Issue 3 (37) ’ 2021

The article considers the phenomenon of the «traditional & new» mass media dichotomy in foreign and national scientific discourse. The features inherent in each of the analyzed concepts, their most significant characteristics and differences have been highlighted. It is noted that the distinction of media applying the synthetic criterion, according to which they are classified, on the one hand, depending on technology and information mechanisms/structures of their production and information dissemination, and, on the other hand, in view of the period of their origin, i.e. the classification is based on civilizational factor, promoting the development of technical platforms/tools/technologies/systems of production and distribution of mass media content, being viable and sufficient for the classification of all mass media.

Key words: traditional mass media, new mass media, mass media typology, «traditional & new» mass media dichotomy, binarisms.

UDC 070+004.032.6]:001.83

Traditional&new» mass media dichotomy in the scientific discourse

Haladzhun Zoriana, PhD (Social Communications), Associate Professor,
Lviv Polytechnic Nationality University, S. Bandery st., 12, Lviv, 79005, Ukraine, е-mail: [email protected].
ORCID – https://orcid.org/0000-0002-3487-6057

Introduction. In national and foreign scientific discourse, we encounter various criteria for the mass media classification within the structural and functional approach, but the research vocabulary as well as classification criteria indicate ambiguity in the interpretation of concepts and lack of the unified, established procedure for their distinguishing for research purposes.
Relevance of the study. In the context of the subject of our study, we will focus on the distinction of media applying the synthetic criterion, according to which they are classified, on the one hand, depending on technology and information mechanisms/structures of their production and information dissemination, and, on the other hand, in view of the period of their origin, i.e. the classification is based on civilizational factor, promoting the development of technical platforms/tools/technologies/systems of production and distribution of mass media content.
The aim of the research is to study the phenomenon of binarism of «traditional & new» mass media in modern foreign and Ukrainian scientific discourse.

The research methodology lies in solving the tasks using the methods of analysis of theoretical sources, comparison, generalization, as well as the methods of system analysis, grouping of data, theoretical learning.
Results. Thus, it can be noted that in foreign scientific discourse the following binarisms are most often used to define the typology of media by synthetic criterion, according to which they are classified, on the one hand, depending on technology and information mechanisms/structures of their production and information dissemination, and, on the other hand, in view of the period of their origin, i.e. the classification is based on the evolution of human genius, which led to the development of technical platforms/tools/technologies/systems for the production and distribution of mass media content: traditional (old)/new (digital, nontraditional), where the traditional (old) ones, in the context of mass media, include press, radio and television. In general, the Ukrainian scientific discourse does not differ from the foreign one in this regard, but here we encounter the classification of all mass media into traditional (old, classic) / new (digital, latest, online, electronic, networking).
Conclusions. The novelty of the study lies in the analysis of «classic & new» mass media binarism in foreign and national scientific discourse, as well as in the attempt to classify mass media applying the synthetic criterion, according to which they are classified.

Key words: traditional mass media, new mass media, mass media typology, «traditional & new» mass media dichotomy, binarisms.

Стаття надійшла до редакції 26.10.2021

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The purpose of the study is to determine the features of the interaction of factors of social and communication activities in the context of modern media. It is noted that the audience does not trust the propaganda, but trusts the media, which are carriers of particular propaganda. The content information of the media is analyzed through the prism of the phenomenon of communication reflux. It is noted that communication in its real functional capacity, pursuing the interests of the future, is reduced for the present, for the current needs of the audience. The audience does not have the opportunity to react to the effects, to structural manipulation, to the processes that may lead to the cessation of the supply of mass media distorted reality that is spreading in society.

Key words: audience, manipulation, media criticism, social and communicative activity, reflux.

UDC 070.1:654.198

Features of interaction of factors of social and communication activity

MITCHUK Olha,
D.Sc. (Social Communications), Professor, e-mail: [email protected]¹;
HAIDUR Nataliia,
PhD student, e-mail: [email protected]².
¹Borys Grinchenko University of Kyiv, Kyiv, 13-B, Marshala Tymoshenko Str., 04212, Ukraine.
²Private Higher Education Institution «Academician Stepan Demianchuk International University of
Economics and Humanities», Rivne, 4, Stepan Demianchuk Str., 33027, Ukraine.

