Identity construction and self-identification of the protagonist in the film media discourse: Multi-modal linguo-semiotic approach

The article is devoted to identity construction and self-identification of the protagonist in the film media discourse. Many aspects of our life are influenced by modern media, among which feature films play a significant role. The convergence of visual and auditory channels of perception determines the multi-modal nature of the film media discourse, which in turn contributes to the successful dissemination of the ideas embodied on the screen. The main purpose of the paper is to identify special tactics that are used in film media discourse to demonstrate the stages of the protagonist’s self-identification and identity construction. The research is conducted on the basis of films “Chronicle of amorous accidents” and “Courier”. The multi-modal linguo-semiotic approach is interpreted in the work as a set of linguo-semiotic techniques used in order to study the integrative influence on the viewer’s perception process. It implies the consolidation of functions of human first and second signal systems to construct specific meaning and thus to intervene into the viewers’ cognitive activity. The linguo-semiotic analysis of the data obtained in the study has resulted in the development of an innovative and effective model that demonstrates the existence of a coherent merger of the five tactics and three modes in linguo-cultures. The perspective is a contrasting linguo-semiotic study of the communicative behavior of the protagonists in the modern film media discourse with an emphasis on intercultural differences.