THE ROLE OF CONTEXT IN MODERN MEDIA COMMUNICATIONS

Context as one of the most important semiotic concepts is one of the integrators of various communication products. The article analyzes various examples of context in relation to intertext in modern media marketing communications. The theoretical basis of this article is the work of well-known experts in semiotics, and first of all M. M. Bakhtin, who often used the concept of context in his research. In the works of J. Sova, M. Gadessi, G. Givona and other researchers study the problems of syntax in its interrelation with semantics and context. Today, any marketing text is considered exclusively in context due to its intertextuality, or rather, hypertextuality. Of the most common types of obvious contextual marketing communications, contextual and ambient advertising are considered. The advantages of synergy and contextual marketing communications are shown. The perspective of research related to contexts and synergy is important for modern communication studies. Synergy is a key concept in communication theory, in integrated marketing communications and in transmedia. Thanks to the context, it is possible to create synergistic effects that make these communications more effective.