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Vol. 26 (65), № 3. 2013
Philology.
Social communications

Veremchuk T
EU Communication activities in Ukraine: cultural aspects
The article deals with the interrelation between the use of cultural and axiological elements in media texts of the European Union and the perception of these messages by the Ukrainians. Comparing the values of the EU and Ukrainian citizens it is obvious that they perceive positively fi rstly the messages connected with such basic values as family, its security and well-being, in other words – social values of the European Union. Values connected with respect of social and political life occupy lower positions in the axiological system, they are at the periphery of the structure, in particular it is «democracy», «freedom of speech», «responsibility to society», «political involvement», «public work». Appeal to the structures of social consciousness is an effective communication technique in collaboration of EU-institutions and Ukrainians. After all, the main purpose of archetypal elements of olitical messages is creating for the recipient a sense of belonging to a range of cultural values of society, the effect of the entry in a particular social group or stratum, his correlation to a particular nation state, supranational union. All this causes a feeling of psychological comfort during perception of the text and thus develops a positive attitude to the subject of the message, in our case, to the European integration and the EU itself.

Gvozdiev V.M.
Audience of modern mass media as a consumer, creator and distributor of media content
The article examines forms of interaction media and audience in the information society. Object of the article is a set of social roles and the evolution of modern mass media audience. The subject of this research – forms part of readers, listeners, viewers in media. The author analyzes the growing role of the audience in the production and distribution of media production.
Today media audience performs along with traditional and new social roles. Now it is regarded at least from two points of view, not only as a consumer of media products, but also as a full member of mass communication processes. The audience (mostly – new media) is itself the creator of the messages, not only a participant, but also the initiator of socially relevant discussions and projects.
In the Internet age, which caused a shift from one-way to two-way, dialogic or interactive
model of communication, the audience is a full participant communication and social
discourse, being both a consumer and a major customer of media content.

Olviia Husak
Identifi cation characteristics of online media
This study examines the impact the Internet and other new technologies are having on media and relationships between new media and their audiences. The Internet has rapidly developed into an important medium and the world's largest information source. So new technologies have dramatically changed the media, journalists and editors work and ways from television, printed newspapers, and other traditional media, so online media sites have some characteristics, which help to identify their as the professional media. As new media in Ukraine have not an offi cial status, nowadays ukrainian mass communications researchers discuss how to identify online media among other sites on the web. So the article presents the results of empirical research of one of the actual new media problem - identifi cation of online media. The Interner as a new communication medium opens a space for scholars to rethink some assumptions and to fi nd new insights into traditional communication technologies. This paper gives a detailed analysis of mass communications researchers views on the criteria of identifi cation online media among other websites. It is stresses the key features of online media, that other media scholars propose, and author gives own system of identifi cation of new media by 5 criteria: publisher, media, content and audience.

Dobryvechir V.
The contemporary tendencies in scientifi c communication
The effectiveness of scientifi c activity depends on accurate scientifi c communication. This communication is the complete system that's why it changes constantly. The globalization process infl uences the scientifi c communication, and nowadays it is different from the one which it has been being during XX century. Nowadays the main tendencies in scientifi c communication are: increasing of informal communication between scientists through informational technologies; interstate research activity; Open Access journals; fi xing such form of communication as electronic scientifi c journal; increasing of scientifi c journal's plenty; the libraries choose subscription to databases unlike paper journals; searching the assessment criteria of scientifi c journal. There are many conceptions about what scientifi c communication will be. These prognoses are very different: from optimistic opinions to unfavorable ones. The analysis described in the article indicates that American and European scientists consider: the main tendencies concerned with informational communication technologies. Thus it is observed the transition to electronic form of scientifi c journal in substitution the paper one. The understanding of tendencies which are taking place in contemporary scientifi c communication can help to prognosticate future changes and consequently to correct the communication and improve it.

