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Volume 3 (32) ’ 2019

Obraz. – Vol. 2 (31). – 2019

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Title: The Author and the Reader: Communication in P. Kulish’s fiction

Author:

DOI:

Boyarska Lyubov

ISSN 2415-8496
Obraz, 2019. Vol. 3 (32). P 9–20 
https://doi.org/10.21272/Obraz.2019.3(32)-9-20

  • The ways and methods of communication with the reader, the author’s strategies of addressing to the recipient, attracting his attention, technologies to «promote the idea» and creating an atmosphere of trust and understanding are considered, as well, as their advantages, disadvantages and mistakes. The author proves that the text of the «Letter from the Farm» is based on the principles of postmodern play with the reader, which should decipher certain meanings and allusions. The techniques of hoax and «mask» are analyzed, by which the image of the mystified (fictitious author), its role and functions in the work are constructed. The following ways of influencing the reader are considered: fragmentation of the text, repetition, intimation of the story.

    Key words: P. Kulish, game, author, reader, «Model/Ideal reader», text, hoax, stylization.

  • UDK 007: 304: 070

    The Author and the Reader: Communication in P. Kulish’s fiction

    Boyarska Lyubov, PhD (Philology), Associate Professor, 
    Taras Shevchenko National University of Kyiv, the Institute of Journalism, 36/1, Yu. Illenka St., Kyiv, 004119, Ukraine, e-mail: boyarska@knu.ua

    Purpose of the paper: to analyze, with «Letters from the Khutor (Farm, small village)» as the study material, the methods of communication with the reader, author strategies of addressing the recipient, drawing his attention, the technologies of «furthering an idea» and creating an atmosphere of trust and understanding. Also analyzed are their advantages, disadvantages and shortcomings.
    Methods. Observation, analysis and generalization, as well as literary concepts of receptive aesthetics, structuralism, post-structuralism and mythological criticism enabled us to identify the fictional author of the letters and the Exemplary Reader (recipient) of the literary work in question. We were also able to define interaction strategies between the writer and the reader.
    Results and conclusions. In his «Letters» P. Kulish offers the reader a postmodern literary game, in the process of which the Exemplary Reader has to decipher certain meanings and allusions. Particularly, the writer creates the image of a fictional author of the text. It’s an idealized image of a khutor-owning Cossack (free, educated and wealthy). Another persona the fictional writer adopts is the image of the Apostle Paul, who bestows certain significance (even sacredness) unto the text, making it into a spiritual message.
    In communication with the reader P. Kulish uses the technology of text fragmentation, repetition, addressing the reader directly, intimation and burlesque sentimentalist stylization of the narrative. Such stylization and demonstrative moralizing are considered to be communication shortcomings.

    Key words: P. Kulish, game, author, reader, «Model/Ideal reader», text, hoax, stylization.

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Title: The ambiguity of Panteleimon Kulish’s figure in the assessment of Ukrainian emigration

Author:

DOI:

Sydorenko Natalya

ISSN 2415-8496
Obraz, 2019. Vol. 3 (32). P 21–29 
https://doi.org/10.21272/Obraz.2019.3(32)-21-29

  • The article analyzes the main characteristics of P. Kulish by the representatives of Ukrainian emigration in the twentieth century, focusing on aspects of the extraordinary personality in Ukrainian culture and literature. The object of the research is literary-critical and non-fiction (publicistic) articles, as well as correspondence of some representatives of Ukrainian intellectual emigration (in particular Ye. Malaniuk, I. Kachurovsky, A. Zhyvotko, Yu. Коsach, Yu. Shevelov), which addressed their works to the figure and creativity of P. Kulish. Methods of analysis, induction and deduction, comparison, synthesis and generalization made it possible to distinguish the main features of P. Kulish – the creator of Ukrainian nation, a state-maker, a true European, a unique personality.

    Key words: Panteleimon Kulish, Ukrainian emigration, literary-critical and non-fiction (publicistic) articles, creator of nation, European orientations.

  • UDС 007:304:070

    The ambiguity of Panteleimon Kulish’s figure in the assessment of Ukrainian emigration

    Sydorenko Natalya, D. Sc. (Philology), Professor,
    Taras Shevchenko National University of Kyiv, the Institute of Journalism, 36/1, Yu. Illenka St., Kyiv, 004119, Ukraine, e-mail: sydorenko@knu.ua 
    ORCID iD 0000-0001-8734-9704

    The aim of the study is to identify the main characteristics of P. Kulish by the representatives of Ukrainian emigration in the twentieth century, focusing on aspects of the extraordinary personality in Ukrainian culture and literature. The object of the research is literary-critical and non-fiction (publicistic) articles, as well as correspondence of some representatives of Ukrainian intellectual emigration (in particular Ye. Malaniuk, I. Kachurovsky, A. Zhyvotko, Yu. Коsach, Yu. Shevelov), which addressed their works to the figure and creativity of P. Kulish. 
    Methods. According to the indexes and content of literary-critical and non-fiction works of certain critics, journalists and scientists in diaspora, the appeal to the name of P. Kulish is traced, as well as characterization of his personality in the Ukrainian press of the postwar period in the territory of Germany (in particular in the years of his 50th anniversary and 60th anniversary of death – 1947, 1957). Methods of analysis, induction and deduction, compari- – 29 – son, synthesis and generalization made it possible to distinguish the main features of P. Kulish – the creator of Ukrainian nation, a state-maker, a true European, a unique personality. 
    Results and conclusions. The «integrity», «universality», «synthetics», «versatility» of P. Kulish still remains to be explored in some aspects. Many biographies, essays, articles were published in order to descry his creative, rebellious and not always consistent nature, to reveal historical intuition, political foresight, ideas about the independence and statehood of Ukraine, to understand innovative steps in literature, translation, language, historiosophy, to emphasize persistent publishing and editorial activities, etc. Both domestic and emigration researchers tried to convey the greatness of P. Kulish in the translations of his works, at the same time the Ukrainian public recognized the «living person», a prominent figure «in the gallery of the creators of our post-Shevchenko cultural and historical process». Therefore, they still have not lost their symbolic and critical coloration of the estimation an

    Key words: Panteleimon Kulish, Ukrainian emigration, literary-critical and non-fiction (publicistic) articles, creator of nation, European orientations.

