Issue 2 (39) ’ 2022

The article is devoted to the theoretical foundations of influence in general and media influence in particular. The author’s classification is presented – the megafactors of actualization of influence are presented in two blocks: factors of sociopsychological characteristics of the subject and object of influence (or factors of interactive actualization of communicative influence) and message factors (or factors of textual actualization of communicative influence), each of which, respectively, contains a number of factors, which enable the implementation of influence in general. The main attention is paid to the factor of interactive actualization of influence – the factor of sociopsychomental properties of the subject of influence and the factor of sociopsychomental properties of the object of influence. The role and actual specifics of the basis of influence (neurophysiological, psychological, linguistic components) are emphasized, as well as the importance of the elements of the psychological component – cognitive, affective and conative factors that are present in the perception of any information. Emphasis is also placed on the importance of psycholinguistic (experimental) methods in the study of various types of influence, which make it possible to identify relevant suggestogens and use them in the construction of influential contexts with a predictive effect.

Key words: influence, media influence, media text, psychological features, sociopsychomental characteristics, suggestor, text actualization.

UDC 007:304:159.964.225

Interactive Update Factor in the Algorithm of Media Impact: Theoretical Foundations

Kutuza Natalia, D.Sc. (Philology), Professor,
Odesa National I. I. Mechnikov, University St. Dvoryanska, 2, Odesa, 65082, Ukraine, e-mail: [email protected].
ORCID – https: // orcid.org / 0000-0002-0816-3264.

Introduction. Influence as a heterogeneous phenomenon became the subject of interest in many sciences, since it is such a phenomenon that makes it possible to correct the behavior not only of individuals, but also of mass society .The weight of such research has especially increased in the conditions of hybrid wars, which is undoubtedly very relevant in today’s conditions.

Relevance of the study. The activation of pathogenic, manipulative contexts leads to harmful consequences for a person not only in a moral sense, but also in a psychophysiological one, therefore, knowledge of the theoretical foundations of the construction of influence, the factors that determine its functioning, in general, will make it possible to level its harmful consequences in various spheres, genres, etc. The implementation of influence in the media environment also requires more attention, since the mediagenic environment is literally «soaked» so to speak with a «mixture» of various content, which scatters the attention of recipients, deprives them of the opportunity to think critically in this way due to the lack of time for perception – the so-called media perception. In this case, the importance of knowledge of the mechanisms of influence is very relevant, as it makes it possible to navigate in the media environment and filter pathogenic media texts.

Methodology. The research methods were: descriptive for the representation of features of influence and media influence, factors of their actualization; analysis and synthesis made it possible to single out the components of influence and combine them into a coherent complex, creating a classification; method of induction to concretize general conclusions.

Results. The main attention is paid to the factor of interactive actualization of influence – the factor of sociopsychomental properties of the subject of influence and the factor of sociopsychomental properties of the object of influence. The role and actual specifics of the basis of influence (neurophysiological, psychological, linguistic components) are emphasized, as well as the importance of the elements of the psychological component – cognitive, affective and conative factors that are present in the perception of any information. Emphasis is also placed on the importance of psycholinguistic (experimental) methods in the study of various types of influence, which make it possible to identify relevant suggestogens and use them in the construction of influential contexts with a predictive effect.

Conclusions. Therefore, the level of power, dynamics and duration of influence are determined by factors related to various characteristics of the participants of interactive interaction – subjects and objects of influence, the consideration of which when constructing influential contexts brings the predicted result as close as possible. Prospects for further research consist in the detailing of influence constants and their analysis of actualization in the media environment. In particular, the message itself, the text, the effectiveness of which is determined by a number of specific factors that actually provide the predicted effects, requires careful attention in the process of influential communication.

Key words: influence, media influence, media text, psychological features, sociopsychomental characteristics, suggestor, text actualization.

