Issue 3 (29) ’ 2018

The article deals with the conceptual representations of nomination, the origins of the term “cultural industries”, presents the evolution of views on nature, the meaning of this phenomenon, starting with the linguistic context and ending with the role of modern creative technologies. The article presents the results of monitoring the materials of the “Day” newspaper (July-December 2018) related to various spheres of cultural industries, accompanied by relevant interpretations and comments. An attempt is made to determine the prognoses for further realization of the sphere of creative industries in Ukrainian realities.

Key words: cultural industry, meanings synergy, socio-cultural sphere.

UDC 007 : 811.161.2’42 : 17.023.35

Cultural industries in Ukrainian discourse: the search of meanings synergy

Yevgrafova Alla, PhD (Philology), e-mail: [email protected]
Prokopenko Nataliia, PhD (Philology), e-mail: [email protected]
Sumy State University, Sumy State University, 2, Rymsky-Korsakov St., Sumy, 40007, Ukraine.

Introduction. The article deals with the conceptual representations of nomination, the origins of the term “cultural industries”, presents the evolution of views on nature, the meaning of this phenomenon, starting with the linguistic context and ending with the role of modern creative technologies.
Relevance and purpose. The content of this concept is researched retrospectively: from the “Dialectics of Enlightenment” (1947) of M. Horkheimer and T. Adorno, which became a textbook for the study of the processes of mass culture formation and is considered as a cultural and philosophical manifesto, being the basis for further judgments about creative industry in the XX–XXI centuries.
The relevance of the research is due to the fact that nowadays in Ukraine this phenomenon is recognized as a priority for Europe and is actualized as urgent.
With the aim of defining the synergetic meanings of modern cultural industries and evaluating the prospects of science in this field, their research in the linguistic context in dynamic synchrony and interactive analysis of contemporary discursive practices has become groundbreaking.
Methods. To solve the tasks set in the study, we used a descriptive method which allowed establishing connections with extralinguistic phenomena on the basis of external interpretation, the principles of distribution methodology to determine the totality of all environments in which the researched element “cultural industries” occurs, content analysis as a purely journalistic method, and analysis and synthesis as a general scientific research methodology that helps to get closer to the comprehension of the concept that is analyzed.
Results. The article presents the results of monitoring the materials of the “Day” newspaper (July-December 2018) related to various spheres of cultural industries, accompanied by relevant interpretations and comments. An attempt is made to determine the prognoses for further realization of the sphere of creative industries in Ukrainian realities.
Conclusions. The researched material suggests that:
1) the problem discussed is relevant for Ukrainian discourse;
2) the development of the problem of creative technologies in the world, as well as in Ukraine, was significantly influenced by English documents;
3) Ukrainian scientists are attempting to assess the prospects of science in the field of cultural industries in order to determine the strategic directions of research and to forecast possible scenarios of the future;
4) the analyzed text materials of the Ukrainian newspaper “Day” give an opportunity to characterize the main directions and achievements in the field of cultural industries.
As a result, it is worth formulating some of the points that could form the basis for further work on the topic: to continue the foresight research, to create focus groups, and to make prognoses of economic calculations of some projects. Concerning the scientific humanitarian approach, the notion of “cultural industry” should be clearly determined, differentiating the “fates” of culture and industry, and defining the scope of each of them without forgetting the warnings of path-breakers M. Horkheimer and T. Adorno.

Key words: cultural industry, meanings synergy, socio-cultural sphere.

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The article reveals the peculiarities of the representation of women from the fields of volunteering, defense and journalism during the socio-political and military events of 2013–2018 on the basis of Ukrainian media. For the first time, women’s participation in volunteer, defensive and journalistic activities during the Revolution of Dignity, the annexation of the Autonomous Republic of Crimea and the ATO was analyzed and typologized. To achieve the aim of the research, methods of monitoring, content analysis and auxiliary methods of comparison, analysis, synthesis, generalization, as well as typology method were used. On the basis of the analysis of Ukrainian media materials, features of the representation of women’s participation in volunteer, defense and journalistic activities during the sociopolitical and military events of 2013-2018 were identified, which were typologized into three groups – volunteering, defense, journalism – with further division into subgroups.

Key words: women, gender, media, the Revolution of Dignity, Euromaidan, annexation of Crimea, ATO, Ukraine.