Zrazhevska N.
Media culture as "cultural industry." Commercialization and commodifi cation of media culture
The article deals with the problem of commercialization of media culture. Analysis of the main trends in the cultural industries: stereotypization, printing, serialization, tabloidization, commoditization affecting the content of culture of the modern world. Commercialism of media culture is a adjective for consumerism - consumer paradigm of media culture that promotes values through today media ideology consumer, attitudes to information and cultural phenomena as a commodity. Cultural product performs as an ideological role: on the one hand, the similarity of structures and stereotyped thinking people in the direction of consensus on values, on the other - the processes of fragmentation and patchiness can provide stability in society. Commercialization of media is a adjective consumerism - consumer paradigm of media today that propagates through media ideology consumer attitudes to information and cultural phenomena as a commodity. The study raises the question of instruments for the protection of society from commoditization technology and consumerism.

Mashchenko O.
«Russian component» of the Crimea`s image in American media
The article shows a constant interest of the leading American media in the Crimea, systematizes edition publications by various media telling about this disputed area. It explains reasons for interest of American media in the fortune of the Crimea.
The article analyzes how image of Russia infl uences on the Crimea`s image in American media. An author says that one of the most important characteristics forming the Crimea`s image in western media is indissoluble historical, cultural, linguistic and ethnic connection between this region and Russia. Conceptions of Russia apply to the conception of the Crimea. Russia`s image (often – negative) formed in western media has a strong infl uence on the Crimea`s image like Russian enclave in Ukraine.
The article classifi es Crimean publications of the famous American print media; designed the Crimea`s image in these newspapers and journals; analyzes how American media evaluate Russian historical, political and cultural component of the Crimea. The article demonstrates that powerful Russian component on the one hand determines originality of the Crimea like a region in Ukrainian state. But on the other hand this component turns out to be a confl ict factor which provokes confrontation between Ukraine and Russia.

Polisuchenko A.
Spectator voting as a manifestation of television interactivity
The article deals with viewer voting as a manifestation of interactivity in television. Interaction
of creators of television with the audience is carried out via feedback. Spectators' and television viewers' voting has become an integral part of many modern TV broadcasts: talk shows, talent shows, reality TV and more. In today's television programs the viewer plays a key role, because their opinion infl uences further development of the project, the fate of characters of broadcasts - whether they remain in the project, or leaveit. Opinion polls, surveys, ratings are also various kinds of interaction with the audience.Spectators and TV viewers can vote via SMS, mobile applicationssynchronized with television and the Internet, teletext, remote controland so on. Viewer voting as well as polls are often used in talk, talent andreality shows on television games, quizzes. Whereas previously, the main revenue channels were advertising revenue and subsidies, nowadays spectators themselves become sponsors of television projects, their opinion being crucial for the further development of the project.Some researchers believe that SMS voting should be legallybanned, as it extorts money from people and can be used to manipulate public opinion. It is very diffi cult to verify, especially for an average viewer,whether real audience voting results are being made public, or they get rigged at some stage of the broadcast. Rigging, however, is rather an exception - in most cases, the voting is held quite correctly.

Regushevskaya I.
Mass Media as a sociocultural phenomenon of modern life: problem defi nition
Mass Media have much impact not only on the way people perceive different phenomena, events and persons but on the formation of the attitude to any object of the reality. This process is carried out through the impact on the human mind and senses. Since the individual is a member of the society, it cannot avoid interacting with the information space of the society – it perceives, processes a variety of information and reacts to the reality in accordance with the world picture formed under the infl uence of media. Media texts are also of priority because they function as a landmark for the individual in the environment, being a meaningful information source about the natural and social reality. It is indicated that in a society where the information production plays one of the most important roles, media text is a universal means of information exchange. That is why the democratization of the language used in the media has led to a blurring of the boundaries between strict writing and spontaneous oral expression and has become accepted as the norm.

