Issue 4 (26) ’ 2017

The proposed study addresses the problem of the Ukrainian national idea and its interpretation
in journalistic works of the magazine «Kiev», in which it potentially transforms. The complexity and
ambiguity of this phenomenon in scientific and journalistic works in the past and present are considered,
its influence on the social and political development of modern Ukraine, the active formation of public
opinion, the definition of the concept of state building. Attention is focused on genre features of works,
interviews, articles and their analysis with the object of our research. The interrelation, role and
importance of development of publicism and the Ukrainian national idea in historical and modern
aspects for the state processes is explained.

Key words: journalism, Ukrainian national idea, journal, development.

UDC 070 : 351.858(477)

Publicism in the interpretation of the Ukrainian national idea (Based on the materials of the magazine «Kiev» in 2016)

Zagorodnyuk Vasyl, PhD (Philology), Associate Professor, Kherson State University, 27, University St., Kherson, 73000, Ukraine, e-mail: vzagorodnuk1955@ gmail.com

The proposed study addresses the problem of the Ukrainian national idea and its interpretation in journalistic works of the magazine «Kiev», in which it potentially transforms. The complexity and ambiguity of this phenomenon in scientific and journalistic works in the past and present are considered, its influence on the social and political development of modern Ukraine, the active formation of public opinion, the definition of the concept of state building. Attention is focused on genre features of works, interviews, articles and their analysis with the object of our research. The interrelation, role and importance of development of publicism and the Ukrainian national idea in historical and modern aspects for the state processes is explained.

Key words: journalism, Ukrainian national idea, journal, development.

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The article deals with the peculiarities of manifestation of cognitive and propagandistic types of mass communication in the travel essay journalism of the late 20’s and early 1930’s of the famous SovietUkrainian journalist M. Trublaini. It is emphasized that the work of M. Trublaini reflects the general tendencies of development of travel essay of the chosen period. It was found out that the cognitive way of presenting the information is leading in the journalistic work of M. Trublaini. It is connected with the fact that the main purpose of the essay writers of that period was the reflection of an unidentified, new world, and lands. It is the cognitive way that affects the fact that the travel essay journalism of the period is descriptive and informative. Propaganda component is also available in travel essays of M. Trublaini. However, at that time, it was not yet compulsory, not subjugated by Soviet party politics.

Key words: travel essay, journey essay journalism, cognitive form, propaganda type, mass communication.

UDС 007 : 304 : 070 : 821.161.2-4.09

Cognitive and propaganda types of mass communication in the travel essays of M. Trublaini

Kovalova Тetiana, PhD (Social Communications), assistant professor, е-mail: [email protected];
Gavriluk Inna, PhD (Social Communications), assistant professor, е-mail: [email protected];
Voropai Svitlana, PhD (Philological Science), assistant professor, е-mail: [email protected],
Sumy State University, 2, Rymsky-Korsakov St., Sumy, 40007, Ukraine.

The article deals with the peculiarities of manifestation of cognitive and propagandistic types of mass communication in the travel essay journalism of the late 20’s and early 1930’s of the famous SovietUkrainian journalist M. Trublaini. It is emphasized that the work of M. Trublaini reflects the general tendencies of development of travel essay of the chosen period. It was found out that the cognitive way of presenting the information is leading in the journalistic work of M. Trublaini. It is connected with the fact that the main purpose of the essay writers of that period was the reflection of an unidentified, new world, and lands. It is the cognitive way that affects the fact that the travel essay journalism of the period is descriptive and informative. Propaganda component is also available in travel essays of M. Trublaini. However, at that time, it was not yet compulsory, not subjugated by Soviet party politics.

Key words: travel essay, journey essay journalism, cognitive form, propaganda type, mass communication.

