Multimodal Media Communication Texts: A Research Tool for Analyzing Social Digital Media Video Posts

Multimodal texts are polycode semiotically complex media communication texts, including videos, requiring special research tools. Previously, multimodal texts were studied mainly based on qualitative methodology and methods hat allow for a description of media phenomena. But the study of patterns is not included in the scope of qualitative methodology. This article analyzes the principles on which a new research tool is based, characterizes the role of hermeneutics in interpreting a multimodal text, and explains how mixed methods research can be used to analyze multimodal texts. Mixed methodology involves the integration of qualitative and quantitative approaches, which allows one to move from descriptive analysis to explanatory analysis. The authors have created a classifier of social media video posts using TikTok as an example, with the help of which you can carry out your own systematization and analyze videos as part of your own research. It is emphasized that the use of a classifier in coding video materials allows one to enter the field of mixed methodology and determine patterns in the representation of video content, which is not possible when relying only on qualitative methods.