Tyshkevych K.
Producing of reediting of libraries of ukraine for youth: theoretical and methodological aspects
Basic determinations are considered by the research workers of concept of reediting.
The role of reediting of libraries of Ukraine is certain for youth in the context of implementation of informative necessities for certain кетегорії of users of social institutes. Among priority directions of library for youth as there are preparation and producing of socially meaningful, informing, cultural editions the center of informative support of young people. Features and actuality of the repeated editions are educed on the example of the State library of Ukraine for youth; blocks are distinguished, what obligatory in reediting; the criteria of selection and practice of reediting are certain. Reeditingofsomebibliographicpointersin State Library of Ukraine for you tharos eupthroughtoneedsofthepresenttime, forexample, "Mathematical horizonи sare young". Editioniscomplementedanddonetakingintoaccounttheremarksofspecialists oftheGoloseevskogodistrictmanagementofformationofKyiv. Intelligentlydecisionin relationtoreeditingitisdeterminedbythestudyofreaderdemandonthebasisofsociologi calresearcheswhichconductlibrariesforyouth. Thecriteriaofactuality, whichhave a scientificandculturalvalue, arebesidestakenintoaccount. Butthemostfrequentdecis ionaboutreeditingisacceptedinbehalfonsociallymeaningfulandeducationaledition.

Khomenko A.
Media as a mechanism of formation of interethnic communication
Information is the main source of social and cultural progress. In a wide range of modern problems of intercultural communication increasingly signifi cant place is occupied with questions about the role and place of media in the dialogue of cultures. The system of mass communication becomes a dominant factor in today'sestablished.

Chabanenko M.
Press from the Internet and the trend towards the complementarity
The article describes an example of successful work of the newspaper, which arose later, than the website of the materials of which it is composed. This is the edition «The Reporter Zaporozhye», which has been published since March 2012 p., while it's web project «Reporter. Information Partner of Region» was founded in early 2009. It was revealed, that the simultaneous operation at the two segments of the media market creates rather high potential for complementarity, when, for instance, newspaper readers may refer to the online version in order to view additional photo illustrations or video on the topic of interest, and users of the site may look in the newspaper editorials, online versions of which are absent. This potential can not be fully utilized if the aim is to attract attention of different layers of the target audience. In this example we deal with the case, where the printed edition probably appeals to the people, who do not use the Internet. Since the phenomenon of the press from the Internet is seen elsewhere, the author suggests, that the trend towards complementarity of paper and online media could emerge in the second half of the 2000s not too obvious, but naturally, as part of widespread media convergence.

Cherniavska L.
The methodology of the social space of mass communication
In the article is analyzed the evolution of social space research. The basic scientifi c achievements defi ned in philosophy, sociology. The review of works of modern Ukrainian researchers of social space is done. An overview of the main methodological works about categories of social space is made in the studies P.Sorokina and P.Burdye. P.Sorokin determines the ratio of geometric and social spaces and points to the multidimensionality of social space. This aspect also draws attention P.Burde, fi rst from the perspective of social space he using its own method of analysis and researched of journalism in particular television. Methodological development of P.Burdye associated with French structuralism, which sought to offer a steady model that is the foundation of social and cultural phenomena. A group of Russian scientists explore the functional space of Russia defi nes the criteria for differentiation of social space for activities that are included in the planetary system of social relations. The authors propose one more methodological principle of social space in scale of coverage of social phenomena and processes: the space planetary (universal) character, transnational, regional, national and local spaces. Parameters of social space may be involved in the analysis of mass communication.

Zbrytska J.
Processes of loan in musical terminology
The article investigates the formation of Russian musical terminology; in connection with this it became necessary to explore the ways of its replenishment and formation. This work provides a defi nition of the term, discloses the specifi c of musical terms, connected fi rst of all with its nature. This very nature doesn't give to musical terms an opportunity to comply with all the requirements, which are usually requested to common terms. The work examines the peculiar properties of the process of borrowing in terminology, which differ from the existing in Russian language rules, inasmuch as borrowing is one of the most effective ways of term formation. The analysis revealed two types of term borrowing and it was found that the most productive way is direct borrowing. A multi-faceted analysis of borrowed musical terms is conducted; the main languages of borrowing are singled out.
They are: Italian, English, Latin, Greek, French and German. It turned out that the borrowings in Russian musical terminology are exposed to phonetic-graphic, word-formative, morphological and semantic development. This article contains material showing in detail these very developments. In particular, when phonetic-graphic development, term changes the graphical image, the sounds are replaced with phonetically similar ones; when wordformative development, terms appear as fully or partially assimilated ones; when morphological development, terms of the source language and the language of the recipient are not the same part of speech; when semantic one, terms change their meaning. In the work it is proved that the borrowing is an essential process in musical terminology.

