Semiotics of the Digital Character on Modern Media Scene

The analyses of the transformation of the lexeme digit (digital character) as a reflection of absorbing modern society and its global changes taking place under the excessive influence of the IT technologies development and their increasing importance in the linguistic consciousness is the object of study. Modification of conceptual, imagery and value characteristics of this linguistically specific word and its derivatives is under the influence of the media scene events, and is motivated by media speech peculiarities implying the context influence on the formation of the interior word semantics and its motivated pragmatics transformation in use. The work highlights the process of the conceptualization of the word digit in the worldview in course of the semiosis. The word’s semantics is analyzed on the basis of Prof. L.A. Novikov theory. It classifies the onomaseologic and derivational nature of the lexeme digit in the historical lexicography (“blank” sign). There are described linguistic observations on the linguistic typological structural similarities and the society’s organizational cultural structures in the context of linguistic symbolism revelation within the key notion of the world picture of the world under the modification, concerning the digit revealing semiotic phenomena of the “real” language, “abstract” mathematics and “virtual” IT technologies. By means of the mechanisms of the axiological component analysis and applying the parameters of the evaluation scale, there’s given a description of the syntactic and pragmatic resources. The conceptualization of the new pragmatics and semantics of the word demonstrates the dual essence of the process of linguistic transformations, reflect the axiological development of the consciousness since the context orients itself both to the “good” and “evil” of the IT technologies in the exterior, non-linguistic world picture. The semantics of the digit shows and fulfils the substitutional function of the seme “sign” as the digit itself has become the “invincible” item of the semantic actualization, conceptual pragmatization and communicative use of digit , digital , digitalization . The frequency of using the word under the study as well as its derivatives in the actual synchrony of multiple discourses could be explained through the expansion of the functional of the digit as a key conceptual word in the semiosphere of culture belonging to a certain period of national development.