<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2218-3620</journal-id>
<journal-title><![CDATA[Revista Universidad y Sociedad]]></journal-title>
<abbrev-journal-title><![CDATA[Universidad y Sociedad]]></abbrev-journal-title>
<issn>2218-3620</issn>
<publisher>
<publisher-name><![CDATA[Editorial "Universo Sur"]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2218-36202025000300054</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Media communication: methodological challenges in linguistics]]></article-title>
<article-title xml:lang="es"><![CDATA[Comunicación mediática: desafíos metodológicos en lingüística]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Bakhsheyish]]></surname>
<given-names><![CDATA[Pashayeva Gunel]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Gasim]]></surname>
<given-names><![CDATA[Mahsati Asgarova]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Ibrahi]]></surname>
<given-names><![CDATA[Eminli Boyukkhanim]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Siyabkhan]]></surname>
<given-names><![CDATA[Aynura Bagh&#305;rova]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Yusif]]></surname>
<given-names><![CDATA[Yusifova Naila]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Namig]]></surname>
<given-names><![CDATA[Nigar Aliyarova]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Sumgayit State University  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Azerbaijan</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Nakhchivan State University  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Azerbaijan</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Azerbaijan State University of Economics (UNEC)  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Azerbaijan</country>
</aff>
<aff id="Af4">
<institution><![CDATA[,Baku Eurasian University  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Azerbaijan</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2025</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2025</year>
</pub-date>
<volume>17</volume>
<numero>3</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_arttext&amp;pid=S2218-36202025000300054&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_abstract&amp;pid=S2218-36202025000300054&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_pdf&amp;pid=S2218-36202025000300054&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT This paper addresses the relevance of multimodal analysis in contemporary media discourse research, examining how meaning is constructed through the interaction of various semiotic resources beyond verbal elements. Despite significant advances in the field over the past 15-20 years, methodological challenges persist due to the complexity of analyzing multiple modes of communication simultaneously, including the lack of standardized analytical frameworks and difficulties in interpreting nonverbal data influenced by subjective and cultural variations. This study aims to develop a comprehensive methodological framework for analyzing multimodal media discourse by exploring the typology of modes and semiotic means involved in multimodal communication, with particular attention to their interactions and transformative potential. Our findings reveal that semiotic resources interact through repetition, complementarity, and convergence, while media texts undergo processes of transduction that can be both reversible and irreversible. Furthermore, we identify that the motivation behind semiotic transformations can be voluntary or involuntary, often revealing ideological underpinnings that warrant critical examination. These insights have significant implications for understanding cross-media communication, highlighting the need for interdisciplinary approaches that integrate methods and data from linguistics, semiotics, neurocognitive studies, cultural studies, social anthropology, and information technology to fully comprehend the complexities of multimodal discursive practices.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN Este artículo aborda la relevancia del análisis multimodal en la investigación del discurso mediático contemporáneo, examinando cómo se construye el significado mediante la interacción de diversos recursos semióticos más allá de los elementos verbales. A pesar de los avances significativos en este campo durante los últimos 15-20 años, persisten desafíos metodológicos debido a la complejidad de analizar múltiples modos de comunicación simultáneamente, incluyendo la falta de marcos analíticos estandarizados y las dificultades para interpretar datos no verbales influenciados por variaciones subjetivas y culturales. Este estudio busca desarrollar un marco metodológico integral para analizar el discurso mediático multimodal explorando la tipología de modos y medios semióticos involucrados en la comunicación multimodal, con especial atención a sus interacciones y potencial transformador. Nuestros hallazgos revelan que los recursos semióticos interactúan mediante la repetición, la complementariedad y la convergencia, mientras que los textos mediáticos experimentan procesos de transducción que pueden ser tanto reversibles como irreversibles. Además, identificamos que la motivación detrás de las transformaciones semióticas puede ser voluntaria o involuntaria, revelando a menudo fundamentos ideológicos que justifican un examen crítico. Estos hallazgos tienen implicaciones significativas para la comprensión de la comunicación transmedia, lo que pone de relieve la necesidad de enfoques interdisciplinarios que integren métodos y datos de la lingüística, la semiótica, los estudios neurocognitivos, los estudios culturales, la antropología social y las tecnologías de la información para comprender plenamente las complejidades de las prácticas discursivas multimodales.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[Linguistics]]></kwd>
<kwd lng="en"><![CDATA[Multimodality]]></kwd>
<kwd lng="en"><![CDATA[Media]]></kwd>
<kwd lng="en"><![CDATA[Multimodal methodological analysis]]></kwd>
<kwd lng="en"><![CDATA[Social semiotics]]></kwd>
<kwd lng="en"><![CDATA[Critical discourse analysis]]></kwd>
<kwd lng="es"><![CDATA[Lingüística]]></kwd>
<kwd lng="es"><![CDATA[Multimodalidad]]></kwd>
<kwd lng="es"><![CDATA[Medios de comunicación]]></kwd>
<kwd lng="es"><![CDATA[Análisis metodológico multimodal]]></kwd>
<kwd lng="es"><![CDATA[Semiótica social]]></kwd>
<kwd lng="es"><![CDATA[Análisis crítico del discurso]]></kwd>
</kwd-group>
</article-meta>
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