Neue textuelle Inszenierungsformen der Bedeutungskonstitution in der digitalen Kommunikation. Konzeptuelle Metaphern, Stereotype und Intertextualität.

The role that multimedia texts take in the current communicative dimension shows new forms of textual production and has a considerable impact on the reception process. My contribution deals with the new construction strategies for texts and their influence on the reception process as well as their effects on a cognitive level – what Antos (2014) calls a digital shift from communicating to perceiving. Internet users contribute to the hermeneutics of digital texts in different ways: They reconstruct their intertextuality and substitute the quotations they contain based on their cultural competences. However, to resort to a logic that contains allusions is to confront the reader with something unexpected in digital messages, to attract his attention and to actively involve him in solving a conceptual problem. From this perspective, the conceptual conflicts on which digital communication is very often based, according to Michele Prandi (2017), appear as a form of creative revaluation of the formal syntactic structures of language.