ИСТИНА

During the last decades much attention was paid to multimodality as one of the principles of representing information in discourse, the use of which sparkled a linguistic, sociosemiotic and interactional interest (Halliday 1993; Maier 2007). My talk will focus on multimodality through cognitive framework. The popularization of special knowledge in ESP following educational and academic goals brings forth changes in types of specialised discourse and knowledge mediation. The linguistic personality tastes the boundaries of the language use combined with other semiotic systems to create new possibilities in “the integrated semiotic system of meaning” (Manerko, Sharapkov 2014: 115). Pragmatics plays a central role in incorporating multimodal, computer and hypertext technologies into spoken scientific interaction (like TED lectures) as well as academic discourse. Verbal interaction evaluating facts and innovations is accompanied by kinesics and paralanguage of the speaker in oral presentations. Switching the recipients to precedent phenomena (well-known figures in science, arts and politics), socio-cultural and historical facts through multimodal means make the speech closer to edutainment (education + entertainment). In written communication the scholar may chaff at himself, use caricatures, humour, and whimsies. All this governs the audience to the climax of the text and achieves the effects intended by the author.