Поточний випуск

Volume 2 (28) ’ 2018

Obraz. – Vol. 2(28). – 2018

Cover

Contents

Title: Creative Method of Oriana Fallaci (political journalism in names)
Author: Voronova Malvina

  • The creative method of the famous Italian journalist (war correspondent, political interviewer of the XX–XXI centuries) O. Fallaci is analyzed in the article. The relevance of the study is due to the need to expand the scientific discourse with information on the standards of work of prominent European political journalists. Its main goal was to discover the components of the creative method of O. Fallaсi having summarized the creative heritage. As a result of the study, the universal professional principles of the activity of a political journalist are formulated: oppositeness, responsibility, professionalism, criticism towards authorities and humanity. Also, the components of the creative method of O. Fallaci were found: intellectualism, interest to the nature of power, rationalization of the political process, presence of a political position, aggressive political communication.

    Key words: political journalism; interview; Oriana Fallaci.

  • UDC 007 : 304 : 070 : 000.32; 82-92

    Creative method of oriana fallaCi (political journalism in names) 

    Voronova Malvina, PhD (Philology), Associate Professor,  Taras Shevchenko National University of Kyiv, The Institute of Journalism, 36/1, Melnykova St., Kyiv,
    04119, Ukraine, е-mail: malvinavoronova@gmail.com.
    ORCID – https://orcid.org/0000-0002-4319-8614

    The aim of the study. The article is devoted to the professional work of the famous Italian journalist (war correspondent, political interviewer of the XX –XXI centuries) O. Fallaci, taking into consideration her unique experience of political communication and outstanding examples of a political interview with world leaders of the twentieth century. The relevance of the study is due to the need to broaden the scientific discourse in the field of political journalism with information on the foundations of European professionals; its main goal was to identify the components of the creative method of O. Fallaci.
    Methods. During the study, the following methods were used: 1) biographical analysis (for the reconstruction of the life and creative path); 2) chronological analysis (to reproduce the chronology of a professional career); 3) systematization (to organize the creative heritage, professional views, reviews of creativity); 4) differentiation (to determine the thematic and genre features of the creative heritage); 5) semantic analysis (for studying the content of publicistic texts); 6) psychological analysis (for assessing political communication during a political interview).
    Results and conclusions. The components of the creative method of O. Fallaci were: intellectualism, interest to the nature of power, rationalization of the political process, the presence of a political position, aggressive political communication.
    As a result of the research, the universal professional principles of the activities of the political journalist are formulated: oppositeness, responsibility, professionalism, criticism toward authorities and humanity; also the effectiveness of the aggressive line of questions in
    the process of political interviewing and the presence of the interviewer’s political position.

    Key words: political journalism; interview; Oriana Fallaci.

  • Завантажити повну версію

Title: Women’s periodicals of Odesa at the beginning of the XX century
Author: Dubetska Oksana

  • The aim of the study is to define basic characteristics of women’s press of Odesa at the beginning of the ХХ century. Three women’s periodicals (almanac, newspaper and collected articles) are the object of this article; these are «Zhenskyj almanakh / Women’s almanac» (1900–1901), «Trudy slushatelnic Odesskih wysshih zhenskih kursov / Transactions of the listeners of Odessa high women’s courses» (1910–1911) and «Zhenskaya gazeta / Women’s newspaper» (1912).
    While analyzing the above mentioned periodicals, their thematic, headings and basic genres were fixed. Women’s press in Odesa lighted up the questions of woman emancipation, the necessity of equal rights and possibilities in all public spheres, particularly in art and science. The names of publishers, editors and authors, such as O. Derevytskyj, I. Lynnychenko, D. Atlas, are brought to the history of Ukrainian journalism; creative biography of P. Hertso-Vynogradskyj got new facts.

    Key words: women’s periodicals, almanac, women’s movement.

  • UDC 007 : 304 : 070 (477) (09)

    Women’s periodicals of Odesa at the beginning of the XX century

    Dubetska Oksana, PhD (Social Communications),
    M. Dragomanov National Pedagogical University, Malyshko faculty of Ukrainian Philology and Literary Creativity, Turgenevska str., 8/14, Kyiv, Ukraine, e-mail: osydorenko@ukr.net
    ORCID – https://orcid.org/0000-0002-8602-6417

