فاعلية الصورة البصرية في الخطابات الإعلامية من العلامة الأيقونية إلى العلامة التشكيلية : الصورة الثابتة أنموذجا

الملخص EN

The dominance of the era of image culture, in the media discourses after it began to take a large part in all contemporary studies, starting from being the common subject between the fields of knowledge from the humanities and social sciences, leading to its occupation of an important place in semiotic studies, because it is a semiotic system and format indicative in which linguistic and non-linguistic elements interact.

besides, it is an effective means of communication that carries cultural norms, which makes it a space that furnishes connotations rooted in the culture of society.

based on this dynamic development witnessed by the visual image, which has become a self-contained discourse and supportive of the linguistic-language system we have become, we do not imagine a linguistic act devoid of a pictorial (iconic) system.

linguistic, iconographic, and plastic signs that give this discourse the legitimacy of influence, persuasion, and the consolidation of values in the recipient.

hence, the problem of our research is based in an attempt to reveal the privacy of visual formats, the iconic and plastic signs in media discourses, and the extent of their semantic effects on the system of .the social and cultural values of recipient individual and accordingly, we chose the semiotic approach due to its ability to question and read these formats, and we realized that the meaning in it works in accordance with the realization of the act of communication.