The form of product promotion on the internet as a hybrid semiotic-algorithmic dispositive: structure, mechanisms, and effects

This article explores the phenomenon of online product promotion through an interdisciplinary analysis that combines the methodologies of cognitive psychology, semiotics, economic sociology, and communication theory. It examines the transformation of marketing discourse under the influence of digitalization, which leads to the formation of complex hybrid dispositions of influence. The purpose of the work is to deconstruct these dispositives, identify their immanent structures, mechanisms of generating and interpreting meanings, and their impact on consumer practices. The author concludes that modern forms of online promotion are nonlinear, adaptive systems that operate with sign complexes and operate within the framework of the attention economy, where the cognitive engagement of the recipient becomes a key resource. As a result of the study, four key modes of dispositives have been identified and analyzed in detail, the synergistic effects of their interaction have been described, and the main characteristics of the digital consumer's subjectivity have been formulated.