    The aim of the study is to define basic characteristics (particularly content, subject headings, and genres) of women’s press of Odesa at the beginning of the ХХ century. Three women’s periodicals (almanac, newspaper and collected articles) are the object of this article; they were published during 1900–1912, these are «Zhenskyj almanakh / Women’s almanac» (1900–1901), «Trudy slushatelnic Odesskih wysshih zhenskih kursov / Transactions of the listeners of Odessa high women’s courses» (1910–1911) and «Zhenskaya gazeta / Women’s newspaper» (1912).
    Methods. Working of e-catalogs of three the biggest libraries of Ukraine and Russia in Kyiv, Moscow and Saint-Petersburg gave the possibility to find out he information about three women’s periodicals in Odesa. Scientific methods of analysis, typological aspect, comparison, generalizations were used in the process of research. Biographic method was expedient at defining the names of editors, publishers and authors of women’s press in Odesa.
    Results and conclusions. While analyzing the above mentioned periodicals, their thematic, headings and basic genres were fixed. Women’s press in Odesa lighted up the questions of woman emancipation, the necessity of equal rights and possibilities in all public spheres, particularly in art and science. The names of publishers, editors and authors, such as O. Derevytskyj, I. Lynnychenko, D. Atlas, are brought to the history of Ukrainian journalism; creative biography of P. Hertso-Vynogradskyj got new facts.

    Key words: women’s periodicals, almanac, women’s movement.

  • Завантажити повну версію

Title: Mass-media Image March 8 through the Prism of Conceptual Analysis
Author: Miroshnychenko Pavlo

  • The main objective of the study is to characterize the concept of March 8 as a manifestation of discursive, gendered power in mass-media. Understanding the essence of the International Women’s Day varied under the influence of socio-cultural changes. Today, the mass media in the broadcast of the meanings of March 8 are preferring those messages that impose the woman’s image as an object, almost natural dependence of woman on various manifestations of male attention. The linguacultural analysis of the concept of March 8 revealed the cultural-historical tradition of denying women’s subjectivity, the affirmation of women’s dependence on men. The monitoring of the programs of popular Ukrainian radio stations showed the image of March 8 on the radio air is constructed according to the laws of the hegemonic culture of masculinity. 

    Key words: mass media, gender, concept, image, radio.

  • UDC 007 : 81’37 : 394.2 : 379.8.093 : 316.776

    Mass-media Image March 8 through the Prism of Conceptual Analysis

    Miroshnychenko Pavlo, PhD (Philology), principal lecturer,
    Zaporizhzhia National University, Zhukovskoho St., 66 A, Zaporizhzhia, 69600, e-mail: pavlomirosh15@gmail.com
    ORCID – https://orcid.org/0000-0001-7398-2007

    Introduction. Holiday days in a calendar of any country, as well as certain rituals and ceremonies, can be considered through the prism of the mental specificity of the national lingua-cultural community. The holiday as a concept is a mental, informational structure that reflects the knowledge and socio-cultural experience of the people.
    The purpose of the study. The main objective of the study is to characterize the concept of March 8 as a manifestation of discursive, gendered power in mass-media.
    Methodology. The method of systematization and interpretation of data of actual scientific researches, as well as monitoring of publications of authoritative Internet publications on the topic, allowed to reveal the reasons of the variability of the content of the holiday of March 8 in the process of historical development of Ukrainian society. Linguacultural conceptual analysis allowed to investigate the «March 8» as a cultural determined concept. Its nominators are vividly imaginative, have a stable value component in their own structure, and broad semantic contexts in mass-media a particular. The monitoring of programs of Ukrainian commercial radio stations enabled to reveal leading gender attitudes and stereotypes, based on which the image of March 8 as a linguistic-cultural concept in mass-media was created.
    Results. Understanding the essence of the International Women’s Day varied under the influence of socio-historical, politico-ideological and socio-cultural changes. Today, the mass media in the broadcast of the meanings of the Ukrainian post-totalitarian society of March 8 are preferring those messages that impose the woman’s image as an object, almost natural dependence of woman on various manifestations of male attention. The linguacultural analysis of the concept of March 8, namely the breadth of the contextual functioning of his nominees («woman», «berehynia», «spring»), revealed the cultural-historical tradition of denying women’s subjectivity, the affirmation of women’s dependence on men.
    Conclusions. The monitoring of the programs of popular Ukrainian radio stations showed the image of March 8 on the radio air is constructed according to the laws of discursive, gendered power of the hegemonic culture of masculinity.

    Key words: mass media, gender, concept, image, radio.