Introduction. Relevance of research. Selection specific content in the media, through which it is possible to follow the rational, intellectual consumption of this content, requires the use of completely different analytical markers.

Research methods. The basis of scientific research is the analysis of theoretical studies of this problem, which were conducted by communicators, sociologists, philosophers and philologists. The methodological basis of scientific research is the principles of collection and selection of factual and analytical materials, empirical, comparative, generalized, classification methods, as well as analysis and synthesis and comparative analysis. The classification schemes of such phenomena of information activity are proposed on their basis.

Results and discussion. The media have a concrete effect on what actually is a reality. It should be noted that the way in which the presence and activity of the media are observed, how this mass of content perceived by the mass media through the society – can only be accepted as an assumption. According to Niklas Louhman, media influences remain without consequences. After all, media influence can not be considered
something automatically recorded in the minds of the audience – they are likely to be the result of a certain communication reflux, monitoring the frame of the media.

Results. The audience does not trust propaganda, while the audience entrusts the mass media, which are the bearers of some particular propaganda. Media holders can not promote
their ideas without the use of mass media. All this means that with the growth of mass media, increases its variety, the ability to attract various structures and individuals to the dissemination of specific content. The audience through the media does not receive direct «values», the mass media do not directly improve the society. But due to media and media criticism that analyzes their activities, societies become more transparent, more open, which allows us to hope for more accurate observation by the society itself, by its actions, in terms of its development prospects.

Key words: audience, manipulation, media criticism, social and communicative activity, reflux.

Стаття надійшла до редакції 09.11.2015

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Computer method of human news sources is proposed in the research, it’s implementation is described, efficiency is evaluated. A computer program (Python language) is created. For the program testing content of two regional sites is studied: «Dumskaya» and «Odessa Life». The program and manual processing results comparison shown an insignificant percent of mistakes (7,8% and 11% respectively). With the help of the program the leading news sources of «Dumskaya» and «Odessa Life» sites were defined. The cases of the program mistakes were studied as well. As a rule, the majority of the cases can be explained with the professional standards violations by journalists.

Key words: news sources, computer analysis, regional mass media.

UDC 007: 645.063

News Sources Computer analysis of Regional Odesa Mass Media

Steblyna Nataliia, PhD (Social Communications), Assistant Professor,
Vasul Stus Donetks National University, Vinnytsya, 21, 600-richchya Str., 21021, Ukraine, е-mail:
[email protected].
ORCID: https://orcid.org/0000-0001-9799-9786

Introduction. As a rule, news sources are identified in journalistic texts manually. However as far as journalists use typical wordings for news sources references, it’s possible to create regular expressions and to design a computer program for automatic identification of the data.
Relevance of the study. The program is important for news sources usage study in the digital reality, in particularly of ‘access hierarchy’ and ‘information hegemony’ defining. It may be additionally significant for some practical tasks achieving: news monitoring, professional standards compliance analysis. Research objective is to observe news sources exploiting in the regional mass media with computer analysis, define leading people sources and evaluate balance of the news.
Methodology. Two local news sites were chosen for the analysis: Dymskaya and Odesa Life. At first a sample of texts was formed and regular expressions for the program were tested. References to the quotes, ‘communicative’ verbs and other expressions were coded. Content analysis was used, news sources were difened as elements of the analysis.

Results. The program and manual processing results comparison shown an insignificant percent of mistakes (7,8% and 11% respectively). The reasons of the program’s mistakes were: incorrect identification of the news sources in analytics, blogs and columns, included in news feeds; larger vocabulary of the communicative verbs vocabulary; double references. In some cases the program shown pronouns and nouns (not just surnames). The latter problem may be solved with the list of spot words implementing. With the help of the program the leading news sources of Dumskaya site were defined: own correspondent, the president of Ukraine, the prime minister and other officials. All-Ukrainian news sources prevailed, while local authorities, activists, experts were not so popular. In the case of Odesa Life there was more balanced approach: local authorities and activists were represented.
Conclusions. Thus, it’s quite possible to design the automatic approach to news sources study. The computer program was proposed and tested for this aim. In the majority of cases the program’s mistakes may be explained with the professional standards violation by the journalists (lack of accuracy in the references, analytics and columns placement in the news feeds etc). The limitations of the program: the need of resetting for every new site, because of some stylistic peculiarities and editorial policy. The analysis has shown the level of balance in the regional mass media: the texts form independent media outlet were more balanced.

