On the issue of the relationship of verbal and non-verbal components in the interpretation of audiovisual discourse

The process of interpretation is to a large extent defined by the scientific perception of an audiovisual production as an act of intracultural and intercultural communication between the collective author and the target audience. Audiovisual productions are multilayered complexes of verbal and non-verbal elements that are interrelated by the collective author in the process of their creation. The structure of these relations must be perceived, understood and interpreted correctly by the target audience. Without this the process of cultural communication by the means of these audiovisual works between these two aggregated entities is impossible. The process of interpretation has many levels that are defined by cognitive and cultural attributes of viewers. Its stages are

- perception of its components by visual and sound receptors;

- understanding of the meaning of minimal units of both visual and aural verbal and non-verbal streams;

- culturally determined interpreting of plot units in the process of double reconstruction of the coherent AV discourse whole based both on its explicit and implicit components;

- secondary semantization of content.

This article differentiates between the concept of a single viewer-recipient as a subject of perception process and the collective viewer as a participant of an act of the social communication based on the transmission of AV discourses. The collective viewer is a complex subject of the social interpretation of AV discourses who establishes norms and rules of this process and performs acts of their secondary semantization.

Eventfulness is the key cognitive parameter of audiovisual productions, The collective author uses visual, ambience, verbal tools in the process of the cultural communication to create for the target audience various event sequences forming the backbone of a plot that can by understood by the audience.