TEXT OF THE DIGITAL ENVIRONMENT: RESEARCH ASPECTS AND PROBLEMS OF PARAMETERIZATION

Larysa KRAVETS,
Doctor of Philological Sciences, professor, Department of Philology,
Ferenc Rákóczi II. Transcarpathian Hungarian University;
6 Koshuta Sq., Berehove, Transcarpathia Region, 90200, Ukraine;
e-mail: kravets.larysa@kmf.org.ua
ORCID: https://orcid.org/0000-0002-5486-0642

Natalka LIBAK,
PhD, Associate professor Department of Philology,
Ferenc Rakoczi II. Transcarpathian Hungarian University;
6 Koshuta Sq., Berehove, Transcarpathia Region, 90200, Ukraine;
e-mail: libak.natalka@kmf.org.ua
ORCID: https://orcid.org/0000-0002-0200-4668

Heading: THEORETICAL LINGUISTYLISTICS
Language: Ukrainian

Abstract
The article is devoted to the analysis of the multidimensional nature of the text of the digital environment and the problem of its parameterization. The theoretical basis of the study is the linguistic concepts of the second half of the 20th century, which rethought the role of language and text in communication. The ideas of the late L. Wittgenstein, the hypothesis of linguistic relativity of Sapir-Whorf, the theory of speech acts of J. Austin, as well as the poststructuralist approaches of M. Foucault, R. Barthes, J. Derrida and Y. Kristeva caused a transition from understanding the text as a static and completed formation to treating it as an open, intertextual and dynamic semantic structure. With the development of information and communication technologies, the text has become the main unit of digital communication, which led to the transformation of traditional categories of textuality. In the digital environment, the text exhibits the properties of hypertextuality, multimodality, interactivity, and dynamism, and the categories of coherence and integrity acquire a pragmatically determined character. Coherence is ensured not only by lexical and grammatical means, but also by hyperlinks, navigation elements, visual and graphic components of the interface. Integrity is no longer associated with the completeness of the text, but is determined by its functional efficiency and ability to perform communicative and pragmatic tasks. Special attention is paid to the influence of marketing and SEO on the structure and content of digital texts. It is shown that informativeness acquires a technical dimension and depends on the uniqueness, keyword density, level of «wateriness» and correspondence of the text to search queries. Based on the works of J. Lemke, A. Storrer, G. Fritz, J.-O. Ostman and T. Virtanen substantiate the need to combine linguistic, pragmatic and technical approaches to digital text analysis. As a result, it is argued that the parameterization of digital text requires interdisciplinary methods and coordination of quality assessment criteria, taking into account its hybrid, multimodal and socially interactive nature.
Key words: digital text, coherence, cohesion, hypertextuality, multimodality, informativeness.

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