Key words: news sources, computer analysis, regional mass media.

Стаття надійшла до редакції 28.06.2021

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The article analyzes the balance of positive and negative news on three Ukrainian TV channels «1 + 1», «Inter» and ICTV. The news features of each of the channels and their influence on the mass consciousness are determined. The study of the nature of Ukrainian television news confirms the idea that society has a demand for positive news. And if people are regularly taught the positive news, it can change the moral health of society. At the same time, journalists do not need to varnish reality or conceal important events, but should treat the spiritual and emotional state of the television audience responsibly.

Key words: media ecology, positive news, negative news, yellow news, mimesis, catharsis.

UDC: 654.197:316.64

Balance of positive and negative news on ukrainian TV cannels

Danylenko Volodymyr, PhD (Philology),
Open International University of Human Development «Ukraine», 23, Lvivska St., Kyiv, 03115, Ukraine, е-mail: [email protected].
ORCID: htts://orcid.org/0000-0002-8646-0504

Introduction. The speed of translating bad news to each other is almost twice the speed of translating good news. Bad news is better remembered, and people discuss it more often, making their own judgments, judgments, and interpretations. But, chasing the bad news, television fills the society with depression, an atmosphere of spirituality, prospects for the country’s development.
Relevance and purpose. The topic of the study is important in the context of maintaining moral health and consolidating Ukrainian society. The purpose of the publication is to clarify the balance of positive and negative news in the news of Ukrainian TV channels «1 + 1», «Inter», ICTV.
Methodology. The main method of research is content analysis, which allows to identify trends in Ukrainian news releases, the balance of positive and negative news, the responsibility of newsrooms for the moral health of society. Empirical data were obtained by observing television news in the issues of TSN, «Details», «Facts».
Results. The study found that TSN issues resemble a criminal chronicle. 13 years ago, the executive director of the «1+1» channel was Romanian TV host Adrian Sirbu, who imposed the format of «yellow» news, believing that news should be based on scandal, sex, sensations, death, fear and laughter. Since then, the news on the «1+ 1» channel has had just such a character. In the news of TV channels «Inter» and ICTV, a balance of positive and negative news is observed. But the Inter channel avoids calling the conflict in Donbas a war between Russia and Ukraine.
Conclusions. If television broadcasts large amounts of murder, rape, immorality, and cynicism on a daily basis, it causes apathy, hopelessness, and despair in society that a normal life can be established in the country. The problem of the balance of positive and negative news should be constantly researched and discussed in society.

Key words: media ecology, positive news, negative news, yellow news, mimesis, catharsis.

Стаття надійшла до редакції 28.10.2021

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The article testifies to the degree of bias of the rating regional Internet media of the Volyn region such as «VolynPost» and «Volynski Novyny» in terms of coverage of events in the political life of the Ukrainian and international levels: the activities of deputies, the war in Donbass, international terrorism, The Second Karabakh War, the explosion in Beirut, The War in Afghanistan and the like. It was found that national events are covered through the prism of the ideology by the political party of the owner of the media, with elements of using black PR technologies about the activities of opposition communities. International information, as a rule, is reprinted from other media with reference to highquality and balanced expertise. Despite the official ranking data, «Volynski Novyny» agency publishes political information better.

Key words: Internet media, politics, ideology, war, propaganda, owner.

UDC: 007 : 304 : 659. 3

The research of political information in the regional media of Ukraine

Kosiuk Oksana, PhD (Philology),
Volyn National University, Vinnichenko st., 30-а, Lutsk, 43000, Ukraine, e-mail: [email protected].
ORCID – https://orcid.org/0000-0001-8093-1961

Introduction. Political issues in journalism, despite its importance in the media space, are currently the least studied segment. This is most likely due to the complexity of politics itself as a means to achieve goals in society. However, in general, this issue is not raised in relation to the media that operate at the regional level. In particular, this applies to the Volyn media.
The relevance of the article. Therefore, the question of how regional media approach the coverage of political information is now relevant.