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Title: Panteleimon Kulish as a Ukrainian informator (based on epistolary literature)

Author:

DOI:

Tymofieieva Kateryna

ISSN 2415-8496 
Obraz, 2019. Vol. 3 (32). P 30–38 
https://doi.org/10.21272/Obraz.2019.3(32)-30-38

  • The article is devoted to the coverage of the epistolary work of Panteleimon Kulish, who by his titanic work was able to cover all spheres of the then cultural and political life of Ukraine and to become an informant. The purpose of the article is to identify the communicative and informational component in the cultural and political activity of P. Kulish. Through persistent and tireless publishing, journalistic, translation, literary-critical, writing, pedagogical, historical-ethnographic work and public-political and educational activities, Kulish has proved to be a brilliant Ukrainian informant. All of Kulish’s informative activity was aimed at the ascending mission – awakening the national consciousness of the Ukrainian people! The creation of the Ukrainian national space is the key to the successful and dignified life of the Ukrainian people.

    Key words: P. Kulish, epistolary, communication, informative activity, national consciousness.

  • UDC 007 : 304 : 070

    Panteleimon Kulish as a Ukrainian informator (based on epistolary literature)

    Tymofieieva Kateryna, PhD student, 
    Kyiv National University of Culture and Arts, 36, E. Konovalets St., Kyiv, 03150, Ukraine, e-mail: voix@ ukr.net. 
    ORCID iD 0000-0002-6996-0566

    Introduction. We know Panteleimon Kulish as a prophet, mentor, preacher of the Ukrainian national idea; in all these features, through his tireless work, he provided an inexhaustible source of information in the form of letters to his contemporaries, and passed on to future generations who continue to study him again and again, and each time a new «discovery» of Kulish for himself and for his itu! For Kulish himself is the inexhaustible source that has been filling and nourishing Ukrainian national culture for two centuries. Pantelejmon Kulish managed to overcome all spheres of that time cultural and political life of Ukraine the titanic labour and appear in offense by an informant. Epistolary materials of Kulish’s are in the different archived establishments of not only Ukraine but also world, therefore need arrangement.

    Actuality. In 1920th the considerable array of epistolary inheritance of Kulish’s is give n out, that and put beginning to scientific approach in edition of epistolary texts of Kulish’ s, however and presently the large enough pleiad of the Ukrainian researchers occupies stud y epistola of Kulish’s. But for some reason Kulish underestimate and displace small attentio n on his informing activity, that absorbed for itself all spheres of cultural and political life o f Ukraine, exactly in area of social communications scientific secret services very failing in this direction.

    The aim of the article consists in the scientific reconstruction of epistolary inheritance of Pantelejmon Kulish’s, Ukraine concentrated in archives, and also in illumination of communicative – informative activity of P. Kulish’s, that laid the strong foundations for creation of the Ukrainian national culture and consciousness.

    Research methodology it is based, first of all, on the methods on archives, and also on a biographic analysis (for the reconstruction of vital and creative way), on a historica l analysis (for the recreation of chronologic limits in that there was correspondence betwe en addressees), cultural and historical method (sent to illumination of communicativeinforming activity of P. Kulish’s).

    Conclusions. Due to the persistent and tireless publishing, journalistic, of tr anslating literature and criticism, writer, pedagogical, historically ethnographi c labour and public political and elucidative activity Kulish proved the brilliant Ukrainian informant. Then topically systematic publication and research of neb ulized Kulish’s of material, that only it and can prang the preconceived attitude toward him, and also to tear the spider web of myths and legends his figure is obvolute that. All informing activity of Kulish’s was sent to the selfless mission – awakening of national co nsciousness of the Ukrainian people!

    Given in scientific turnover epistolary achievements of Kulish’s as an informative resou rce in the archives of Ukraine is given to us possibility newly to read his folias and analyse hi story of development of the Ukrainian culture that is very actual in our stormy.

    Key words: P. Kulish, epistolary, communication, informative activity, national consciousness.

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Title: The ideological discourse of quasi-communication

Author:

DOI:

Pavlyuk Ihor

ISSN 2415-8496 
Obraz, 2019. Vol. 3 (32). P 39–52 
https://doi.org/10.21272/Obraz.2019.3(32)-39-52

  • The purpose of this article is to analyze the archetypical models of quasi-confrontation in artistic and documentary texts through ideological matrices (lie-defense, lie-fear, lie-aggression, irony, hypnosis, meditation, lie-ritual) of social and biological systems, creative individuals, the concept of game and battle in human society, flora and fauna on the individual and global levels encoded in images is shown. The main result of the study – an attempt to offer methods for recognition quasi-communication. The biggest contradiction and the biggest paradox that most often turn «honest» communication into quasi-communication is that communication is individually-national in form and mass-international, global in content.

    Key words: quasi-commuication, ideology, archetype, lie, game, battle, lie detector, text.

  • UDC 007 : 304 : 070

    The ideological discourse of quasi-communication

    Pavlyuk Ihor, D.Sc. (Social Communications),
    Shevchenko Institute of the Literature of the NAS of Ukraine, 4, Grushevsky St., Kyiv, 01001, Ukraine, e-mail: admin@ilnan.gov.ua

    The purpose of this article is to analyze the archetypical models of quasi-confrontation in artistic and documentary texts through ideological matrices (lie-defense, lie-fear, lie-aggression, irony, hypnosis, meditation, lie-ritual) of social and biological systems, creative individuals, the concept of game and battle in human society, flora and fauna on the individual and global levels encoded in images is shown.
    Methods of research: phenomenological (unbiased description), comparative (comparison of quasi-confessional models of behavior in the animal-plant world and human society and text expression in different hourly coordinates), psychoanalytic (sounding archetypes), hermeneutic (penetration into the meanings of texts), semiotic, game (the disclosure of the mechanisms of the development of the phenomenon), deconstructivist (search for marginal values in texts and meanings of consciousness).
    Results and conclusions of the study. Since we have proved that in any society it is impossible to get rid of quasi-communication, this article – an attempt to offer methods for its recognition, how to create a general scientific methodology of recognition, the apparatus of categories, does not exist without metaphysical reductionalism, philosophical dualism, the natural and historical origin of the phenomena of the psyche and consciousness, natural and artificial intelligence, the synthesis of analytical traditions of English-speaking philosophy and dialectical traditions of continental European philosophy, interrelations of natural, technical, social, cultural, humanitarian, historical disciplines. The biggest contradiction and the biggest paradox that most often turn “honest” communication into quasi-communication is that communication is individually-national in form and mass-international, global in content.

