CODES OF VISUAL BEHAVIOR AND PRECEDENT VISUAL PHENOMENON IN THE SEMIOTICALLY COMPLICATED MASS MEDIA TEXTS
This research presents a new view of the problem of multi-code texts. The author examines the cases where the iconic or verbal codes act as translators (mediators or interpreters) of the codes of other semiotic systems - visual codes of behavior (forms of non-verbal behavior; semiotically important results of the human activity with one's body or face; world of things, which a human being surrounds himself with, and with the help of which communicates certain information consciously or unconsciously), codes of various kinds of art (a vivid example of such inclusions can be precedent visual phenomenon). The article states that any text with effecting orientation is generally inhomogeneous from the semiotic point of view.