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The article deals with an issue of the widespread distribution of anecdotes about the COVID-19 pandemic in Russia and demonstrates the relevance and necessity of theoretical understanding of this phenomenon. The importance of the research problem is due to the need of recreating the models of situation perception which are reflected in the texts as well as tracing public reaction to the current events and ideological attitudes. The research aim is to identify the peculiarities of the problematics and poetics of the anecdotes about coronavirus infection. The analysis of the regularities in functioning of humorous miniatures shows that a number of genre-forming features of an anecdote are partially restored due to digital technologies. The study reveals that witticisms adapt to the changed communication conditions. Under the conditions of a declared emergency, the electronic method of information transmission sometimes becomes the only possible option. The problematic of anecdotes relevant during the period of 2020 and 2021 indicates that collective consciousness is sensitive to manifestations of the epidemic process. The article lists and characterizes the main thematic groups of anecdotes, their leading motifs and images. Obsessions with eroticism as well as the focus on violation of official taboos are noted. The study found that the actualization of the idea of national identity is an effective way of getting positive emotions. The findings include the figures of speech and expressive means that form the automatism of perception and its unexpected destruction in the final formulas. The article concludes by identifying the literary device of anthropomorphization of the coronavirus image as well as the key functions of the "COVID-19" anecdotes, including communicative, compensatory, psychotherapeutic and harmonizing functions.

According to M. Fforde, the era of postmodernity is characterized by a form of cultural collapse, as it reveals many phenomena indicating that contemporary humans are on the path towards ‘desocialization.’ This process represents an overall cultural shift as well as changes in the existing anthropological paradigms. This paper is dedicated to an analysis of the issue of religion as social capital in conditions of increasing societal risks. We work with an hypothesis that sociopathological phenomena are rather determined by cultural and secularization factors. In our article, we argue that desocialization is closely connected with current secularization processes, as well as with the progression of a materialistic view of man in compliance with the models and theories of postmodern anthropologies. We propose that the ongoing social enthropy in the form of desocialization should be dealt with holistically, i.e.,by analyzing the utilization (or the lack thereof) of religious resources for human and social flourishing.

A competitive, attractive and even unique project or product, without its wide representation in the information space, will not receive proper implementation and response. Without effective promotion in the mass media, and this applies to almost any sphere from the economy to culture, the creation process will be incomplete and incomplete. Creating a visual production requires a deep understanding of various communication processes: the laws of communication, the basics of audience perception, cognitive principles, as well as the basics of drama and Public Relations. The article is based on the understanding of theoretical knowledge and scientific sources on this topic, as well as the practical long-term experience of the author of the study in creating visual works of different genres, styles and directions. The material of this study is given on the example of the sphere of cultural and event tourism, however, the scope of application is much wider. This concept, due to its universality, can be used for the preparation of visual works and their further promotion in the media space in various fields of application, e.g. economy, society, culture, ecology, besides it provides a methodological component for teaching students of specialized areas.

Introdaction Dynamic cultural, economical, or scientific and technical transitions enforce transformation in educational processes. Currently, teaching study skills cannot be considered as simple field and certainly not a pleasant one. Nowadays, learning process does not consist in executing an educational programme rigidly, but in responding to emerging problems and in ability to create the right conditions to resolve them. Research Aim Key questions were important in the research: What are constituent elements ‘art’ of teaching study skills at school?? and will they aid the development of modern personality referred to as a homo hubris ? Who in media space can be described as a homo hubris ? Research tools Tests diagnosing the declared knowledge on media of the adolescents and teachers, and their procedure knowledge connected with abilities to use the media and also a scale for examining attitudes towards media). Results and Conclusion The results are not encouraging. The teachers who participated in my research fared worse than their students in all three areas I described. Hhomo hubris in the media space is adolescent. Moreover, the respondents' knowledge of contemporary media is selective and limited, and their skills are reduced to only basic operations. Keywords: The ‘art’ of teaching study skills, and its atributes, modern man concept, modern personality traits, media space, own research.

The purpose of the research is to analyze terror through screen images as a power discourse and to establish the role of an impact in the field of television art. Research methodology. The following methods were used: analysis and synthesis (the interdependence of the screen images, which are a kind of amplifier of intellectual potential on the screen, was analyzed); generalization (summary was made based on the analyzed links); systematization (all information collected during the research is systematized). The scientific novelty lies in the detailed consideration of the terror’s components in the screen arts. An attempt to influence the modern viewer with “terrorist” images. Conclusions. During the research, the scientific achievements of domestic researchers on the topic of coverage of power discourse in the media and cinema were analyzed. The role of the power discourse’s impact in the field of television art has been established. The peculiarities of screen images, their role and their influence on society have been revealed. The peculiarities of terror by screen images in the modern media space have been generalized. The impact of social networks and TV channels on the consciousness of people through manipulations has been determined.

The article provides a descriptive characteristics and classification of media support theories as a factor of external influence in conflict situations. In accordance with this goal, groups of neo-Marxist, poststructuralist, and socio-behavioral theories are identified. It is determined that the set of general theoretical postulates of the first group is, firstly, the postulate on the usurpation of media power by political and economic elites who are behind the financing and social patronage of cultural industries. Secondly, the postulate of information distortion, which consists in the fact that monopolizing classes are interested in forming a distorted picture of social reality. Thirdly, the postulate of forming a unified strategy of influence in the media space by power and economic elites, in respect of which media actors are considered mainly as repeaters of discourses. It is determined that a set of general theoretical postulates of the second group is the recognition of linguistic (rhetorical and linguistic) factors of media support as the key ones. Secondly, the consideration of media actors as relatively independent producers of discourses, which have an independent meaning in the sphere of influence in comparison with social groups and institutions. Thirdly, the postulate regarding the positioning of supranational identities through language and the use of a specific (globalistic) vocabulary is of great importance for poststructuralism.

The paper analizes the phenomenon of “Austro-Greek Empire” — a collective art-research project that includes ethno-cultural, social-political, and artistic frames. The fictional dimension of this “work-in-progress” project becomes its substantial part due to the topical issue of the post-truth phenomenon and conspiracy theories that are prevailing the media space. The importance of fictionalization methods in post-conceptual art is analyzed and demonstrated, given the possibility of constructing a metaposition in a situation of historical and political uncertainty. The “Austro-Greek Empire” is an emblematic project for the contemporary Ukrainian art process, as it aggregates a series of key issues, one of which is still the problem of identity. The article uses various methodological approaches, in particular, the optics of “parafiction” by C. Lambert-Beatty, psychoanalysis of J. Lacan, post-structuralist analysis of the mythology by R. Barthes and fictionalization of P. Osborne.

