Linguistic features of digital texts: digital intertextuality in 2022 advertisements (Arabic) as a model

Document Type : Academic research papers

Authors

1 Egypt-Arabic department-Faculty of Al alsun -Ain shams University

2 اللغة العربية کلية الألسن جامعة عين شمس

Abstract

Abstract
The need has emerged in the post-modern world to modify traditional linguistic analysis tools and formulate special theories for what are known as digital practices, which are all practices associated with modern digital media. The goal of this research paper was to present the most important linguistic features of digital and interactive digital text. Then the study dealt with interactive digital intertextuality as a model, by applying it to samples of interactive digital advertisements for the year 2022. The research sample was collected from advertisements that appear when browsing a number of Egyptian news sites. The study presented the results of the analysis, including the difference between paper and digital intertextuality, as it appeared in the sample models. In its verbal analysis of verbs (call to action), the study used Halliday's theory of language functions, specifically the verb patterns of two of Halliday's major processes, which the research sees as compatible with the analysis of digital texts, which are the verbs of the physical and mental processes. The study reached some results that link operational actions to the goal of the action call. The study suggested the possibility of expanding the verbal and non-verbal linguistic analysis of interactive digital advertisements, which leads to arriving at practical proposals that may serve the advertiser and achieve his desired goals, , and enable him to benefit from the creative rhetorical resources in the language of the digital advertising text.
key words:
Interactive digital text, hypertext, multimodal text, digital intertextuality, digital creativity.

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Buhūth
Volume 4, Issue 3
issue 3 Social Sciences and Humanities and languages
March 2024
Pages 175-199

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