MEME AS STRUCTURAL, FUNCTIONAL AND VISUAL COMMUNICATIVE UNIT

The present article represents attempt of complex study of the creolised texts of the Internet discourse, in particular of meme (advices). Meme is considered from the point of view of semantic content, structural features, functions of iconic component, because, as any creolised text, it represents visual communicative unity. Specifics of meme are caused by need of existence equally of the verbal and iconic components defining its conceptual contents, information capacity, the structural and composite organization and functional yield. In turn, it defines communicative and pragmatical orientation of meme: focus group is on purpose narrowed, as the comic effect is designed for a specific audience.