VISUAL CONTENT OF MODERN PR TEXT

Аннотация

Factors of technological progress influence the transformation of a PR text, making its visual component of great importance. In this article, the author examines the concepts of "visual communication" and "visual content," describes the tool and means of creating visual content for a PR text, proposes a classification of visual PR texts, and outlines a schematic representation of a visual PR text layout. Keywords: visual communication, visual content, visual PR-text. Public communications and, in particular, PR-communications in the last decade are experiencing the enormous influence of new technologies and cannot lag behind them in their development, as human nature - his ability to perceive information and process it - is also changing. The increase in the number of information channels and the overload of information are changing the behavior patterns of modern consumers. If previously the source of information was the subject PR, the brand, or the media, now this function is successfully performed by the consumer themselves, the communication channel is the internet, and the recipient is again the consumer. Most important a feature of the modern technological and communication revolution is the fact that the one-way communication between sender and receiver is gradually being replaced by interactive communication, which provides new opportunities for participating in information exchange. Since the goal of public relations is "the formation of an effective system of communication between a social subject and its public, ensuring optimization social interactions with significant segments of the environment", it is logical to assume that traditional forms of textual communication, i.e., written ones, must have undergone significant changes over the past 10 years. As a result of such changes, the classical written PRtext, whose entire genre and typical diversity was described in 2002 in Professor A.D. Krivonosov's dissertation, is transformed into a new object that synthesizes various types of information. Today, PR-texts with established structure, genre system, and linguistic appearance are beginning to transform into a new, yet unexplored phenomenon - visual and interactive PR-text - under the influence of technological advancements. One of the main forms of PR-activity is the preparation of effective text materials for the target audience and the media. Due to the above-described 120 МЕЖДУНАРОДНАЯ КОНФЕРЕНЦИЯ АКАДЕМИЧЕСКИХ НАУК changes in the information environment, it is necessary to study the nature of the emergence of new PR-texts and the system of visual components that form such texts, which is the subject of this work. In this article, we will examine the various components of the new PR-text, describing them from the perspective of functional features and we will try to systematize them based on our research. Visual communication and visual content Many researchers of communication theory have paid special attention to the message transmission channel, as the effect largely depends on the channel. For example, the renowned Canadian communication theorist Marshall McLuhan argued that the transmission channel predetermines the message itself2, and for us, this statement is fundamental, as we are dealing with a visual communication channel. Pavel Rodkin, a lecturer at the Higher School of Economics, characterizes visual communication as a process of "communication (information transfer) through visual language (images, signs, images, typography, infographics), on the one hand, and visual perception (visual organs, perception psychology) − from the other". Taking into account Arthur Berger's assertion that the purpose of any visual communication is to create an image, and that the image is the main acting agent of influencing the consciousness of the target audience, as E.L. Dotsenko writes in his article "Manipulative Technologies," we can assert that visual communication in public relations serves as "a tool for perceptively oriented manipulative influence on the audience". Working with a visual communication channel involves visualizing information that will then be distributed in print or electronic form. Any information operated by a PR- specialist when working with the target audience can be applied to the law of effective informing formulated by Professor I.P. Yakovlev: • the information must be correctly encoded; • The communication channel must correspond to the transmitted information; • "noise" must be minimized; • requires feedbac. If information is transmitted through a visual channel, then to ensure effective informing PR, the specialist has to use a wide range of techniques from various disciplines: • fine arts (graphics, drawings, illustrations); • photographs (including collage art); • film art; 121 МЕЖДУНАРОДНАЯ КОНФЕРЕНЦИЯ АКАДЕМИЧЕСКИХ НАУК • modern printing; • design, including web design; • modern technologies (including digital photography, holography, video art, liquid crys