This article identifies the content and structural features of social and media communication of Runet users in relation to the information presence of Sevastopol in the construction of the historical memory of the Great Patriotic War. An interdisciplinary approach is used to fully implement the goal and objectives of the research being conducted. Media and information spaces cybermetry intrinsic to modern sociology make it possible to identify new trends in the formation of unconventional historical attitudes about the Great Victory, including the presence of Sevastopol in the historical memory of the Great Patriotic War. The use of the social media monitoring system "Medialogia" enabled an analysis of information flows about the Great Patriotic War and the role of Sevastopol in the Great Victory. The results of the study can contribute to the development of a guide aimed at intensifying the activities in the field of formation of the historical memory of the Great Victory. The authors believe that it will positively affect the consistent upholding of Russia's historical victories and their preservation in the modern digital space by shaping the agenda and managing information flows in the context of the ideological confrontation of the main world actors.

У статті розкриваються та аналізуються сучасні гендерні стереотипи, що акумулюються та нав’язуються у медіапросторі. Зазначається, що основним об’єктом впливу цих стереотипів виступає учнівська молодь, як основний споживач і користувач інформаційних ресурсів мережі Інтернет. Наголошується, що однією з загальних функцій соціальних мереж є формування громадської думки, і, як зазначають автори, цю функцію соціальні мережі виконують в демократичному суспільстві, організовуючи на своїх сторінках обговорення важливих соціальних проблем, надаючи можливість виступу для всіх зацікавлених громадян з широкого кола актуальних питань. Визначено основні механізми формування і збереження гендерної нерівності у соціальних мережах, охарактеризовано основне завдання гендерного виховання підлітків, визначено закономірності. Проведено ґрунтовний аналіз медіа-контенту на основі бесід і опитувань підлітків, зокрема учнів закладів загальної середньої освіти м. Харкова, за обраними критеріями: когнітивний, мотиваційний та поведінковий. Проведене опитування підлітків щодо виявлення найпопулярнішого у них контенту у соціальних мережах дало можливість визначити, що сфера інтересів дівчат – мода та краса, рукоділля та бьюті індустрія тощо; хлопців – спорт, тренування, музика, ігри тощо. Визначено, що гендерно-чутливі матеріали – це такі матеріали, що спрямовані на зменшення дискримінації за ознакою гендеру та висвітлюють гендерну проблематику у різноманітних сферах суспільного життя, зокрема у соціальних мережах. У статті представлені матеріали моніторингу, під час якого аналізувалась кількість гендерно-чутливих матеріалів в мережі Інтернет і визначено їх соціалізуючий вплив на учнівську молодь.

The article deals with the issues of highlighting the phenomenon of corruption in the regional media space. The relevance of the problem is due to the following: the great role of the mass media in shaping public opinion, the special importance of corruption-related issues for the average person, the demand for custom-made publications on corruption-related topics to fight competitors. On the basis of the content analysis, specific features of the coverage of corruption events in the regions of the Volga Federal District are identified. There is an interest in regional corruption issues, a low level of analysis of published materials and an emphasis on entertaining presentation of the material. There is a significant difference in the form and content of publications on corruption offenses in publications with different founders. It is concluded that the media image of corruption formed by the regional mass media is contradictory and one-sided. As a result, consumers of printed products have a distorted perception of the phenomenon of corruption.

This article intends to discuss and to analyze existing approaches between Literature and the Press. For that, we have looked for possible manifestations of the so-called literary journalism in the pages of the piaui magazine, demonstrating that the reports published in this periodical subvert boundaries towards the literary text. The dialogue between Literature and the Press is also present in piaui through the propagation of poetic texts by different authors, demonstrating that the media space includes things without commercial value, which society often rejects, such as poetry.

Musical culture plays an important role in the formation and development of the individual and is conceived as a space of dialogue, a space of spirituality. The media image of real reality formed in the media arises on the basis of the collectively developed semantic field of the presented information, which fixes the values of the perceiving audience in the process of their actualization. The mechanism of valuable media space functioning is available to relevant persons with their understanding of the cultural, political, social situation that recognizes the majority of the audience, individual vision of the leader (real or imaginary) elevated to the rank of Zeitgeist. The semblance of reality, a simulacrum is born when a real event in the consumer's mind is not comparable in scale to how it is presented in the media: complex life problems are simplified, overgrown with an imaginary value context, and the insolubility of contradictions is removed, offered in the form of a ready-made answer in an accessible package, thereby real reality is mythologized. An important place in the media space is occupied by modern musical discourse, which performs an informational and evaluative function based on the use of certain language means in music reviews, digests, essays, creative portraits of musicians, art chronicles, reports, music programs, documentary audio and video films, etc. Musical discourse in the modern media space is presented in three categories: professional, profane and mixed. The phenomena occurring in the modern media space, such as the growth of fan culture, the abundance of blogs, bloggers, etc., indicate the predominance of non-professional content over professional, the expansion of which requires solving new ethical, philosophical, educational and upbringing problems. Music programs broadcast by the Kultura channel: «Absolute Hearing» (presenter – Gennady Yanin, «Not dull Classics» (presenter – Sati Spivakova) etc., restore thesocial significance of art on the basis of respect for the creators and their work, revive the educational principles of domestic music-critical journalism, perform an important function of «service to music».

In modern society as a result of the processes of globalization of both the media space and the educational environment, the need for learning the English language is actively promoted. The economy of the new information, communication and technological level makes special de-mands to the modern person. They must be a versatile personality who knows how to find neces-sary information, criticallyanalyze it, navigate well in the media space and know a foreign lan-guage. This article discusses the possibility of creating such a model for conducting English languageclasses which would contribute to the formation of media educational competencies in students of various fields of training that meet the requirements of the modern digital economy. The authors of the article suggest that this problem can be solved by using media education technologies during English classes. The authors analyze in detail the use of the original content of the TED Talks portal, which for 5 years (since 2016) has been usedat English language classes with students of non-linguistic specialties at Bunin Yelets State University. The authors are confident that this ap-proach allows students to more actively immerse themselves in the language environment, get better acquainted with cultural realities of the country of the target language and listen to mod-ern live English speech. The article describes the development of an integrative lesson for students of the depart-ment of journalism, where the media content of the TED Talks portal is used. It is concluded that modern education requires closer integration of a foreign language and media. This can be partly realized by the systematic use of the modern content of the TED Talks portal, which con-tributes not only to the development of language skills, but also teaches to critically analyze me-dia materials of various genres and create own communicative media product.

The study identifies the relevance of effective professional training of future teachers in the field of preschool education, in particular, the preparation for using media space in the educational process of preschool education institution. The content of one of the main concepts of the study — “media space”, which is defined by us as the space of a set of individual, collective entities, social institutions in the production, existence, circulation of audiovisual (electronic) information, is clarified. Modern media space includes television (terrestrial, cable, satellite, etc.), radio, printed media, movies and videos, DVDs, CD-ROMs, e-mail, computer channels and the Internet. The content of the basic concept of the study “readiness of teachers for using the media space in the educational process of preschool education institution”, which we consider as a holistic integrative, rather embedded in content personality quality, which is a set of values, motives, knowledge, skills, personal professional qualities that determine the effectiveness of the use of media space in the educational process of preschool education institution. The peculiarities of the organization of media space in the conditions of preschool education institution are outlined. On the basis of the analysis of curricula and work programs of educational disciplines of a number of Ukrainian universities, the state of formation of researched readiness of future teachers in the field of preschool education in the conditions of university pedagogical training is investigated. Based on the analysis of the educational activities of teachers of preschool education, the features of their readiness regarding the use of media space in the educational process of preschool education have been studied. The need for further improvement of the educational process to form the readiness of future teachers to use the media space in the educational process of preschool education institution and optimize their independent activities in order to effectively develop the studied professional quality.

