The main types of signs in the educational media discourse

• Published in: Филология: научные исследования no. 8; pp. 51 - 66
• Main Author: Sergeeva, Olga Victorovna
• Format: Journal Article
• Language: English
• Published: 01.08.2025
• ISSN: 2454-0749; 2454-0749
• DOI: 10.7256/2454-0749.2025.8.75646

The article is devoted to the semiotics of the educational media discourse. The subject of the study is typologization of the iconic content of the educational media discourse. The object of research is an educational media discourse in the semiotic aspect. As a result of a continuous sample of electronic educational and near-educational media resources, a corpus of media texts (2020-2025) was formed, in which various types of signs are recorded, which appear in the educational media discourse and are studied in Russian and English linguistic cultures. The purpose of the work is to identify the main types of signs in the educational media discourse and to analyze the development of the theory of signs, the study of the classification of signs, the development of a typology of signs based on the material of the modern educational media discourse. The work confirms the hypothesis that educational media discourse as multimodal education reflects the integration of various characters (text, image, sound, video) in media messages on different media channels (print, radio, television, Internet), provides adaptability and multisensory perception of information in modern educational and near-educational media processes. Methodological basic research is a systematic approach that allows to study the educational media discourse as a holistic direction of communication, taking into account its actors, the semiotics of the educational and near-educational media texts produced and the corresponding context. The goal is achieved by applying a set of methods: inductive-deductive, descriptive-comparative, content analysis, discourse analysis, structural, linguosemiotic, interpretive, quantitative analysis. As a result of the study, various types of signs were identified in the educational media discourse: verbal (28%), non-verbal (30%) and mixed (42%), combining several semiotic systems to create multimodal educational and near-educational media messages: 1) verbal-non-verbal, 2) symbolic, 3) interactive psychosocial, 4) digital signs. The combination of different signs makes the learning process more diverse, accessible and comfortable to perceive, especially given the increasing role of digital technologies. The novelty of the work is a new multimodal look at the iconic diversity of the modern educational media landscape in the new digital environment. The results of the study are useful in practical terms in educational activities: in teaching courses in discourse analysis, media linguistics, pedagogical linguistics, linguosemiotics, as well as in the activities of philologists, journalists, teachers, psychologists, advertising and marketing specialists, public relations specialists, etc.