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The article reviews the correspondence of Volodymyr Derzhavyn, a person whose work is closely linked to the scientific and cultural life of Ukrainian emigration during the Second World War and after its end in Europe. The purpose of this article is to find out the features of V. Derzhavyn’s correspondence, to study his communicative style, relations with the Ukrainian emigrant press and some personalities. The object of the study is the epistolary heritage from V. Derzhavyn’s personal archival fund at the Ukrainian Free University (Munich, Germany). During the research different methods were used, such as analysis and synthesis, description, comparison, which outlined three main directions of communication between the author and his addressees, including literary-critical, organizational-critical and public-critical. Also important was the biographical method, which contributed to the allocation of some aspects in the life of scientist and publicist.

Key words: Volodymyr Derzhavyn, criticism, emigration, letter, editorship, magazine, newspaper, culture, literature.

UDC 007 : 304 : 070=Derzhavyn

The epistolary heritage of Volodymyr Derzhavyn

Ostapenko Nina, PhD (Philology), Associate Professor, e-mail: [email protected];
Riabyk Valeria, magistr, e-mail: [email protected],
Taras Shevchenko National University of Kyiv, The Institute of Journalism, 36/1, Melnykova St., Kyiv, 04119, Ukraine

The article reviews the correspondence of Volodymyr Derzhavyn, a person whose work is closely linked to the scientific and cultural life of Ukrainian emigration during the Second World War and after its end in Europe. The purpose of this article is to find out the features of V. Derzhavyn’s correspondence, to study his communicative style, relations with the Ukrainian emigrant press and some personalities. The object of the study is the epistolary heritage from V. Derzhavyn’s personal archival fund at the Ukrainian Free University (Munich, Germany). During the research different methods were used, such as analysis and synthesis, description, comparison, which outlined three main directions of communication between the author and his addressees, including literary-critical, organizational-critical and public-critical. Also important was the biographical method, which contributed to the allocation of some aspects in the life of scientist and publicist.

Key words: Volodymyr Derzhavyn, criticism, emigration, letter, editorship, magazine, newspaper, culture, literature.

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Fake news is considered to be a significant problem that faces global society and the way it functions. There has been a considerable amount of attention that has been given to this problem, which makes it seem like a modern issue. However, historically fake news has been something that has existed for some time now and has evolved into something far more invasive owing to the development of information communication technologies that allows for rapid transmission and communication. Fake news has been perceived and defined differently over time, it is linked to how the ideal role of news was conceived within the frame of being a fourth estate to the current times that is more attune to an instrument of influence and persuasion. This present article attempts to highlight that fake news is not the root of the problem, but rather a symptom of deeper problems that affect the political and information spheres.

Key words: Fake News, World politics, information, communication technologies, information spheres.

УДК 007 : 304 : 659.3

Фейкові новини: проблема чи симптом серйознішої проблеми?

Сімонс Грег, доктор, доцент, старший науковий співробітник,
Інститут досліджень Росії та Євразії при Уппсальському університеті, Даг Хаммаршельд Роуд, 11А, 75237, Уппсала, Швеція, e-mail: [email protected].

Фейкові новини та спосіб їх функціонування вважаються значною проблемою, з якою стикається глобальне суспільство. Цій проблемі приділяється значна увага, що, здається, робить її викликом сучасності. Проте, з історичної точки зору фейкові новини вже існують певний час і вони стають агресивнішими завдяки розвитку інформаційних комунікаційних технологій, що сприяють швидкій передачі інформації та комунікації. З часом фейкові новини сприймаються та визначаються по-іншому, що пов’язано з тим, як ідеальна роль новин сприймалася через поняття «четверта влада» у теперішньому, що навіть більше співвідноситься з інструментом впливу та переконання. У цій статті робиться спроба наголосити, що фейкові новини не є коренем проблеми, а швидше симптомом більш серйозної проблеми, яка впливає на політичну та інформаційну сфери.

Ключові слова: фейкові новини, світова політика, інформація, комунікаційні технології, інформаційна сфера.

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The authors analyze Ukrainian public fact checking projects – «StopFake» and «VoxCheck» as the means for realization of European values in Ukrainian media sphere. They characterize the projects from five aspects: tools to analyze information; methods to disproof unreliable information; diversity of topics; size of audience; amount of work done. The conclusion says that experience exchange can enrich the range of tools used by fact checking projects to verify and to present information. It can also help to see shortcomings in their work.

