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

Abstract

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.