Retoryczne obrazowanie wartości w graficznym i filmowym dyskursie sieci społecznościowych

Digital development entails the intensification of communication, which can be described as oculocentric. Communication through images as messages, or more generally speaking, visual forms, has been known since prehistoric times. However, manifestations of visual communication in specific artifacts are rather sparse and more often pertain to artistic images than those that are utilitarian, devoid of aesthetic functions in favor of informational or emotional ones. Language, on the other hand, as a system of verbal signs, has so far been the main tool of communication, and it is to language that scientific theories have been dedicated, thus granting the verbal sphere a primary role. Nevertheless, images have been present in human communication as an inherent aspect of human nature, and the extent of their participation and mode of operation continues to be studied. In this context, one can place the problems related to thinking in images and their correlation with language, and more importantly, the degree to which they determine views, attitudes, and human actions. In this realm, and due to the development of capabilities for creating, transmitting, and receiving visual forms, ethical discourse has emerged—or rather—found its place and the possibility of material realization in the form of digital images. These are short films and graphics whose main and explicit function is to manifest values by depicting human attitudes. The first conscious recognition of these media artifacts and viewing them through the lens of the body of literature, philosophy, psychology, or the history of communication has allowed for the identification of a certain communication phenomenon. Undoubtedly, the nature of the observed materials with an ethical function is to persuade towards certain attitudes in the process of reconstructing the imaginary with emotional engagement. Therefore, the aim of the research process is to identify the subject of study, define its characteristics through the prism of genres, seek analogies and regularities, and determine the mode of influence within the structure of discourse on social networks.