VISUAL RHETORIC OF ARCHITECTURE IN TELEGRAM (USING THE EXAMPLE OF THE MEGABUDKA: CHANNEL)

The article examines the visual rhetoric of architectural content in the digital environment of Telegram, using the channel «Megabudka»: as a case study. The analysis demonstrates that audience engagement is determined not by the type of visual material but by the rhetorical function it performs within the structure of the message. The theoretical framework draws on the concepts of the visual turn, multimodality, and phenomenological media studies. The empirical corpus includes 2,208 posts from nine architecture-related Telegram channels. A detailed multimodal and rhetorical analysis was conducted for 85 posts from «Megabudka:». The study identifies three stable levels of audience engagement and shows that the most effective posts are those in which visuality operates as an autonomous carrier of meaning, initiating interpretation rather than illustrating content. The findings suggest that architectural communication in Telegram constitutes a dynamic semiotic field in which visual practices contribute to the formation of a shared professional identity within the architectural community.