Ivanochko K.
Emphasizing the verb besiduvaty in Boyko dialects
The paper analyzes the process of establishing and features emphasizing verbal derivatives
besiduvaty Boyko dialects compared to other south-western and south-eastern dialects and modern Ukrainian literary language. Accentology analysis conducted against comparing emphasizing appointed verbatyv in other Slavic languages. We used fi fteen lexicographical
sources codifi ed Ukrainian and Russian languages from different historical periods. Approved that Boiko dialect - "one of the most archaic and also because of its central position purest Ukrainian dialects. He side-archaisms betrays common linguistic phenomena of the Dnieper say that formed the basis of the Ukrainian language. " In addition, "Boyko voices in the Carpathians - the closest to the literary language of all the Western dialects." Recommended at the conclusion of modern lexicographical sources must take into account the emphasis tradition two options Ukrainian literary language - the
southeastern and south-west.

Kravets T.
Gender stereotypes of sexual behavior in the Ukrainian language world (based on mass media texts)
A sociolinguistic analysis of Ukrainian traditional gender stereotypes of men's and women's sexual behavior in the story of modern Ukrainian language mass media discourse is investigated in the paper.
The paper focuses on sex differences refl ected by mass media language, transformation
of axiological connotations in the semantic structure of sexual gender stereotypes content,
gender differences in the dynamics of such transformations.
In the modern Ukrainian language world this principle is enshrined in stereotypes, according to which the increased expression of sexuality is the norm for men but not for women. An active sex life man namely sexual relations before marriage, sexual infi delity in marriage, casual relationships are considered as norm in the Ukrainian language picture of the world and as an integral part of masculinity.
Strategies of female sexual behavior are presented in Ukrainian language world with signifi cant number of linguistic units that only negatively characterize woman's sexual life as a sex object. Compared with well-established in the Ukrainian culture stereotypes of the past when active sexual behavior of men and women was equally condemned, nowadays there is noticeable tendency to change in the valuation of such men's behavior from negative to positive. Axiological connotation in the semantic structure of the female sexual stereotypes content hasn't undergone signifi cant transformations.

Melnik J.
Functions of phrase-precedents of song origin in texts of modern press
In this article we pay attention to the defi nition of the main functions of phrase-precedents
of song origin in the journalism. For this we look into a list of functions that have been identifi ed by other researchers, but also the actual material, that is extracted from the press texts, is analyzed in this article. Study on the functions of phrase-precedents is accompanied by a terminological variety. So, scientists defi ne nominative, persuasive, playing, password, poetic, cumulative and various other functions, which are described in this article. All them are reduced to one: "forming of the meaning", because deep semantic shifts in time of the inclusion of phrase-precedents in newspaper text are occurring, mechanism of forming of
the meaning is running, and the place, where «own» and «another's» word is crossing, becomes a place of dynamic structuring multiple meaning. The function of "forming of the meaning" plays the most important role in the process of impact on the reader. This connection is real, because a reference to the text-precedent inscribes a newspaper article
in cultural context. The recipient's fi eld of «meanings» is formed in this case. This fi eld has
the emotional and estimating characteristics.

Tyapkina N.
Informational content of journalistic texts
The given paper has focused on the key category of texts – informational content. The
focus of the research is media. The research has characterized main parameters of the
informational content of journalistic texts, such as dialogic (taking into account the relevant
information contained in the text to the knowledge of the audience), truth (journalistic text
is informative if it refl ectes the objective reality), pragmatic value (use the information in
practice), novelty (level of the novelty and suddenness, which are the elements of the text
to the audience) and normalization (harmonization of the content and form of linguistic,
logical, rules of composition, ethical and aesthetic values) of the information.
The author has systematized the features of different types of information (content- factual,
content-conceptual and content-subtextual) in journalistic genres and described resources
of the increasing of the level of informational content, which consist in understanding the
information needs of individual recipients; adequate factuality, based on actual statements;
compliance statement, guaranteeing readability. A variety of footnotes, links, font selection,
etc. are playing a signifi cant role in enhancing information and informative text properties
play, and in journalism is also the use of multimedia.

