SEMIOTIC “STACKING DOLL”: CODING IN HETEROGENEOUS SCREEN TEXTS (case study of a film text “King’s speech” and a videotext “You’re single, you’re such a name”)

Volume and quality of information circulating in modern society is constantly increasing. To process, record and transfer which it is needed to employ more capacious means that ask for less effort while decoding and perception. This leads to the situation when a semiotically expanded heterogeneous text becomes dominant in the modern information society. This article deals with the means of information coding in heterogeneous texts which mean of transmission is the screen. The classification of information codes based on synthesis of information and semiotic theories is suggested. The case study of a film text demonstrates the codes employed to generate audio-visual message, device of semiotic “stacking doll” is described, the employment of which leads to the appearance of semiotic situation od sumulacrativity, which aim is to make the spectator believe in what is happening on the screen. This article is aimed at specialist audience: students, post-graduates, professors, linguists and others who are interested in general and linguistic semiotics.