Key words: fact checking, verification, mass media, European values.

UDC 007 : 304 : 659.3

Public Fact Cheking Projects: Means for Realization of European Values in Ukrainian Media Sphere

Kozyr Iuliia, PhD (Social Communications), e-mail: [email protected];
Ienina Anna, Student of Master, e-mail: [email protected];
Sumy State University, 2, Rymsky-Korsakov St., Sumy, 40007, Ukraine.

The authors analyze Ukrainian public fact checking projects – «StopFake» and «VoxCheck» as the means for realization of European values in Ukrainian media sphere. They characterize the projects from five aspects: tools to analyze information; methods to disproof unreliable information; diversity of topics; size of audience; amount of work done. The conclusion says that experience exchange can enrich the range of tools used by fact checking projects to verify and to present information. It can also help to see shortcomings in their work.

Key words: fact checking, verification, mass media, European values.

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The aim of study is to identify the essence of science medialization on the basis of corporate sites of five higher education institutions of Ukraine, which are rated by QS World University 2018. The news content covering research findings, information about science or scientific events is analyzed. The monitoring was carried out during 2016/2017 academic year. 2289 news materials were posted on the Internet platforms of the studied universities during this period. Only 335 publications (14.6%) can be referred to science topic. It is proved that there is no the holistic process of disseminating information about science on corporate sites of higher educational institutions of Ukraine; professional communication on science topics; continuity of obtaining information about science by society; prerequisites of scientific publicity; there are no underlying factors to consider corporate sites as a platform for science medialization.

Key words: information, science, news, medialization, higher educational establishment, communication.

UDC 007 : 304 : 001

Corporate sites of universities as a platform for science medialization

Sadivnychyy Volodymyr, D.Sc. (Social Communications), Associate Professor, [email protected];
Koriavko Halina, student,
Sumy State University, 2, Rymsky­-Korsakov St., Sumy, 40007, Ukraine

The aim of study is to identify the essence of science medialization on the basis of corporate sites of five higher education institutions of Ukraine, which are rated by QS World University 2018. The news content covering research findings, information about science or scientific events is analyzed. The monitoring was carried out during 2016/2017 academic year. 2289 news materials were posted on the Internet platforms of the studied universities during this period. Only 335 publications (14.6%) can be referred to science topic. It is proved that there is no the holistic process of disseminating information about science on corporate sites of higher educational institutions of Ukraine; professional communication on science topics; continuity of obtaining information about science by society; prerequisites of scientific publicity; there are no underlying factors to consider corporate sites as a platform for science medialization.

Key words: information, science, news, medialization, higher educational establishment, communication.

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The research identifies the functioning peculiarities, elements and features of detabooing or tabooing in that segment of mass organized communication, which is created by the media. The research employed comparative and descriptive methods and also methods of analysis and synthesis. The research found that main taboos of Soviet journalism were the following: religion, the Ukrainian language, wealth accumulation, pathogenic information, Ukrainian history, environmental and manmade disasters, state budget expenditures on help for «fraternal peoples», woman’s body, sexual sphere, military matters. Taboo erasing during the first post-communist years and nowadays is caused by a number of factors. Two the most important factors are: 1) address to forbidden topics; 2) logic of mass media development, their attempts to gain favour and popularity with information consumers by any means and methods. Taboo erasing in mass organized communication shows the strengthening of such its function as dissemination of reality knowledge.

Key words: mass organized communication, taboo, detabooing, topic, speech, media.

