LINGUISTIC CREATIVITY IN SECONDARY DISCOURSE AS MODULATED BY ITS MULTIMODALITY

The study develops the procedure of linguistic creativity assessment in multimodal secondary discourse with a text component. The procedure exploits the discursive category of linguistic creativity via its formal linguistic markers. To proceed, we address the primary discourse of children’s literature (short stories) and the secondary discourse of slide films based on these short stories. The study employs the method of discursive parametric analysis which explores the absolute and relative values of 52 microparameters of linguistic creativity in all language levels and in the graphics and orthography of text, which further allows to evaluate the discourse potential of linguistic creativity [Zykova 2021]. The contrastive research procedure helped identify the frequency of parameter markers in primary and secondary discourse and to determine the linguistic creativity potential in the text component of the secondary discourse as mediated by its semiotic multimodality. Statistically significant differences were found in the use of tropes and parallel structures which manifested higher values in the primary discourse of short stories. Meanwhile, the linguistic creativity potential of textual component in the secondary discourse of slide films was enhanced by sound effects, deictic organization of communicative situation, register switches (communicative registers), communicative functioning of proper names, phraseological figurativity, and dynamicity in speech (in elliptical sentences).