The aim of the research is to find out the feature of the of political issues’ publication in the Volyn media.
Methods. The basic method is content analysis, which allowed to quantify the presence of political issues in the studied publications and to monitor the quality of links to related sources of information. Empirical data were obtained through observation, study of documents and sources. The method of modeling (as a variant of schematic reconstruction of high-quality mass media), as well as comparison, analysis, and synthesis helped to identify exemplary and low-quality aspects of mass media involvement.
Results. Regional media, as well as national ones, form a political picture and influence public opinion. This is especially true of online media, which, due to their technical components, cover a larger number of respondents. The most rated Volyn mass media are the «VolynPost» and «Volyn News» agencies. For example, «VolynPost» does not sufficiently inform readers about world political events. Most of the information is taken from other media resources. As for domestic political information, it is mostly biased in accordance with the interests of the owner. The online media «Volyn News» similarly covers political events of a domestic nature: often the materials refer to the activities of the People’s Deputy, who is the owner of this media. However, there are also positive points: political information of
an international nature is presented more widely, the publication comprehensively covers conflicts, offers different views and refers to official sources.
Conclusions. Regional media in the context of coverage of domestic policy are biased, require compliance with journalistic standards, in terms of coverage of international political aspects require additional knowledge about the specifics of presenting such information.

Key words: Internet media, politics, ideology, war, propaganda, owner.

Стаття надійшла до редакції 05.09.2021

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The article testifies to the degree of bias of the rating regional Internet media of the Volyn region such as «VolynPost» and «Volynski Novyny» in terms of coverage of events in the political life of the Ukrainian and international levels: the activities of deputies, the war in Donbass, international terrorism, The Second Karabakh War, the explosion in Beirut, The War in Afghanistan and the like. It was found that national events are covered through the prism of the ideology by the political party of the owner of the media, with elements of using black PR technologies about the activities of opposition communities. International information, as a rule, is reprinted from other media with reference to highquality and balanced expertise. Despite the official ranking data, «Volynski Novyny» agency publishes political information better.

Key words: Internet media, politics, ideology, war, propaganda, owner.

UDC 070 (477.43)

Specifics of functioning of headlines in regional media (on the example of the newspaper «Podolianyn»)

Livitska Oksana, PhD (Philology), Senior Scientific Associate,
Kamianets-Podilskyi Ivan Ohiienko National University, 61, Ohiienko Str., Kamianets-Podilskyi, 32301, Ukraine, e-mail: [email protected]
ORCID – https://orcid.org/0000-0003-2747-0566

Introduction. The article deals with the types and functions of headlines in regional media. The problem of a successful headline has always been relevant in the media. The importance of the headline is due to the fact that the probability of reading it is more than 90 %, because the eye automatically notices all the words written in large bold on the strip.
Relevance of the study. The role of headlines is even greater in online editions, where readers are guided only by the titles and do not see the full texts until they open the relevant article. Therefore, journalists use a number of architectural, lexical and semantic, stylistic and psychological techniques to create a perfect headline. The problem of studying the peculiarities of regional periodicals remains highly topical in modern journalism. That’s why to find out the functional load of the headlines in the articles of Kamianets-Podolskyi edition «Podolianyn» is the purpose of the research.
The methology. The following methods were used in the study: content analysis, synthesis, systems analysis, specification, comparison, generalization, and also methods of empirical knowledge: observation, description.
Results. 20 % of headlines are informative, which journalists use in materials dedicated to the events of the city. 15% of headlines are persuasive and direct, in which there is a direct appeal to citizens about their responsibilities in society. Journalists of «Podolianyn» often raise issues that concern people of Kamianets, as evidenced by the problematic headlines, the use of which is 30 %. Ascertaining and descriptive also account for 30% of the total number of titles. Such headlines are characterized by the descriptive nature of an event that took place in the Kamianets-Podilskyi region. Advertising and intriguing headlines in the newspaper are the least used (5 %). However, the following headlines of the edition are mostly devoid of the element of mystery and surprise, and are presented in the form of a regular ad.
Conclusions. The largest groups of headlines in the regional edition «Podolianyn» are problematic and indicating and descriptive, which depict real problems that concern people of Kamianets, draw attention to urgent issues concerning Kamianets-Podilskyi community. The headlines in «Podolianyn» are mostly thematically simple which represent a whole system of functions, the provision of which together contributes to the success of the media product through the formation of its positive image and the involvement of a wide readership.

