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«Гордимся прошлым, стремимся в будущее»: анализ мультимодальных нарративов выставки «Россия» на ВДНХ
The article explores the phenomenon of multimedia exhibitions as a tool for political communication focusing on the case of the international exhibition-forum "Russia" at VDNKh. It presents an original methodology that adapts the principles of multimodal analysis. According to the authors’ argument, the assessment of the properties of communication resources and available scenarios for their use provides grounds for reasonable assumptions about the possibilities and limitations of communication that is mediated by these resources. This approach was used to analyze exhibitions that had a chronological structure, organized according to the principle of “was – became – will be”, i.e. had a narrative format.
The data was collected thtough observation during 11 visits to the international exhibition and forum "Russia" from January 18 to July 7, 2024. The expositions of the regions of the Russian Federation, presented in pavilion 75, and the pavilions of 7 federal executive bodies and 10 companies and corporations were examined. When coding the data, in addition to thematic categories, the methods of presenting the information were recorded. Their systematization, taking into account the modes of expression of meanings involved, made it possible to model communicative interactions based on them.
The article presents case studies of the exhibitions of the Ministry of Education of the Russian Federation and VEB.RF, demonstrating different ways of representing temporal connections, analyzes the main approaches to constructing multimodal narratives in the exhibitions of the regions of the Russian Federation, and identifies the features of representing the future in the studied exhibitions.
The article demonstrates how multimodal communicative resources can be used for constructing condensed or expanded narratives. It argues that the narrative approach is most effective in the context of a separate space in which visitors spend a sufficient amount of time that allows them to building up discursive content consistently. This creates limitations for its use in the competitive environment of large exhibitions.