Semiotic Multilayering in the Armenian Digital Environment: Language, Image, and Public Communication
DOI:
https://doi.org/10.46991/BYSU.B/2026.17.2.142Keywords:
digital media, digital culture, semiotics, social networks, memes, identity, multimodality, historical narrative, communication, public communication, ArmeniaAbstract
This article analyzes the semiotic landscape of digital media in Armenia as an independent object of research. Armenian digital media is considered a key environment for identity construction, the digital assimilation of collective societal trauma, and interaction with global media flows in the context of a transitional society.
The study focuses on communicative and content practices emerging on digital platforms, which synthesize traditional pictorial codes (Armenian script, khachkar motifs, historical figures) with the linguistic and visual forms of digital culture (memes, success stories, short video clips).
The analysis demonstrates that the semiotic system of Armenian digital media is characterized by politicized multimodality, the combinatory use of historical indices, and the rapid development of locally grounded communicative practices.
The study is methodologically based on the principles of semiotics and digital humanities research. The data corpus includes qualitative analyses of widely circulated social media content, online media projects, and materials of governmental digital communication.
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Copyright (c) 2026 Astghik Avetisyan
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