Прецедентность в эпоху мультимедийной коммуникации

The article is devoted to the phenomenon of precedence (Yu. N. Karaulov) in modern Internet communication that implements multiple logic (self-presentation, connectivity, virality, aggressive competitiveness) in the conditions of intensive development of the main metaprocesses of modernity (globalization – individualization, commercialization - mediatization, according to F. Krotz ). The authors consider the definition of «precedent text» in the context of the concept of intertextualization, identifying features of the representation of precedent in the aspect of multimedialityr (as the example of posts using text and image in the blogosphere and SMM). Thus, the intersection of media aesthetics and communication strategies of various types is investigated. The authors come to the conclusion about the reference functions of media aesthetic elements, marking the key meanings of statements.