Стаття надійшла до редакції 29.07.2022

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The article clarifies the main features of media messages based on the content analysis of 157 texts in the social network «Facebook». This made it possible to compare the main characteristics of media messages in the social and commercial spheres. The most important characteristics of modern media messages are found out, including the volume of text, days of publication and the relationship between messages, using the first sentence of the message as a means of attracting the attention of the audience, the use of numbers, hyperlinks and visual integrations in media texts. Particular attention is paid to the definition of the socio-psychological characteristics of the texts of media messages, among which it should be noted the informal style of media texts, the use of diminutive words in messages, application of geographic specification, saturation of the text with emotions and the use of storytelling technology.

Key words: emotions, media, psychological motive, text structure.

UDC 007 : 304 : 004. 9

Socio-psychological features of the texts of media messages

Yanenko Yaroslav, D.Sc. (Social Communications),
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 importance of the textual component of a media message is based on the possibility of using psychological methods of influencing the audience, adding author’s emotions and the social significance of the message. This became especially important during

the war. In the social sphere, media texts have always carried messages designed to reveal the most painful topics for society, but during the war, media messages in the commercial sphere began to associate their texts more often with social issues.

Relevance and purpose. The purpose of our study is to determine the socio-psychological characteristics of the texts of media messages. The relevance is due to the need to find out the most important characteristics of modern media messages in social networks and compare media texts in the social and commercial spheres.

Methodology. The main method used in the article is content analysis. The descriptive method allowed selecting units of analysis and classifying them for analysis. The systematic approach that allowed us to identify trends concerning the peculiarities of the content texts of media messages.

Results. As a result of our study, the features of messages in the social network «Facebook» were clarified based on the content analysis of 157 texts in the social and commercial spheres. This made it possible to find out the most important characteristics of modern media messages, in particular the volume of texts, days of publication and the relationship between messages, the use of the first sentence of the message as a means of attracting the attention of the audience, the use of numbers, hyperlinks, and visual integrations in media texts. It was found that a common way is to use an exclamatory or interrogative sentence as the first phrase, when there is a certain statement with an exclamation point at the end, questions to the target audience, etc. Also, the socio-psychological features of the texts of media messages were clarified the informal style of texts, the use of diminutive words in messages, the use of geographical specification, the use of storytelling technology, saturation of the text with emotions, etc. The study identified the messages that attracted the most attention of the audience and carried out a structural analysis of media texts, which made it possible to identify the components of the AIDMA communication model in the structure of messages in social networks. It should be noted that despite the significant difference in the topics of messages in the commercial and social spheres, the structure of media texts is largely similar.

Conclusions. As a result of our study, we have clarified the main socio-psychological features of modern media messages, which made it possible to compare the main characteristics of media texts in the social and commercial fields. Accordingly, the novelty and practical value of the results obtained are important for identifying the factors influencing messages in social networks on the target audience.

Key words: emotions, media, psychological motive, text structure.

Стаття надійшла до редакції 05.08.2022

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From the standpoint of critical discourse analysis, the use of metaphors «battle of vaccines», «battle for the vaccine» as a reflection of the informational struggle in media discursive practices of the era of the Covid-19 pandemic is considered. The purpose of the investigation is to identify the specifics of the use of those metaphors in the discursive practices of the Ukrainian media in 2020–2021, in comparison with the discursive practices of Russian propaganda regarding the promotion of the «Sputnik V» vaccine. In the Ukrainian media environment, discursive strategies of multifaceted critical coverage of the processes of invention, testing and production of vaccines, their testing and distribution, as well as the organization of the vaccination process are involved in the metaphorical field. The Russian information space is dominated by manipulative propaganda technologies to discredit Western-made vaccines and justify expansion of the Russian Federation in the information and geopolitical space. Information about the «Sputnik V» vaccine was used by the authorities of the Russian Federation as a weapon of hybrid warfare which has significant military potential in its content.

Key words: eCovid-19, metaphor, «battle of vaccines», «battle for the vaccine», information struggle, critical discourse analysis.

