Authors

The paper presents a study of cross-modal iconicity which is viewed as a semiotic process of mutual assimilation of signs from different modalities via similarity. The research questions are as follows: Are there differences in cross-modal iconicity that can be observed between discourses with different combinations of semiotic systems and channels? How is iconicity revealed across signs belonging to verbal and non-verbal modalities in oral speech with gestures and in written texts with visual components. Relying on multimodal discourse analyses, the author investigates the interplay of verbal and non-verbal (gestural and pictorial) modalities and compares iconicity in two types of Russian and English discourse — spoken discourse (narratives, descriptions of paintings, and recipes) and written discourse (hybrid texts for news apps). It is demonstrated that irrespective of the type of discourse cross-modal iconicity follows the general principles outlined earlier for iconicity in language — i.e., “form mimes form and structure”, and “form mimes form”. The specific nature of iconicity in the two types of discourse (i.e., “form mimes function”) is linked to the character of semiotic heterogeneity, and, for the news app texts, to the affordances of the gadget, namely, to the scroll technology that determines the vertical movement of the main story, the limited nature of hypertextuality, and the compression of some parts of discourse into headings.