ИСТИНА

The paper deals with the changes taking place in contemporary poetic discourse under the influence of new media. I will consider these changes in a case study of innovative Italian poetry. The digital interface affects the transformation of all communication parameters, which is due to the dominance of the information contact and code. According to R. Jakobson’s communication theory [Jakobson 1960], contact is a channel of a physical communication or of a psychological connection between the addresser and the addressee, which corresponds to a phatic function. The goal of this function is to attract and retain the addressee’s attention. In comparison with the previous age, when the information transmission channel had an instrumental function, it has become one of the dominant communication parameters influencing the message in the era of new digital media. Whereas in the process of natural communication the metalanguage plays the role of a code, in Internet communication the “computer language” or “programming language” serves as a way to form the utterance meanings due to the uniformity of the code. In contemporary poetry, the shift of addressee’s attention (R.W. Langacker’s term [2008]) occurs with the help of semiotic transcoding and actualization of linguistic pragmatics. “Transcoding”, i.e. the transfer of a message from one format to another [Manovich 2001], is a way to convert the message from paper (or analog) format to digital, and vice versa. In addition to semiotic transcoding, pragmatic markers (deictics, discourse markers, modal verbs, etc.) also help to attract the attention of a poetic text addressee. In everyday language, pragmatic markers serve to express subjectivity, as well as to convey the phatic and metatextual functions of the language. They contribute to attract and retain the addressee’s attention. However, in contemporary poetry in new media, pragmatic markers participate in the formation of poetic communication and serve as signs of transcoding between different formats. The study aims to explore the mechanisms of focusing in contemporary poetry, considering the Neo-Avant-garde movements in Italian poetry of the second half of the 20th century - the beginning of the 21st century, such as Gruppo ‘63 and Gruppo ‘93. I will investigate the transformation of the experiment with new media in these practices: from the Gruppo ‘63’s conception of the revolutionary development of mass media (cf. “operazione dall’interno”, i.e. destruction from within the system itself cit. ex [Buttitta 2013: 396]) to Gruppo ‘93’s idea of “transmedial poetry”[Voce 2016: 45]. References Buttitta P. A. Controindicazioni. Rassegna di una polemica (febbraio 1964) // Gruppo 63. L’Antologia a cura di Nanni Balestrini e Alfredo Giuliani. Critica e teoria a cura di Renato Barilli e Angelo Guglielmi. Milano: Bompiani, 2013. P. 387-409. Jakobson R. Closing Statement: Linguistics and Poetics // Sebeok Th. (ed.) Style in Language. New York; London: The Technology Press of Massachusetts Institute of Technology; John Wiley & Sons, 1960. P. 351-377. Langacker R. W. Cognitive Grammar. A Basic Introduction. Oxford University Press, 2008. Manovich L. The Language of New Media. Cambridge, Mass.: MIT Press, 2001. Voce L. Per una poesia ben temperata // Voce L., Nemola F. Il fiore inverso. Roma: Squilibri, 2016. P. 43-70.