UDC 007 : 304 : 001

«Battle of Vaccines» and «Battle For the Vaccine» as a Metaphorical Field of Media Information Struggle

Semenets Olena, D.Sc. (Philology), Professor,
State University of Trade and Economics, Kyoto str., 19, Kyiv, 02156, Ukraine, e-mail: olenasemenets@
gmail.com.
ORCID – https://orcid.org/0000-0003-2175-4859.

Introduction. In the era of the Covid-19 pandemic, the metaphorical phrases «battle of vaccines» and «battle for the vaccine» were involved in the field of information struggle. Discursive strategies of the media coverage of the processes of production and distribution of vaccines, as it is presented in the discursive practices of using those key metaphors, require special attention from researchers.

Relevance of the study. From the standpoint of critical discourse analysis, the use of those metaphors as a reflection of the informational struggle in media discursive practices is considered. The purpose of the investigation is to identify the specifics of their use in the discursive practices of the Ukrainian media in 2020–2021, in comparison with the discursive practices of Russian propaganda regarding the promotion of the «Sputnik V» vaccine.

Methodology. Based on the approach of critical discourse study, the analysis of the strategies of using the conceptual metaphors «battle of vaccines» and «battle for the vaccine» in the discursive practices of domestic and foreign media is carried out. The article presents the results of a comparative analysis conducted within the framework of a joint project of an international team of scientists, i.e., an online dictionary «In Other Words – A Contextualized Dictionary to Problematize Otherness».

Results. The «battle of vaccines» and «battle for the vaccine» as a metaphorical field of informational struggle demonstrate fundamentally different approaches on the part of Ukraine and the Russian Federation, bring to the fore different priorities and content dominants in official, political, and media discursive practices. The content dominants are determined by the internal and external policy of the state, as well as the editorial policy of the media.

Conclusions. In the Ukrainian media environment, discursive strategies of multifaceted critical coverage of the processes of invention, testing and production of vaccines, their testing and distribution, as well as the organization of the vaccination process are involved in the metaphorical field. Information about the «Sputnik V» vaccine which had significant military potential in its content was used by the authorities of the Russian Federation as a weapon of hybrid warfare.

Key words: Covid-19, metaphor, «battle of vaccines», «battle for the vaccine», information struggle, critical discourse analysis.

Стаття надійшла до редакції 11.08.2022

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Constant and variable components in the classification of the magazine «Literary Ternopil» (2008- 2019) were studied. It was found out that the principle of varying rubrics is applied in the magazine. Permanent rubrics prevail, recurring ones appear from time to time. The use of one-time rubrics is due to the prompt response of the editors to current events and original author’s materials. Correspondence between the sections of the magazine and its literary-artistic and socio-political direction, focused on important events and significant personalities of the region, was established. It is suggested that the journal also served as a platform for publicizing current scientific views from various fields of knowledge. In the complex, this provided the magazine with self-sufficiency, even uniqueness, in terms of original content and its systematization.

Key words: rubric, rubrication, positioning, «Literary Ternopil» magazine.

UDC 070(051)(477.84)

Rubric as a Correlant Of Positioning of «Literary Ternopil» Magazine

Dashchenko Nataliіa, PhD (Philology), Associate Professor,
Ternopil Volodymyr Hnatiuk National Pedagogical University, M. Kryvonosa str., 2, Ternopil, 46027,
Ukraine, e-mail: [email protected].
ORCID: https://orcid.org/0000-0002-6189-6897.

Introduction. The article was written for the purpose of scientific understanding of the internal structure of the magazine «Literary Ternopil» and the topics of the involved content in the context of regional periodicals. The research is consistent with the collective theme of the Volodymyr Hnatyuk Ternopil National Pedagogical University Department of Journalism «Tendencies of the development of the media industry and regional mass media».

Relevance of the study. The relevance of the investigation is due to the lack of scientific research in this magazine (except for two author’s articles), and more broadly – the need to highlight the features of this original regional publication of the Ternopil region.

Purpose. The purpose is to analyze the system of headings of the «Literary Ternopil» magazine and their correlation with the thematic direction of the publication.