Bidzilya Y.
The Problems functioning of the Ukrainian press Slovakia (mid 20- 21st century)
The article analyzed the process of origin, development and problem of the contemporary
functioning of the Ukrainian press in Slovakia.

Halych A.
Ivan Dziuba – a worker of the factory newspaper: memoir reception
Milestones in life of Ukrainian dissidents, connected with their work in periodic publications
are of the utmost interest for the history of Ukrainian journalism of the 20th century. The history of eight-years work of the prominent Ukrainian scientist Ivan Dziuba in the factory newspaper of Kyiv Aviation Plant "Znamya Sorevnovaniya" (Russian: "Знамя соревнования") is refl ected in his reminiscences which stand for the original result of his
life, fi xation of his unforgettable experience. Over the years of work in this large enterprise
I. Dziuba with interest experienced life of several thousand strong community of the plant,
got acquainted with different working people there, made notes of their portrait characteristics, listened attentively to their evaluations of the former Soviet reality.An important role in his recollections played description of the activity of the editorial staff of the factory newspaper, the work of string correspondents, characteristics of the editor and other
workers. Work history of Ukrainian scientist Ivan Dziuba in the newspaper gives much
interesting information about his journalistic work in the factory newspaper in the age of
dictatorship, which existed in the former Soviet Union. All this helps to shed light on the
journalistic biography of the famous theorist of literature and critic.

Yegorova L., Chumichova M.
The Crimean Mass Media space: the concept of the presentation
The given article deals with the research of the information space of the Crimean mass
media, the classifi cation and systematization of the data acquired by means of creating the
information register of the mass media related to the place of publication.
In the course of study the information fi eld of Crimea was investigated, the data acquired
by means of creating the information register of the mass media related to the place
of publication (settlement, administrative unit – village soviet, administrative district, AR
Crimea). Crimea is a multicultural region, on the territory of which different peoples lived at
different time (the Karaites, the Krymchaks, the Scythians, the Goths, the Sarmatians, the
Crimean Tatars, the Cimmerians, the Jewish, the Germans, the Bulgarians, the Checks,
the Polish). Now the representatives of more than 125 nations and nationalities live on the
peninsula. The Crimean peninsula is the only region of Ukraine, where the broadcasting
is in seven languages. The possibility given by the peninsula is of a great scientifi c interest,
which requires a more important and grounded approach to the analysis of the main
processes in the information area, as well as when periodical editions of the republic are
characterized.
The research may be the platform for further detailed study and analysis printed mass
media of Crimea and the classifi cation suggested by us will be the foundation for further
description of the printed mass media phenomena of the peninsular.

Kostyuk I.
Regional broadcast: basic principles and operating conditions
In the article analyzed basic factors which infl uenced on appearance and development of radio broadcast in the regions of our country (from soviet times to the period of independence of Ukraine), set conformities to law of functioning of regional broadcast in modern theoretical and practical discussion. An author also try to examines substantive provisions which play the special value for broadcasting: economical, socio-сultural, political and others. In the article research the factors which provide and interfere a bilateral contact, intercommunication between an audience and broadcast in the region. Draw the parallels in the development of the regional broadcasting between Ukraine, Russia and some other countries, make an attempt to exposure of basic types of broadcast in Ukrainian regions, like "franchising" and "consolidation". Research the value of such broadcast's elements, as rating, musical tastes, professional skills, equipment stuffs in the process of activity of the station in a region. An author gives new tendentious directions in development of regional broadcast in our country. An author analyses the process of the decentralization in the broadcasting, research different types of the station's infl uence on a listener, importance of geographical and boundary location of the radio broadcast.

