Transformation of Multimedia Text

Abstract

The paper presents the analysis of the modern multimedia texts development at the
background of integration processes in the sphere of mass media, which caused radical changes in all
components and processes of this area. The multimedia text features and modern communicative process
characteristics in integrated communications are defined by transformation of the channels for information
distribution, conditions of the content functioning, changes in the roles played by the sender and recipient,
etc. It is revealed that such radical transformations lead to SEO in the media text parameters, as well as
in the communicative act matrix. The prospects for development of the media text in the multimedia
journalism are analyzed