Methodology. The article examines the elements of the journal’s internal structure, elucidates the types of rubrics used, the dynamics of their presentation using the methods of analysis, synthesis, and generalization, as well as systematic sampling (as a component of the qualitative-quantitative method of content analysis) and the systematic approach. The method of quantitative analysis organized the data of the systematic sample and illustrated the results of the study.

Results. In the course of the study, the classification of 48 issues of the journal was consistently selected, systematized and analyzed. It was found that during the period of publication of the magazine (2008–2019), permanent rubrics appeared in total 577 times, repeated rubrics – 286 times, and one-off rubrics – 116 times. Permanent sections were the informational basis of the publication, the appearance of other rubrics was caused by important events or author’s materials. One-time rubrics testify to the operational activity of editors to attract relevant content.

Conclusions. The study is important for understanding the internal structure of the magazine, the correspondence of its rubric to the literary, artistic, socio-political components of the publication. Based on the study of the system of rubrics, a scientific thematic block was singled out and the opinion was expressed that the publication served as a platform for publicizing relevant information from various fields of knowledge. The system of rubrics and their original content ensured the magazine’s popularity. Therefore, the magazine can serve as a potential object for further scientific study in the context of regional and national journalism.

Key words: rubric, rubrication, positioning, «Literary Ternopil» magazine.

Стаття надійшла до редакції 30.07.2022

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The article examines the Transcarpathian, Rivne and Sumy affiliates of the National Public Television and Radio Company of Ukraine as convergent media. The research is relevant in the growing attention of the audience to the pages of the public broadcaster in social networks. The goal is to determine the peculiarities of the use of different platforms for the distribution of media content by affiliates of the public broadcaster in three regions of Ukraine. It is clarified what media platforms, in addition to television and radio, are used by each of the company affiliates. It was determined that a regional news site, a Telegram channel, a YouTube channel, a Viber channel, an Instagram page and a Facebook page are used to spread media messages. The number of followers on these platforms has increased rapidly since the beginning of the full-scale invasion. This is the relevance of the research. The features of media work on each of the platforms are characterized, in particular, the frequency of publications, topics, amount.

Key words: convergence, public broadcaster, National Public Television and Radio Company of Ukraine, social networks.

UDC 070:004.77(477)

Convergence as an aspect of the work of affiliates of the public broadcaster in the wartime period

Mostipan Tetiana, PhD student,
Sumy State University, 2, Rymsky-Korsakov St., Sumy, 40007, Ukraine, е-mail: [email protected].
ORCID – https://orcid.org/0000-0003-1715-3276.

Introduction. Ukrainian society needs operational and verified news, especially in the conditions of war. Mass media should respond to such requests from the audience.

Relevance of the study. The number of subscribers and pages of affiliates of the public broadcaster in the regions is constantly growing. Therefore, the study of the broadcaster's work on social networks is relevant.

Methodology. The main method was content analysis. By the method of comparison, the common and distinctive features of the work of convergent editorial offices have been established. The method of systematization made it possible to determine the peculiarities of the work of mass media on individual sites. The method of generalization made it possible to record the identified trends.

Results. The work of regional affiliates to fill information platforms with content has common and distinctive features. Up to 15 messages were published daily on the broadcaster's websites in Transcarpathia, Rivne, and Sumy regions in May. The Telegram page was used by all three affiliates to notify about alarms and inform about news of local and all-Ukrainian importance. The Facebook pages of the branches of the public broadcaster in Transcarpathia, Rivne and Sumy regions worked according to a similar scheme: they published regional and all-Ukrainian news. Alarm notifications on this site were distributed only in Transcarpathia. Youtube video hosting was used by all three branches with varying intensity.

Conclusions. The most popular among content consumers are Facebook pages, the total number of followers of the three branches is 158,000. Instagram pages and Viber channels have the fewest followers, 57,500 and 57,000 followers, respectively. The number of followers on media pages in social networks indicates the relevance of the work convergent editions and the need for further improvement of the concepts of information filling of patforms.