Polyakova A.
Becomin gand development of the Zaporozhia economic periodicals
Economiceditionsof Zaporizhzhya and area areconsideredinthearticle, the attemptoftheirclassifi cation is carriedout. The periodicals of economic orientationin the Zaporozhia regionon geographical principlepartonthreegroups: additionsofall ukrainianbusinesseditions, localbusinesseditions, networkbusinesseditions. Afterby a thematicallyaudienceby a divisiontodaythelocalbusinesspressispresentedso: univ ersaleditionsareforbusinesspeople – bankworkers, accountants, businessmen, merc hants;thebusinessarespecializedsurvey-analyticalmagazines; corporateperiodicals; newspapersofannouncements. Business Zaporozhia editions of the onmaintenanceincludedreportsanddividedtheaudien cesettingbyuniversalandspecialized (diversifyedandsectorial; forsmallandmiddlebusiness, elite, professional), onthehaving a specialpurposesetting – informativelyentertaining, publicityandanalytical. Sofareconomiceditionsofregionareinthestageofbecoming. Itisnotcreatedsystemlooktore
gionalbusinessandproblemsofhisdevelopmentinuniversalbusinessmass-media. Thisblanki
nthevolumeofregionalstreamofprintingeconomiceditionsisdirectlyrelatedtothepresenceand
socio-economicstateofmiddleclassin a region.
The maticdifferentiationofthespecializededitionsiswideenough, howeverthereareblanksi
nthisdirection, inparticular, atthemarketoftherealestate, fi nances, labour-market, informati
onfailingaboutperspectiveinvestments.
The authorof the articleunderlinesthatdevelopmentofthebusinesspressin Zapo
rizhzhyaconsistsinmasteringofnewinformativespheres.Anyeditionwillbesuccessful
ifcorrectlywillfi ndthehaving a specialpurposeaudience, andthatindeedinterestsitwillgiveit.

Fen'ko N.
The real state and the perspectives of web mediacriticism in the regional measurement
In the article the main problems and the perspectives of Ukrainian regional web mediacriticism are being discovered. Small regional centers are at the lowest level of the
development of Ukrainian mediacriticism. Thus one of the basic aims of the article is an
attempt of personalization of regional mediacriticism on conditions that its challenging
vector of development is website layout. In the article regional mediacriticism's transition
to the Internet is considered as a strong tendency in general functioning of regional media.
For regional mediacriticism this transition implies some special dynamic importance
because the Internet is exactly the sphere it can take place itself. After all media resources
are getting to be unavailable for mediacriticism especially from the point of view of providing
regulatory and evaluation-correctional functions. Corporation factor happened to be such a strong barrier for its development that gradually mediacriticism's resources can be directed to the Internet which is not under the strict corporation control. As a conclusion in the article it is underlined that soon mediacriticism's adaptation to modern media will ensure its development and perspectives.

Yablonovska N.
The emergence and the development of the crimean tatarian media for children
The article summarized the experience of the formation and the development of children's
media of Crimean Tatar from the moment of their inception to the present day. The
author gives the description of the main Crimean Tatarian children's periodicals of the
Crimea from Gasprinsky's «Alem-i-subyan» (1910-1915) to the modern magazine «Armanchiq » and Crimean Tatarian children's TV channel «Lale»: their frequency, the author's , the main categories, the thematic focus, characteristics of the audience.
The author pays attention to the special importance of the children's media of the national
minorities, which under the threat of the assimilation trying to preserve their national
identity, language, culture, traditions and customs.
We study the status and role of the Crimean Tatarian children's media in the modern
media space of the Crimea and assess the main trends of the development of children's
media Crimean Tatars.
The author comes to the conclusion that the Crimean Tatarian media for children solving
a number of socially important tasks – from the preservation of the Crimean Tatar's
culture to the education of the younger generation in the spirit of respect for tradition and
love for the homeland and ethnic tolerance.

G. Bogdanovich, A. Kuyun
Journalism schools in Ukraine
The mass media market keeps on expanding its boundaries. The growing number of TV
and broadcasting companies, printed matter and Internet editions increases the demand
for professional journalists – reporters, commentators, observers, analysts, editors, etc.
In view of this, the educational institutions are faced with the problem of training media
professionals.
The article is focused on the investigation and analysis of the organization of journalist
training in Ukraine. Based on the information provided in the Internet offi cial pages, academic and private schools of journalism are classifi ed, according to their activities.
The article consists of the statement of problem, two parts and a conclusion.
Part I provides a list of academic and private schools of journalism located in Ukraine.
In Part II, a comprehensive analysis of the academic schools research work is given.

