Television as a Cultural and Communicative System: Evolution Directions and Modern Boundaries

Russian science has not yet developed a stable understanding of the essence and generic affiliation of television, which continues to have a powerful multidirectional impact on the cultural and social processes of our time. The proposed characteristic of television as an independent cultural and communicative system allows highlighting its functioning as a separate cultural phenomenon that cannot be reduced to other forms of communicative activity. At the same time, in line with the system-cultural approach, the article substantiates the interaction of the main system-forming factors within the television system: those are artistic-entertaining, economic, informational, political, and technological. Constant consideration of all these factors when examining any aspect of television communication should become the methodological basis for studying television as a system.A system-diachronic analysis of television, revealing the main directions of its nonlinear development through the mutual influence of the system-forming factors, allowed drawing the following conclusions.Modern television is increasingly acting not so much as a means, but as a method of communication. This leads to a reduction in the significance of the content of a television utterance and, conversely, to the absolutization of the format, which determines both the content itself and the ritualized processes of television communication.Significant changes in television communication occurred in the first decades of the 21st century under the influence of Internet technologies: the individualization of television viewing and the spread of “out-of-studio” forms of television production, the improvement of image quality and the democratization of video recording technologies leads to the fact that television ceases to perceive itself as a utilitarian means of broadcasting off-screen reality, and is increasingly positioned as an independent cultural source.Television in the 21st century has expanded its boundaries, having absorbed the vast sphere of Internet and video communications. The modern television system can be understood as a set of audiovisual messages intended for public display and perceived in non-specialized everyday living conditions.

CULTURAL AND ENTERTAINMENT PROGRAMS ON TELEVISION: PROBLEMS AND PROSPECTS OF FUNCTIONING

Today, cultural issues should be one of the most popular among the viewers of the Ukrainian channels, because such programs affect the level of their education and culture in general. Modern globalization has determined the specifics of socio-cultural dynamics, and media play an important role in this process, demonstrating a channel of translation of the values ​​and content of mass culture, whose stereotypes are widely disseminated in the socio-cultural space. Media in modern society have a significant impact on the formation of value orientations. Cultural and entertainment programs occupy an important niche on television. Most young people prefer this genre. Therefore, to interest the audience in such a program, you should make great efforts to create an entertaining story. As entertainment TV shows become popular, each show must be individual and different from each other. As for the recommendations we would like to make to improve cultural and entertainment programs, this is first and foremost a question. Television speech is seen as an important factor in the emotional interaction of the three elements - image, sound and word. But the word plays the most important role in modern television, it is the main "tool" of a journalist's skill. The desire for purity of speech, its intelligibility - one of the basic professional principles of television journalists. As the analysis of the talk show shows, a skilled presenter is the key to the success of a TV show. The presenter is a person who is first of all aware and constantly enriches his knowledge in a professional way. This is a person who has professional skills, namely: mastery of intonation and timbre of the voice, the manner of gesturing in front of the camera and the work with the camera. A presenter is a creative person who works as a journalist, director, cameraman and editor. The presenter must be smart, not boring, talented and energetic. After all, such people are required by the viewer in a TV show. Hosts should develop thinking, interpret events and conduct broadcasts in a natural manner and intonation. The presenter, of course, is a representative of a certain social group, and his interaction can be considered as "representative communication", meaning the common interests, values, ideals and guidelines of this social group. He must present himself to the viewer as a partner in communication. The establishment of interpersonal contacts in the process of television communication is due to the audiovisual nature of television communication. The viewer receives a message from a specific person, the host of a television program, which is why such a message is personalized. Nowadays we can talk about the tendencies of increasing their influence on the formation of general public flavors and needs, as a result of which research and systematization of mechanisms of interaction of mass media and culture in the process of the emergence of modern values ​​is an urgent problem.