    Key words: quasi-commuication, ideology, archetype, lie, game, battle, lie detector, text.

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Title: Functioning of the ukrainian travel content on Instagram social network: audience, topics, and format

Author:

DOI:

Bondarenko Tetiana, Oliinyk Yurii

ISSN 2415-8496 
Obraz, 2019. Vol. 3 (32). P 58–63 
https://doi.org/10.21272/Obraz.2019.3(32)-58-63

  • The purpose of the article is to substantiate the peculiarities that characterize functioning of the Ukrainian travel content on the online social network «Instagram», to clarify the essence of basic terms, to distinguish the posts classification features, to explore the formats of information and communication interaction with the audience. The study emphasizes the relevance of the travel blogging for the social communication theory, its usage as a type of user-generated content that acquires professional attributes and has a high degree of trust among the audience. Travel content is segmented by narrowly focused topics, by the number of participants on trip; by the mode of travelling; by language; and the presence of different types of products. The blogs written by the top 10 authors were analyzed. These blogs make up a set of tourist-related posts that are distinguished with the presence of the original style, structure, frequency of updates, and various content.

    Key words: travel-blog, travel-blogger, travel-content, travel-post, information-communication interaction, online social networks audience.

  • UDC 007 : 070-051 : 004.738.5 : 339.1

    Functioning of the ukrainian travel content on Instagram social network: audience, topics, and format

    Bondarenko Tetiana, PhD (Philology), Assistant professor, e-mail: tet_bondarenko@ukr.net;
    Oliinyk Yurii, Master student, e-mail: iamoliinyk@gmail.com;
    Bohdan Khmelnytsky Cherkasy National University, Shevchenko Blvd., 81, Cherkasy, 18031, Ukraine.

    The aim of the study. The article analyzes the distinguishing traits of the Ukrainian travel content presented on the online social network Instagram, clarifies basic concepts, offers classification features that characterize the travel content (by segmented tourist topics; by the number of participants on a trip; by the mode of travelling; by the language of presentation; by the presence of different types of content). It also focuses on formats used to communicate and interact with the audience.
    Methods. The topic analysis is used to identify classification features that characterize various types of posts, to investigate aggregated theoretical and practical studies; a comparison method is applied to compare and contrast scientific views on the issue and travel content; a typology method helps to structure the essential features of travel content; a method of generalization is used to systematize and present research findings.
    Results and conclusions. The concept of the online social network travel-blog is clarified, that allows defining the category: the travel-blog is referred to as a user’s collection of tourist-related posts, distinguished by the author’s style, structure, periodicity of updating, and variety of its content. It is emphasized that the concept of travel content, represented by audio, visual, and multimedia components, has a wider semantics. The ten most popular travel blogs recorded on the online social network Instagram are analyzed. The following criteria used to classify the travel content include segmented tourist topics, the number of participants on a trip; the mode of travelling; language; and the presence of different types of content. The ways of information and communication interaction between travel bloggers and online social network users are explored.

    Key words: travel-blog, travel-blogger, travel-content, travel-post, information-communication interaction, online social networks audience.

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Title:

Advertisement as a mean of manipulative influence on the consumer: language and style

Author:

DOI:

Livitska Oksana

ISSN 2415-8496 
Obraz, 2019. Vol. 3 (32). P 64–69
https://doi.org/10.21272/Obraz.2019.3(32)-64-69

  • The article deals with the language and style of writing advertising texts in modern television due to their ability to manipulate the consumer. The subject of the study is television advertisements on the leading Ukrainian channels (1+1, Ukraina, Inter, Novyj Kanal, ICTV). It is proved that copywriters give the advertised product a positive assessment by expressive means. However, it goes about certain manipulative influence on the buyer, which is expressed in expressive means that create the effect of uniqueness of the product or service, emphasize a specific feature of certain advertised objects, provide original sound, which contributes to better memorization of the advertising text. Manipulation is imperceptible, which, stimulates the recipient to buy the goods.

    Key words: expressive means; manipulative influence; advertising text; TV advertisement.

  • UDC 81:659:654.197

    Advertisement as a mean of manipulative influence on the consumer: language and style

    Livitska Oksana, PhD (Philology), Assistant professor,
    Kamianets-Podilskyi Ivan Ohiienko National University, 61, Ohiienko Str., Kamianets-Podilskyi, 32302, Ukraine, e-mail: Oksanalivitska13@gmail.com
    ORCID – https://orcid.org/0000-0003-2747-0566

