VERBAL VERSUS VISUAL: FROM CO-OCCURRENCE TO HYBRIDIZATION
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The authoress analyzes various forms of interaction between verbal and visual messages. It is very common nowadays to assume that we live in the 'civilization of image' that minimizes the role of traditional verbal messages. Though, various cases of verbal-visual structures let us presume that instead of monopoly of one kind of message, we rather have to deal with intermediacy. It is argued that the new model of interaction between verbal and visual forms has been introduced: both kinds of elements not only coexist in the same message, but penetrate each other in order to create a new hybrid construction as, for instance in: the press photography with captions, the dynamic typography and the hypertext. The article pays special attention to the theoretical background - the postmodern turn in semiotics: Lyotard's figure is opposed to Barthes' modern theories.
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