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MOSCOW CULTURAL HERITAGE SITES IN THE SEMIOTICS OF QR CODES: RECONSTRUCTION OF THE ADDRESSEE

Linguistic Theory. Cross-cultural Communication Theory , UDC: 81’37; 003.295.8:908(470-25) DOI: 10.24412/2076-913X-2025-359-123-140

Authors

  • Fomina Marina A. PhD (Philology), docent

Annotation

The paper focuses on a small-format multimodal text ‘embedded’ in Quick Response (QR) codes on Moscow historical buildings and aims to reveal what means the city uses to translate the national legacy taking into account the values of the addressee, his background knowledge, his perception of audiovisual and linguistic content of the page with the encoded text. The QR code being a relatively innovative one has not received a comprehensive analysis yet in terms of its information power and mind-framing potential. The empirical data collected make more than two hundred items – plastic plaques on Moscow historical buildings which, when scanned, direct the user to Know Moscow navigation and tourist internet portal (um.mos.ru). The paper follows semiotic approach to consider the commemorative capacity of the small-format texts and analyses their commemorative dimensions (the connoted component). The author treats QR coded texts as featuring 4W model in which where-dimension is actualized through geographical addressing and geo-coding (house numbers, postal codes, street names), while when-dimension can be represented by adverbal modifiers of time. Then the paper proceeds to structural and semantic analysis of the multimodal texts — which combine audio-, visual and verbal codes — to cover the way the texts can be tailored to the needs of the addressee.
Tags:
Addressee , cultural heritage sites , digital globalization , QR codes , small-format commemorative texts

How to link insert

Fomina, M. A. (2025). MOSCOW CULTURAL HERITAGE SITES IN THE SEMIOTICS OF QR CODES: RECONSTRUCTION OF THE ADDRESSEE Bulletin of the Moscow City Pedagogical University. Series "Pedagogy and Psychology", 3 (59), 123. https://doi.org/10.24412/2076-913X-2025-359-123-140
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