UDC 007 : 304 : 070

Representation of women in media during socio-political and military events in Ukraine 2013–2018

Volobuieva Anastasiia, PhD (Social Communications), e-mail: [email protected].
ORCID – https://orcid.org/0000-0002-8126-7107;
Zental Olesia, Master, e-mail: [email protected],
ORCID – https://orcid.org/0000-0002-9169-2481;
Taras Shevchenko National University of Kyiv, The Institute of Journalism, 36/1, Melnykova St., Kyiv, 04119, Ukraine

Introduction. The Revolution of Dignity, the annexation of the Autonomous Republic of Crimea and the Anti-Terrorist operation (ATO) in eastern Ukraine took place chronologically consistently, being in an event and thematic interconnection with each other. On April 30, 2018, the ATO was completed, in place of which the Joint Forces operation (JFO) was launched. However, during the last five years in the Ukrainian media there has never been published material in which, in panoramic terms, in all its diversity and interconnections, the participation of women in each of these socio-political and military events was reflected. Moreover, this has not been done also by scholars, which determines the relevance and pioneering of this study.
The aim is to identify the peculiarities of the representation of women from the fields of volunteering, defense and journalism on the basis of Ukrainian media during the socio-political and military events of 2013–2018.
Methodology. To achieve the aim of the research, were used methods of monitoring, content analysis, including methods of comparison, analysis, synthesis, generalization, and method of typology.
Results and conclusions. On the basis of the sample of materials in the media, the features of the representation of women from the fields of volunteering, defense and journalism during the socio-political and military events in Ukraine in 2013-2018 were revealed, namely, the Revolution of Dignity, the annexation of the Autonomous Republic of Crimea and the ATO. This made it possible for the first time to panoramically show the women’s participation and to identify interconnections in their activities, which was done using a typological analysis.

Key words: women, gender, media, the Revolution of Dignity, Euromaidan, annexation of Crimea, ATO, Ukraine.

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In the article there are the attempts to explore a fragment of the language picture of the world of Ukrainians, presented by the type the media as radio, to identify the most relevant concepts associated with it. The tool for the study was a free associative experiment with the help of which formed the associative field of the word-stimulus of RADIO, identified the main semantic fields of the field, to analyze its structure, etc.
Radio for the majority of respondents is for listening to music (108 reactions), and only 32 reactions indicate the radio as a source of information.
The reactions of the associative field showed that in the minds of respondents, radio is associated as traditional, which is listened mainly through the radio, not through the Internet (digital radio).

Key words: radio, free associative experiment, associative field, semantic sphere.

UDC 007 : 654.19 : 159.9.072.533 : 81(477)

Radio in the language world picture of Ukrainians

Denysevych Olena, Phd (Philology), senior lecturer,
Zhytomyr Ivan Franko State University, Ukraine, 40, Velyka Berdychivska Str., Zhytomyr, 10008, Ukraine, e-mail: [email protected]
ORCID – https://orcid.org/ 0000-0002-5419-5953

Introduction. The beginning of processes of visualization and digitalization all media as well as radio start to change. These processes take up all of the media also create a new consumer of media. Therefore, it is important to study the language consciousness through a free associative experiment, which gives us material for the study of actual concepts and needs of respondents. In our article we will focus on the study of the place of radio in the language consciousness of Ukrainians. Identify the most relevant concepts associated with it, a tool for the study of these processes is a free associative experiment.
The purpose and objectives of the study: to identify relevant concepts associated with the word-stimulus RADIO in the language picture of the world of Ukrainians, to analyze the structure and semantic content of the associative field of the word-stimulus RADIO, to compare the lexical and associative meaning.
Research methods: free associative experiment, semantic, quantitative analysis and comparative analysis.
Results and conclusions. In the associative field of the word-stimulus RADIO identified 10 semantic areas, of which the largest – a «content» and «proper names». Conotative reactions make up 7 % of the associative field. Radio in the responses of respondents is outdated (3), old (5), forgotten, annoying, but many reactions describe the RADIO as interesting (2), funny, that carries interesting information, causes joy. The most relevant component of the lexical meaning in the associative field is the element of ‘radio transmission’. Radio for the majority of respondents is for listening to music (108 reactions), and only 32 reactions indicate the radio as a source of information. In 14 associative fields we find the reaction of the radio to other words-stimuuls of advertising vocabulary, most often repeated reaction 62 times to the word-stimulus SPEAKER and 27 times to the word-stimulus MEDIA.
The reactions of the associative field showed that in the minds of respondents, radio is also associated as traditional, which is listened mainly through the radio receiver, not through the Internet. Further exploration and expansion of the circle of respondents, as well as the time of the experiment will show other relevant components of the associative meaning of the word-stimulus RADIO.

