THE AXIOLOGICAL SYSTEM OF ANIMATION DISCOURSE

Abstract

The article focuses on the study of interrelated axiological features of animation discourse. It is considered as a complex structural and semantic formation characterized by the unity of polymodality, polycode, conventionality and linguistic expression. The synergy of these characteristics creates a suggestive effect in the communication process of forming the recipient’s conceptual worldview. The study shows that animation discourse has a clearly defined dual structure that forms meta-concepts and appeals to the universal understanding of good and evil. Through images, funny behavior, high dynamics of communicative tonality, manipulative techniques, as well as the crystallization of meaning, the characters of the virtual animated narrative implicitly form solutions to real complex existential problems. Animation discourse influences the unconscious formation of the recipient’s worldview.