The media representation of the activities of political leaders in the media is not well studied in science currently. The article fills this theoretical gap by examining existing scientific research and the approaches to the representation of politicians reflected in various sources. The purpose of the paper is to show what approaches to the representation of the activities of political leaders exist in the modern theory of media representation. The article examines the main research approaches to the media representation of political leaders. Since journalism creates political discourse, partly spontaneously and partly deliberately, there are many approaches to representing the activities of political leaders in the media. Given that some of the content about political leaders is created spontaneously, research approaches that describe a more thoughtful approach to generating political content in the media are especially interesting in this study. In Russian scientific research, there are no classifications of research approaches to the representation of the activities of political leaders; accordingly, this research has a novelty. Moreover, the study is one of the first on the topic of media presentation of the activities of political leaders. This process and its results are poorly covered in Russian science. The paper uses methods of classification and comparative analysis. A classification of approaches used in various sciences and describes the specifics of media presentation is proposed. The classification is based on the idea that media representation is an important social process that is comprehended not only in the theory of journalism. The comparative analysis is carried out when comparing theories of media representation. The conclusion is made that such an approach as modeling is the most interesting from a practical point of view; modeling helps to increase the responsibility of journalists and a more conscious approach to representing the political life of society. Modeling the representation of the activities of political leaders suggests that the creation of content about political leaders will become less spontaneous, more orderly. Modeling can help create a benchmark for a more adequate representation of the activities of political leaders.

This article is devoted to the study of the functional features of the media space in Kazakhstan under the rapidly changing globalization trends and information confrontation of world powers. Since gaining independence, Kazakhstan is striving to create its own independent information space. The process of information space formation in the country has several traits, such as low competitiveness of national news agencies, slow development of the regulatory and legal framework in the field of information security, high politicization, including the language issue. These features occurred due to the heterogeneous language environment, the problems of the formation of national independent news agencies, the challenges of globalization, the most pressing of which is the growing influence of global media. In this article, authors touch upon the transition of Kazakhstan to the Latin alphabet, as well as the views of Western, Russian and Kazakhstan researchers on the current state of the media landscape of Kazakhstan. Authors justify the need to work out ways to minimize external information impact on the media landscape of Kazakhstan that is still undergoing media transformation processes.

The article reveals the essence of the concepts of "media literacy", "infographics", highlights the importance of information graphics as a method of providing complex information in the process of training future professionals. It is emphasized that the issue of using infographics in the context of the formation of media literacy of future professionals needs additional attention. It is noted that in the era of powerful development of information and communication technologies, specialists of any specialty must have media literacy as one of the important components of professional competence, freely navigate the information transmitted graphically. It is emphasized that infographics are a mandatory component of almost every information material, as they provide visualization of content, speeding up the perception and optimal use of information. ICT is an important factor in shaping the labor market and providing students with educational services in higher education institutions. The formation of media literacy in future professionals using infographics as a means of visual communication in the modern information and media space - an urgent problem in the context of training. Medialiteracy contributes to the effective purposeful use of the necessary adequate information, a conscious analytical approach to its application. Attention is drawn to the fact that providing organizational and pedagogical conditions for creative approach of students to independent creation of infographics contributes to the formation of professional competencies, media literacy, ability to perceive and transmit a large amount of necessary information, design it in a visually attractive and understandable deep sense.

The analysis of the draft law On Media No. 2693, submitted for consideration by the Verkhovna Rada of Ukraine in December 2019. The official reason for its development was the lack of working mechanisms to ensure information security and protection of the national media space of Ukraine in a hybrid war. The main task of our study is an attempt to determine the place of the bill in the reformed system of legal regulation of the media in Ukraine, from a position neutral to the process of the scientific community. (The following draft law On Misinformation, which is also under consideration by the Verkhovna Rada, speaks in favor of a systematic policy of reforms in the media sector of Ukraine). To this end, a detailed content analysis was conducted, which showed that the potentially ambiguous wording of the adopted document at the stage of its enforcement leaves the regulatory authorities free to interpret them depending on the interests of the parties, rather than on the letter of the law. The key to understanding the risks associated with its entry into force is the section on the National Television and Radio Broadcasting Council of Ukraine, which will have jurisdiction over all aspects of the country's media structures, including economic ones. Thus, the proposed material may be of interest and be considered as a contribution to the development of criteria for a comprehensive scientific analysis of the legislation governing media structures, while the need for the participation of the scientific community in the development of such documents and public discussion at the stage of their preparation is obvious.

The article analyzes hate speech definitions as linguistic and cultural phenomena in the context of an interdisciplinary approach, and describes features of linguistic resources distribution in the texts with the hate speech. The paper deals with the functioning of the concept “hate speech” in the regional media space of Ukraine and Bulgaria. The authors define the causes of the hate speech usage in the media texts and study the hate speech as the source of the modern vocabulary. The article gives deeper understanding of the essence of the concept “hate speech”, more clearly defining its boundaries, reasons for distribution and the main features of the functioning, considering the interdisciplinary approach to its interpretation. The research describes the features of an editor's work on the texts with the hate speech and methods of its neutralization, as well as proven discriminatory manifestation of hate speech in political neologisms as “refugee”, “migrant”, “internally displaced person”. For implementing the goals and objectives of the study, the complex of methods has been used: system approach, monitoring and analysis of the media texts in the regional media, summarizing the results of the analysis.

The article is devoted to the study of innovations denoting the phenomena of COVID-19 in the media space of Ukraine. It is noted that media discourse actively responds to modern social challenges, so linguo-creativity in the media space is aimed at finding new realities, new feelings and psycho-emotional states, as well as a response to stressful situations and protection from it, and linguo-creativity reveals features of person’s language thinking. It was found that the most commonly used words in the media space are coronavirus and COVID-19 / COVID, quarantine, which became the motivational basis for innovations. A list of recorded new lexical tokens is given, but it is noted that the list of inventoried COVID neologisms in the language of media texts is not exhaustive, because as long as the topic of coronavirus is the top world news, new words will be created. It is emphasized that the observation over innovations concerning coronavirus pandemic will give the possibility to draw conclusions about which of them will go through the stages of socialization and lexicalization, and which will be a random, peripheral phenomenon.