    Introduction. The study describes different expressive means and devices which are used in TV advertising texts. Advertising has taken a dominant place on television and radio, in newspapers and magazines, and on the Internet. Advertising has become a conglomerate that has covered almost every area of our lives.
    Relevance of the study. The increasing role of advertising in the modern world has led to an increased interest in the study of this social phenomenon among scholars in various fields. A text is one of the most important components of advertising and a means of manipulation. Creating an effective, influential advertising text, which excites the consumer desire to buy an advertised item, requires precise selection and successful combination of words. So we can speak about the relevance of language study of advertising texts, which has a significant impact on effectiveness, comprehensibility of TV advertisement and its perception.
    The methology. The following methods were used in the study: typological (identification and ordering of expressive means in TV advertising texts); functional (clarifying the role of the above-mentioned means); structural (identification of relationships between components of the common system); hermeneutic (in-depth interpretation of the semantic load of expressive means).
    Results: different expressive means and devices are used in TV advertising texts in order to provide success of the advertised product, to create an attractive image of goods, services for potential customers and to ensure a certain level of demand for goods. In order to attract more attention to their products manufacturers and advertisers take into account the power of words, so they use a large number of tropes: epithet structures, metaphors, hyperbole, comparisons. Such lexical expressive means significantly enrich advertising texts, contribute to their easy memorization, maximize the advertising effectiveness. 
    Conclusions: So epithet structures, metaphors, hyperboles, comparisons are important elements of advertising texts that provide the impact of high-intensity on consumers, creating a certain emotional effect, reduce the distance between the object of advertising and its consumer, show the advantages of the advertised product over others, provide the opportunity to influence on the minds of the audience. Thus, the above means have a high manipulation potential, become the basis for the transfer of the basic idea of the advertisement itself, push the consumer to the right opinion, and therefore motivate to purchase the advertised product or service.

    Key words: expressive means, manipulative influence, advertising text, TV advertisement.

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Title: The role of suggestion in public opinion shaping of the audience of the Internet editions

Author:

DOI:

Rudenko Natalia

ISSN 2415-8496 
Obraz, 2019. Vol. 3 (32). P 70–79
https://doi.org/10.21272/Obraz.2019.3(32)-70-79

  • Thе article is devoted to the research of the role of suggestion in public opinion shaping of the audience of the Internet editions «The Guardian», «USA Today», «China Daily», «The Day», «Moscow Times». As a result of studying the influence of semantic and structural organization of the modern mass media content by means of the survey, the author concluded that by the level of influence in its initial effect on the change and formation of reactions the most effective instruments of suggestion at the lexical level are irony, emotionally-marked vocabulary, contrasts, set-expressions, metaphor-symbols, and also the instruments at the communicative-strategic level (emotionally-evaluative judgments). According to the results of the survey, the level of effectiveness of the influence of the Internet media messages on the consumers’ point of view was defined, the most popular and influential sources of information were revealed, the level of consumers’ confidence in the most often used media was identified.

    Key words: public opinion, Internet editions, content, suggestion, survey.

  • UDC 811.111: 32.019.51

    The role of suggestion in public opinion shaping of the audience of the Internet editions

    Rudenko Natalia, PhD student,
    Sumy State University, 2, Rimskoho-Korsakova St., Sumy, 40007, Ukraine, e-mail: n.rudenko@gf.sumdu.edu.ua.
    ORCID: https://orcid.org/0000-0003-1929-2077

    Introduction. Mass-and socially communicative technologies, that produce the content of modern mass media, are aimed at changing the beliefs, worldview, value orientations of the society, formation of certain behavioral patterns and transformation of public opinion. Consumers of information, in particular, the audience of Internet editions, become an object of external influences and information aggression. Thus, a comprehensive study of the influence of semantic and structural organization of the content of the modern mass media on the public opinion formation is really an actual and urgent task.
    The purpose of our research is to determine the role of such kind of manipulative technology as suggestion in shaping the public opinion of the content consumers of the Internet editions (on the material of the electronic versions of the popular newspapers «The Guardian», «USA today», «China Daily», «The Day», «Moscow Times»).
    In addition to theoretical, the basic methods of research were also empirical, in particular a sociological research, for which the questionnaire was compiled. The respondents were offered to answer 13 questions, 10 of which were of a closed type and 3 questions on assessment by a scale from 1 to 10. The questionnaire consisted of two blocks. The first block «Target Survey» contained 5 questions, the second block «Associative experiment» – 8 questions
    Anonymous survey was conducted in December 2018 – March 2019. The audience of the survey consisted of postgraduate students of different specialities, lecturers and students of the departments of Germanic philology, of journalism and philology at Sumy State University (1st, 2nd and 3d year students).
    According to the results of the survey the most popular sources of information are social networks and electronic information portals and newspapers. The level of confidence in the popular mass media is 75 %, while most consumers trust electronic information portals and newspapers. The level of influence on the personal opinion of the consumers of information is 60 %. The overall efficiency of the suggestion is 80 %. By the level of influence in its initial effect on the change and formation of reactions the most effective instruments of suggestion at the lexical level are irony, emotionally-marked vocabulary, contrasts, set-expressions, metaphor-symbols, and also the instruments at the communicative-strategic level (emotionally-evaluative judgments).

    Key words: public opinion, Internet editions, content, suggestion, survey.

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Title: Qualitative transformations in media-political space of Ukraine

Author:

DOI:

Temchur Karyna

ISSN 2415-8496 
Obraz, 2019. Vol. 3 (32). P 80–86
https://doi.org/10.21272/Obraz.2019.3(32)-80-86

  • The purpose of the article is to characterize the genre transformations in the media environment of political communication in Ukraine. The relevance of the study is related to changes in the format of election campaigns in Ukraine, which have transformed genres and models of media communication. Transformation of such genres of political communication as interview, blog, television address, debate, press conference is considered. It is determined that its factors are the transition of political discourse into show format, the presence of contrast in the image of the opponent, global political and digital trends.

    Key words: political communication, transformation of genres, genres of political communication.

  • UDC 007 : 304 : 316.77

    Qualitative transformations in media-political space of Ukraine

    Temchur Karyna, PhD Student,
    Oles Honchar Dnipro National University, Dnipro, 13, Naykova Str., 49050, Ukraine, email: karina-aleksandrovna@meta.ua.
    ORCID – https://orcid.org/0000-0001-6162-7614.