Key words: convergence, public broadcaster, National Public Television and Radio Company of Ukraine, social networks.

Стаття надійшла до редакції 20.07.2022

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The article examines the problem-thematic range of Playboy Ukraine magazine in the period from 2017 to 2022. It was determined that, in addition to erotic content used to attract attention, the publication also offers its readers quality journalistic materials, and most of the author’s texts belong to expert contributors. The general problem-thematic range of the publication is a reflection of social processes and surrounding reality, historical events and realities of today, as well as a response to the informational tastes and interests of the audience.

Key words: franchising editions, men’s magazines, Playboy Ukraine, author’s texts, problemthematic range.

UDC 070.48:82–9(477)

From Erotic Content to War Realities: Problem-Thematic Range of «Playboy Ukraine» Magazine

Sadivnycha Maryna, Phd student,
Sumy State University, 2, Rymsky-Korsakov St., Sumy, 40007, Ukraine, [email protected].
edu.ua.
ORCID – https://orcid.org/0000-0002-3943-763.

Introduction. Franchising magazines for men are one of the least researched segments of the Ukrainian media market. However, men’s magazines are quite interesting for research, because, like any media, they reflect reality, social processes, values, moral guidelines, and attitudes. One of the most famous men’s magazines in the world is Playboy magazine. Although a significant part of its content is indeed erotic photos, the magazine also provides the reader with interesting and useful information – news, interviews, analytics, and author’s journalism.

Relevance of the study. The basis of our research is the author’s texts of the magazine

«Playboy Ukraine», as they are a product of creativity of representatives of Ukrainian society, and therefore a reflection of its worldview, mentality, and local social processes from the middle of the country. The purpose of our research is to determine the problem-thematic range of the author’s texts of the franchise magazine for men «Playboy Ukraine».

Methodology. The main research methods are content analysis and discourse analysis, which involve the identification of the author’s publications from among the content of the magazine issues, as well as the establishment of their thematic and content direction, author’s features of information presentation and evaluations as part of the general communication strategy of the publication.

Results. Investigating the problem-thematic range of the magazine «Playboy Ukraine», we analyzed the author’s texts of the printed version of the magazine in the period from 2017 to the end of 2021, as well as issues published after February 24, 2022. We divided the author’s texts highlighted in the magazine into thematic groups: healthy lifestyle, psychology, social stereotypes, modern culture, travel. We paid special attention to the topic of quarantine. It was also discovered that with the beginning of the full-scale invasion of Ukraine by the Russian army, «Playboy Ukraine» magazine completely reformatted its content. The first military issue is dedicated to the events in Ukraine. It does not contain erotic photos and author’s texts, the publication presents many photos by well-known and unknown photographers that show the consequences of enemy shelling, people hiding in bomb shelters, the military, evacuation and Ukrainian cities that have just been liberated from occupation. The editors dedicated the next issue of «Playboy Ukraine» to art during the war.

Conclusions. The thematic direction of the materials of the «Playboy Ukraine» magazine confirms the publication’s general focus on quality content. Therefore, the general problem- thematic range of the magazine reflects social processes and the surrounding reality, historical events, and realities of today, as well as a response to the informational tastes and interests of the audience. The perspective of further research consists in studying the problematic and thematic range of the author’s texts of the magazine in the context of historical events, as well as in comparison with the content of other franchise publications.

Key words: franchising editions, men’s magazines, Playboy Ukraine, author’s texts, problem-thematic range.

Стаття надійшла до редакції 03.08.2022

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The article describes the specifics of consideration of the issue of the languages of the national minorities of Transcarpathia in the Ukrainian media during 2019–2021 (after the adoption of the
Ukrainian law «On Ensuring the Functioning of the Ukrainian Language as a State Language»). Internet media («Karpatskyi Obiektyv», «Zakarpattia Online», etc.) were identified, which most often
covered the issue of the language of national minorities; it was concluded that the absolute majority of publications of the specified period concerned the Hungarian ethnic community; the content direction of the publications was clarified (event notes, attempts to show the peculiarities of the culture of national minorities, messages from representatives of Hungary, messages from representatives of the Ukrainian authorities, etc.); on the basis of Google Trends, it was found that the level of interest in the problem of the languages of national minorities in the regions of Ukraine in general and in Zakarpattia in particular in Google searches during the researched period was low.