Key words: radio, free associative experiment, associative field, semantic sphere.

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Modern researchers view the travelogue as a meta-genre that synthesizes various genre formations and accumulates their elements. The majority of scientists consider the travelogue to be a literary publicistic text. However, scientific documentary facts and the image of a real path take an important place in such texts. Therefore, there is a need to conduct a deep analysis of travelogue genre features and to highlight the genre’s tilt towards documentary journalism. The aim of the article is to determine the representativeness of genre features of guidebooks and travelogues. The great focus is placed upon distinguishing the genre features of the identified genre units. It is determined that guidebooks are notably characterized by their factual nature, documentary detailing, lack of imagery and consistent continuous reflection of the way the traveler moves. It is proved that travelogues also display the fundamental features of guidebooks – factual nature and movement along a defined travel path. It is explained that besides having guidebook features, travelogues also necessarily have a publicity reflection of reality and author’s presence. These particular features indicate the difference between the genres under consideration.

Key words: path, guidebook, travelogue, genre features, publicicity.

UDC 007 : 304 : 070

Representativeness of genre features of a guidebook and travel media text

Kovalova Тetiana, PhD (Social Communications),
Sumy State University, 2, Rymsky-Korsakov St., Sumy, 40007, Ukraine, е-mail: [email protected].
ORCID – https://orcid.org/0000-0002-6551-4139

Introduction. The modern travel media text is a rather common way of presenting information about travels to foreign destinations, as the aspiration to reflect the complex image of the modern world and readers’ demands encourage the publicist to actively seek the means of updating the format, subject, genres and mode of interaction with the reader. The relevance of the research is defined by the uncertainty in genre affiliation of travelogues.
The aim of the research is to determine the representativeness of genre features of guidebooks and travelogues, as well as to determine the main features of guidebooks that are also characteristic of travelogues.
Methodology. The research is based on a methodological principle that unites logical, typological and contrastive analyses of travel media texts. The specific nature of the logical method lies in highlighting only the most essential, defining and fundamental genre features of guidebooks and travelogues. The typological method has made it possible to determine the common and distinct genre features of the texts under research. The specific nature of the comparative method lies in comparing genre features of guidebooks and travelogues. The systematic-structured method has been used to determine the place and role of the author upon creating an itinerary, and to determine the significance of documentary facts upon recreating the real path.
Results. As part of the study, common genre features of guidebooks and travelogues have been defined. It has been found out that guidebooks are notably characterized by their factual nature, documentary detailing, lack of imagery and consistent continuous reflection of the way the traveler moves. It has been proved that travelogues also display some fundamental features of guidebooks – factual nature and movement along a defined travel path, however the information is presented in different ways. Travelogues are characterized by image-bearing comprehension of facts and their interpretation by the author. The reflection of the path taken by the author is often discrete. The movement along the defined path is interrupted by remarks, thoughts, reflections, image-bearing digressions. It has been explained that besides having guidebook features, travelogues also necessarily have a publicity reflection of reality and author’s presence.
Conclusions. The main element of a travelogue is the itinerary defined by the author himself, which confirms the affiliation of the text with documentary journalism. The mentioned issue requires further investigation in order to determine the accurate affiliation of travelogues with a certain genre group, as well as to specificate the features of the travelogue that would allow it to be identified as an established genre form.

Key words: way, guidebook, travelogue, genre features, publicity.