Key words: headline, regional media, types of headlines, function.

Стаття надійшла до редакції 01.10.2021

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The article examines the development of entertainment shows in Ukraine on the example of the culinary and literary show «Eneyida». The peculiarity of this program is the combination of a culinary show with cognitive content – literature and history. The three seasons of the program were studied, the cultural and cognitive value of the «Eneyida» show was clarified, and the peculiarities of the format and presentation of information in the program were analyzed. The reviewed issues allow you to summarize methods and techniques that can be formulated as a «formula for success». The structure reflects the cognitive concept of the program, which appeals to national memory and is focused on national topics. The unconventional combination of cooking and literature is seen as an opportunity to raise the cognitive and intellectual level of television, which in the last twenty years has been losing its educational functions, creating its own and adapting borrowed formats, demonstrating and promoting low style.

Key words: entertainment journalism, educational content, cooking show, features of the format, project concept.

UDC 070 (477.43)

Сultural and cognitive content of the literary and cooking TV show «Eneyida»

Mykhailiuta Valentyna, PhD (Philology), Associate Professor,
Taras Shevchenko National University of Kyiv, the Institute of Journalism, 36/1, Yu. Illenko St., Kyiv, 04119, Ukraine, e-mail: [email protected]
ORCID – https://orcid.org/0000-0002-4484-9837

Introduction. Among the entertainment shows that have dominated the television airwaves in recent years, culinary and entertainment programs occupy a prominent place. Cooking shows, in addition to actually presenting food recipes and demonstrating the process of preparing certain dishes, perform various functions. Entertainment is the most important, the function of advertising competes with it – promoting «stars», popularizing Ukrainian actors, politicians, creating a good mood, etc. Historians of television see the need for a scientific study of this process, a detailed analysis of its function, nature and essence.
The goal of the study is to analyze the cultural-cognitive content of the culinary-literary show «Eneyida» through the characterization of its content-thematic and structural features, to consider the unconventional combination of cooking with literature as an opportunity to increase the cognitive and intellectual level of television. It was also important to investigate the relationship between the program and the audience in order to assess the potential opportunities of the media product and the prospects for the development of national-cultural and cognitive content.
Research methods are based on an organic combination of general scientific and practical. The source base for the study was the monitoring results of the culinary and literary show «Eneyida». The most representative editions of the program were selected for analysis, which clearly demonstrate the concept of the program, the peculiarities of the inclusion of literary material in the cooking show, which looks completely natural and logical. The main methods were descriptive and analytical. An analysis of the source base in journalism was carried out, where various types of cooking shows are studied. For a deeper understanding of the viewer’s intellectual needs, elements of quantitative and qualitative analysis of comments on program releases posted on YouTube were partially applied to understand consumer interest.
The results. The article examines the development of entertainment shows in Ukraine on the example of the culinary and literary show «Eneyida». The peculiarity of this program is the combination of a culinary show with cognitive content. The three seasons of the program were studied, the cultural and cognitive value of the show was clarified, and the peculiarities of the format and presentation of information in the program were analyzed. Revised releases allow you to summarize methods and techniques that can be formulated as a «formula for success».
The structure reflects the cognitive concept of the program, which appeals to national memory and is focused on national topics. The unconventional combination of cooking with literature and history is seen as an opportunity to raise the cognitive and intellectual level of television, which has been losing its educational functions for the past twenty years, creating its own and adapting borrowed formats, demonstrating and promoting low style.
Conclusions. In the format of an entertaining cooking show, the audience is offered an intellectual media product that contains rich historical, cultural, national-patriotic material, which ensures an increase in the cognitive level of TV programs and the media space of Ukraine. In times of transformational changes, the combination of entertainment and educational content (infotainment) is a very promising format. Content-thematic and structural features of the program ensure the integrity of its concept. The public broadcaster creates socially important content of a national, cultural and cognitive orientation, which has its own consumer and prospects for further development.