Key words: language of national minorities, Ukrainian media, Hungarian language, Romanian language, Google Trends.

UDC 070.48:82–9(477)

The Language Issue of the National Minorities of Transcarpatia in the Ukrainian Media 2019–2021

Sharkan Vasyl, PhD (Philology), Associate Professor,
Uzhhorod National University, University Street 14, Uzhhorod, 88000, Ukraine, e-mail: vasylsharkan@
gmail.com.
ORCID: https://orcid.org/0000-0002-9162-5756/.

Introduction. The language issue is very important for Ukraine as a state but it is often speculated on. The adopted laws «On education» (2017) and «On ensuring the functioning of the Ukrainian language as a state» (2019) caused a stir in the media, and representatives of some national minorities declared a threat to the functioning of their languages. The purpose of this article is to analyze the peculiarities of coverage of the issue of the languages of the national minorities of Transcarpathia in the Ukrainian media after the adoption of the Law of Ukraine «On Ensuring the Functioning of the Ukrainian Language as a State Language».

Relevance of the study. The article analyzes the content of publications about the languages of national minorities after the adoption of the 2019 law, calculated the dynamics of the number of such publications in online media, determined the relationship to the largest national communities in the region, and also compared the results with Google Trends indicators.

Methodology. The method of content analysis, statistical analysis, and comparative method was used in the article to analyze 110 publications about the languages of the national minorities of Transcarpathia (2019–2021).

Results. The analyzed publications confirm the constant interest of journalists in the issue of the language of the national minorities of Transcarpathia. Most of the publications concern the Hungarian community (76 %), but only a small part concerns the Romanian (4%), Slovak and Roma (2 % each), and German (1 %). In 15% of the publications, several national communities’ problems are covered simultaneously. The study results confirm that representatives of the Hungarian community in Transcarpathia and officials of Hungary are the most active in highlighting the issue of the language of national minorities.

Conclusions. The analyzed media rarely covers the positions of different parties, so it is necessary to increase the «internal» pluralism of opinions in publications, to support publications in which this issue is discussed impartially. In the future, it is necessary to study the issue of publications about national minorities in the Ukrainian media during the war of the Russian Federation against Ukraine and in view of the fulfillment of the requirements for Ukraine’s membership in the European Union.

Key words: language of national minorities, Ukrainian media, Hungarian language, Romanian language, Google Trends.

Стаття надійшла до редакції 02.07.2022

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The article examines the advertising content of the Transcarpathian social and political newspaper «Ukrainske Slovo» from 1932-1938. An analysis of the historical and economic factors of the spread of
advertising in the press of the specified period, and the negative and positive conditions that influenced this type of activity is carried out. In the course of the work, it was found that the publishers of the newspaper «Ukrainske Slovo» actively embodied in their advertising messages various formal-graphic and psychological-motivational methods of attracting the reader’s attention, used textual methods of influence, and used hidden advertising. A clear concept of advertising communication in the newspaper, which lies in the idea of Ukrainian national unity on an economic basis, is traced. The specifics of the activity concerning the distribution of advertising information in the newspaper «Ukrainske Slovo» remain relevant even today.

Key words: advertising, Transcarpathia, newspaper «Ukrainske Slovo», methods of influence, advertising management.

UDC 070.48:82–9(477)

Advertising In The Transcarpathian Newspaper «Ukrainske Slovo» 1932–1938

Barchan Olesia, PhD (Philology), Associate Professor,
Uzhgorod National University, Universytetska St., 14, 18000, Uzhgorod, Ukraine,
e-mail: [email protected].
ORCID – https://orcid.org/0000-0002-3351-568X.