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The aim of the article is to determine the content characteristics of the factual content of the travelogue. It has been found out that the reproduction of the real facts, primarily documentary, statistical images, which are often supplemented by visual ones prevail in the text of the travelogue. It is proved that the facts in the travelogue can acquire the characteristics of subjective author’s interpretation, and the grouping of the facts depends on the content. It is explained that the principle of documentary in the text of the travelogue is combined with the author’s intentions in understanding the facts, and the journalistic generalization of the perceived factual information is transmitted in the form of author’s judgments, generalizations, and conclusions. It has been established that the content of the travelogue is saturated at the same time with facts, documentary imagery, informativity, and the processing of factual content is determined by the author’s intentions and genre features of the travelogue.

Key words: content, fact, factual content, travelogue.

UDC 007 : 304 : 070

The characteristics of the factual travelogue content

Kryvka Eleonora,
International Economic and Humanitarian University Academician S. Demyanchuk’s, Academician S. Demianchuk’s street, 4, 330127, Rivne, Ukraine, е-mail: [email protected].
ORCID – https://orcid.org/0000-0001-8635-2135

Introduction. The information space actively fills the author’s texts about travel to other people’s spaces, written in the travelogue genre – the modern variation of travel literature, a guidebook and travel essay.
The aim is to identify content characteristics of the factual content of the travelogue.
Methodology. The aim and objective of the research have led to the complex use of such research methods: bibliographic, systematization, phenomenological. The specificity of the bibliographic method consists in the content analysis of the author’s text and the discovery of the peculiarities of the publicist’s worldview in his context. In the selection, analysis, substantiation of the facts of the reality and their representation in the travelogue, a systematic approach has been applied. The peculiarity of the application of the phenomenological research method is to comprehend the personal intentions of the publicist-traveler, that play a major role in the selection and presentation of the factual content by the author.
Results. Upon investigating the factual content of the travelogue, a conclusion has been made that the facts of reality are represented in the text by the author, first of all, as documentary, statistical images, which are often complemented by visual ones. The facts used by the publicist in the travelogue become signs of subjective copyright interpretation, and the grouping of facts depends on the content. The principle of documentary in the travelogue text is combined with the author’s intentions to comprehend the facts, and the journalistic synthesis of the perceived factual information is transmitted in the form of author’s judgments, generalizations, and conclusions. It has been established that the processing of the factual content is determined by the author’s intentions and genre features of the travelogue.
Conclusions. The content of modern travelogues is saturated at the same time by statistical facts, documentary imagery, informativeness, and the presence of the author’s “I”. The problem requires further development and deeper investigation in order to specify the features of the textual organization of travelogues.

Key words: content, fact, factual content, travelogue.

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The article highlights the publications of local lore and historical subjects in the Ternopil press of 2000-2005 (the newspapers «Vilne zhyttia», «Svoboda», «Ternopil Vechirnii»). The study investigates their periodicity, identifies the sub-themes and considers them as a thematic niche of regional mass media. As a result of the analysis, the article determines the number of prints on the specified subject and outlines their role in printed media of Ternopil region as a component of the historical studies.

Key words: press, prints, genre, sections, narrative, discourse.

UDC 070 : 908 : (091) (477.84)

Local lore issues in the press of Ternopil region: historical aspect

Peleshok Olga, PhD Student,
Volodymyr Hnatiuk Ternopil National Pedagogical University, 2, Maxyma Kryvonosa St., Ternopil, 46027, Ukraine, е-mail: [email protected]
ORCID – https: //orcid.org/0000-0002-9844-4480

Introduction. Lately, the issue of local lore has been widely articulated in the media discourse that continues the process of redefining historical narratives and searching for national identity. Mass media have faced that need to create a new system of values and to consolidate around the primary tasks of national state building.
Relevance and aim. The relevance of the issue is defined by people’s increased interest in the history and modern life of their region, its local peculiarities and traditions. The local media reflect and retain historically and culturally important events of the area, region, city or village, as well the information about the people and institutions that have played a defining role in the history, spiritual life, science and culture of the region. Moreover, local lore materials that are nowadays published in the modern print media are some of the most instrumental tools for controlling the process of the revival and development of the nation’s culture, language and literature, restoring its socio-cultural environment, creating and reproduction of the scientific and creative potential of a specific region. The aim of this work is to study the topical variety and periodicity of local lore historical materials on the pages of Ternopil print publications issued in 2000–2005 that deal with events important to Ukraine.
Methods. The primary method used in our research is the qualitative-quantitative method of document study, namely content-analysis. Therefore, the present local lore historical material has been given an objective, system and quantitative description, and several local lore information flows have been juxtaposed (in our case three newspapers have been juxtaposed as three verbal flows).
Results. The materials written by different authors in various genres, including short articles, reports, correspondence, interviews, articles and others, prevail in the publications with the historical and local lore content found in such issues as «Vilne zhyttia», «Svoboda», «Ternopil Vechirnii». Based on the analysis of local lore historical publications in Ternopil region periodicals one may state that they, as a whole, are a separate source array for studying local history.
Conclusions. The analysis of suggested Ternopil region newspapers issued in 2000–2005 demonstrates that the subject of history has always been relevant in the local press. The historical and local lore subject has always been one of the leading ones in spreading the achievements of the national local lore thought. On the other hand, these texts have been and still are creating an important layer of local lore publications. One can therefore conclude that newspapers are a rich source for studying national history, including that of the Ternopil region as one of its regional components, that they highlight the issues of the establishment and development of local lore study in the region, and are a direct source for historians, local lore specialists, librarians, writers.