    Introduction. At present, political scientists are stating the crisis of traditional politics. Due to the lack of trust in professional politicians in the world, the men of show business are winning the election. A similar phenomenon is observed in Ukraine, where the showman V. Zelensky won the last presidential election. His political campaign was conducted with the use of social networking resources and transformed genres of political communication, which attracted the attention of young people and citizens who are tired of traditional politics.
    The relevance of the study is related to the need to examine the transformations that have happened in the Ukrainian media system in 2019.
    The purpose of the article is to describe the changes in political communication in Ukraine.
    Methods. The study was conducted by methods of modeling, comparative analysis and media monitoring.
    Results. In political communication, there are new genres: move- interviews, press marathons, stadium debates, appeals instead of the incumbent president. Their characteristic features are the democratization of language, the use of the latest technical means, a move from political formality and seriousness, the use of humor, intimation, the creation of the effect of involvement.
    The reasons for the transformation of traditional genres of political communication are the transition of political discourse into a show format, the presence of a contrasting image of the opponent, global political and digital trends.
    Conclusions. The article first describes the transformation of genres of political communication during and after the 2019 election campaign in Ukraine, and its factors. The results of the study can be applied in the preparation of the next political campaigns. The experience of the election campaign in Ukraine has shown the effectiveness of using modified genres of political communication.

    Key words: political communication, transformation of genres, genres of political communication.

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Title: Hate speech in ukrainian internet space: religious context

Author:

DOI:

Kozyryatska Svetlana

ISSN 2415-8496 
Obraz, 2019. Vol. 3 (32). P 87–97
https://doi.org/10.21272/Obraz.2019.3(32)-87–97

  • In the course of the research, monitoring of the Internet was performed, which enabled to detect those secular and denominational online-resources that employ expressive means of hate speech in headlines and info texts on religious topics. The paper elucidates the reasons for hate speech, as well as its its peculiarities, which include appealing to political stereotypes and the use of politically specific word stock or political slang, jargon, vulgar lexis, dysphemic words, connotative lexis that secure desired expressive effect. The importance of a communicator’s status, that lends weight to a message, and of the repetition of information that acts as a component of targeted strategy of one of the denominations aimed at defamation of the others, is highlighted.

    Key words: mass media, religious topics, Internet resources, hate speech, information confrontation, stereotypes.

  • UDC 070:2-67:004.738.1(477)

    Hate speech in ukrainian internet space: religious context

    Kozyryatska Svetlana, PhD (Social communications), Associate professor,
    Zaporizhzhia State Medical University, Maiakovskyi avenue, 26, Zaporizhzhia, 69035, Ukraine, e-mail: kozyriatska@gmail.com
    ORCID – https://orcid.org/0000-0003-4372-6082

    Introduction. Recently in the Ukrainian media space there are a lot of info texts on religious topics; however, a special attention should be given to the problem of hate speech use in such texts, as repetition of certain messages that employ negatively colored or offensive lexis in relation to denominations is an indicator of influence on public opinion which can provoke aggressive public mood.
    Relevance of the study. The aim of this paper is the study of peculiarities of using hate speech in info texts on religious topics represented in the Ukrainian online space. It includes, in particular, monitoring of the Internet in order to detect those secular and denominational resources that employ expressive means of hate speech in headlines or info texts on religious topics, as well as the study of lexical, stylistic, structural and other peculiarities of hate speech and discovery of reasons for using it.
    Research methods. The research is grounded on the information approach; the method of academicliterature analysis was used for general exploration of the subject, for defining the level of theoretical study of such aspect of religious journalism as the use of hate speech by secular and denominational mass-media in reports on religious topics; methods of analysis and generalization – to distinguish the expressive means of hate speech that are used in the religious segment of the Internet space, and to determine the causes of their application.
    Results. The following reasons for hate speech use have been defined: 1) with the aim of influencing public opinion, i.e. forming negative image of a confession, and humiliating its status; 2) with the aim of making web headlines more ardent by means of expressive lexis use, which, in its turn, is capable of provoking readers’ interest and attracting new visitors to the web-site. There are such particularly the appeal to political stereotypes, as well as the use of politically-marked words and political slang, jargonisms, vulgarisms, dysphemisms, stylistic lowering that secure the desired expressive effect. The importance of a communicator’s status, that gives more value to a message, has been highlighted. Usually the use of hate speech is grounded on binary opposition ‘friend-or-foe’.
    Conclusions. The academic novelty of this research is determined by singling out the peculiarities (lexical, stylistic, structural, etc.) of hate speech in the religious segment of the Ukrainian online space and by discovering the reasons for using it. A prospect for further research is the study of communication between church and state in the Ukrainian media.

    Key words: mass media, religious topics, Internet resources, hate speech, information confrontation, stereotypes.

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Title: The image of Ukraine in journalism in 20-30 years of the XX century: the national dimension

Author:

DOI:

Kolkutina Viktoriya

ISSN 2415-8496 
Obraz, 2019. Vol. 3 (32). P 98–106
https://doi.org/10.21272/Obraz.2019.3(32)-98–106

  • The article describes the image of Ukraine in the context of nation-building changes in Ukraine in the first decades of the twentieth century on the material of literary essay Dmitry Dontsov. The topic is relevant in view of the special researches of the authors of the post-colonial period regarding the national philosophical interpretation of journalism in the 20-30 years of the twentieth century.
    As a result of the work, it was determined that characters build a certain structure of foundations, which allows to test and study existential modes that destroy or, conversely, update, change the national coexistence. Alienation, separation, loneliness, indifference, tolerance, avoidance, humiliation are defective negative modes, which are opposed by the positive, author’s literary modes of national liberation struggle (disaster, faith, will, repentance, irony, glory, dream, earth, sun, share, hut, sea).They are allied and form a collective type of Ukrainian current existence and Ukraine in general.

    Key words: journalism, the image of Ukraine, the national philosophical aspect.