Introduction. The advertising industry of Transcarpathia in the 1930s of the 20th century was closely connected with the economy of Czechoslovakia, to which this territory belonged from 1919 to 1939. Advertising in the Ukrainian-language newspaper «Ukrainske Slovo» (1932–1938) represents social, political, and commercial relations, and gives an idea of the advertising management of the editorial office.

Relevance of the study. The relevance of the topic is due to the fact that the place and role of the Transcarpathian press of the 20–30s of the 20th century in the formation and development of the advertising market are largely unexplored, in particular, the Ukrainian- language newspaper «Ukrainske Slovo». The purpose of our work is to analyze the activities of the socio-political newspaper «Ukrainske Slovo» concerning the formation and promotion of advertising content and research the factors of the development of the advertising sphere in the region at that time.

Methodology. The research is based on the principles of systematic, historical-comparative, descriptive-analytical, problem-chronological scientific methods that provide an opportunity to highlight this aspect of the informational activity of the newspaper «Ukrainske Slovo» conceptually.

Results. In the process of work, it was found that the publishers of the newspaper «The Ukrainian Word» developed professional advertising management. Publishers used a variety of formal-graphic and psychological-motivational methods of attracting readers’ attention, used textual methods of influence, and implemented social and hidden advertising. In the context of the general advertising management of the editorial office, active work with advertisers and consumers was observed.

Conclusions. For the first time the analysis of the advertising content of Transcarpathian periodicals of the 20–30s of the 20th century, in particular the newspaper «Ukrainske Slovo» (1932–1938), was carried out. The concept of the advertising information of this newspaper is seen clearly and it lies in the creation of effective communication between the production and consumer spheres, and at the same time in the successful implementation of the idea of Ukrainian national unity on an economic basis.

Key words: advertising, Transcarpathia, newspaper «Ukrainske Slovo», methods of influence, advertising management.

Стаття надійшла до редакції 30.07.2022

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The article considers the methodological vision of such a relevant and popular application profession as copywriting, which, however, is not scientifically sound and in the field of Ukrainian higher education
is not a specialty, but is an empirical unit. Attention is paid to the methodological aspect of combining the features and characteristics of journalism and advertising within copywriting, which, harmoniously
intertwined in a kind of symbiosis, allow copywriters to achieve the goal in the preparation of commissioned materials. It is impossible to equate copywriting with journalism itself, as well as with advertising itself, which is indicated primarily by the purpose of the copywriter. The article also identifies a number of tools and techniques used in copywriting, including psychological, manipulative. The article deals with the questions of the professional market conditions of a copywriter, and the features of the professional profile of a specialist in a competitive environment.

Key words: copywriting, journalism, advertising, recipient.

UDC 007: 304: 444

Copywriting as a symbiosis of journalism and advertising

Diuzheva Kateryna, PhD (Philology),
Zhytomyr Ivan Franko State University, st. V. Berdychivska, 40, Zhytomyr, 10002, Ukraine, e-mail:
[email protected].
ORCID: 0000-0002-1357-8720.

Introduction. Copywriting as a phenomenon in journalism has a special place because of its uncharacteristic nature for a specialist journalist. A copywriter’s job is different from being a journalist. This distinction is due to a number of inherent copywriting features. The article attempts to clarify and characterize these features in a scientific way.

Relevance of the study. The purpose of the article is to study the aspect of combining the features and peculiarities of journalism and advertising within copywriting, which, harmoniously intertwined in a kind of symbiosis, allow copywriters to achieve their goal in preparing custom materials. The objectives of the study identify a number of tools and techniques used in copywriting, as well as professional market conditions of the copywriter, the features of the professional profile of a specialist in a competitive environment.

Methodology. During the research, the methods of monitoring and content analysis were mostly used, thanks to which scientific sources on the chosen topic, freelance exchanges and websites of recruitment agencies and job search sites with detailed analysis of requirements for a copywriter in the professional field were developed. The method of observation, the comparative method, the descriptive method, the historical-functional method, the system method and the synthesis method were used.