Key words: press, prints, genre, sections, narrative, discourse.

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The increase of threats to journalistic activity and the considerable violation of the rights of media people in Ukraine defines the relevance of researching the criminal legislation in terms of the observance of journalists’ rights and freedoms. The aim of the article is to investigate the existing rights and freedoms of journalists in the context of the Criminal Code of Ukraine. The methodological basis implies the use of the methods of analysis, synthesis and system approach; historical method; methods of comparison and generalization.
The research has revealed that 2015–2016 had seen an increase in the criminal law protection of the rights and freedoms of journalists resulting from changes and amendments in the Criminal code of Ukraine. The violation of the right for journalists to conduct professional activity leads to criminal liability under Article 171 of the Criminal Code of Ukraine. Crimes against journalists are singled out into a separate type of crimes. The improvement of Ukraine’s positions in international rankings “Reporters without borders” and Freedom House in 2016–2017 indicates that the increased protection of the rights and freedoms of journalists, following the separation of crimes against them into an individual type on the legislative level, has had a positive influence on the freedom of speech.

Key words: journalistic activity, crimes against journalists, protection of professional activity, criminal legislation.

UDC 007 : 070 : 347.791.3

Rights and freedoms of journalists in the context of the Criminal Code of Ukraine

Prystupenko Tetiana, PhD (History), prof.,
Taras Shevchenko National University of Kyiv, The Institute of Journalism, 36/1, Melnykova St., Kyiv, 04119, Ukraine, е-mail: [email protected].
ORCID – https://orcid.org/0000-0001-9546-8228

Introduction. The legislative base in all spheres of life – political, social, cultural and educational, etc. – has begun to actively form during the period of the development and establishment of Ukraine’s contemporary history, statehood and sovereignty. The observance of the right for the freedom of speech, opinion and expression, realized through mass media, is one of the top priorities in the development of a democratic country.
Relevance and aim. The relevance of researching the criminal legislation in terms of the observance of journalists’ rights and freedoms is defined by the increase of threats to journalistic activity and the considerable violation of the rights of media people in Ukraine. The aim of the article is to investigate the existing rights and freedoms granted to journalists under the Criminal Code of Ukraine.
Methods. The methodological basis implies the use of methods of analysis, synthesis and system approach to fully consider the peculiarities of criminal law protection of journalists’ professional activity and the violations of their rights.
Results. Principal Criminal Code provisions pertaining to the observance of the rights and freedoms of journalists have been defined for further analysis of the situation. Sanctions for criminal violations against journalists have also been described, the influence of the increased criminal liability for crimes against journalists and freedom of speech in Ukraine has been considered.
Conclusions. The research has revealed that 2015–2016 had seen an increase in the criminal law protection of the rights and freedoms of journalists as a result of changes and amendments added to the Criminal code of Ukraine. The violation of the right for journalists to conduct professional activity leads to criminal liability under Article 171 of the Criminal Code of Ukraine. Crimes against journalists are singled out as a separate type and are controlled by articles 345-1, 347-1, 348-1, 349-1 of the Criminal Code of Ukraine. The improvement of Ukraine’s positions in international rankings “Reporters without borders” and Freedom House in 2016–2017 indicates that the increased protection of the rights and freedoms of journalists, following the separation of crimes against them into an individual type on the legislative level, has had a positive influence on the freedom of speech.