Teses interativas sobre um debate analógico a respeito da novela da implementação da TV digital no Brasil | Interactive thesis on an analogical debate about the long-winded implementation of digital TV in Brazil

Resumo A proposta deste artigo é promover uma análise abrangente do recente processo decisório do sistema de TV Digital terrestre a ser adotado no Brasil, do ponto de vista das negociações entre governo e empresas, da mobilização e reivindicações das organizações da sociedade civil, bem como da movimentação de consórcios estrangeiros. Parte de uma pesquisa bibliográfica e documental, para apresentá-lo como um processo que carece da adoção de uma regulação compatível com o ambiente de convergência e interatividade a ser implementado, na qual seja manifesta a construção de um sistema diversificado e plural, capaz de evidenciar a competência de nossos técnicos, artistas e produtores culturais. Palavras-chave: tv digital, digitalização das comunicações, políticas de comunicação. Abstract This paper proposes a broad analysis of the recent decision process of the Digital Television System to be adopted in Brazil, from the point of view of the negotiations between government and companies, from mobilization and reivindications of civil society organizations, and from the movement of foreign groups of the sector. It is based on bibliographical and documental research, to show it as a process that needs a compatible regulation with convergence and interactivity environment to be adopted, in which is manifested the building of a diversified and plural system, capable of putting in evidence the competence of our technicians, artists and cultural producers. Keywords digital television, communication digitisation, communication policies

TV newsreader´s voice

The effectiveness on the television communication is sustained in the handling of the voice like support of fundamental expression of the audio-visual contents. Therefore, of a correct and expressive use of the voice it is going to depend that, first, the viewer pays attention to the televising message and that, secondly, understands and assimilates it. On the other hand, due to the great social impact which they have the contents in television, a good use of the expressive resources of the voice on the part of the newsreaders will have its reflection in the own daily expression of the viewer. This requirement in the care of the expression is more indispensable in the properly news contents, since they concentrate stops hearing level and because they demand of the viewers more attention than any message of absolut entertainment. These reasons guarantee the necessity to make an empirical investigation on the form in which the news newsreaders in television use the voice. Therefore, the present communication is based on the results of a study whose objective looks for to determine the form in the main newsreaders on television use their voice to transmit their messages. La eficacia de la comunicación televisiva se sustenta en buena parte en el manejo de la voz como soporte de expresión fundamental de los contenidos audiovisuales. En consecuencia, de un uso correcto y expresivo de la voz va a depender el que, primero, el telespectador preste atención al mensaje televisivo y que, en segundo lugar, lo comprenda y asimile. Por otro lado, debido al gran impacto social que tienen los contenidos en televisión, un buen uso de los recursos expresivos de la voz por parte del presentador tendrá su reflejo en la propia expresión diaria del telespectador. Esta exigencia en el cuidado de la expresión es más exigible si cabe en los contenidos propiamente informativos, puesto que concentran altos índices de audiencia y porque reclaman de los telespectadores más atención que cualquier mensaje de puro entretenimiento. Estas razones son las que avalan la necesidad de realizar una investigación empírica sobre la forma en que los presentadores de informativos en televisión utilizan la voz. Por tanto, la presente comunicación se basa en los resultados de un estudio cuyo objetivo busca determinar la forma en que los presentadores principales de informativos en televisión utilizan su voz para transmitir sus mensajes.

Educational aim four our culture: learning to be semioticly strong

The human species is a communicative life. The persons are realized in the communication, necessary generator of the concrete reality of myself. To be exposed today to an invasor communication world (the culture of the image, of the television) appeals to the new educative challenges, that decide the realization of the valuable communication culture. The images communicates otherwise that the dialogue and the reading. The television communication, a message of the images, appeals with: a) low perceptive attention; b) limited conscious control; c) cognitive attitude of the passive character; d) a strong impact in the configuration of the personality (interests, motivations, language…). To be educated for being « semiotically strong» is the alternative pedagogic proposal, valid for deciding the autonomus and critical persons in the actual televisive cultural context. La especie humana es vida comunicativa. Lo humano se concreta y realiza en la comunicación, generador inexcusable de la concreta realidad de cada yo. Estar expuesto hoy a un mundo comunicacional invasor, (el mundo de la imagen, de la televisión), apela a nuevos retos educativos, que animen la realización de un mundo comunicativo valioso. La imagen comunica de otra manera que el diálogo y la lectura. La comunicación televisiva, comunicación de imágenes, apela con a) baja presencia perceptiva; b) escaso control consciente; c) actitud cognitiva de carácter pasivo; d) fuerte incidencia en la configuración de la personalidad (intereses, motivaciones, lenguaje...). Educarse para ser «semióticamente fuerte» es la propuesta pedagógica alternativa, válida para animar personas autónomas y críticas en el contexto cultural televisivo actual.