  • Завантажити повну версію

Title: Mass media of Poltava region about LGBT discourse
Author: Semenko Svitlana

  • The purpose of the proposed article is to study the readiness of journalists of Poltava’s mass media to highlight the theme of LGBT community and the desire of journalists to work with NGO’s such as Tochka opory, Insight and TERGO. To accomplish the tasks, the author of the article used the following methods: analytical, system and comparative analysis, method of content analysis, which helped to clarify the specificity of the presentation of the topics related to the LGBT community in the mass media of Poltava.
    The article describes the main reasons for the unpopularity of the LGBT theme in the Poltava’s mass media: the novelty of the subject for the Ukrainian information space; the lack of a clear idea about professional standards for writing texts about the LGBT community; unwillingness of the society to perceive information on the subject of LGBT; fear of losing an audience. The author of the article states that the lack of awareness of a significant part of the Poltava journalists on the issue affects the number and quality of the publication about the LGBT community. The author of the article argues that coverage of LGBT themes in regional mass media will dispel the myths that exist in society, will contribute to the formation of a tolerant attitude towards representatives of the LGBT community.

    Key words: LGBT, tolerance, information space, Poltava journalism.

  • UDC 007 : 070(477.53) : 316.367-055.3

    Mass media of Poltava region about LGBT discourse

    Semenko Svitlana, PhD (Philology) Professor,
    Poltava V.G. Korolenko National Pedagogical University, 2, Ostrohradskogo St., Poltava, 36000, e-mail: Svitlanasem@ukr.net.
    ORCID – https://orcid.org/0000-0003-3686-8082

    The practice of functioning of regional mass media in Ukraine confirms the unwillingness of some of them to cover topics related to the LGBT community according to the professional standards of journalistic activity. This problem has not been the subject of scientific research yet, which explains the relevance of the proposed scientific article.
    The purpose of the proposed article is to study the readiness of journalists of Poltava’s mass media to highlight the theme of LGBT community and respond to the manifestations of intolerant behavior regarding LGBT representatives in society; to investigate the desire of journalists to work with NGO’s such as Tochka opory, Insight and TERGO.
    The purpose of the article determines to solve a number of tasks: to find out the opinion of Poltava journalists on key issues related to the highliting the theme of LGBT community in Ukrainian mass media; to indicate the main tasks of regional media in forming a tolerant attitude towards representatives of LGBT.
    Research methods. To accomplish the tasks, the author of the article used the following methods: analytical, system and comparative analysis, which helped to clarify the specificity of the presentation of the topics related to the LGBT community in the mass media of Poltava; a method of content analysis, which made it possible to reveal the readiness of journalists of specific mass media of Poltava region to cover the theme of the life of the LGBT community.
    Poltava journalists among the main reasons for the unpopularity of the topic of LGBT named the following ones: the novelty of the subject for the Ukrainian information space; the lack of a clear idea about professional standards for writing texts about the LGBT community; unwillingness of the society to perceive information on the subject of LGBT; fear of losing an audience; this topic is not so relevant to the public as economic or social issues.
    The aforementioned problem of LGBT discursivity in mass media environment of Poltava region requires further research, whereas precedents for an aggression to LGBT that took place in March-April 2018 in Poltava, affirmed the importance of such content in regional mass media. The coverage of LGBT themes in regional mass media will dispel the myths that exist in society, will contribute to the formation of a tolerant attitude towards representatives of the LGBT community.

    Key words: LGBT, tolerance, information space, Poltava journalism.

  • Завантажити повну версію

Title: Ukrainian woman on the pages of glossy periodicals
Author: Sydorenko Natalya

  • The article deals on the main features of the portrait of Ukrainian woman on the pages of glossy periodicals in Ukraine, particularly woman magazines, such as «Zhenskyj zhurnal New / Woman magazine New», «Apriori», «Chercher la femme», «Magic Woman», «Woman magazine», «Nova», etc.
    A monitoring method gave an opportunity to select and analyze the segment of glossy editions, concentrating attention on periodicals for women. The method of analysis of content is chosen for determination of basic concepts-nominations for description of women. Methods of observation, analysis and generalization allowed to outline basic characteristics in women’s portrait on the pages of the modern glossy magazines.
    Unfortunately, national codes, in particular mentally-identification and communicative often remain out of practice of functioning of the marked type of the press. The portrait of the Ukrainian woman is stipulated by some features: she is confessed in the society, popular enough and public personality; the main characteristics are «beautiful, happy, beloved, successful and self-realized».

    Key words: glossy periodicals; woman glossy magazine; portrait; nomination.