Key words: journalistic activity, crimes against journalists, protection of professional activity, criminal legislation.

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Urgency of the research is determined by necessity to study scientific projected research as a social communicational phenomenon. Purpose of the article – to explain the importance of research projects in context of creating a positive image of higher education. Results of scientific intelligence are summarized where social communicational practices of higher education institution imageology are discussed and emphasize that research projects of social communicational discourse have not enough attention. The main components of scientific research which are basics of the formation of high education institutions image are defined and it is reviewed on the example of Sumy State University’s work which consistently holds high positions in international and domestic rating systems.

Key words: image, scientific research, social communicational experience.

UDC 070: 340.116

Scientific research as a fundamental component of the institutions’ image of higher education institutions

Zaitseva Stanislava, staff member,
Sumy State University, 2, Rymsky¬-Korsakov St., Sumy, 40007, Ukraine, е-mail: [email protected].

Introduction. A prerequisite for the successful development of a higher education institution in today’s conditions is the carrying out of scientific research and development and their use in practice. The implementation of multi-purpose research and the implementation in practice of large-scale multidisciplinary projects related to long-term scientific research is only effective for units of the Ukrainian higher education institutions, which undoubtedly testifies to their effective management and a high level of trust to them among the investors, and therefore, positive image characteristics.
The aim of the paper is to substantiate the importance of the work of higher education institutions on such a social and communication factor in the formation of a positive image as scientific research.
Methodology. A number of methods were used to reveal the scientific problem and to solve tasks: the method of analysis and systematization of scientific literature allowed to estimate the level of theoretical studying of research project activities in the social and social-scientific discourse; statistical method helped to emphasize the importance of accentuation of attention during the work on the scientific component of the image of higher education institutions on each of its components; ideographical method helped to give an outline of the social-communicational potential of research project activities in the context of creating the image of higher education institutions.
Results. The article shows that positive image indicators of higher education institutions are inextricably linked with their high positions in rating lists. One of the decisive image attributes of such institutions is scientific activity, in particular, research work. On the example of Sumy State University (SSU), which has high rating data, its socio-communication experience in the field of research activities is considered. An analysis of the research carried out by SSU has shown that the university is actively working on socio-communication strategies to enhance image characteristics. Absolutely all the components of the research work taken into consideration demonstrated the active dynamics of the above-mentioned institution in this direction – this is also work on topical scientific directions, the growth of the number of research projects financed by the state and external customers, and, consequently, revenues from this type of activity, increase of grant projects.
Conclusions. Image characteristics of higher education institutions (HEIs) repeatedly became the object of interest of Ukrainian specialists in the field of social communications. However, research activities as a means of forming an image were not given significance. The socio-communicative understanding of research practices implemented by Sumy State University made it possible to see that the aforementioned direction of work today is one of the key mechanisms for the functioning of those institutions that seek recognition not only at the local level, but also at the international level.

Key words: image, scientific research, social communicational experience.

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The goal of the article is the analysis of the foreign experience of specialists’ preparations in the public relations sphere in the higher school which can be used for the Ukrainian standard of PR education creation. The topicality of the research stipulates the necessity of positions reasoning in the public relations as scientific and educational directions in Ukraine. Some important aspects of American, European, Asian and Arabian-Muslim standards of the higher education in the public relations sphere are considered. The key points have been selected that should be taken during creating its own standard: cultural and historical and regional context, integrative and interdisciplinary basis of educational standards, developing the scientific school of PR, synthesis of traditional and innovative methods of studying, material and financial support of the educational process.

Key words: public relations, foreign experience, higher school, educational standard, interdisciplinary basis.