UDC 007 : 304 : 659.3

Erasing taboo as a transformation sign of mass organized communication

Fedotova Nataliia, PhD (Philology),
National University of Food Technologies, 68, Volodymyrska Str., Kyiv, 01601, Ukraine, e-mail: [email protected]

The research identifies the functioning peculiarities, elements and features of detabooing or tabooing in that segment of mass organized communication, which is created by the media. The research employed comparative and descriptive methods and also methods of analysis and synthesis. The research found that main taboos of Soviet journalism were the following: religion, the Ukrainian language, wealth accumulation, pathogenic information, Ukrainian history, environmental and manmade disasters, state budget expenditures on help for «fraternal peoples», woman’s body, sexual sphere, military matters. Taboo erasing during the first post-communist years and nowadays is caused by a number of factors. Two the most important factors are: 1) address to forbidden topics; 2) logic of mass media development, their attempts to gain favour and popularity with information consumers by any means and methods. Taboo erasing in mass organized communication shows the strengthening of such its function as dissemination of reality knowledge.

Key words: mass organized communication, taboo, detabooing, topic, speech, media.

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The article deals with the peculiarities of the impact of the rapid introduction of innovations on all aspects of the modern cultural and communicative system. It analyzes the advantages and disadvantages of the era of new media and changes in human life environment, caused by digital media culture development. It is stated that under conditions of information technologies development, which contribute to the creation of innovative social cooperation models, there also appear some elements of instability, which can result in the vulnerability of public security. It traces the interdependence of technological and cultural evolution, as well as contradictions: the expansion of the capacity of each person to meet their cultural rights, on the one hand, and the growing influence of the globalization factor on the universalization of culture on the other. The article substantiates the view that the active use of innovative information and telecommunication technologies must always comply with the main goal – the spiritual, cultural and social progress of mankind.

Key words: media culture, digital media culture, new media, freedom, responsibility.

UDC 007 : 316.722

Digital media culture in the context of innovative technologies development

Khlibko Maryna, PhD student, Kyiv National University of Culture and Arts, 36, E. Konovalets St., Kyiv, 02000, Ukraine, e-mail: [email protected]

The article deals with the peculiarities of the impact of the rapid introduction of innovations on all aspects of the modern cultural and communicative system. It analyzes the advantages and disadvantages of the era of new media and changes in human life environment, caused by digital media culture development. It is stated that under conditions of information technologies development, which contribute to the creation of innovative social cooperation models, there also appear some elements of instability, which can result in the vulnerability of public security. It traces the interdependence of technological and cultural evolution, as well as contradictions: the expansion of the capacity of each person to meet their cultural rights, on the one hand, and the growing influence of the globalization factor on the universalization of culture on the other. The article substantiates the view that the active use of innovative information and telecommunication technologies must always comply with the main goal – the spiritual, cultural and social progress of mankind.

Key words: media culture, digital media culture, new media, freedom, responsibility.

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In the article the role of international projects for the development of libraries in Ukraine. We characterize the main directions of international cultural cooperation Ukraine. The role and importance of the participation of leading Ukrainian libraries in international projects. Studied project activities Ukrainian Library Association. ULA defined importance in the implementation of projects in the library and information sector. The analysis of large-scale international projects and initiatives that operate in Ukraine. The characteristic design of the high level of resource support and modern management methods. It was shown that international projects and programs significantly affect the development of modern libraries and their activities, modernize their material and technical base; stimulate output libraries in the international scientific community and aim to promote the development of a modern system of libraries in Ukraine. Studied international projects that are implemented in libraries and conclusions that are different in scope, in content and in direction.

Key words: library, international projects, international cooperation, information space, libraryinformation sphere, Ukrainian Library Association.

UDC 007 : 021.6(477)

The role of international projects for the development of Ukrainian libraries

Shendryk Olha, PhD student, Kyiv National University of Culture and Arts, 36, E. Konovalets St., Kyiv, 02000, Ukraine, e-mail: [email protected]

In the article the role of international projects for the development of libraries in Ukraine. We characterize the main directions of international cultural cooperation Ukraine. The role and importance of the participation of leading Ukrainian libraries in international projects. Studied project activities Ukrainian Library Association. ULA defined importance in the implementation of projects in the library and information sector. The analysis of large-scale international projects and initiatives that operate in Ukraine. The characteristic design of the high level of resource support and modern management methods. It was shown that international projects and programs significantly affect the development of modern libraries and their activities, modernize their material and technical base; stimulate output libraries in the international scientific community and aim to promote the development of a modern system of libraries in Ukraine. Studied international projects that are implemented in libraries and conclusions that are different in scope, in content and in direction.

