RE-SIGNIFYING REALITY: SEMIOTIC SHIFTS IN THE AGE OF DIGITAL MEDIA

Problem statement. The present article addresses the transformation of traditional processes of signification in the digital era and the emergence of polysemous meaning in contemporary media. The study investigates how digital media technologies, including social networks, participatory platforms, artificial intelligence, and immersive virtual environments,reshape collective perceptions of reality and reconfigure semiotic processes. Illustrative material includes viral memes, AI-generated content, virtual worlds, and participatory media campaigns. An attempt is made to characterize the mechanisms of digital polysemy, clarify the interplay between human and algorithmic agents, and demonstrate how meaning is continuously negotiated and re-signified in the digital semiosphere. The research situates these phenomena within theoretical frameworks of contemporary semiotics, media ecology, and posthuman theory, providing a conceptual basis for understanding the dynamics of meaning production, circulation, and reception in networked environments. Purpose of the article. The aim of this article is to examine the processes through which digital signs acquire multiple, context-dependent meanings, in order to clarify the theoretical concept of digital polysemy and its implications for contemporary semiotic practice. To achieve this aim, the study addresses several objectives: 1) to describe the axes of polysemous meaning in digital media, including contextual, participatory, and algorithmic dimensions, 2) to illustrate these axes with concrete examples from memes, AI-generated content, and virtual environments, 3) to analyze the interaction between human and machine agents in meaning-making, and 4) to discuss the broader implications of digital polysemy for identity, cultural expression, and humanities research. Research methodology and methods. To meet the aims of this study, descriptive and analytical methods are applied, including semiotic analysis and case-based examination of selected digital media artifacts. This approach allows for the identification of recurring patterns of polysemy, the interrelation between visual and textual elements, and the role of algorithmic mediation in shaping visibility and interpretation. By combining theoretical reflection with empirical illustration, the study provides a coherent framework for understanding how meaning emerges and evolves in networked digital environments. Results. The analysis demonstrates that digital signs are inherently polysemous, circulating across diverse cultural, social, and technological contexts while acquiring multiple, sometimes conflicting, meanings. The Bernie Sanders mittens meme exemplifies this phenomenon, as the image simultaneously signifies humor, political critique, authenticity, and commercial potential depending on the context of reception and the participatory actions of users. Algorithmic mediation further shapes which interpretations gain prominence, creating feedback loops that amplify certain readings while marginalizing others. The interplay between human creativity, participatory engagement, and algorithmic structuring reveals that meaning is not fixed but emergent, continuously negotiated, and contextually contingent. Conclusions and prospects. In examining these examples, several key mechanisms of digital polysemy emerge. Contingent contextual shifts illustrate how a single sign acquires diverse interpretations across cultural and social environments. Participatory practices demonstrate the co-creation of meaning through remix, commentary, and audience engagement. Algorithmic mediation shows how computational processes influence visibility, circulation, and interpretive salience. The study highlights that even simple lexical units, such as the word “mittens,” acquire layered cultural and semiotic significance when integrated into visual and interactive media, revealing the entanglement of human cognition, technological mediation, and social practice. The perspective of the present study suggests that understanding digital polysemy is essential for analyzing contemporary communication, identity formation, and cultural production, and provides a foundation for further research in humanities and media studies.