UDC 007 : 378.147 : 659.4-057.86 (1-87)

Foreign experience of PR-specialists’ preparation: lessons for Ukraine

Korzhova Tatiana, applicant,
Kiev National University of Culture and Arts, st. E. Konovalets, 36, 01133, Ukraine, email: [email protected].
ORCID – https://orcid.org/0000-0002-1292-3158

Introduction. There are main problems which are connected with the novelty of public relations specialty in Ukraine and the absence of the most experts’ desire to share their knowledge due to the unattractiveness and the lack of profit in teaching within the country. The necessity of scientific activity in the public relations sphere and the need of filling information content by own scientific materials in PR is accentuated.
Aim is to the analysis of foreign experience of specialists’ preparations in the public relations sphere in the higher school with the aim of creation its own Ukrainian standard of PR-education.
Method. The purpose, object and subject of research determine the basic methods. The solution of the formulated tasks requires the involvement of comparative and descriptive methods, methods of analysis and synthesis. In addition, the historical-genetic method was used to highlight key aspects of the worldwide PR-education experience, and the content-monitoring method to analyze and identify the main lessons for building a Ukrainian model of education in public relations.
Results. The segments of world-wide experience of training PR-specialists are outlined and considered, and this necessitates further research in this direction, which not only enriches scientific discourse and methodological apparatus, but also determines new educational perspectives during the preparation of PR-specialists in the high school of Ukraine on at the present stage.
Conclusions. The article is dedicated to Some aspects of American, European, Asian and Arabian-Muslim standards of the higher education in the public relations sphere is considered, which give the reason to Ukrainian scholars theorists and scholars practitioners put the peculiar attention on the cultural-historical and regional contexts in preparing PR-specialists in the higher education establishments on integrative and interdisciplinary basis of educational standards, development its own methodological and scientific school of PR, synthesis of traditional and innovative methods of studying and, in the connection with it, on material and financial support of the educational process.

Key words: public relations, foreign experience, higher school, educational standard, interdisciplinary basis.

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Based on Ukrainian political video advertising of snap elections in 2007 and 2014, the article defines value dynamics of Ukrainian political video advertising and states transformation of dominant values in these commercials. 138 video commercialsof eleven political parties and blocs were considered in the course of the study. Executed work has made it possible to trace changes in value priorities. So, social order and stability, social justice, caring for the weaker ones were the dominant values in 2007. In 2014 an appeal to national security comes to the fore. Quantitative indicators suggest that Ukrainian society most needed protection on the global scale – not only protection of the family, but protection of the whole nation. Also we observe hefty increase in appeals to peace, novelty and change in life. Appeals to values of self-esteem and freedom disappear, instead we observe appeals to wisdom, social force and respect for the opinions of other people.

Key words: video advertising, dominant values, media support, agitation, visual images.

UDC 007 : 304 : 659

Ukrainian political video advertising: dominant values

Tkachenko Olena, D.Sc. (Philology), Prof., e-mail: [email protected]
ORCID – https://orcid.org/0000-0002-6382-6390,
Slyzka Daria, magister, e-mail: [email protected],
Sumy State University, 2, Rymsky-Korsakov St., Sumy, 40007, Ukraine

The aim of the study is to determine the dynamics of values in Ukrainian political video advertising and to trace transformation of its dominant values.
Methods. The study was based on Ukrainian political video advertising of snap parliamentary elections in 2007 and 2014. The analysis involved 40 and 98 political video commercials respectively. In the process of research we used such methods as: deductive method was used for the transition from a common understanding of values to analysis of their using in advertising; analytical-synthetic procedure was used for a detailed review of the values in political advertising and revealing their main characteristics; quantitative and qualitative characteristics of values in commercials were determined through content analysis; the comparison made it possible to establish similarities and identify the differences between the values propagandized by Ukrainian political advertising in the period of parliamentary elections in 2007 and 2014.
Results and conclusions. Relying on S. Schwartz classification the authors reached such conclusions in their research. Comparing values of Ukrainian political video advertising in 2007 with values in 2014, the changes of the Ukrainians’ value priorities are observed. So, in 2007 the dominant values in the election campaign were social order and stability, social justice, caring for the weaker ones. In 2014 the number of appeals to the named values has decreased, at the same time an appeal to national security comes to the fore, which is typical for each party. Quantitative indicators suggest that Ukrainian society in the period of parliamentary elections 2014 needed protection on the global scale – not only protection of the family, but protection of the whole nation. Besides this we observe hefty increase in appeals to peace, novelty and change in life. Frequency of appeals to respect for traditions and social recognition remains at the same level; appeals to values of self-esteem and freedom disappear, instead we observe appeals to wisdom, social force and respect for the opinions of other people.

Key words: video advertising, media support, agitation, values, visual images.

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