Key words: library, international projects, international cooperation, information space, libraryinformation sphere, Ukrainian Library Association.

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The article deals with the peculiarities of the formation of inclusive media space by means of
broadcasting. The author focuses on the role of the radio institute in the lives of people with visual
impairments, for which it has become the only channel of the media, turning to which weak-visioners feel
fully-fledged, can perceive the entire content, and not only its sound component. Levels of transformation
of radio content in the process of formation of inclusive media space for communicating fainting are
outlined. It is emphasized that the availability of specialized programs is an indicator of the awareness of
the radio institute of its social responsibility and orientation towards the formation of an inclusive space
for separate groups of listeners on the basis of indications that determine the way in which information
is perceived.

Key words: audio project, inclusive media space, internet broadcasting, podcasting, radio journalism.

UDC 007 : 316.77 : 070 : 654.195 : 314.743

Levels of Transformation of Ukrainian-language broadcasting: measurement of the media space for the visually impaired 

Hirina Tetyana, PhD (Social Communications),
Taras Shevchenko National University of Kyiv, The Institute of Journalism, 36/1, Melnykova St., Kyiv,
04119, Ukraine, е-mail: [email protected]

The article deals with the peculiarities of the formation of inclusive media space by means of
broadcasting. The author focuses on the role of the radio institute in the lives of people with visual
impairments, for which it has become the only channel of the media, turning to which weak-visioners feel
fully-fledged, can perceive the entire content, and not only its sound component. Levels of transformation
of radio content in the process of formation of inclusive media space for communicating fainting are
outlined. It is emphasized that the availability of specialized programs is an indicator of the awareness of
the radio institute of its social responsibility and orientation towards the formation of an inclusive space
for separate groups of listeners on the basis of indications that determine the way in which information
is perceived.

Key words: audio project, inclusive media space, internet broadcasting, podcasting, radio journalism.

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In the article the role of the Western Ukrainian regional press of 1990s is analyzed in proceeding restoring national historical memory. It is set that processes of rethinking the historical events, separate historical epochs, falsified by the Soviet propagandist machine, an important role belongs to the regional printed periodicals that in that time reported the basic array of information to the reader. The effective contribution of the press to proceeding in a historical true is related to practice of organization the releases of newspapers round table with participation of leading scientists of region and publication of the articles of the scientists-historians sanctified to the debatable and scantily explored historical problems.

Key words: press, mass-media, publication, region edition, state forming, historical memory, West Ukrainian region.

UDC 070(477.80)“199” : [94:159.953]-043.96

Тhe role of the Western Ukrainian regional press of the 1990s in restoring national historical memory

Greskiv Olga, junior researcher, Vasyl Stefanyk Lviv National Scientific Library of Ukraine, 2 Stefanyka St., Lviv, 79000, Ukraine, email: [email protected]

In the article the role of the Western Ukrainian regional press of 1990s is analyzed in proceeding restoring national historical memory. It is set that processes of rethinking the historical events, separate historical epochs, falsified by the Soviet propagandist machine, an important role belongs to the regional printed periodicals that in that time reported the basic array of information to the reader. The effective contribution of the press to proceeding in a historical true is related to practice of organization the releases of newspapers round table with participation of leading scientists of region and publication of the articles of the scientists-historians sanctified to the debatable and scantily explored historical problems.

Key words: press, mass-media, publication, region edition, state forming, historical memory, West Ukrainian region.

