HYPE IN MULTIMODAL EXPRESSIVE MEANS (TEXT, IMAGE, VIDEO) AND TRANSCULTURAL TRENDS

Abstract

This article analyzes the phenomenon of “hype” in modern communication environments through the lens of multimodal expressive means (text, image, video, audio). The study scientifically examines the semantic and pragmatic characteristics of hype, mechanisms of audience interaction, and transcultural trends. Using examples from Tik Tok, Instagram, K-pop, and sports news, it shows how multimodal strategies operate. As a result, the role of multimodal tools in managing audience emotions and distributing global information is revealed. Key words: linguistics, hype, context, phenomenon, communication, hashtag, visual .