BorisenkoV.
Peculiarities of nonverbal behaviour of the journalist in different cultures
This article describes the basic types and forms of non-verbal behavior of human,
presented the nuances of intercultural nonverbal communication, and provides a comparative analysis of the behavior of anchormen from different cultures in example of
foreign and blightyTV. Shows the similarities and differences between the behavior of
journalists from different cultures. Analysis of nonverbal behavior based on observations
obtainedby watching TV programs produced in various countries. Peculiarities of non-verbal behavior of journalists in different cultures are in a different style of dress, talk, gesticulate, to behave in public. As a result of analysis on the same parameters observed both similarities and differences in their non-verbal behavior. This is due to the fact that the behavior of the reporter in the air, irrespective of the culture, can be affected by various factors such as a genre and format of telecast, personal characteristics etc.Knowing and correct reading non-verbal signals will help determine whether a person is lying or telling the truth, his personal relation to anything or anyone. In addition, journalist able to manipulate non-verbal signals in the same way as speech, to make necessary impact on the addressee in the communicative act. The gainedknowledge can be used not only in the practice of journalism, but also in other fi elds related with human communication.

Wareh N.
Discursive approach to the study of ethnic and cultural media-stereotypes
The paper brings up to date the means of discoursivanalysis for study of ethno-cultural
media stereotyping. The article represents the attempt to generalize results of investigations
on the methodology problems of the discoursive analysis of media-texts.It is noted that the discoursive analysis is suitable not only for studying of a media-text structure.
thediscoursive analysis studies «implicit» meanings, opinions and ideology expressed by
these structures. Important for understanding the discourse are not only explicit ideas that the author presents in mediatext but extra-textual phenomena that are guided by expressing subjective judgment. It's about stereotypes, prejudice, bias, affecting the formation of the text. Mediateхt accordance with discursive approach must be based on the formula of Kvyntilian. This ensures the integrity and completeness of the message. Important elements in this text is a title and leader-paragraph. A signifi cant feature of information for understanding the mechanism stereotyping in the media is its redundancy. Redundant information facilitates replication of certain ideas by fi xing them in the mind of the recipient. References in the media sphere contributes to optimizing such factors as context. In repeated mediatexts common phenomenon of «relevance structure». The article also discussed the discursive strategies that help construct reality in the media.

Lysenko L.
The Phenomenon of «Historical Memory» in the Conceptual System of Ievhen Sverstiuk's Publicism
The article considers various conceptual vectors of problem of «historical memory»
of Ukrainian society in Ievhen Sverstiuk's publicism. Actuality of question is interpreted
through his active discussion in modern Ukrainian mediaspace. Destructive state creative
processes are stimulated by the searches of balancers of socio-political, cultural, religious
spheres of society with an accent on his national originality. The problem of «historical
memory» in Ievhen Sverstiuk's publicism is examined through interpretation of imagesconcentrates of «terrorize memory» and «historical amnesia».Two conceptual vectors of «memory's losses» are designated: empiric and axiological. Essence of the fi rst opens up through a triad «memory – tradition – lawlessness». The ideological center is the forgotten tradition, and absence of custom-law, as to the Absolute in performing of veritable essence of man. The axiological orientation of problem of «historical amnesia» («memory – value– indifference») in Ievhen Sverstiuk's publicism opens up through violation systems of mental and ethical values, which have social, spiritual, cultural regulating force. Accordingly, a fenomena of «historical memory» publicist identifi es motivational valued and imperatively ordinary systems of Ukrainian society.

Masimova L.
Visual literacy in the system of media education
The paper identifi es the concept of «visual literacy». The necessity to distinguish
between the concepts of «visual literacy» and «video literacy» is proved.
The role of visualization in the process of non-standard thinking is revealed, as well
as proposed to use visualization as a method of organizing and processing of information
in journalism. It was found that the development of visual thinking tools is an important
task of modern journalistic studies. Toolkit and rules of use of the visual thinking are
considered as a technological process in practical journalism, which greatly reduces time for information processing and makes its result interesting, analytical and at the same time
emotional during consumption of information.
The criteria of methodological support of the formation of visual literacy are developed.
Proposed are also specifi c kinds and types of tasks for the training of journalists and for
the formation of visual literacy of the audience. A model of visual media-competence of
the individual is offered, which must be taken into account during development of media
education programs.