  • UDC 007:304:070

    Ukrainian woman on the pages of glossy periodicals

    Sydorenko Natalya, D. Sc. (Philology), Professor,
    Taras Shevchenko National University of Kyiv, The Institute of Journalism, 36/1, Melnykova St., Kyiv, 04119, Ukraine, e-mail: sydorenko@knu.ua
    ORCID – https://orcid.org/0000-0001-8734-9704

    The aim of the study is to define the main features of Ukrainian woman on the pages of glossy periodicals in Ukraine, particularly those magazines, which are appointed for women audience. Some modern magazines are selected as a research object, such as «Zhenskyj zhurnal New / Woman magazine», «Apriori», «Chercher la femme», «Magic Woman», «Woman magazine», «Nova», etc. 
    Methods. In the process of watching of changes at the media market of Ukraine in the last few years a monitoring method gave an opportunity to select and analyze the segment of glossy editions, concentrating attention on periodicals for women. The method of analysis of content is chosen for determination of basic concepts-nominations for description of women. Methods of observation, analysis and generalization allowed to outline basic characteristics in women’s portrait on the pages of the modern glossy magazines.
    Results and conclusions. The review of glossy woman magazines in Ukraine defined a few tendencies, both in the aspect of the semantic filling and also in linguistic-cultural and national reflection. Unfortunately, national codes, in particular mentally-identification and communicative often remain out of practice of functioning of the marked type of the press. The foreign titles prevail among the new printed media; Ukrainian-language media production is presently absent in this segment. Informative women’s resources in Ukrainian are tested now in a network communication. The portrait of the Ukrainian woman is stipulated by some features: she is confessed in the society, popular enough and public personality; the main characteristics are «beautiful, happy, beloved, successful and self-realized».

    Key words: glossy periodicals, woman glossy magazine, nomination.

  • Завантажити повну версію

Title: Mass Organized Communication: no longer taboo of the «woman question»
Author: Fedotova Nataliia

  • The relevance of the research is defined by the need to study prohibitions and taboos related to the «woman question» that are used in mass organized communication. The aim of the research is to demonstrate detabooing of the «woman question» in the system of mass organized communication on the basis of mass media texts.Comparative and descriptive methods, as well as analysis and synthesis, have been used to solve the stated tasks. The study has confirmed that in relation to the gender component, tabooing/detabooing in the segment of mass organized communication that is spread through mass media is based on prohibiting/allowing certain individuals, actions, procecces, objects, conditions, topics, utterances, etc. Detabooing in mass organized communication indicates a transformation as to the strengthening of its functions, in particular the function of spreading the knowledge about the reality.

    Key words: mass organized communication, taboo, gender, journalism, mass media.

  • UDC 007 : 304 : 659.3

    Mass Organized Communication: no longer taboo of the «woman question»

    Fedotova Nataliia, PhD (Philology), docent,
    National University of Food Technologies, 68, Volodymyrska Str., Kyiv, 01601, Ukraine, e-mail: n.fedotova.edu@gmail.com.

    Introduction. Over the years, mass organized communication, which is impossible outside mass media, has attracted academic interest on the theoretical, methodological and practical levels. The study of prohibitions and taboos related to the «woman question» that are used in mass organized communication remains a relevant line of research. Despite their considerable social significance, the problems of prohibitions and taboos at the level of the gender component have not been comprehensively studied in academic papers.
    Relevance and aim. The relevance of the research is defined by the need to study prohibitions and taboos related to the «woman question» that are used in mass organized communication. The aim of the research is to demonstrate detabooing of the «woman question» in the system of mass organized communication on the basis of mass media texts.
    Methods. The choice of research methods is defined by the aim, object and subject. Comparative and descriptive methods, as well as analysis and synthesis, have been used to solve the stated tasks.
    Results. In relation to the gender component, tabooing/detabooing in mass organized communication is based on prohibiting/allowing certain individuals, actions, processes, objects, conditions, topics, utterances, etc.“Women’s taboos” in Soviet-era journalistic texts include religion, undesirable information, prominent personalities of the Ukrainian history, medical conditions, women’s education, gender wage gap, fashion, women’s physicality, violence, sexual sphere, etc. Instead, modern mass organized communication has virtually tabooed female old age – women are not “allowed” to age. Labor migration of Ukrainian women is not represented in mass organized communication. Some female medical conditions and pregnancy remain tabooed or semi-tabooed. Such issues as sexual harassment; the sexual component in work promotion; domestic violence; refusals to hire pregnant women; working conditions for sex workers, etc., have not been adequately covered in mass media.
    Conlusions. Detabooing in mass organized communication indicates a transformation as to the strengthening of its functions, in particular the function of spreading the knowledge about the reality.

    Key words: mass organized communication, taboo, gender, journalism, mass media.

  • Завантажити повну версію

Title: Modern Trends in the German Alternative Mass Media Discourse
Author: Bondarenko Julia

  • The reasons for the transition of traditional media to the online mode, which were typical not only for traditional printed media, but also for the German alternative media segment in the mid-1990s were considered. It is emphasized that the alternative German press at the present stage of the development of mass media discourse is almost entirely represented in the online space. It is noted that there are two forms of alternative online media: online publications that originate from offline prototypes, and publications that are a part of independent web resources. It was found out that the hybrids are represented by such typological groups as: business card issues, actual web versions, mixed issues that have both the web version itself, and PDF and Flach versions and the extended (modified) web versions of offline publications . The sociocommunicative essence of alternative media is a participated (horizontal) communication model.

