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The article takes up the problem of changes in the modern literacy. The author discusses two factors impacting the metamorphoses of the modern culture of writing: a tendency to iconize the messages and the influence of colloquiality on the form of a written text. A modern text functions in new cultural conditions, dominated by iconicity and colloquiality as the principles shaping its cohesion; a tendency is observed to depart from the principle of text hypotaxis towards a parataxis of senses. This leads to changes in understanding and building of a text as a whole.
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