Key words: entertainment journalism, educational content, cooking show, features of the format, project concept.

Стаття надійшла до редакції 12.10.2021

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The purpose of scientific research is to explore the leading genres of satire and humor, which reproduce travel adventures and which were distributed in the Rivne press in the 1950–80s of the twentieth century. It is determined that the satirical reproduction of travel adventures in the pages of regional periodicals took place. The diversity of topics of travel adventures was revealed on the example of the content of the Rivne region press, the dynamics of the appearance of these texts on the pages of the Rivne newspapers «Chervonyi prapor» and «Zmina» was traced. The most important components of travel in the regional information space, in particular, performed by the traveler-narrator are outlined. It was found that a significant influence on the content of the travel adventure is exerted by the researcher-promoter, clearly expressing his own position.

Key words: travel adventure, satirical reproduction, regional press.

UDC 070.15:82-992:7.049.2

Peculiarities of Satirical Reproduction of Travel Adventures in Regional Periodics

Mitchuk Olha, D.Sc. (Social Communications), Professor, e-mail: [email protected]¹;
ORCID – https://orcid.org/0000-0002-1011-7320.
Kryvka Eleonora, PhD student, e-mail: [email protected]².
¹Borys Grinchenko University of Kyiv, Kyiv, 13-B, Marshala Tymoshenko Str., 04212, Ukraine.
²Academician Stepan Demianchuk International University of Economics and Humanities, 4, Stepana Demianchuka St., Rivne, 33027, Ukraine,

Introduction. Satire and humor are a kind of comic character and one of the most interesting genres that enrich the press with a unique style, image, and emotionality. As practice shows, satirical and critical publications take a leading place in journalism.

Relevance of research is that satire and humor heritage of revival travel adventure of Rivne press remains the unexplored phenomenon, despite the fact that these genres constantly attracts the attention of researchers.

The research methodology is based on a systematic approach, the obligation of which allows getting a deeper understanding of the features of the formation of satirical genres that create an adventure route. The survey has applied comparative and historical method: general and special features were found out by comparing method, and the reasons of these similarities and differences, changes. Trends and main regularities of formation of modern travel media text were defined.
Results and discussion. There is every reason to consider publications with elements of travel adventures to some extent scientific and journalistic text, even on formal grounds, as it presents the necessary scientific apparatus: notes, photographs, historical, geographical, household information, applications. The image of the reader in a journalistic text is one of the forms of expression of the author’s position. This is especially important when the publication is aimed at a readership which has some idea of the problem or situation being described. The need to single out satirical genres that recreate the adventure route in regional publications is indicated by the nature of creative work, when the publication is aimed at a readership that has some idea of the problem or situation described. Thus, the studied satirical genres are directly aimed at the reader, and the recipient enters the genre fabric as a participant in the process of «truth-seeking». Therefore, the text of satirical genres has at least two addressees. First, it is aimed directly at the person in question. Secondly, it is focused on dialogue with the reader, which can be expressed as a satirical component.
Conclusions and prospects. A review of satirical genres that recreate the adventure route in regional publications and travel themes allows summarizing that in contrast to the literary text, which shows the dissimilarity of the real and internal subject of the story, the journalistic text identifies the author with a specific biographical personality, which has special psychological impact on target audience.

Key words: travel adventure, satirical reproduction, regional press.

Стаття надійшла до редакції 09.11.2015

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The aim of this study is to define the main advertising strategies for promoting alcohol products in the press of Naddniprianska Ukraine of the early twentieth century. The object of the study is mass and specialized press, which popularized beer, wine, vodka, tinctures, cognacs, etc. Such publications appeared in newspapers and magazines of Volyn, Kyiv, Kherson, Chernihiv regions, Tavria, and Slobozhanshchyna. The research methods include historical, logical, comparison, which made it possible to restore some facts about the past; as well as selective monitoring of periodicals in most provinces, which advertised the alcohol industry, as well as published materials with warnings against drunkenness and alcoholism. The press used various types of advertising – textual and artistic-visual, means of language attractiveness and perfect printing, often published such advertisements on the front pages of newspapers and magazines.