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The article investigates what concrete image of Ukraine English-language periodicals such as: The Day newspaper, Kyiv Post and The Ukrainian Week create through printed and online materials of periodicals. The aim of research is to study the peculiarities of creation an image of Ukraine as a country on the pages of English-language periodicals.
These periodicals play a very important role in forming image of the country in the eyes of foreigners and all those people who read English-language press in Ukraine.
Objective of this investigation is the image of Ukraine on the pages of English-language periodicals. The main methods for making investigation are content and comparative analyses.
The results of investigation are the next. The main for all editions concept in forming image of the country – is that Ukraine is a potentially successful state which needs the long process of developing and modernization based on western examples and with the help of more democratically developed societies to overcome inner problems and become successful.
The country has many problems to be solved. Starting from corruption, the war with aggressor and ending with a weak political class, which cannot help the country in modernization process. At the same time, English-language periodicals also leave the space to decide what image Ukraine represents on their pages to the readers.

Key words: image, Ukraine, English-language periodicals.

UDC 007 : 304 : 070

Image of Ukraine on the pages of modern Ukrainian english-language periodicals

Kriukova Viktoria, Student of Master, Institute of Journalism, Taras Shevchenko National University of Kyiv, 36/1, Melnykova St., Kyiv, 04119, Ukraine, email: [email protected]

The article investigates what concrete image of Ukraine English-language periodicals such as: The Day newspaper, Kyiv Post and The Ukrainian Week create through printed and online materials of periodicals. The aim of research is to study the peculiarities of creation an image of Ukraine as a country on the pages of English-language periodicals.
These periodicals play a very important role in forming image of the country in the eyes of foreigners and all those people who read English-language press in Ukraine.
Objective of this investigation is the image of Ukraine on the pages of English-language periodicals. The main methods for making investigation are content and comparative analyses.
The results of investigation are the next. The main for all editions concept in forming image of the country – is that Ukraine is a potentially successful state which needs the long process of developing and modernization based on western examples and with the help of more democratically developed societies to overcome inner problems and become successful.
The country has many problems to be solved. Starting from corruption, the war with aggressor and ending with a weak political class, which cannot help the country in modernization process. At the same time, English-language periodicals also leave the space to decide what image Ukraine represents on their pages to the readers.

Key words: image, Ukraine, English-language periodicals.

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The article deals with the application of technology crowdfunding journalism and publishing in Ukraine. Examined groups of sources and approaches described features in the process of selection and analysis. Enhanced understanding of the use crowdpractices in Europe, America, Russia and Ukraine, shows prospects of introduction of innovative technologies crowdfunding in Ukraine. As a result, concluded: short period of introduction of innovative technologies in publishing and journalism, academia low awareness reduces the number of publications Ukrainian researchers. Relatively more posts from the implementation experience of serving overseas crowdfunding sources.

Key words: crowd–technology, crowdfunding, crowdsourcing, publishing, journalism.

UDC 007: 304: 070.3 (477)

Crowdfunding journalism and publishing: source aspect

Podolyaka Nadia, PhD (Social Communications), Sumy State University, 2, RymskyKorsakov St., Sumy, 40007, Ukraine, е-mail: [email protected]

The article deals with the application of technology crowdfunding journalism and publishing in Ukraine. Examined groups of sources and approaches described features in the process of selection and analysis. Enhanced understanding of the use crowdpractices in Europe, America, Russia and Ukraine, shows prospects of introduction of innovative technologies crowdfunding in Ukraine. As a result, concluded: short period of introduction of innovative technologies in publishing and journalism, academia low awareness reduces the number of publications Ukrainian researchers. Relatively more posts from the implementation experience of serving overseas crowdfunding sources.

Key words: crowd–technology, crowdfunding, crowdsourcing, publishing, journalism.

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The article examines the views and positions of national researchers and scholars on strategic concerns of formation a state policy in public communications in Ukraine. It is defined that the processes of democratic governance are inextricably connected with the aspects of creation, retrieval, accumulation, storage and dissemination of public information, so there is a need for reform of fundamentals and approaches to strategic principles of the state policy. A list of the minimum standards defined by the European Union structures for the implementation of public communications has been explored

Key words: public communication, access to information, participation in administration of state
affairs.