    Key words: alternative press, current trends in the German alternative media discourse, electronic version of alternative periodicals.

  • UDC 316.77 : 070 : 654.195 : 314.743

    Modern Trends in the German Alternative Mass Media Discourse

    Bondarenko Julia, PhD (Social Communications), lecturer,
    Sumy State University, 2, Rymskogo-Korsakova St., Sumy, 40007, Ukraine, е mail: y.bondarenko@journ.sumdu.edu.ua.

    Introduction. Persistent attempts of Ukraine to join the European Union require the study of the experience of European countries in the formation of national media systems. The definite place in this context belongs to Germany, and specifically to such segment of the media, as an alternative press. The study of the German experience in the context of the development of alternative periodicals is important for Ukrainian science, since it is unique in the mass media in Europe. The research of this press, and in particular its current trends, will allow to extrapolate the results to the Ukrainian mass-media market in the future, since this issue has not yet been investigated in the theory of Ukrainian social and communicational researches.
    The purpose of the article is to find out the current trends in the German alternative media discourse.
    Research methods. Comparative-historical method has allowed to trace the transformation of the alternative press in general (registration, presentation on different media platforms, editorial policy, etc.). The typological method made it possible to systematize an alternative periodical and to select its separate groups. The method of qualitative analysis allowed on the basis of the obtained statistical data to describe the general tendencies of the development of alternative periodicals. The method of monitoring was used to determine the level of representation of alternative publications in the online space.
    Results. Alternative print media, as well as any other media, are responsive to changes taking place in the mass media. Since the mid-1990s, the media have undergone a significant impact of the digital technologies, which have led to the transformation of the media market, especially in the print segment. The virtualization of the information space led to a decrease in the role of printed periodicals. Interestingly, the German alternative print media began to go online parallel with the traditional media. We emphasize that almost all of the alternative German press at the present stage of the development of mass-media discourse is represented in the online space.
    The electronic version of the alternative press, which is an invariant of print versions, performs several tasks: they are posted on the online network in order to declare themselves; attract the attention of a potential reader; such media become a unifying platform for social formations; they carry out informational, partly propaganda functions, as well as marketing (promotion of their online editions) functions. In order to remain a significant segment of the media market, the alternative press is modified, mastering new web technologies. Subsequently, alternative editions remain powerful players in the media industry, trustworthy, and reliable representatives of information and initiators of debate. 
    As a future research we can single out a detailed investigation of the examples of electronic alternative publications to compare their structure with the electronic versions of traditional periodicals.

    Key words: alternative press, current trends in the German alternative media discourse, electronic version of alternative periodicals.

  • Завантажити повну версію

Title: Peculiarities of esports coverage in digital sports media
Author: Volobuieva Anastasiia, Petryk Oleksandr

  • The author analyzes esports related content in the most popular Ukrainian digital sports media, defines key tendencies of how they work with esports articles, compares all esports content of flagship Ukrainian sports websites. Based on this analysis, the author defines most common mistakes that national digital sports media make when covering esports news. The aim of the research is to show how sports media cover esports related news based on all esports content of Ukrainian sports media.
    The study object is esports related published works in digital sports media. The research focuses on peculiarities, patterns and tendencies of esports coverage in digital sports media. The following methods have been utilized in the process of research: analysis, synthesis, content analysis, comparison, description and historical comparison.

    Key words: esports, sports journalism, digital media.

  • UDC 007 : 304 : 070

    Peculiarities of esports coverage in digital sports media

    Volobuieva Anastasiia, PhD (Social Communications), e-mail: nastyavolob@ukr.net,
    ORCID – https://orcid.org/0000-0002-8126-7107;
    Petryk Oleksandr, magister, e-mail: sashapetrik@gmail.com.
    ORCID – https://orcid.org/0000-0003-3387-8410
    Taras Shevchenko National University of Kyiv, The Institute of Journalism, 36/1, Melnykova St., Kyiv, 04119, Ukraine

