| dc.description.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 . | en_US |