In the international media space the issues of ensuring information security of the state is inseparably interrelated with the political, economic and legal guarantees for exercising freedom of speech and expression. The problem of ensuring the information security of any state is one of the most important aspects of its foreign policy, since it is the information sphere that is today considered to be the most important object of application of the activities of various participants in international relations. In connection with the rapid development of information technologies, threats of a new type are emerging - threats to information security on a national scale, respectively, the state must respond quickly to a changing situation and take decisive steps to organize a coherent complex information security system. The article analyzes the main approaches to providing information security of the country, formulated the goal, tasks, functions, principles of ensuring information security of the country

In modern conditions, legal consciousness has acquired the role of a dynamic factor in lawmaking and law enforcement. The development of the legal space, the understanding of law as a “moment of rest,” and its anticipatory impact on the processions and stages of the development of legal consciousness in the context of socioeconomic and other changes are characteristic features of the present day. These features imply accounting for the types of legal consciousness that reflect the common interests and interests of different strata of society. Overcoming the passive attitude of people and strengthening the constructiveness of their activities require the development of a mechanism to analyze the levels of legal consciousness. Vectors of the development of legal consciousness such as mutual influence, consciousness and behavior in the national legal sphere, and the impact of international and foreign law on legal consciousness are considered, and the role of digitalization and the media space in these processes is characterized.

With the rapid development of the new media field, based on the high-speed perfor-mance of 5G networks, the development scale of mobile Internet online reading blowout has been realized. In modern conditions, the quality of data published in the media space requires careful analysis so that the consumer can consciously assess the reliability of the facts presented. This article takes the promotion content of digital reading in college libraries as the main research object, combined with the development environment of new media in the 5G era, and uses Douyin short video as the main promotion form to provide some insights and content for the current digital reading content in college libraries. idea. for reference only.

Yelena Vartanova is the Dean of the MSU Faculty of Journalism. She is a professional in the field of media studies, engaged in research into the intellectual character of media space, media impact ...

PurposeThis paper aims to answer the question of how the Polish representatives of social communication and media sciences communicate the most recent scientific findings in the media space, i.e. what types of publications are shared, what activities do they exemplify (sharing information about their own publications, leading discussions, formulating opinions), what is the form of the scientific communication created by them (publication of reference lists' descriptions, full papers, preprints and post prints) and what is the audience reception (number of downloads, displays, comments).Design/methodology/approachThe authors present the results of analysis conducted on the presence of the most recent (2017–2019) publications by the Polish representatives of the widely understood social communication and media sciences in three selected social networking services for scientists: ResearchGate, Google Scholar and Academia.edu. The analyses covered 100 selected representatives of the scientific environment (selected in interval sampling), assigned, according to the OECD classification “Field of Science”, in the “Ludzie nauki” (Men of Science) database to the “media and communication” discipline.FindingsThe conducted analyses prove a low usage level of the potential of three analysed services for scientists by the Polish representatives of social communication and media sciences. Although 60% of them feature profiles in at least one of the services, the rest are not present there at all. From the total of 113 identified scientists' profiles, as little as 65 feature publications from 2017 to 2019. Small number of alternative metrics established in them, implies, in turn, that if these metrics were to play an important role in evaluation of the value and influence of scientific publications, then this evaluation for the researched Polish representatives of social communication and media sciences would be unfavourable.Originality/valueThe small presence of the Polish representatives of the communication and media sciences in three analysed services shows that these services may be – for the time being – only support the processes of managing own scientific output. Maybe this quite a pessimistic image of scientists' activities in the analysed services is conditioned by a simple lack of the need to be present in electronic channels of scientific communication or the lack of trust to the analysed services, which, in turn, should be linked to their shortcomings and flaws. However, unequivocal confirmation of these hypotheses might be brought by explorations covering a larger group of scientists, and complemented with survey studies. Thus, this research may constitute merely a starting point for further explorations, including elaboration of good practices with respect to usage of social media by scientists.

The purpose of the article is to determine the influence of American news reporting on the current state of the media space in Ukraine within the cultural aspect. The research methodology provides a cultural approach, which includes the analysis of changes in Ukrainian society and the transformation of news reporting. Reporter methods were used to perceive and interpret news and the journalist’s news work. The analytical approach has helped to identify the influence of the American model of news reporting on the intellectual culture of Ukraine. The modelling method was applied for impact analysis of Ukrainian news reporting future model within the media space. Comparative analysis was used to compare American and Ukrainian models of news reporting. The scientific novelty is that for the first time, the cultural aspect of American model impact on the modern Ukrainian media space was studied and the future model of Ukrainian news reporting in the media space was predicted. Conclusions. It has been proven that with the project influence, media culture reaches a new level in cooperation with the media. Mass culture and postmodern media discourse have become attributes of contemporary Ukrainian culture. The entry of the news genre into a new phase of development allows us to qualify them as a subsystem that is the object of influence of the culture of society, and as its subject. At the same time, the media is a channel that influences cultural priorities and changes in the attitude of mind. And, the genesis of Ukrainian news reporting, as a subsystem of culture, has added new qualities that have signs of autonomy, secrecy and generalisation.

Using the example of literary-specialized blogs the article shows the gradual virtualization of readers' practices, the changes in book perceptions in the media environment, and the overall mediatization of Russian book culture. The main problem raised in the article: how digital technologies transform book culture, what are the specifics of these changes, and is it possible to preserve the key meanings of the Russian book culture in the context of convergence of traditionalism with the new cultural reality. The purpose of the article is to consider literary blogs and podcasts as book media formats in the context of the global cultural agenda and changes in the field of Russian book consumption. The author treats different aspects of book's phygitalization and digitalization, its rootedness in the media space and the need for media support; compares popular online readers services and media projects on reading popularization. The main conclusions are: it is impossible to imagine modern readership outside the media and blogosphere, primarily due to their high communicative capabilities. Book services provide a virtual platform for discussing what is read, initiating a dialogue; blogs are one of most popular and effective tools for orientation in the literary process and the development of book communication; blogosphere changes the perspective of the perception of book culture, offers non-standard approaches to its understanding.

Book functioning in the modern society, called by the researchers not only as an information but also a media one, has changed. Book and media are considered as unique phenomena the essence of which being reflected in sense-filled notions. The aim of the article is to reveal the place of book in the media space. Its tasks are: 1) on the base of modern home and foreign dictionaries and encyclopedias to show the difference in approaches to definitions and expose the content of the concepts “book” and “media”; 2) to demonstrate the specifics of the book entering into contemporary media sphere both on the level of its transformation into new existence forms in the electronic environment and on the level of its being as an independent unit in the form of a printed book; 3) to establish the possible methodological approaches to the investigation of the problem and suggest the methodology of transdisciplinarity as the basic one. Methods used are: theoretical analysis and generalization, terminological analysis, transdisciplinary approach. The term “media” describes the whole sphere of activity (“media sphere”) in the centre of which are means of information and communication, social institutes, dealing with the content production and delivering it to the public. The book is included into this sphere transforming its form into a new electronic one and getting benefits through the variability ofelectronic resources, virtuality, a new language and communicative formats. A printed book with its great number of valuable properties, first of all ability to influence inner cognitive and psychological perception structures while reading faces significant difficulties in its publishing and dissemination; it’s transferred into the second row of information policy and mass cognition. Thus, it’s methodologically important to consider book in any form as a significant element in the modern media sphere. It’s promising to use the transdisciplinary approach to book research when it is studied not by aspects from the viewpoint of this or that discipline but as a whole using all acquired knowledge.