    Introduction. During the last seven years (2011–2018), the number of articles about esports in Ukrainian media has increased significantly. Despite the fact that most Ukrainian sports media launched an esports section or integrated esports into a common news feed, the relevance of this study is not losing importance: some Ukrainian sports media still ignore esports topic, meanwhile the majority of other resources makes it very superficial and make basic mistakes, the detection of which is one of the tasks of the article. Esports is rapidly gaining an audience and today it is one of those sports in Ukraine and, in general, in the world that are rapidly gaining popularity, while Ukrainian esports athletes are among the most highly awarded in the world, therefore professional and full coverage of events in esports is important for Ukrainian sports media space.
    The author analyzes esports related content in the most popular Ukrainian digital sports media, defines key tendencies of how they work with esports articles, compares all esports content of flagship Ukrainian sports websites. Based on this analysis, the author defines most common mistakes that national digital sports media make when covering esports news. 
    The aim of the research is to show how sports media cover esports related news based on all esports content of Ukrainian sports media.
    The following methods have been utilized in the process of research: analysis, synthesis, content analysis, comparison, description and historical comparison.
    Results and conclusions. As a result, it was possible to outline the main problems of today’s Ukrainian sports media working on esports topics. Ukrainian sports media should pay attention to esports. This industry has been around for over 20 years, and has already gathered a large, mostly young audience, and continues to grow. Esports competitions deserve a highlight: it is proved not only by Russian, European or American editions, but also by Ukrainian ones.

    Key words: esports, sports journalism, digital media.

  • Завантажити повну версію

Title: Party newspapers of the Ukrainian borotbysty (1917–1920)
Author: Georgiievska Viktoriia

  • The aim of the study is to define the operating conditions, content, structure dominants and editorial policy of the Ukrainian press of borotbysty (the left wing of Ukrainian Socialist-Revolutionary Party – USRP) in 1917–1920. Those newspapers that were organs of the Ukrainian Socialist-Revolutionary Party (borotbysty) are the object of this article; they were published in Kyiv, Kharkiv, Poltava, Katerynoslaw, Zhytomyr and other cities of Dnieper Ukraine during the period of national and liberation struggle.
    Materials of newspaper funds of Vernadsky National library of Ukraine are attracted to the article. The methods of analysis, classification, generalization and biographic method are used.
    Seven party newspapers of the Ukrainian Socialist-Revolutionaries (borotbysty) were analyzed, as well as content and genre accents of this press. Attention is concentrated on the structure of newspapers, subjects, political reference-points of the newspapers with the similar titles «Borotba / Borba» (in Ukrainian and Russian).

    Key words: party periodicals, Ukrainian Socialist-Revolutionary Party, borotbysty, content, structure components, editorial policy.

  • UDС 007 : 304 : 070 (477) (09)

    Party newspapers of the Ukrainian borotbysty (1917–1920)

    Georgiievska Viktoriia, PhD (Social Communications),
    Taras Shevchenko National University of Kyiv, the Institute of Journalism,36/1, Melnykova street, Kyiv, 04119, Ukraine, e-mail: v.georgiievska@gmail.com.
    ORCID – https://orcid.org/0000-0002-5848-957X

    The aim of the study is to define the operating conditions, content, structure dominants and editorial policy of the Ukrainian press of borotbysty (the left wing of Ukrainian Socialist-Revolutionary Party – USRP) in 1917–1920. Those newspapers that were organs of the Ukrainian Socialist-Revolutionary Party (borotbysty) are the object of this article; they were published in Kyiv, Kharkiv, Poltava, Katerynoslaw, Zhytomyr and other cities of Dnieper Ukraine during the period of national and liberation struggle.
    Methods. Materials of newspaper funds of Vernadsky National library of Ukraine are used in the article. The methods of analysis, classification and generalization are used; the biographic method was important in the study of publicism inheritance of Ukrainian political figures.
    Results and conclusions. The publications of USRP (borotbyst) organs (1917–1920) corresponded to the intention of party press of the time in their structure (columns «party life», «socialist movement», «labour life», etc.; genres – accounts, reports, chronicles, discussions) and content (party activity, action agenda, statutory documents, congress and conference provisions, discussion of political and economic strategies). In their subject matter and political directions (revolutionary focus, the ideal of a «worldwide socialist Soviet republic», support of the «red front», «labor and rural solidarity», etc.) the newspapers under the common name «Borotba/Borba» covered the ideas of UPLSR (borotbysty).

    Key words: party periodicals, Ukrainian Socialist-Revolutionary Party, borotbysty, content, structure components, editorial policy.

  • Завантажити повну версію

Title: Ukranian language and songs played on the radio in order to guard and preserve one’s own code in emigration
Author: Hirina Tetyana

  • Analyzed the role of and describes the value of the native language in the radio programs produced by Ukrainians in different countries as a powerful integration factor in the global Ukrainian community. 141 cities have been identified in 32 countries of the world in radio broadcast of which between the years 1922-2017 the Ukrainian language and songs were played.
    According to the study of Ukrainian periodicals in Canada, USA and Germany, the author interprets the musical component of the radio programs of the Ukrainian emigration. It is established that through song, talented singers and collectives on all continents acquainted listeners of various ethno-national groups with original Ukrainian culture.