UDC 007 : 304 : 001

Transformation of the information function of a modern democratic state into the function of public communication

Bukhtatyi Oleksandr, PhD (Public Administration),
Information Policy of Presidential Administration of Ukraine, 11, Bankova st., Kyiv, Ukraine, 01220,
e-mail: [email protected]

The article examines the views and positions of national researchers and scholars on strategic concerns of formation a state policy in public communications in Ukraine. It is defined that the processes of democratic governance are inextricably connected with the aspects of creation, retrieval, accumulation, storage and dissemination of public information, so there is a need for reform of fundamentals and approaches to strategic principles of the state policy. A list of the minimum standards defined by the European Union structures for the implementation of public communications has been explored

Key words: public communication, access to information, participation in administration of state
affairs.

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The author determines key problems of getting statistical information on the performance of Youtube channels broadcasted within the selected language segment. He also looks into possibilities of search functions and applicable software interface of Youtube service that help make the process of statistical data collection automated. The methodology presented in the article was developed to define dynamics of development of a separate language segment on Youtube and is based on collected statistical data. The main dynamics of development of the Ukrainian-speaking segment in comparison with the dynamics of channels development in the region of Russia, the USA and all Youtube channels in general are also determined. The author also determines key problems of development, general dynamics and further prospects.

Key words: internet, television, mass communication, means of mass communication, internet audience, TV journalism, TV newsroom.

UDC 316.77(621.397.13+004.738.5)

Current status and prospects of Ukrainian-language Youtube channels

Dutchak Andrii, PhD student, Ukrainian Academy of Printing, 19 Pidholosko St., Lviv, 79020, Ukraine, e-mail: [email protected]

The author determines key problems of getting statistical information on the performance of Youtube channels broadcasted within the selected language segment. He also looks into possibilities of search functions and applicable software interface of Youtube service that help make the process of statistical data collection automated. The methodology presented in the article was developed to define dynamics of development of a separate language segment on Youtube and is based on collected statistical data. The main dynamics of development of the Ukrainian-speaking segment in comparison with the dynamics of channels development in the region of Russia, the USA and all Youtube channels in general are also determined. The author also determines key problems of development, general dynamics and further prospects.

Key words: internet, television, mass communication, means of mass communication, internet audience, TV journalism, TV newsroom.

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The article deals with features of modern social advertising as a factor of socialization. It is the support of socially approved behavior, the use of emotional motives and the demonstration of certain models of socialization. The article clarified the specifics of the influences of social advertising on socialization process, in particular, emphasis on achieving socially useful goals, popularization of universal values, concretization of recommended actions and desirable positive changes. As a result of the study, the main socialization models that are offered to the target audience in modern social advertising are defined: «socialization through a ban», «socialization through an alternative» and «socialization through imitation». Particular attention is paid to the consideration of the use of new technologies in social advertising (teaser creative, interactive advertising campaigns, etc.).

Key words: advertising communications, behavior patterns, emotional motives, social advertising, socialization.

UDC 007 : 304 : 659

Social advertising as a factor of socialization in modern society

Yanenko Yaroslav, PhD in Sociological Sciences, Doctoral Taras Shevchenko National University of Kyiv, The Institute of Journalism, 36/1, Melnykova St., Kyiv,
04119, Ukraine, е-mail: [email protected]

The article deals with features of modern social advertising as a factor of socialization. It is the support of socially approved behavior, the use of emotional motives and the demonstration of certain models of socialization. The article clarified the specifics of the influences of social advertising on socialization process, in particular, emphasis on achieving socially useful goals, popularization of universal values, concretization of recommended actions and desirable positive changes. As a result of the study, the main socialization models that are offered to the target audience in modern social advertising are defined: «socialization through a ban», «socialization through an alternative» and «socialization through imitation». Particular attention is paid to the consideration of the use of new technologies in social advertising (teaser creative, interactive advertising campaigns, etc.).

Key words: advertising communications, behavior patterns, emotional motives, social advertising, socialization.

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