Sketch in the contemporary social-communication space: development trends

Abstract

Introduction. The contemporary stage of mass media development is marked by a change in the genre system. One of the genres that has almost disappeared from traditional media, but actively reacted to the emergence of the network space and became part of it, is undergoing transformational processes, is the sketch.
Relevance and goal. Understanding the trends in the development of sketches at the current stage is relevant, as it provides an opportunity to look at the place and role of this genre in the social and communication space in a new way. The purpose of the study is to outline the trends in the functioning of the sketch genre in the contemporary social and communication space.
Methodology. The research used the methods of scientific literature analysis, analysis and synthesis, typological analysis, and systematization. The chosen methods made it possible to find out the general features of the development of the sketch genre in the Ukrainian social and communication space.
Results. A survey of traditional media showed that today the sketch is almost not presented in them. However, this genre has not completely disappeared, it cannot be classified as marginal. Currently, the sketch is undergoing a process of revival and transformation, reflecting those processes that are characteristic of the contemporary period of development of media activity – the era of post-journalism. Social networks have become a successful platform for its implementation, where this genre acquires a new genre dimension. The most optimal way to realize the genre “status” of a sketch is Facebook – a social communication platform that provides for small-format posts, an active authorial position, which is characteristic of the genre we are considering. The sketch adapts to the conditions of network discourse, so its genre model also changes: the presentation style is simplified, the visual component is strengthened, etc. The communicative approach to writing is also changing: from the genre of a professional sketch, it is transformed into a genre of amateur journalism. Network sketches became the catalyst of a new socio-communication phenomenon – network literature (virtual literature, Internet literature). Sketches “outgrow” the boundaries of social media and find a literary embodiment in individual publications. The modern media space is characterized by the functioning of both traditional types of sketches and the latest forms.
Conclusions. Sketches are becoming more and more in demand in the modern social and communication space. This genre adapted to the requirements of the “network” discourse and became an integral part of it.