CONFLICT THROUGH DEMOTIVATOR: INTERPRETIVE ASPECT

The article is devoted to the analysis of demotivator as a multimodal text which reflects the author's attitude to the subject of the message. The study of demotivator is carried out within cognitive linguistics that gives insights into the interpretive activity of language speakers from the point of view of cognitive and linguistic mechanisms of meaning-making. Discursive interpretation is considered as a cognitive process defining the creation and understanding of a demotivator. Interpretation as a cognitive process relies on the collective knowledge scheme, receiving both verbal and visual representation, but involves a subjective understanding of the object of interpretation or its certain characteristics by a separate individual. Interpretation involves the discursive mechanism of “perspectivization”, with the help of which the text of a demotivator is constructed in a special way due to the established semantic relationships between verbal and visual components of a demotivator. On the material of English demotivators it is shown that neologisms, metaphors, irony and other means can be the linguistic expression of perspectivization. The definitional, contextual and conceptual analyses are used in the article. The obtained results can be used in the courses on English stylistics, text linguistics, cognitive linguistics