Multimedia Text as a Communication Tool

The article is devoted to the study of the features of the polycode text as a type of media text in the Internet space. Using the method of comparative analysis, the authors identify the ratio of verbal and non-verbal elements in the text, explore the techniques and methods for creating polycode text, including genre varieties of PR-text, drawings, iconic signs and symbols, photos and video images. The empirical base of the study is based on the texts of the official accounts of the three largest Russian universities: Lomonosov Moscow State University, St. Petersburg State University, Far Eastern Federal University in the social network Instagram. As a result of the study, the authors came to the conclusion that only in the unity of the verbal and non-verbal components a text is the most effective as a communication tool. The advancement of digital technologies contributes to the creation of various types of polycode texts, which have different degrees of impact on the audience, and contribute to building brand communication.