  • UDC 070:82-92(477)”1920/30”:316.356.4

    The image of Ukraine in journalism in 20-30 years of the XX century: the national dimension

    Kolkutina Viktoriya, D.Sc. (Philology), Associate Professor,
    National University «Odessa Law Academy», Fontanskaya road, 23, Odessa, Ukraine, 65009, e-mail: kolkutinav@ukr.net
    ORCID iD 0000-0002-3823-8415

    Introduction. The study was inspired by the desire to comprehend the process of nation-building in Ukraine in the first decades of the twentieth century, which emerged on the basis of socio-political, historical, social and cultural factors, the identification of constructive impulses of the mentally-helpless duality of the psychology of the Ukrainian movement and the ideological exhaustion and non-viability of political doctrines that were existing at that time.
    The purpose of the article is to study the image of Ukraine in the journalism of Dmitry Dontsov in the nationalistic aspect.
    Research methods. The dominant methods of research were hermeneutics (mostly the method of national and philosophical interpretation) and post-colonialism. With the help of them the problem of the philosophy of national existence was interpreted and the phenomenon of national-centered methodology of thinking was outlined, the Dontsov’s understanding of beauty in journalism and literature has been updated.
    As a result of the work, it was determined that characters build a certain structure of foundations, which allows to test and study existential modes that destroy or, conversely, update, change the national coexistence. Alienation, separation, loneliness, indifference, tolerance, avoidance, humiliation are defective negative modes, which are opposed by the positive, author’s literary modes of national liberation struggle (disaster, faith, will, repentance, irony, glory, dream, earth, sun, share, hut, sea). On the basis of the practice of interpreting the modes of human existence D. Dontsov unfolds a large-scale fantasy of the crippled current existence of Ukrainians, who are guilty of it themselves.
    The spectacles of a terrible catastrophe, hell, apocalyptic poetics and symbolism, like a flash, multiply rapidly spiritual, and, hence, national devastation. Dontsov’s generalization of Shevchenko’s picture of the world is an exhortation to return to their own national independence, because days and nights “pass”. The threatening figures of I. Pidkova and T. Tryasyla are disappearing, and Ukraine plunges into an inevitable spiritual and historical gap. Therefore the essayist visually reproduced the existential images of Shevchenko’s universe are transmitted not only to “save” the poet – it is an impetus for the salvation of the nation.
    It is clear that, as if from a first glance, the sufficiently approved theme of Ukraine, which finds its brightest expression in the work of both Ukrainian and world publicists, is realized absolutely in a new way in the portfolio of Dmitry Dontsov. This topic is expressed in a new and modern way, given the need for more active involvement of D. Dontsov’s national-centric heritage in contemporary humanitarian work, in order to counteract the abusive strategies and practices of cultural imperialism and cosmopolitanism, in particular in the context of the Russian-Ukrainian war.

    Key words: journalism, the image of Ukraine, the national philosophical aspect.

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Title: Conservative media media-frames

Author:

DOI:

Ryzhenko Lyudmila

ISSN 2415-8496 
Obraz, 2019. Vol. 3 (32). P 107–118
https://doi.org/10.21272/Obraz.2019.3(32)-107–118

  • Different points of view on this or that event is a characteristic of not only representatives of the society but also the mass media. In the variety of the diversity of ideological characteristics of mass media, conservative media which have a significant impact on society remain unnoticed. The article deals with the functional features of conservative media in terms of the content (inactive) frames, in which these mass media are put by the nature of the existence of both owners, managers, and social demand for conservative content. The possibility of convergence of conservative content with messages of mass media of other ideological directions is analyzed.

    Key words: audience, journalism, conservative mass media, content, strategy, pressure.

  • UDC 007:304:07

    Conservative media media-frames

    Ryzhenko Lyudmila, 
    National Aviation University, Cosmonaut Komarov Ave., 1, Kyiv, 03058, e-mail: l_ryzhenko_m@ukr.net
    ORCID – https://orcid.org/0000-0003-1800-3907

    Introduction. Media researchers are still worried about the quality of journalism, the presence or absence of quality journalistic texts. It can be argued that the problem of the quality of journalism in various aspects seems to have won a central place in academic debate.
    Topicality. Goal. Media researchers are still worried about the quality of journalism, the presence or absence of quality journalistic texts. It can be argued that the problem of the quality of journalism in its various aspects seems to have won a central place in academic debate. The purpose of the article is to determine whether there is a relationship between the two phenomena mentioned above. The object of the article is conservative media.
    The subject of the article is media frames within which conservative media operate.
    Research methods are based on a combination of general scientific methods of studying the specificity of analysis of social and communication phenomena. The analytical-synthetic method and the method of determining the specific segmentation of the targeted delineated content were used.
    Results. Under the journalistic frame, we understand some media coverage of a problem in such a way that should facilitate a certain interpretation of what actually happened, with an emphasis on specific details and nuances. In this sense, the goal of conservatives is to determine whether the media frameworks in which journalistic content was delivered and which dominated dispute resolution are those characteristics that distinguish collective action from those social movements that are commonly used to digitalize society. In this case, it is a question of whether conservative journalistic discourse in general assumes the form and essence of digitalizing discourse in favor of the rejection of rhetoric, which defends the objection of conscience as a form of protest.
    Conclusions and Prospects. There is a component of justice; its inclusion in the general discourse of discussions is a key factor in building content that promotes social digitalizers. In the context of conservative content, this element is particularly evident through three features: the inclusion of a lexicon used by the authors on the topic of discussion; own discourse of conservative media; the dissemination by conservative media of such arguments made by the public that indicate complaints about education reform.

    Key words: audience, journalism, conservative mass media, content, strategy, pressure.

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Title: Live-TV and interactive broadcasting: genre features

Author:

DOI:

Yatchuk Olha

ISSN 2415-8496 
Obraz, 2019. Vol. 3 (32). P 126–135
https://doi.org/10.21272/Obraz.2019.3(32)-126–135

  • The purpose of the article is to formulate the concept of genre features of interactive and live television broadcasting. These technologies are actively used not only for telecommunication, but also for Internet communication, various broadcasts, so they are relevant for study and research.
    In the course of our work we were able to find the difference between live and interactive broadcasting, to trace the use of different genres in these types of programs and to distinguish their peculiar features.
    Despite the fact that interactive live content has some limitations (language communication, improvisational script), this type of communication is attractive and long-lived and is spread in various genres of television, including news, discussions (talk-shows) and other various entertainment shows. Among other forms of broadcasting, this type has certain advantages in economic, dramatic, ideological and communication aspects.

    Key words: interactive television, communication, media audience, live television, television content.

