Discursive Worldview of a Glossy Magazine: Technique of Visualization

In a modern glossy magazine the visual code carries the major part of the message, whereas the text serves the purpose of illustration, which is reflected in the worldview of the reader. There is a system of established mechanisms of how visual information is encoded in the discourse of the magazine. Communication success largely depends on whether the reader identifies himself with the given image. An integrative approach to discourse analysis allows to reveal the mechanisms of visual information encoding. These mechanisms form a special ideology of discourse.