“Филологические науки”/2. Риторика и стилистика.

Teacher Mormul Olena

The National Technical University of Ukraine “Kyiv Polytechnic Institute”

Faculty of linguistic

Communication & modern technologies

Even before written language, humankind communicated orally and pictorially. As modern technology is radically transforming, the reach, speed and methods by which individuals and organisations communicate are also witnessing tremendous changes. Communication & modern technologies multiplied our ability to produce, circulate and store large amounts of data. IT, multimedia technologies have globalizing effect on communication due to globalisation or mondialisation.

Appear notions of Advanced media literacy - involves the "message-focused sense making" to interpret meaning and digital literacy - has as much to do with understanding and how to use technology as it does with meaning making.

Discourse is characterized by Hypertext and linking, Intertextuality, Integral meaning. Conflation. Simultaneity

A process of bricolage, that is, combining different images to create new forms, appears in the new media transmission and is characteristic of a consumer society, and there is evidence of alterations and selections that represent national and regional identities.)

Visual Rhetoric & digital texts (Visual rhetoric is about designing navigable and interactive Web content and understanding: why online Web pages are designed with significantly different practices and formulas compared to traditional magazines, newspapers, and catalogs. A Web 2.0 site allows users to interact and collaborate with each other in a social media dialogue as creators (prosumers) of user-generated content in a virtual community, in contrast to websites where users (consumers) are limited to the passive viewing of content that was created for them. Web 2.0 describes a collection of Web-related technologies that enhance the usability, accessibility, and interactivity of online content, using the latest capabilities of applets, scripts, and software. Some technologies considered to be part of Web 2.0 include: content management systems (wiki, blog, social networking sites), scripting languages (AJAX, PHP, RSS, XML), and new media technologies (podcasts, instructional video).

Writing effective content for the Internet involves two important but somewhat complex tasks, chunking and linking. Content chunking involves writing and adapting content that follows specific templates, structures, as well as specific design and content specifications. Linking content involves determining the relationships between content units and pages, selecting relevant content and following specific naming and structural guidelines the site may have.

Writing for the Internet: Convergence , Multimodality (ability to work with multiple forms of media), Hybridization

Eye tracking studies have also revealed differences in how readers conceptualize, navigate, and problem solve when interacting with online content pages complex-patterns by which users locate and discern navigation tools, content objects, and reference links search patterns, what they focus on, what they ignore.

Another characteristic that makes online visual information different is interactivity. Some examples of interactive content include navigation tools, applets, media, and interactive forms. Interactive quizzes, games, instructional models, dropdown menus, and video content are all commonly found online.)

Color theory (the foundation of a successful design, since much online content relies on the use of color to communicate information and to develop styles for their designs). There are three basic categories of color theory that are logical and useful : The color wheel , color harmony, and the context of how colors are used.

The color wheel : A color circle, based on red, yellow and blue, is traditional in the field of art. Sir Isaac Newton developed the first circular diagram of colors in 1666. Since then, scientists and artists have studied and designed numerous variations of this concept. Differences of opinion about the validity of one format over another continue to provoke debate. In reality, any color circle or color wheel which presents a logically arranged sequence of pure hues has merit.

Color Harmony: Harmony can be defined as a pleasing arrangement of parts, whether it be music, poetry, color, or even an ice cream sundae.
In visual experiences, harmony is something that is pleasing to the eye. It engages the viewer and it creates an inner sense of order, a balance in the visual experience. When something is not harmonious, it's either boring or chaotic. At one extreme is a visual experience that is so bland that the viewer is not engaged. The human brain will reject under-stimulating information. At the other extreme is a visual experience that is so overdone, so chaotic that the viewer can't stand to look at it. The human brain rejects what it can not organize, what it can not understand. The visual task requires that we present a logical structure.

Color Context: How color behaves in relation to other colors and shapes is a complex area of color theory. Observing the effects colors have on each other is the starting point for understanding the relativity of color. The relationship of values, saturations and the warmth or coolness of respective hues can cause noticeable differences in our perception of color.

Literature:

1. http://www.colormatters.com/color-and-design/basic-color-theory