ПРЕЦЕДЕНТНІСТЬ У НЕВЕРБАЛЬНИХ ПРАКТИКАХ СУЧАСНОГО МЕДІАПРОСТОРУ: ФІЛОСОФСЬКО-КУЛЬТУРОЛОГІЧНИЙ АНАЛІЗ.

In modern conditions, one of the key concepts of the communication space is media, which actualises the dependence of the semiotic organisation of the text on the format properties of the communication channel. Accordingly, the tools for creating a media text, the method and medium of its dissemination in the communication space are undergoing transformation. The 'mosaicism' of the media environment is manifested in the change of the fundamental ideological guidelines and principles of creating a modern media message: the focus is shifting from the word to visualisation, sign, symbol, which are combined in a clip, fragmented presentation of information. The rapid development of interactive media and the creolisation of mass media discourse not only contribute to the creation of new cultural artefacts, but also new forms of precedent that require scientific understanding. The purpose of the study is to carry out a philosophical and cultural analysis of the phenomenon of precedent in the non-verbal practices of the contemporary media space. Research methodology: method of theoretical analysis, which allowed to present a scientific interpretation of precedent in the context of non-verbal practices of our time; descriptive method, which was used to describe the structural, semantic and functional features of the use of non-verbal precedent phenomena in the modern communication space; method of ontological analysis, which was used to study the essence and nature of precedent in the non-verbal dimension of the media space; hermeneutic method, which allowed to interpret and understand the f The generalisations presented in the article have led to the conclusion that the clip and 'mosaic' nature of the media environment actualises such non-verbal means of communication as visualisation, sign, symbol, which have reference, imperative, and set a model for the communicative act. It is proved that a precedent phenomenon of this order is distinguished from these phenomena by its special emotional and cognitive significance. In other words, attempts to differentiate this concept are based on the understanding and recognition of different degrees of 'rootedness' of a precedent text in the mind, and, consequently, different degrees of its culture-creating potential. The practical significance of the study is to substantiate the connection between the phenomenon of precedent in the non-verbal practices of modern mass media and the cognitive experience of the public consciousness. [ABSTRACT FROM AUTHOR]