  • UDC 007: 304: 621.397.13

    Live-TV and interactive broadcasting: genre features

    Yatchuk Olha, PhD (Social Communication),
    University of Customs and Finance, 2/4 Volodymyr Vernadsky str., 49000 – Dnipro, Ukraine, yatchuk.olga@gmail.com.
    ORCID: https://orcid.org/0000–0002–5642–9450

    Introduction. Research on live broadcasting television and interactive projects is an important contribution not only to the history and theory of social communications, but also a promising field for further research of this type of broadcasting that can be also eapplied to the investigation of the Internet. Generalization and distinguishing features of this type of broadcasting are less common in the scientific community.
    During the research the following methods were used: historical and historical comparative to analyze and organize data concerning ways of live broadcasting and interactive programs formation; systematization, classification and clustering methods were used to get generalizations. Comparative method was implemented to distinguish common and diverse features of different types of broadcasting which are used in broadcast journalism. Content analysis method was applied for organization of data concerning the development of programs which use interaction with the viewer as a certain communicative technology. 
    The purpose of our study is to formulate a certain concept of genre features which are typical for interactive and live television broadcasting. We set out the following tasks: to distinguish the features of interactive and live broadcasting; outline their particularities in different types of broadcasting and offer promising directions for using that type of broadcasting.
    This allowed us to distinguish the difference between live and interactive broadcasting, to focus on time and duration of interaction, to trace the use of different genres in these types of programs, to distinguish their specific features, to generalize and classify them, to identify promising directions of research.
    Results and conclusions. Live interactive television is characterized by a genre-themed variety. Language communication and an improvisational script are mainly used in live broadcasting that motivates the audience to engage, provides lasting interest, trust and positive changes in the image of the channel.
    News uses live broadcasting as the main way of organization of information (using «live» or stream of momentous events broadcasting), the use of interactivity in this type of broadcasting is indirect and is more oriented to further communication using individual touch points.
    Analytical programs are represented by various conversations in studio and telemarathon. Viewer interaction is limited to «viewer as one of the audience» type. Entertainment broadcasting is presented in such formats as Life-Show, Reality-Show (one of its varieties is Talant-Show) and Intelligence-Show, where interaction with the viewer is one of the formative factors. We see the benefits of this type of television among other forms of broadcasting in economic, dramatic, ideological and communication aspects.

    Key words: interactive television, communication, media audience, live television, television content.

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Title: Thematic priorities of the Ukrainian medical book

Author:

DOI:

Sadovnycha Nataliia

ISSN 2415-8496 
Obraz, 2019. Vol. 3 (32). P 136–146
https://doi.org/10.21272/Obraz.2019.3(32)-136-146

  • Despite the considerable interest of researchers of book publishing and journalism, linguists, literary critics the subject matter of the medical book is considered only tangentially. The purpose of our article is to study the thematic priorities of the medical book of Ukraine. In the process of research it was found that during the period 1991–2017, 4306 medical books were published. There are 6 major thematic groups identified: «physiotherapy» – 38 %, «pathology and clinical medicine» – 23 %, «health and general hygiene» – 16 %, «medicines and pharmacology» – 9 %, «theoretical medicine» – 8,5 %, «diet and food hygiene» – 5,5. The recipient is offered traditional and emerging scientific knowledge to diagnose, treat and prevent disease in a variety of ways, and to promote health.

    Key words: book, topic, problem, medical literature, medical information space.

  • UDC 007 : 304 : 655
    Thematic priorities of the Ukrainian medical book
    Sadovnycha Nataliia, PhD student,
    Sumy State University, 2, Rymsky-Korsakov St., Sumy, 40007, Ukraine, е-mail: nat_sad@ukr.net.

    Introduction. The rapid development of medical science and the steady public demand for qualified information on health care, prevention and treatment of illnesses lead to the expansion of the medical book`s thematic diversity as one of the major channels of information support.
    Relevance and purpose. Despite the considerable interest of researchers of book publishing and journalism, linguists, literary critics the subject matter of the medical book is considered only tangentially. The purpose of our article is to study the thematic priorities of the medical book of Ukraine.
    Methodology. We used general and specific methods of empirical and theoretical levels of research. The comparative-historical method gave the opportunity to study the development of a medical book in chronological order for 1991–2017. Content analysis, structural and typological methods were used to divide medical books into specific thematic and typological groups.
    Results and findings. In order to analyze the thematic priorities of the Ukrainian medical book, the catalogs of the leading libraries of Ukraine and some regional libraries were studied, we also examined the contents of 488 issues of the bibliography of the Chronicle of Books of the State Scientific Institution of the Ivan Fedorov Book Chamber of Ukraine. Medical publications include books of medical profession reflecting the specifics of the industry; intended for a wide readership, which is usually determined by its interest in a specific type of specialized literature. Chronological boundaries of the study: the second half of 1991 – 2017 years. It cover the period of state independence of Ukraine. 
    Conclusions. During 1991–2017, 4306 medical books were published. There are 6 major thematic groups identified: «physiotherapy» – 38 %, «pathology and clinical medicine» – 23 %, «health and general hygiene» – 16 %, «medicines and pharmacology» – 9 %, «theoretical medicine» – 8,5 %, «diet and food hygiene» – 5,5. The theme of the book – its problematic aspect and the subject matter of the author’s thinking is often given in the title of the publication, its contents and fully disclosed in the text. The recipient is offered traditional and emerging scientific knowledge to diagnose, treat and prevent disease in a variety of ways, and to promote health.

    Key words: book, topic, problem, medical literature, medical information space.

