Abstract

Introduction. The rapid dynamics of the present world results in its complication and construction. Reality turns out to be woven from many quote fragments, representing a collage that a person creates and comprehends through the prism of various texts. Constantly transformable forms come to the fore and, as a result, there exists a plurality of meanings. Models of the world are continuously generated, replacing the actual reality with a multi- tude of spectacular simulacra. The search for ways to comprehend reality through the identification of markers of its transformations is noted, and under- standing becomes the basis of ontology and one of the dominants of consciousness in the last quarter of the 20th and first quarter of the 21st centuries. Signs and symbols of subculture, determined by the context of culture and presented by various means, become one of the markers of the social reality transformations. The purpose of the study is to show the markers of the transformation of the total communication society. Methods. Methodological framework is in G. Gadamer’s hermeneutic approach and the provi- sions of M. Halliday’s social semiotics to coding/de- coding the meanings of operators-markers of social transformations. In addition, other methods were used in the work - methods of analogy, analysis and synthesis. Fragments of the study devoted to the study of chanson as a creolized text required the use of a systematic method. Scientific novelty of the research. The authors re- vealed the specificity of the chanson as a creolized text and present understanding of the subculture as a marker of the social reality transformations, which is manifested by sign-symbolic forms of con- tinuously generated creolized texts, thanks to the technique and technologies of communication. Results. Markers of social reality transformations represent them in the format of creolized texts. What is broadcast in them is filled with a person and, consequently, his responsibility for their con- tent is growing. Semiotic methodology based on the synthesis of the intellectual capital of hermeneutics and linguistics makes it possible for us to consider them as a product of human sign-symbolic activity and decode the content. Conclusions. The specificity of human existence is determined by the existence of a person in the lin- guistic aspect of the world around him - the world is given by language, which involves the search for meaning and understanding of the world. Thinking and language are ontologically connected: mean- ing is expressed by linguistic means. Although the nature of the markers of social reality transforma- tions is different, nevertheless, it is presented and framed as a text, the understanding of which is one of the ways to comprehend social reality.