TRANSMEDIA STORYTELLING AS A TECHNOLOGY FOR ACTUALIZING MNEMONIC EXPERIENCE IN THE RUSSIAN-GERMAN DIALOGUE CONTINUUM

Abstract

The article observes a problem of representation and interpretation of the past in Russian and German linguocultures. It is noted that transmedia storytelling as a form of presenting a single narrative on several digital platforms is a widely demanded communicative technology for verbalising mnemonic experience. In order to determine the mnemonic potential of hybrid media discourse, the authors turn to discourse-linguistic analysis of verbal content using the Warnke-Spitzmuller model (DIMEAN). Based on the analysis of Russian and German media projects describing the construction and further fall of the Berlin Wall, it is concluded that there are two linguocultural strategies of objectifying the past: post-memory and counter-memory strategies. It is found that Russian media use both strategies, which indicates an ambiguous perception of the reunification of the Federal Republic of Germany, while in the German media discourse the post-memory strategy is determinant. The data obtained can be used in deconstructing historical narratives based on a combination of individual memories, cultural stereotypes, and collective images.