The multimodality of Chinese folklore images

This scientific article examines the phenomenon of multimodality based on the material of Chinese folklore images. The object of the research is the images of fictional characters of Chinese folklore works, and the subject is the analysis of images of Chinese folklore works in their multimodal expression in modern adaptations. The purpose of the study is to show how modern discursive practices, characterized by a high degree of multimodality, affect the development of the concept of the image of a folklore work in the recipient's mind. The tasks that were solved within the framework of this study: 1) description of the phenomenon of multimodality in the context of modern multimedia technologies; 2) analysis of image concepts in mobile game, cartoons and TV show; 3) assessment of the influence of multimodality on the peculiarities of the development of image concepts and their perception in the recipient's mind. The methods used are the continuous sampling method for collecting the analyzed material, as well as methods of semantic, contextual and conceptual analysis. The scientific novelty of the work is due to the fact that for the first time are studied the various images of Chinese folklore works in their modern interpretation. As a result of a comprehensive analysis, the following conclusions were drawn: multimodality affects the degree of perception of an image in the recipient's mind in different ways, on the one hand, it leads to a simplification of the understanding of meanings, on the other hand, to a complication of systems for creating these meanings. One of the manifestations of this complication is the existence of a high degree of intertextuality, which can undermine perception of fictional characters, lead to the false assumption of some characters for others. The desire to get closer to the preferences of the modern viewer leads both to a slight difference in the basic features of the concepts, and to their complete opposite, which also affects the process of perception of the image. Nevertheless, despite the significant degree of adaptation of images that cause different user assessments, the social and cultural-historical processes of a dynamically changing world require compliance with the conditions of functioning of modern discursive practices.

multimodality, concept, conceptual core, adaptation, Chinese folklore images, fictional hero, degree of transformation, multimedia, image perception, discourse