Results. The article considers the peculiarities of copywriting as an applied profession, which, however, is not scientifically sound and in the field of Ukrainian higher education is not a specialty, but is an empirical unit. The aspect of combining the features and peculiarities of journalism and advertising within copywriting is analyzed, which, intertwined in a kind of symbiosis, allow copywriters to achieve their goal in the preparation of commissioned materials. It is impossible to equate copywriting with journalism itself, as well as with advertising itself, which is indicated by the purpose of the copywriter’s activity. The article also identifies a number of tools and techniques used in copywriting, including psychological, manipulative.

Сonclusions. The relevance of the study is that the skills of a copywriter in the training of future journalists is given not the last role. However, this is usually only one course, designed for six months (semester) study. This is not enough for the professional training of a specialist who plans to engage in copywriting in the future, which leads to the need for self-education and practical deepening of the scientific base on their own, outside the higher education institution.

Key words: advertising, Transcarpathia, newspaper «Ukrainske Slovo», methods of influence, advertising management.

Стаття надійшла до редакції 29.07.2022

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The article examines the influence of the new edition of Ukrainian spelling on online mass-media. A computer program, which checks the usage of both new and old forms of spelling, was specially designed.
It was discovered that the final transition to the use of the new norms in mass media has not yet taken place, although the situation has improved in 2021 compared to 2019. The authors of the publications did not adapt to the variable spelling changes, problems were observed with mandatory norms: the spelling of the websites and other resources’ names, as well as some words. The usage of feminine forms was the most stable. Spelling of words with the first foreign component, as well as with part “half/piv-” was observed in two versions. So the situation with the new spelling in Ukrainian online media is improving over time, although the acceptance of the norms is still very slow.

Key words: New Ukrainian spelling, online mass media, language norm, computer analysis.

UDC 32.019.5:004.738.5:811.161.2(035)

Computer Analysis of New Language Norms Usage in Ukrainian Online Mass-Media

Steblyna Nataliia, D.Sc. (Political Science), Professor, e-mail: [email protected].
ORCID: 0000-0001-9799-9786.
Boryshchuk Vladyslav, student, e-mail: [email protected].
Vasyl’ Stus Donetsk National University, 600-richchya str., 21, Vinnytsa, 21021, Ukraine.

Introduction. In 2019, a new version of spelling was approved in Ukraine. However, Ukrainian mass media experiences some problems with the new norms. Meanwhile, the correct usage of language in mass media is extremely important, because journalistic texts have a large audience and can be used by readers as a certain model. Thus, it’s important to discover specifics of new norms usage in online mass media to understand the level of the norms compliance.

Relevance and purpose. The purpose of the article is to propose an algorithm for computer analysis of texts, which allows to investigate compliance with new spelling norms by leading Ukrainian online media, as well as to determine whether the situation in the media changes over time. This study is relevant, because a comprehensive study of the new language norms usage in online massmedia is lacking, scientists focused their attention on individual norms and the number of texts in sample wasn’t large.

Methodology. Computer analysis: with Python programs more than 8 thousand news items were collected from the leading online media. Vocabularies with old and new language norms were designed. Comparative analysis: usage of foreign components, variable spelling changes, spelling of the international sites and Internet resources, spelling of certain words were compared in the mass media in 2019 and 2021.

Results. It was determined that the authors of the publications did not adapt to the variable spelling changes. Regarding mandatory changes, problems were observed with the spelling of the names of international websites and Internet resources, as well as some words. The situation with the use of feminine forms was the most stable. Spelling of words with the first foreign component, as well as with part «half/piv-» was observed in two versions: old and new spelling.

Conclusions. The situation with the new spelling in Ukrainian online media is improving over time, although the acceptance of the new norms is still very slow. Moreover, this situation is observed precisely in the segment of quality Ukrainian media, which adhere to professional standards and are an example for many journalists to follow. With this in mind, we recommend that the editors of the online mass-media take measures to improve the situation.

Key words: New Ukrainian spelling, online mass media, language norm, computer analysis

Стаття надійшла до редакції 21.07.2022

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