The language of screen culture: semiotics of texts and rhetorical possibilities

The article is devoted to a semiotic and cultural examination of the language of screen culture. The relevance of the work stems from the dominance of relevant rhetoric and texts in most people's everyday media discourse. Methodologically, the study is based on the narrative analytics of media artifacts, as part of the functional methodology of media studies, as well as methods of comparative cultural and cultural-semiotic analysis. The work carries out a reconstruction of screen language on the example of film, television and computer reality and implements a comparative analysis. The features and characteristic semiotic traits of screen texts are highlighted and their rhetorical potential defined. The transformation of communication culture under the influence of screen language is considered separately. Conclusions are that the new phenomenon of cyber communication has no strict normativity, but is characterized by intensive diffusion due to its convenience and relevance to the demands of the times. The language of screen culture creates new opportunities for participants in remote interaction and, at the same time, generates risks of developing radical linguo-transformation.