The word "show" has long and firmly established itself in the modern media space and our everyday life. The scientific discourse uses not only constant expressions like show business, but also fairly new ones, including show industry, show politics, show discourse, show civilization, show content, show didactics. All these "doubles" imply the active introduction of show technology into the relevant social-cultural spheres. Most researchers trace the show's historical path from ancient sights, and its biological prerequisites boil down to "social imprinting" — an innate tendency to copy the behavior broadcast by a leader. Let's agree that traditional sights have always shown a form of mass communication, and therefore directly related to the mass consciousness of the participant-viewer. Researchers choose different criteria to define the concept of "show": characteristic features of any spectacle in general, postmodern specificity, communicative component, sociocultural features, ontological dimensions. Such a panorama of approaches testifies not only to the magnitude and versatility of this phenomenon, but also to its deep penetration into all spheres of society. This is due to the show technology mentioned above. Undoubtedly, the leading broadcasting channels are television and the Internet, as they show the highest degree of visualization of retransmitted information. Even those art shows, which are filmed in stage (concert) conditions and are already spectacular in their origin, acquire in their screen embodiment new powerful features of interactivity, emphasized expressiveness. Show-technology, which allows to manipulate the attention of the viewer, involves the temporary distraction of the viewer from the pivotal, main theme due to the shift of emphasis towards minor elements, phenomena, events. Such clique of the show is determined by its structural fragmentation, a peculiar "injection of novelty" from everywhere, a kaleidoscopic impression, a constant violation of "unbreakable" rules. An interesting paradox is observed: in order to keep the viewer's attention, the show must always divert it from the bar to additional, parallel levels, but to do so with an increased degree of expressiveness. Such expressiveness is provided by media resources, using the maximum degree of visualization, outrageousness, sensationalism, simulation. In fact, a media frenzy, boom, information fever is created around people or events that do not attract attention by themselves. A successful, popular show becomes such because it shows the viewer unmet needs — in love, respect, self-esteem, involvement in social-cultural activity, awareness of belonging to a certain social group, self-expression, rest and entertainment, emotional relaxation — and satisfies them. In its highest manifestation, this "viewer orientation" turns into a powerful show-anchoring technology. This psychological term means a conscious or, more often, unconscious, installation that engages a person (the anchor itself), fixing in it a strong conditional reflex connection. In an art show, it is often a forced memorization of certain images or symbols, the repetition of which will cause the person a specific emotional response that the manipulator needs. It is clear that such anchoring makes it possible for the anchor viewer to control it further. Using powerful methods of psychological influence on the audience of the show, such as suggesting, imitating, pressure under the guise of persuasion, show technologies thus become a powerful means of shaping the viewer's worldview and perception, the leverage of manipulating his consciousness and affection. The whole set of show technologies (discussed above and others) in action can be represented as a conditional scheme of the process, the leading feature of which will be increased manipulability at each subsequent stage: information about — popularization — advertising — propaganda — information terror. The global penetration of show technology into almost all spheres of public life that we are witnessing today makes the scientific discourse around the phenomenon of showmanship possible. The fast pace of showmanship and the powerful activation of show production are explained by two interdependent factors: on the one hand, show technologies are aimed at manipulating the viewers and making certain changes in the minds of the communication subjects (through "addicting" the viewer to a particular TV show), on the other — the viewers themselves manipulate the makers of the television product in some way (with their interest, lively interactive participation, high viewing rating), stimulating the continuation of their favorite shows in the coming seasons and creating new ones. Such interdependence leads to the fact that the entertaining and hedonistic functions of the art show gradually lose their primacy, and the stage involves managing the consciousness of the viewers and the multi-vector manipulation of their interests and appraisals, emotions and mood, and in general — the public position.

OBJECTIVE The aim: The research consists in the theoretical substantiation and experimental verification of the cultural and mental transformations of senior pupils under the influence of works of art, the media; highlighting the steps of forming the media literacy of pupils in the lessons of Ukrainian literature and in the after lessons in the process of independent activity of pupils to acquire their values and moral orientations. PATIENTS AND METHODS Materials and methods: The complex of methods is used in the work: general scientific (analysis, synthesis, simile, comparison, systematization, generalization) and empirical (observations, conversations, questionnaires). RESULTS Results: It is established, that media tools have manipulative character in the minds of teens, which is both destructive and constructive and also carry propaganda of deceptive spirituality ; education and science are the main tools to counteract speculative juggling of information. The necessity of formation of media literacy, media competence, their theoretical and methodological foundations for the protection of senior students from emotional manipulation is substantiated. The author's vision of the definitions of "manipulation" of consciousness, "media education" is presented on the basis of research of scientific sources. Significant is the proposed steps to overcome stress as a result of emotional and cognitive transformations. CONCLUSION Conclusions: Educational activities of teachers, aimed at understanding of the media manipulation means by the pupils, the essential features of the art of words, will promote to preserve the health of pupils, serve the formation of their moral values, the formation of media literacy and media competence.

Today, the “data journalism” in the global media space has emerged as an independent direction with its own goals, objectives, and specifics. Specialized data departments in large media are increasingly appearing, and reporters working with “Big Data” are called data journalists now. There are studies in the scientific community on the data journalism in the USA, Russia, and European countries, but only a small number of such materials are devoted to data projects in Latin America. Meanwhile the data journalism in that part of the world has been actively developing since 2012, and such publications comply with all standards of high-quality analytical material. The article is based on an analysis of the data journalism of the three countries, Argentina, Brazil and Mexico, because their projects regularly receive prestigious awards and are recognized by the international community. In particular issues of the thematic diversity of the data materials, work methodology, format features of publications are considered.

In the context of media space digitalization, issues of using multimedia in audiovisual works and in screen arts become increasingly important. Evolutionary processes in audiovisual production form a new system of expressive means, determine the scope of modern multimedia, transforming them into a new communicative space. The article notes that the gap between the intensity of the introduction of this type of creativity and lack of theoretical justification of the process is due to the rapid formation of a new artistic environment, its adaptation and relevance. The purpose of the article is to analyze the exploration of the new type of communicative space, change and adapt the art form when introducing multimedia into the movie plot. The author gives a generalized description of the interaction of the viewer with a work of art, equipped with elements of interactivity, which is represented in the creative dialogue of the artist and the consumer. But the design format involves fundamental knowledge in the field of cinema and practical skills when using technologies in screen arts. In the section on practical techniques for implementing multimedia, the author focuses on the short stories developed by the teachers of the Department of Animation and Computer Graphics for training multimedia directors at VGIK. Taking the work of VGIK students as an example, the article substantiates the integration of theoretical knowledge and practical skills in teaching students whose training is based on common and fine culture in combination with the skills of using digital technology. The article touches upon the education of a multimedia director an auteur and professional, capable of realizing their plan with audiovisual means involving the transformation of screen time and space, which is a difficult but important educational task in digital time.

