SEMIOTIC ANALYSIS OF THE INTEGRATION OF VISUAL AND VERBAL SIGNS IN THE MODERN MEDIA SPACE

This article examines the integration of visual and verbal signs in the modern media space from a semiotic perspective. Contemporary media texts are no longer constructed only through written or spoken language; they increasingly combine headlines, images, color, typography, layout, infographics, captions, symbols and platform-specific markers. The aim of the study is to identify the main mechanisms through which visual and verbal signs interact and jointly produce meaning in media communication. The research applies descriptive, semiotic, multimodal-discourse and functional-pragmatic methods. The analysis shows that visual and verbal elements perform complementary, intensifying, framing, evaluative and manipulative functions. A headline may direct interpretation, an image may create emotional orientation, typography may emphasize significance, and layout may organize the reader's attention. The article argues that modern media meaning is produced through an integrated semiotic system rather than through isolated linguistic units. The findings are significant for media linguistics, semiotics, discourse analysis and communicative studies, since they show how sign systems influence perception, evaluation and audience response.