Key words: producers of alcoholic beverages, advertising, mass and specialized press, text and visual facilities, opposition to the drunkenness.

UDC 007 : 304 : 070 (477) (09)

Advertising of alcoholic products and drunkenness: confrontation (on the press publications of the early twentieth century)

Sydorenko Natalya, D. Sc. (Philology), Professor
Taras Shevchenko National University of Kyiv, the Institute of Journalism, 36/1, Yu. Illenka St., Kyiv, 04119, Ukraine, e-mail: [email protected]
ORCID ІD: 0000-0001-8734-9704

The aim of this study is to define the main advertising strategies for promoting alcohol products in the press of Naddniprianska Ukraine of the early twentieth century. The object of the study is mass and specialized press, which popularized beer, wine, vodka, tinctures, cognacs, etc. Such publications appeared in newspapers and magazines of Volyn, Kyiv, Kherson, Chernihiv regions, Tavria, and Slobozhanshchyna («Volyn», «Yuzhnoye slovo», «Khersonskoe slovo», «Zhyzn Yuga», «Zerkalo Odessy», «Novaya Iudeya», «Kosmos», «Yaltynskyj listok», «Charkovskyj listok», «Nezhynskyj holos», «Yuzhno-berezhskyj vestnik», etc.).
Methods. The research methods include historical, logical, comparison, which made it possible to restore some facts about the past (operation of alcohol industry enterprises, creation of brands of their owners, distribution of relevant products, etc.); selective monitoring of periodicals in most provinces of Naddniprianska Ukraine in the early twentieth century, which advertised wine and vodka and beer industry, as well as published materials with warnings against drunkenness and alcoholism.
Results and conclusions. It was found out that press used various types of advertising – textual and artistic-visual, means of language attractiveness and perfect printing, published confirmation of reputation the greatest rewards on international exhibitions, gave the expert conclusions of specialists, and cautioned from imitation. Often such advertisements appeared on the first pages of newspapers and magazines.

Key words: producers of alcoholic beverages, advertising, mass and specialized press, text and visual facilities, opposition to the drunkenness.

Стаття надійшла до редакції 26.10.2021

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The article aims to determine the peculiarities of constructing a metaphorical creolized text in public service announcement campaigns against racism, to single out the classification features of such messages according to the degree of the components metaphorization. The relevance of the study is determined by the fact that in the context of the racial discrimination negative trend, public service announcement is an effective mechanism for shaping public opinion, and therefore it should use the most effective methods of influence. In the article, the verbal and visual metaphorical features of the creolized text in public service announcements against racism and xenophobia are analyzed. Examples of foreign and Ukrainian public service announcements involving issues of racial discrimination and xenophobia become the object of the study. Examples are classified according to five models of combining verbal and pictorial components of creolized text with different degrees of components metaphorization.

Key words: racism, modern public service announcements, creolized text, semantics and semiotics of advertising, graphic design of visual metaphor.

UDC 316.3:659.1]:323.14

Particularities of metaphorical creolized text building in public service announcement campaigns against racism

Antonova Olha, PhD (Social Communications), docent, e-mail: [email protected];
ORCID – https://orcid.org/0000-0003-3213-8699
Soloviova Yulia, PhD (Social Communications), docent, e-mail: e-mail: [email protected];
ORCID – https://orcid.org/0000-0001-9685-0541
Fiedotova Nataliia, PhD (Philology), docent, e-mail: [email protected];
ORCID – https://orcid.org/0000-0002-1338-2760
National University of Food Technologies, 68, Volodymyrska Str., Kyiv, 01601, Ukraine