The article discusses the stereotyping and mythologization of the image of Russia, identified as a result of an analysis of the modern Spanish press. The empirical base of the study consists of articles of electronic versions of socio-political newspapers “ABC”, “El Pais”, “El Mundo” from 2014 to 2018. The considered time interval is associated with significant changes in international relations and the emergence of differences between the West and Russia on key issues of its foreign and domestic policy. Immediate response of the international community to the actions of Russia has contributed to fundamental changes in its perceptions about the global media space. An important component of the image of the world in the media sphere is the image of the state, which is created primarily through the media. It is formed on the basis of actual events of the surrounding reality, reflects their dynamics, expresses the public consciousness and influences it. Creating a media image of Russia, Spanish newspapers rely on stereotypical ideas and myths about it existing in the West, and also take part in the creation of new ones. Stereotyping and mythologization form a specific negative perception matrix, which negatively affects the image of Russia and demonizes it.

Media is an important aspect of the socio-cultural field of modern human. The flow of media information tends to continuous growth and development, penetrating all spheres of human life, realizing the phenomenon of ubiquity. Gradually, this phenomenon takes on the function of creating a cultural environment and also draws the individual into the process of global creativity.At the same time, media culture remains a contradictory phenomenon capable of forming anonymous positions regarding cultural, artistic, moral values, etc. Thus, the media field carries with itself the potential for destruction, which can extend primarily to the spiritual and moral realms of human existence.However, the main functions of modern media culture are positive.Today, the problem of media culture is a vast industry that attracts the attention of researchers. New theoretical concepts and approaches to the study of outlined issues are emerging.An important role in the study of different aspects of media culture and the formation of the foundation of a modern understanding of media reality play the research of V. Benjamin, J. Baudrillard, M. McLuhan, G. Marcuse, Z. Krakauer, O. Astafieva, O. Baranov, V. Vozchikova, I. Zasursky, N. Kirillova, A. Kostina, K. Razlogov, V. Savchuk, K. Tarasov, L. Kogan, Y. Usov, A. Fedorov, N. Khrenov, M. Yampolsky, I. Chelysheva and others. These authors conducted research that helped to identify the main patterns and key trends in the development of media culture.Defining the notion of media reality and media space requires the study of the work of scientists in various fields of science, including philosophy, history, sociology, etc. Such works are the works of P. Bourdieu, G. Simmel, V. Ilyin, L. Ionin, P. Sorokin A. Filipova, A. Jacobson.Various theoretical concepts of mass media, studying the concepts of media reality and its representation, in particular, and detailed studies of the theory of communication, are present in the works of G. Bakulev, M. Vasylik, J. Nikolaev and others.Some aspects of mediareality problems are considered in the works of Zh.P. Verillo, J. Deleuze, J. Derrida, N. Luman, M. McLuhan, M. Foucault, V. Konev, O. Kuznetsova, S. Lishayev.Issues under consideration are also in the field of attention of Ukrainian researchers, in particular, V. Golovey, M. Zhurba,N. Zrazhevskaya, V. Ilganaeva, V. Isayev, T. Lugutsenko, M. Mazorenko, D. Petrenko, B. Potyatinnik, L. Starodubtseva, G. Chmil and others.A comprehensive study of the concept of media culture as a factor that can directly influence the formation of the image of reality in the public consciousness, seems to us an important question today. In particular, the issue of the historical development of audiovisual, that is, on-screen, media culture, which becomes the main media environment, is particularly relevant.The formation of the modern media culture originates from the invention of photography and cinematography. The development of these phenomena as technologies and the increase of their aesthetic potential created the basis for the emergence of television and digital art, whereby the development is in the direction of increasing the potential of interactivity.The advent of technogenic arts allowed humanity to enter a new - iconic - era of media culture. With the development of media, specific expressive means have emerged. Today media culture has ample opportunities to represent media reality. Technologies that were intended to serve as a means of copying reality began to transform it. In line with further technological advancements, technogenic arts are taking on new functions, significantly expanding the possibilities of constructing the surrounding world.

The Russian Federation has been carrying out long-term and successful disinformation and propaganda activities against Ukraine. Due to its powerful, state-supported media structures, it is able to impose its vision of reality on its respective audiences. The purpose of this article is to determine the lexemes and topics of the “landscape” of analytical reports produced by Russia Today (RT) in 2018–2020. Lexemes and topics lay the groundwork for the RT propaganda discourse aimed at interfering and disbalancing Ukraine’s media space. This paper, based on quantitative and qualitative analysis, focuses on (1) the vocabulary structure of analytical materials, which may indicate Russian priorities, and (2) the thematic content (hidden topics) of RT messages. The RT analytical reports titles and relevant metadata were analyzed. The body of data was subdivided into periods of presidencies of P. Poroshenko and V. Zelensky. The authors argue that personalities do not play a significant role in the Kremlin’s attitude toward Ukraine; only the Ukraine-Russia opposition is decisive, in which the RF assigns Ukraine the only acceptable role as Russia’s “puppet.”

The article provides the analysis and problems of career guidance work in an open information environment which is characterized by such a phenomenon as “informational noise” (information impact on a person). Modern people are involved in various kinds of information flows. The constant exposure to information, sometimes unnecessary and distracting, does not contribute to making a conscious, rational choice in many crucial life areas, including the choice of a professional path. The information impact experienced by an individual contributes to their rethinking of the role of traditional ways to obtain information and advice about their life, therefore, in order to provide a professional approach to helping in choosing a profession, various electronic information resources should be explored. Today, practicing counselors are faced with the task of correctly positioning career guidance in the media space. It is shown that counseling on the choice of a future profession (or education) should take into account the psychological characteristics of information perception in conditions of informational noise. Career guidance should be perceived in the public mind as a tool for identifying individual, personal, professional predispositions. Specific recommendations for building career guidance work in the modern information society, including the possibilities and advantages of the system of lifelong career guidance, are given. It is shown that the way of presenting information about professional self-determination in the process of searching for a professional vocation must meet the requirements of accessibility, reliability, information content, and interactivity.

The article is devoted to the coverage of issues of religion and spiritual life of society in the modern media space. The authors note that the media and religion, being autonomous entities, are in a complex interaction, in which one can find both features of cooperation and competition. At the same time, in the media epoch, religious confessions recognize the capabilities of the media for adequate and effective preaching. In contrast, the media often make religion a target of scanning and broadcasting. Mediatisation of religious discourse is of particular importance in the post-Soviet space. To study this phenomenon, materials from a high-quality domestic publication “Izvestia” were used. It is becoming obvious that Russian society is now going through an active process of the formation of religious ideas, carried out mainly through the media. It can be concluded that most of the publications have an obvious newsbreak and are tied to specific events or dates based on the thematic variety of materials on the religious agenda. Although some topics about the Religious processes are covered in the newspaper, it should be highlighted a number of articles that addressed to journalists to create a more balanced and summarized presentation of the Religious agenda. Firstly, it is expanding the range of denominations covered by the newspaper to form an objective Religious landscape; secondly, it is the increase in the number of analytical materials on the presented topic that will lay the foundation for the analysis of religious processes by society.