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Title: Stylistic marking of the text as a method of manipulation: psychological aspect

Author:

DOI:

Pochapska Oksana

ISSN 2415-8496 
Obraz, 2019. Vol. 3 (32). P 147–154
https://doi.org/10.21272/Obraz.2019.3(32)-147–154

  • The article represents the study of the features of manipulation of public opinion through the use of stylistically marked texts. The aim of the author is to study the relationship between the stylistic marking of the text and the audience’s confidence in the information presented in the publication, which, given the current state of the Ukrainian information space, is relevant. The analysis of the period 1943-1960 showed that in the newspaper «low» style was used to ridicule those who did not fit into the Soviet system of vision of the state and citizen in the state. As a result, a population of 55+ (experimentally confirmed) formed a well-founded distrust of information presented in a satirical form. This makes it possible to predict its effectiveness and efficiency of journalistic materials. Studying the peculiarities of the perception of newspaper texts by different categories of the population is a prospect for further research.

    Key words: newspaper, stylistic marking, manipulation, consciousness, audience.

  • UDC: 007 : 070 : 054.81’23.37.323.1

    Stylistic marking of the text as a method of manipulation: psychological aspect

    Pochapska Oksana, PhD (Social Communications), Associate Professor,
    Kamianets-Podilskii Ivan Ohiienko National University, Ohiienko 61 str., Kamianets-Podilskii, Khmelnytskyi region, Ukraine, 32300. E-mail: pochapska.oksana@kpnu.edu.ua 
    ORCID – https://orcid.org/0000-0003-1069-9639

    Introduction. Up to date, the situation in the Ukrainian media space has not changed dramatically from the Soviet Period. This gives wide possibilities for variations to manipulate the minds of the audience, large part of which is made up of people of 55 years of age who are accustomed to reading and trusting the press. Accordingly, the study of the relationship between the audience’s trust in the journalistic publication and the manner of presenting news of the specified category of the population will enable to form ways of introducing media literacy for different categories of society, which is relevant today.
    Significance and purpose. In our study, we analyze the reactions of this audience as it is the part of the active population that in one way or another influences the formation of conscious perception of the surrounding reality of modern youth. The purpose of the study is to research the relationship between stylistic marking of the text and the audience’s confidence in the information presented in the publication (based on the analysis of regional periodicals 1943-1960).
    Research methods. During the study such methods as surveys (oral and online surveys) were used to examine the audience’s response to texts of different styles, content analysis, which analyzed the frequency of use of satirical-humorous genres, stylistically labeled vocabulary and religious imagery for criticism/condemnation of those people or phenomena that did not fit into the criteria of the USSR; genre, stylistic and semantic analysis.
    Results. The analysis of the period 1943-1960 showed that in the newspaper “low” style was used to ridicule those who did not fit into the Soviet system of vision of the state and citizen in the state. As a result, a population of 55+ (experimentally confirmed) formed a well-founded distrust of information presented in a satirical form. This makes it possible to predict its effectiveness and efficiency of journalistic materials. 
    Conclusion. Selected publications analyzed that the Soviet print periodicals clearly distinguished the manner of presenting information about the so-called «positive» and «negative» heroes. At the same time, the survey revealed a tendency of public confidence in information that does not contain stylistically marked vocabulary. Accordingly, we can say that stylistic marking of the text is one of the methods of manipulation of public opinion.
    Prospective for further research. Studying the peculiarities of the perception of newspaper texts by different categories of the population is a prospect for further research.

    Key words: newspaper, stylistic marking, manipulation, consciousness, audience.

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Title: Satisfaction of the target audience of advertising communications as a factor of socialization

Author:

DOI:

Yanenko Yaroslav

ISSN 2415-8496 
Obraz, 2019. Vol. 3 (32). P 155–163
https://doi.org/10.21272/Obraz.2019.3(32)-155–163

  • The article deals with the features of satisfaction of the target audience of advertising communications as one of the important factors of modern socialization, this is the relationship between the satisfaction of the target audience and the content of the advertisement, in particular, these are her characters who demonstrate socially approved patterns of behavior. It has been established that the main feature of the socialization effect of advertising videos on the target audience is the transmission of new knowledge, values, social norms, patterns and behaviors, etc. The main aspects of satisfaction with the target audience of modern advertising communications have been clarified, in particular, satisfaction with their own physiology, job satisfaction, satisfaction with spending my free time and satisfaction from everyday life as a way to achieve various benefits. Particular attention is paid to determining the levels of satisfaction of respondents in the process of communication with advertising messages.

    Key words: advertising communications, promotional video, satisfaction, socialization, target audience.

  • UDC 007 : 304 : 659

    Satisfaction of the target audience of advertising communications as a factor of socialization

    Yanenko Yaroslav, PhD (Sociological Sciences),
    Sumy State University, 2, Rimsky-Korsakov St., Sumy, 40007, Ukraine, e-mail: y.yanenko@journ.sumdu.edu.ua
    ORCID – https://orcid.org/0000-0003-2468-6636

    Introduction. The influence of advertising communications on the socialization process occurs through the demonstration of behavior patterns, through the transmission of knowledge, values, advertising heroes, etc. using modern communication technologies.
    Relevance and purpose. The relevance of the topic is determined by the influence of modern advertising communications on the target audience, in particular, on its satisfaction in various fields. The purpose of scientific research is to determine the features of satisfaction with the target audience of advertising communications as one of the important factors of modern socialization.
    Methodology. The main method used in the article is content analysis. The author analyzed examples of advertising videos, which allowed determining the main relationship between the satisfaction of the target audience and the content of the advertisement.
    Results. As a result of the study is determined the features of satisfaction of the target audience of advertising communications as one of the important factors of modern socialization, this is the relationship between the satisfaction of the target audience and the content of the advertisement, in particular, these are her characters who demonstrate socially approved patterns of behavior. It has been established that the main feature of the socialization effect of advertising videos on the target audience is the transmission of new knowledge, values, social norms, patterns and behaviors, etc. The main aspects of satisfaction with the target audience of modern advertising communications have been clarified, in particular, satisfaction with their own physiology, job satisfaction, satisfaction with spending my free time and satisfaction from everyday life as a way to achieve various benefits. Particular attention is paid to determining the levels of satisfaction of respondents in the process of communication with advertising messages.
    Conclusions. The novelty of the scientific work lies in an empirical study, the results of which confirmed the existence of a connection between the content of advertising and the satisfaction of the target audience. 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, promotional video, satisfaction, socialization, target audience.

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