Introduction. The number of foreign citizens coming to Ukraine both forcibly (refugees) and for business purposes is increasing. The interaction of foreigners with the ethnic population against the background of deteriorating socio-economic situation often leads to hostility at the cultural, religious and linguistic levels.
The relevance of the study is that in the context of the spread of the negative trend of racial discrimination, social advertising is an effective mechanism for shaping public opinion, and therefore should use the most effective methods of influence. The goal is to determine the peculiarities of the construction of a metaphorical creolized text in social advertising campaigns against racism, to single out the classification features of advertising messages according to the degree of metaphorization of the components.
Methodology. Linguistic-semiotic analysis, comparison, generalization and systematization, method of pragmatic interpretation of the text, functional and descriptive methods and hermeneutic approach were used to decode the verbal and visual components of advertising.
Results. Texts with a combination of elements of different semiotic systems are called «creolized». Advertising messages of commercial and social advertising have different degrees of interaction of lexical and pictorial components. Social advertising affects the general public, and its purpose is to change behavior, establish moral principles, form public opinion, rather than a one-time commercial effect. During the classification, creolized texts are divided into five models according to the degree of metaphorization of the input components.
Conclusions. Metaphorization is created by combining neutral verbal and visual components in the first model. The second and third models have one input metaphorical component – lexical and pictorial, respectively. The fourth and fifth models combine metaphorical verbal and visual components with the difference that in the fourth the decoding of the creolized text occurs only in the inseparable connection of semiotic components. In the fifth – the highest degree of creolization – metaphor is embedded in the form of the idea of the message.
Key words: racism, modern public service announcements, creolized text, semantics and semiotics of advertising, graphic design of visual metaphor.

Стаття надійшла до редакції 30.09.2021

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The article aims to identify the potential and prospects for the implementation of media in the digital dimension of technologies for building a personal professional brand, as a guarantee of accumulation of
its own audience in social networks. The concepts of self-branding in journalism are analyzed, the method of sociological survey (questionnaire) clarifies the expectations of producers of media content for users and identifies the optimal vectors for their interaction in the structure of digital reality.

Key words: audience, journalistic practice, neural information networks, surveys, self-presentation, self-branding.

UDC 316.77 : 070 : 654.195 : 314.743

Self-branding of a modern media specialist in the structure of digital reality

Hyrina Tetiana, D.Sc. (Social Communications), Professor of the Department, e-mail: [email protected].
ORCID – ORCID: 0000-0003-1587-8767
Khliust Vladyslava, student, e-mail: [email protected].
University of the State Fiscal Service of Ukraine, University Street, 31, Irpin, Kyiv region, 08200, Ukraine.

Introduction. The article aims to identify the potential and prospects for the implementation of media in the digital dimension of technologies for building a personal professional brand, as a guarantee of accumulation of its own audience in social networks. The concepts of selfbranding in journalism are analyzed, the method of sociological survey (questionnaire) clarifies the expectations of producers of media content for users and identifies the optimal vectors for their interaction in the structure of digital reality.
Relevance of the study lies in the plane of outlining within the professional discussion the position of supporters of individualization, personification of the profession in the digital age, actualization of the concept of multifunctionality, universality of the media producer in a competitive information media space. Methodology. The main method of research is a sociological survey (questionnaire), namely: a mass survey of respondents by filling out an electronic questionnaire service «Google Forms». Different types of methods of analysis, induction and generalization of quantitative research results, bibliographic and descriptive method, secondary analysis of the results of specific scientific and sociological research conducted by Ukrainian and foreign scientists are used.
Results. As a result of the research, the audience’s unappealable orientation on interaction with specific media outlets was established. Thus, for 59 % of respondents, the personal brand of the presenter, the person who represents the program, is decisive for choosing the channel of receiving information, against 41 %, who prefer to trust the brands of specific projects. Ukrainians of all ages agree that without working on their own image, on the perception of its audience to achieve success in the profession is impossible (according to 90% of respondents), the need to promote and promote themselves as professionals confirm 85 % of respondents.
Conclusions. In the conditions of more and more probable competition of media professionals with practically unlimited possibilities for production of content by artificial information neural networks, the role of the individual in the profession is actualized. A person who will be able to accumulate a community of like-minded people around him, offer an up-to-date agenda, accompany his information like-minded or critical opponents of information opponents by bypassing the thresholds of propaganda and misinformation can not only succeed and gain recognition in the profession. the fight against hybrid information aggression that Ukraine opposes.

Key words: audience, journalistic practice, neural information networks, surveys, self-presentation, self-branding.

Стаття надійшла до редакції 04.10.2021

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