    Key words: world media environment, the world community of Ukrainians, Ukrainian song, Ukrainian radio.

  • УДК 316.77 : 070 : 654.195 : 314.743

    Промовлене та проспіване на радіо українське слово на варті збереження національного культурного коду в еміграції

    Гиріна Тетяна, канд. наук із соц. комунік., доц., докторант,
    Інститут журналістики КНУ імені Тараса Шевченка, вул. Мельникова, 36/1, м. Київ, 04119, Україна, е-mail: hirinatetyana@gmail.com
    ORCID – https://orcid.org/0000-0003-1587-8767

    Вступ. В українській науковій думці досі комплексно не осмислено надбання та досвід зарубіжних українців зі створення національного патріотичного радіопродукту в умовах зовнішніх викликів та об’єктивних внутрішніх проблем, які стояли перед громадою.
    Актуальність. Історичний контекст цього питання в аспекті використання української мови як маркера національної ідентичності та патріотизму розглянемо у цій статті.
    Мета роботи – дослідити роль та описати цінність рідної мови у радіопрограмах продукованих українцями в різних країнах як потужного інтеграційного чинника глобальної української громади у ХХ ст.
    Методологія. Виконання поставлених автором завдань стало можливим завдяки використанню комплексу теоретичних та теоретико-емпіричних методів дослідження: аналізу, джерелознавчого пошуку, індукції, історіографічного методу, методу моніторингу періодичних видань, синтезу та систематизації даних.
    Результати. Моніторинг пресових органів української діаспори в США, Канаді та Німеччині охопив понад 14500 чисел видань у 1922–2017 рр,, що у підсумку дозволило документально підтвердити наявність українськомовних радіоініціатив в радіопросторі 32 країн світу: Австралія, Австрія, Аргентина, Бельгія, Бразилія, Ватикан, Великобританія, Венесуела, Голландія, Іспанія, Італія, Казахстан, Канада, Китай, Литва, Мальта, Німеччина, Нова Зеландія, Парагвай, Польща, Португалія, Румунія, Сербія, Сінгапур, Словаччина, США, Туніс, Угорщина, Уругвай, Чехія, Чилі та Швеція. Встановлено, що у різні роки українські години звучали в радіоефірі 141 міста на всіх континентах. Ширша географія програм простежувалася в місцях оформлення активних осередків українства, утім навіть за мінімальних можливостей намагалися ініціювати якщо не постійну, то принаймні святкову, неперіодичну музичну програму чи Службу Божу, як це було у Тунісі в 1949 р.
    Висновки. У ХХ ст. українське радіо у світі активно налагоджувало посильну роботу з протидії ворожим інформаційним атакам. Українська мова та музика в радіоефірі були потужними складовими протидії цим загрозам, а також сприяли формуванню та популяризації національної культури на міжнародному рівні. Центром зі збереження та розвитку живої української мови став зарубіжний радіопростір акумульований світовим співтовариством українців.

    Ключові слова: світове медіасередовище, світове співтовариство українців, українська пісня, українськомовне радіо.

  • Завантажити повну версію

Title: «Marshrut №1» of the newspaper «Den» in the context of implementing geo-branding tasks
Author: Voronova Vilena

  • The lack of well-established cooperation between geo-branding subjects and mass media as the generator, conductor and interpreter of geo-brand information, as well as insufficient exploitation of its capabilities actualizes the investigation of communicative geo-branding tools, thus promoting deeper understanding of the technology itself and its effectiveness.
    The aim of the article is to define the role of mass media in the geo-branding process. The author outlines the peculiarities of the topical project of the “Den’” newspaper – «Marshrut № 1» as a tool of bringing stakeholders to view regions from a desired perspective: their suitability for living, implementing professional intentions, developing a business, relaxation and tourism, etc.; traces its genre, illustrative, design and content characteristics.
    The role of mass media as a basic element of geo-branding communications is identified. Its dual nature is identified: mass media as a geo-brand consumer, and as a special group of stakeholders responsible for creating a certain image of the region.

    Key words: branding, geo-brand, geo-branding, geo-branding communications, mass media.

