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Роль медийных мультимодальных текстов в политической коммуникации
This article explores the role of multimodal media texts (MMT) in political communication. MMT are seen as a blend of cultural and symbolic forms, manifested through various semiotic modes such as text, image, sound, and their combinations in the media space. The goal is to elucidate how these texts construct social reality and their functions in political processes, drawing on established theoretical and methodological frameworks. The author addresses three key questions: what mechanisms of influence do political communicators use through MMT; how does the visual component enhance these effects; and what role do MMT play in political scenarios? Three approaches to shaping political meanings are identified: framing, techniques of multimodal disinformation (including decontextualization, "cheap fakes," deepfakes, and multimodal distortion), and the creation of myths through metaphorical transfers, cognitive blending, caricatures, comics, and memes. It is highlighted that the meaning of MMT is contingent upon audience interpretation and intertextual connections. Visual modes are particularly influential, as images are processed faster than verbal information, create iconic signs that act as "primary markers" of political events, generate an "effect of presence," and evoke emotional responses. These visuals possess a universal quality despite varying cultural interpretations. MMT are analyzed through the lens of strategic culture, strategic narratives, "soft power," and popular geopolitics. Studies of memes, caricatures, videos, and political advertising are synthesized. The conclusion is that MMT are a double-edged sword: they effectively convey political messages, mobilize society, and influence decision-making, but also contribute to disinformation and the blurring of truth and fiction. These texts serve as tools for political institutions, media, and civil society, and their effectiveness shapes how power is acquired and maintained.