Repeated cultural microtexts: diachronic and syncronic approaches
The article is a result of a research programme of studying repeated cultural microtexts. The article focuses on the items which traditionally lie within the domain of modern linguistics. However, traditional linguistics has failed to offer strict criteria which make it possible to differentiate between the units under analysis and the units which fall under similar, yet different categories. Building on the works by Yu.M. Lotman, Val.A. Lukov and Vl.A. Lukov, the author makes an attempt to offer a new set of criteria which belong to the domain of cultural philosophy and anthropology. The basic demarcation line between the phenomena under analysis and others may be drawn along the lines of superunity of cultural meanings (Yu. M. Lotman) and a large number of repetitions, made by native speakers both in oral and written speech. The microtexts are based on the copying (repetition) mechanism, which lies at the heart of universal laws, ranging from DNA to microeconomic cycles. The article is also based on omnibus survey results obtained through the collaboration with the Yu. Levada centre in 2014 and 2016 (number of respondents: 1600+). The survey convincingly proved a largescale use of microtexts in everyday communication. The microtexts can also be viewed as the elements of postfigurative and prefigurative cultures as suggested by M. Mead. They are an integral part of modern electronic mass media, advertising and on-line communication. Our theoretical conclusions are supported by a large number of examples from advertising, mass media and reports on cultural events, including the opening ceremony of the 2014 Olympics in Sochi. The phenomenon of microtexts can be studied by means of a mixture of anthropological, cultural, philosophical and linguistic analysis. This approach makes it possible to describe the results as ones of multidisciplinary importance.