Yevgrafova A.
Title namines on newspaper pages
In this article author attempts to defi ne the concept of "title namines". The term separately
from the phrase "local title namines" we have not met in the linguistic literature.
Comprehension of the concept of "title namines" leads to the understanding that the title
nomines – it is a separate branch of the human creative activities. Proper names are treated under a different point of view: as the names of individual objects, as the phenomena of nature and etc. It is necessary to study the title namenes in connection with the human speech activities because of changes the linguistic paradigm to the anthropocentric.
In the human speech activities , which, at its discretion, we can call this or that object
already existing the word in the language, thus giving it a new meaning.
The essence of our research is to consider the namines of local signage, the so-called
street communications, advertising as a branch of cognitive onomasiologic.

Kravchenko H. Novels by A. F.
Pisemsky "A Thousand Souls" and A. І. Herzen «Who is to blame?»: The problem of the hero
Article taken comparative analysis of the two heroes in novels of the middle of the XIX
century - "A Thousand Souls" Pisemsky and "Who is to blame?" Herzen on the basis of
closeness of temporal scopes of writing of works, community of problematiki and with
a plot lines. A conclusion is done about the specifi c of decision of problem of hero each
of writers. Attitudes of heroes are confronted toward life and activity: put in the same
terms, they operate variously. Heroes are checked up ability to love and socialize with
other people. The methods of creation and description of protagonists of analysable novels
are considered. Critical estimations are in process considered on the novel of Pisemsky, a
conclusion is done about absence of general idea in relation to the confl icts of novel and
typifi cation of protagonist. At comparison of hero Pisemsky with the literary type of «superfl
uous man» likenesses and differences are exposed. Likeness of hero Pisemsky with the
European heroes social climbers is set, that obuslavlivaet new coils in the subject of novel.
A conclusion is done about appearance of new variant of «hero of time» - social climber,
prisoner in the scopes of Russian reality.

Maljarchuk U.O.
The expression of the estimation in texts of modern mass-media: phraseological level
In the article the analysis of display of category of estimation is conducted at
phraseological level in modern mediatexts. State expressions are considered in linguistics
as one of methods of linguistic representation of emotions. The most numerous group of state expressions depending on their semantics taking into account evaluation and emotional components are making phraseological units of subcategory of activity. An author, picking up necessary phraseological unit, specifi es on intensity, degree, character of activity (to prepare soil, show out on fresh water). The second on a quantity group is made by state expressions, that gives the name and estimating emotions, emotional state of characters. These phraseological units helps most to describe senses, experiencing of heroes in the moment of emotional tension, heartfelt experiencing. Such phraseological units actualize thoughts of addressee, support intent attention. The transformed phraseological units have a bright pragmatics and stylistic orientation – used on purpose cause for an addressee new emotions, estimations, associations, develop creative imagination.

Strekalina S.
Vernadsky`s ideas in the natural philosophical poetry of Zabolotsky
The article considers refl ection of the philosophical system of V. Vernadsky in the natural
philosophical poetry of N. Zabolotsky. Special attention is drawn to the poet's interpretation
of Vernadsky's ideas about noosphere and their refl ection in Zabolotsky's creative
work. In accordance with Vernadsky's system of biosphere, where the humanity is a part of live substance, the man takes part in all geological processes of the planet. Yet, people differ from other elements of the live substance in that they have mind, which becomes the power creating the noosphere. The noosphere theory of V.I. Vernadsky has found its refl ection in Zabolotsky's poetry in the form of the idea about the mutual educational process between the nature and the man and in the thought about the need to study nature in order to understand its laws and to use them for the benefi t of the humanity. The work is aimed at more detailed studying and exposure of a certain creative and poetical embodiment of Vernadsky's ideas in the metaphorics of Zabolotsky's writings. The research material includes collections "Columns" ( "Stobtsy", 1929), "Columns and Poems"
("Stolbtsy i poemy"1933), "The Second Book" ("Vtoraya kniga", 1937), collections
of poems of 1948, 1952 and 1958.