The purpose of the research is to investigate the problems of the genre in modern media discourse. Research methodology. When writing a scientific article, research methods are used: analysis and synthesis (analyzed and systematized the work of the interview genre have been analyzed and systematized), a comparative method (parallels of interviews in the world and Ukraine have been made), generalization and systematization (summarizing has been made due to practical knowledge and work with diverse literature). Scientific novelty. This article is relevant today, despite the huge number of ready-made materials and articles. Scientific work will help to understand the essence of conducting one of the most complex genres of information journalism and will demonstrate the problems of interviews in Ukraine. Conclusions. During the study of the interview genre in the modern media space, the problems of the interview genre were analyzed through scientific works. It has been established that interviews are a special genre in modern media discourse that helps to reveal or create something completely new and show another angle of the interlocutor. Being one of the leading genres on television, the interview makes a significant contribution to the growth of popularity in a modern environment on the leading channels of the country. Psychological factors have been disclosed, which contribute to the success of communication with a guest; potential problems, the main difficulties faced by the interviewer have been outlined. It has been proved that during the conversation, important moments that turn into information are revealed. The fact that in modern information space, especially in Ukrainian media, there is a lack of qualification of leaders during interviews, is accentuated. Based on them, we summarized the main problems and features of the interview genre. As a result, while working with the article, we have made a conclusion about the main problems of the genre on modern television.

According to the theory of Boczkowski-García-Perdomo, the specificity of the digital activity of regional television is analyzed. The trends inherent to digital regional TV journalism are first identified as global, and then they are analyzed in detail on material of the three TV channels of the city of Dnipro, Ukraine. We choose three TV channels for the analysis: “UA: DNIPRO”, “34 channel” and “Vidkrytyy”. The choice of channels stems from the fact that "UA: DNIPRO" and "34 Channel" have a long history of operation, steady TV audiences and a certain reputation in the regional media space of Dnipropetrovsk region. These channels began their activities in traditional, broadcast TV journalism, which is considered the main one for them. Digital practices are being introduced into the news production process in parallel with the main activity. The “Vidkrytyy” is a channel created less than 5 years ago from scratch as a private one. The newsroom first launched the website, then they started the online broadcasting, and only over time, the broadcast on the city's cable networks was launched. Thus, digital journalism has been and remains an important component of the channel's television activities. The conclusions confirm the fact that the chosen theory cannot be used without taking into account the specifics of the media sector.

Relevance of the research is motivated by the necessity of communicative and strategic types of linguistic and mental manipulations’ definition in the modern information and media space, setting of priorities of some of them, the qualification of the tactics of latent manipulation in order to reveal its separate mechanisms as well as recognition. Question of general and communicative and linguistic manipulations has been affected by a number of valued works on psychology, sociology, philosophy, and linguistics (O. Aleksiievets, E. Benveniste, G. Le Bon, T. van Dijk, S. Kara-Murza, V. Klemmperer, T. Kovalevska, D. Makkvil, N. Fairclough etc.). The peculiarities of the influence and subordination of mono- and/or polylinguoperson with the study of the political text cognition (D. Abrams, T. Semashko, M. Hogg and others) as well as its linguopragmatics were also actively investigated (I. Golubovska, O. Dmytruk, L. Shevchenko, O. Yashenkova). Aim of the study is to identify the main communicative and strategic types of linguistic and mental manipulations with the tracing of the peculiarities of the implementation of certain hidden manipulative tactics. The stated goal defines the need for solving the following problems: 1) to describe the concept of manipulation in the modern linguistic and scientific paradigm; 2) to trace the correlation and/or non-correlation of the concept of manipulation in various sciences; 3) to qualify the main communicative-strategic types of linguistic and mental manipulations in certain discourse and political practices; 4) to characterize the effective potential of the defined communicative and strategic types of linguistic and mental manipulation in separate scenarios; 5) to outline the status load of the individual's behavior in the modern media manipulation space. Object of analysis is a variety of discourse and political practices, and subject is the communicative and strategic types of linguistic and mental manipulations in modern political discourse. Research methods are the following ones: descriptive method, interpretation method with the sequential differentiation of the poly-layer intra text plane and the generalization of the types of empirical discursive investigated practices, as well as the method of component analysis, the method of contextual analysis, the linguistic communicative method, the method of discourse analysis and the method of critical analysis. Novelty of the analysis consisted in the consideration of the communicative and strategic types of linguistic and mental manipulations in discourse and political practices, the tracing of the response of mono- and / or polylinguoperson to the use of appropriate linguistic manipulations. The theoretical significance of the analysis is determined by the justification of the communicative and strategic types of linguistic and mental manipulations, ascertaining the degree of their correlation with social inquiries, intentions and situations. Practical importance of the obtained results is motivated by the possibility of their use in courses on communicative, functional, cognitive linguistics, the study of linguistic technologies, consideration of actual issues of discourse study, writing of research on political, spatial, visual and multimodal linguistics. Modern communicative and strategic types of linguistic and mental manipulations are correlated with the relevant society inquiries and needs — the easy solution of extremely complex and controversial problems, the production of psychological attitude — are consistently implemented, since they correlate with social moods. The virtual reality of television is enhanced by the imitation potential because it is possible to simulate imitation, where the kaleidoscope of events, clips, enhances the sense of swiftness, the exclusion of the reflection need, the structuring of cause-conditional, conditional-consequential, reason-tolerant or other varieties of logical relations. The ultimate manifestation is man’s suspension from life → from real life. A corresponding language is needed in order to accomplish this task; therefore, the modern objective-subjective grammar is also based on modern and postmodern advertising and clips, kaleidoscope and colloquial verbalization run of news, chronicles of events with support on the semantic space of the used lexical units. The entire media stream must be qualified as a "secondary derivative" (according to S. Kara-Murza), where other vital measurements are produced, transposed into reality, imposed on the latter. It's not about the features of television technics; in fact, the integrity of the television (and / or internet) product, where the verbal and visual interpenetrate, where they are mutually complementary, where the addresser (Waldo) speaks better and more clearly than the real communicants. Transferring the out-of-screen (↔ virtual) language ↔ action into the real world becomes extremely necessary. Another thing is whether suppressed will, self-expression of the viewer, reader (↔ recipient), speech production, possession of it in its entirety, civil society should give an answer, which is related to another aspect of study. Prospects for the study of communicative and strategic types of linguistic and mental manipulation are outlined by the needs of generalization of the features of the modern informationally saturated society and the status of the personality in it with its linguistic and mental intentions, as well as the study of the tendencies of transforming by the media resources of the individual into something with an unlimited potential of influence on the latter. An analysis of the possibilities of the individual contacts narrowing with a manipulator or a potential manipulator with the linguo-person formation of counteracting “theater of temptations” played by manipulators, diagnosing the capture, distancing from it, differentiating levels of semantic transparency with the recognition of semantic voids and semantic filling. It is necessary to create a complete information and semantic filters for completion of declared and other tasks, which is possible, provided that the research covers the maximum number of results of discursive practices – texts of different genres, via continuous examination of their space.

