political communication</kwd></kwd-group></article-meta></front><back><ref-list><title>References</title><ref id="cit1"><label>1</label><citation-alternatives><mixed-citation xml:lang="ru">Вашик К., Бабурина Н. И. Реальность утопии. Искусство русского плаката XX века. М.: Прогресс-Традиция. 2004. 422 с.</mixed-citation><mixed-citation xml:lang="en">Baldry, A, Thibault P. J. 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