  • UDC 007 : 304 : 659

    «Marshrut №1» of the newspaper «Den» in the context of implementing geo-branding tasks

    Voronova Vilena, associate professor,
    Kyiv National University of Culture and Arts, 36 Konovaltsia St., Kyiv,01601, Ukraine, info@brend-vvv.com

    Introduction. Geobranding is becoming an important element of the modern system of communication technologies and is nowadays studied by specialists in different fields of science. General issues of the branding technology have been considered by Ukrainian authors such as V. Rizun, G. Sukharevska, O.Kholod. N. Kolesnytska, I. Melnyk, T. Nahornyak, L. Pana­senko, A. Romanova, G. Studinska, Y. Faivishenko have touched upon various aspects of geo-branding. 
    Relevance and objective. Geo-branding communication tools remain under-researched up to this day. Outlining the possibilities provided by such tools will give a better understanding of geo-branding itself and the means of providing its efficiency.
    The objective of the article is to define the role of mass media in geo-branding, the peculiarities of the topical project of the «Den» newspaper – «Marshrut № 1» as a tool of bringing stakeholders to view regions from a desired perspective; to trace its genre, illustrative and design, content characteristics. 
    Methods, results. The author uses the social-communicative approach to define the role and position of geo-branding communication in the general system of information social interaction. Methods of comparative analysis, content analysis, as well as systematization and generalization of obtained results have proved effective in reaching the article objectives, thus making it possible to define the project characteristics that provide its significant geo-branding capability based on the analysis results of «Marshrut № 1» issues (1–68). 
    Conclusions. The role of mass media as the core element of geo-branding communications is identified. Its dual nature is identified: mass media as a geo-brand consumer, and as a group of stakeholders responsible for creating a certain image of the region. 
    Implementation of geo-branding tasks based on content (wide range of topics), genre (use of column, interview and review genre possibilities), illustrative and design (painted cover; quality photos; infographics) characteristics by «Marshrut № 1» is proved to be effective. 
    Further investigation of other geo-branding communication tools in the context of understanding integrated geo-branding communications seems promising.

    Key words: branding, geo-brand, geo-branding, geo-branding communications, mass media.

  • Завантажити повну версію

Title: Teaser advertising as a component of modern advertising communications
Author: Yanenko Yaroslav

  • The article deals with the means of influence of teaser advertising as a component of modern advertising communications, in particular, the formation of the target audience of interest in the advertising message through a riddle, intrigue, unfinished action in advertising. It is found out that in advertising there is a transformation: from the interest of the target audience to the teaser – in the consumer interest in the advertised product. This happens through the creation of relevant associations and their support in advertising messages that reveal the idea of a teaser. It has been clarified that for the placement of teaser advertising, advertisers prefer to choose media, for which the constant communication with the target audience is characteristic. Particular attention is paid to the peculiarities of the influence of teaser advertising on the process of socialization. These features are to build communication with the target audience through a proposal to pay attention to the teaser and through gaming.

    Key words: advertising communications, advertising message, socialization, teaser, teaser advertising.

  • UDC 007 : 304 : 659

    Teaser advertising as a component of modern advertising communications

    Yanenko Yaroslav, PhD (Sociological Sciences), Doctoral,
    Taras Shevchenko National University of Kyiv, The Institute of Journalism, 36/1, Melnykova St., Kyiv, 04119, Ukraine, е-mail: y.yanenko@journ.sumdu.edu.ua
    ORCID – https://orcid.org/0000-0003-2468-6636

    Introduction. One of the most important techniques in modern advertising is the use of teasers. In this case, the advertisement has interesting information for the target audience, but does not mention the company, the brand, the advertised product, and the like.
    Relevance and purpose. The relevance of the topic is determined by the differences between teaser advertising and other advertising messages, in particular, this lack of imperative slogans. Also takes into account the relationship of the target audience to the advertised product. The purpose of scientific research is to determine the main means of impact of teaser advertising on the target audience.
    Methodology. The main method used in the article is content analysis. The author analyzed examples of teaser advertising, which allowed to determine the main means of impact of teaser advertising on the target audience.
    Results. As a result of the study is determined the means of influence of teaser advertising as a component of modern advertising communications, in particular, the formation of the target audience of interest in the advertising message through a riddle, intrigue, unfinished action in advertising. It is found out that in advertising there is a transformation: from the interest of the target audience to the teaser – in the consumer interest in the advertised product. This happens through the creation of relevant associations and their support in advertising messages that reveal the idea of a teaser. It has been clarified that for the placement of teaser advertising, advertisers prefer to choose media, for which the constant communication with the target audience is characteristic. It is determined that the peculiarities of the influence of teaser advertising on the process of socialization are to build communication with the target audience through a proposal to pay attention to the teaser and through gaming.
    Conclusions. The novelty of the study lies in the definition of teaser advertising as a component of modern advertising communications and as a person-centered communication technology, which is based on human interest. The results of the research can be used by Ukrainian advertisers and become the basis for increasing the effectiveness of advertising campaigns.

    Key words: advertising communications, advertising message, teaser, teaser advertising, socialization.

  • Завантажити повну версію