Facebook is one of the social media (socmed) platform that’s famous to people globally. Facebook has a Fanpage that can accommodate limitless friendship. Millenials of santri are also Fanpage users. Fanpage Santrionline is a media used to communicate amongst santri Nusantara. This article based on qualitative research with a descriptive analysis approach. Its research method was virtual ethnography and cyber media analysis. This analysis method consists of four levels: first, media space level, that used by santri to communicate, learn Islam, and do business. Second, the media archive level is an alternative narration to communicate a peaceful message. Third, media object level, media to interactive communication amongst the communities. Fourth, experiential stories, and experience to learn Islam amongst the followers of Fanpage Santrionline.

The article presents a system of indirect method to present high quality products and services that are used in the texts of modern commercial advertising. Direct and indirect presentation models of high quality are described, as well as subtypes of these models. Among the indirect method of presenting the quality of goods and services, the model identifies high quality with an appeal to an expert, through correlation with price, with an appeal to a narrow segment of the target audience, and also with an appeal to the authority of the producing country. Among the method of quality presentation with appeal to an expert, five models are designated: an appeal to a professional expert, to a media personality (star), a representative of the target audience, a character and a blogger. The method of presenting quality in relation to price is divided into two subspecies: the model price is low, quality is high and the model is price is high, quality is high. The method of presenting quality with appeal to the authority of the producing country is divided according to the nominations of certain producing countries; the most popular among them are designated Germany, Switzerland, Sweden and Japan. Some conclusions about the effectiveness of certain models and their subspecies were made. The study was carried out on the material of 474 advertising texts collected by direct sampling. Advertising texts were used, appearing both in the virtual space and media space, and in the Samara city space. The results of the presented research are recommended for practical application in commercial organizations advertising activities.

Мета дослідження – проаналізувати основні тенденції та принципи впливу розважального контенту на українського глядача. Методологія дослідження базується на застосуванні системно-комплексного підходу до розгляду даної проблеми, в рамках якої розглядається цілий спектр культурологічних, професійних та психологічних аспектів, які впливають на глядачів під час перегляду розважальних програм. Наукова новизна результатів полягає у детальному аналізі сучасних розважальних програм у медіапросторі України та виявленні основних тенденцій та принципів їх впливу на свідомість українських глядачів, які щоденно дивляться телебачення. Висновки. Отже, розважальні програми покликані заохотити глядачів до змін особистого життя та показу різних життєвих ситуацій, згідно з якими глядач розуміє власні помилки та переосмислює світ в цілому. Крім того, українські розважальні програми піднімають соціальні теми та прагнуть покращити життя населення в цілому, даючи їм правильний приклад для наслідування., The purpose of the research is to analyze the main trends and principles of the entertainment content impact on the Ukrainian viewer. Research methodology. The proposed article uses a systematic and integrated approach to the consideration of the issue in which a whole range of cultural, professional and psychological aspects which influences the audience while watching entertainment programs is considered. The scientific novelty consists of a detailed analysis of modern entertainment programs in the media space in Ukraine and identification of the main trends and principles of their impact on the consciousness of Ukrainian viewers watching television every day. Conclusions. From this perspective, entertainment shows are aimed to encourage viewers to change their personal life and to show various life situations by the example of which the viewer understands his or her own mistakes and redefine the world as a whole. In addition, Ukrainian entertainment shows raise social issues and strive to improve the lives of the people in total, giving them the right example to follow., Цель исследования – проанализировать основные тенденции и принципы влияния развлекательного контента на украинского зрителя. Методология исследования базируется на применении системно- комплексного подхода к рассмотрению данной проблемы, в рамках которой рассматривается целый спектр культурологических, профессиональных и психологических аспектов, которые влияют на зрителей во время просмотра развлекательных программ. Научная новизна результатов заключается в детальном анализе современных развлекательных программ в медиапространстве Украины и выявлении основных тенденций и принципов их влияния на сознание украинских зрителей, которые ежедневно смотрят телевидение. Выводы. Следовательно, развлекательные программы призваны поощрить зрителей к изменениям личной жизни и показу разных жизненных ситуаций, в соответствии с которыми зритель понимает собственные ошибки и переосмысливает мир в целом. Кроме того, украинские развлекательные программы поднимают социальные темы и стремятся улучшить жизнь населения в целом, давая им правильный пример для подражания.

Nowadays, the global newspapers market is considered to be in deep crisis as shown by the decrease in circulations, narrowing of the distribution areas, and the advertising market capacity decrease. At the same time, the quality newspapers that cover social and political issues, (e.g. The New York Times) stay very influential and effective in terms of financial indicators. The determination of factors that allow such newspapers to operate effectively in conditions of market decrease is an important task for both researchers and actors of media space. The paper herein is aimed at discovering of such factors with the use of the studies of The New York Times as the most influential newspaper in the US. The subject is studied with the use of researches on newspaper’s genesis and Adolph Ochs’s influence on setting the factors that have been supporting the newspaper effective operations so far. The biographical and ideographical approaches are used to determine the basics that Adolph Ochs used to reform the newspaper in XIX century. The results herein show that Ochs used the business-oriented approach for the newspaper: he used the popular newspapers optimization methods for the quality press (lowered the retail price, increased the advertising space, increased the size of advertisements, and optimized the delivery methods) but aimed at intellectuals as a main target audience. Ochs showed that the use of appropriate informational and economical politics allows the newspaper to be successful on informational market since US society demanded for the quality journalistic. The understanding of the development strategy of one of the leading newspaper that remains successful in modern conditions of media space transformation is beneficial not only for the building of competition practice but for the modernization of local and national segments of newspaper industry. The paper’s results may be used for adjusting the strategies of existing media and for the comparison of the basics specified herein with the basics of other quality newspapers.

The following paper actualizes the problem of media education in the conditions of modern Russian society, allowing to master the skills and abilities to work effectively with information. It is substantiated that media education contributes to training the younger generation, first of all, for life in modern conditions, for effective perception of information and its comprehension, for understanding the impact of various types of information on the psyche, as well as for mastering modern technical means of nonverbal communication. The role of media education in the transformation of young people into creators of their own content, their development as harmonious individuals - development of emotions, intelligence, development of worldview, familiarization with moral values. The role of mass media in the development of media culture and information literacy of the population in general and of children and young people in particular is indicated. It is substantiated that the global goal of media education in the conditions of the information society is to build an ideological foundation of society. It is argued that one of the important tasks aimed at achieving the global goal of media education is the formation of patriotism, as one of the basic Russian values. The relationship between patriotic education and the media education process is indicated. The content of the multimedia patriotic media education project (festival) of the federal scale, the First All-Russian Media Competition Russian Cosmos, promotes development of the individual through media, acquires historical knowledge of local lore and familiarizes with the greatest pages of the history of his/her native country. The conclusion is made about the important role of media education for training children, adolescents and young people to live in a new technological structure, to work in conditions of the multipolarity of the virtual world and an endless stream of multidirectional information.