scholarly journals The specifics of the vlog audience and its influence on the process of retial communication

2021 ◽  
Vol 8 (3) ◽  
pp. 261-272
Author(s):  
Elena V. Medvedeva ◽  
Keyword(s):  
Mass Media ◽  
Target Audience ◽  
Modern World ◽  
Interactive Communication ◽  
Media Space ◽  
Final Design ◽  
Communication Activity ◽  
The Media ◽  
Advertising Communication ◽  
Distinguishing Features

The demand for vlogs (video blogs) in the modern world stipulates the relevance of this work: having turned into a full-fledged media space, vlogs are steadily beginning to win back the position of leading mass media from television. The article studies the audience of vlogs as the most important factor which determines the model of communication of a vlogger and the final design of the media product as a whole and its issues in particular. The sources for the research are popular vlogs of the Runet which make it possible to trace distinguishing features of the vlog audience in comparison with the TV audience and to point out its similarities with the target audience in advertising communication. The retail communication act itself, which is initiated by a vlogger, demonstrates the similarity with the AIDMA model. As a result of the conducted analysis the author is able to make several conclusions: 1) about specific featuresof the audience of the vlog; 2) about the influence of the factor of the addressee on the vloggers’ work; 3) about different means of influence used by a vlogger to retain the audience’s attention and involve the audience in post-communication activity; 4) about the singularity of retail communication in vlogs. The active position of the addressee of communication in the virtual media space, the opportunity and the necessity of interactive communication for vlog promotion induce vloggers to constantly resolve the objectives of attracting and retaining the attention of subscribers, audience augmentation, and elaboration of topics for postcommunication activity of the audience. The vlog format, which is aimed at the creation and dissemination of media texts with complicated semiotics, enables and forces a vlogger to apply the widest range of verbal and nonverbal means of communication.

MEDIA SOCIALIZATION OF PERSONALITY IN THE CONTEXT OF INMUTATION IN THE MASS MEDIA

2021 ◽  
pp. 104-109
Author(s):  
Chernysh O.O.
Keyword(s):  
Mass Media ◽  
Negative Impact ◽  
Effective Interaction ◽  
Individual Characteristics ◽  
Media Culture ◽  
Active Growth ◽  
Media Space ◽  
The Media ◽  
The Individual

The urgency of the researched problem is connected with the growing role of mass media in modern conditions leads to change of values and transformation of identity of the person. The active growth of the role of the media, their influence on the formation and development of personality leads to the concept of “media socialization” and immutation in the media. The aim of the study is to outline the possibilities of the process of media socialization in the context of immutation in the media. The methods of our research are: analysis of pedagogical, psychological, literature, synthesis, comparison, generalization. The article analyzes the views of domestic and foreign scientists on the problem of immutation in the media and the transformation of the information space. In the context of the mass nature of the immutation of society, the concept of “media socialization” becomes relevant, which is the basis for reducing the negative impact of the media on the individual.The author identifies the lack of a thorough study of the concept of “media socialization” in modern scientific thought. Thus, media socialization is associated with the transformation of traditional means of socialization, and is to assimilate and reproduce the social experience of mankind with the help of new media.The article analyzes the essence of the concepts “media space”, “mass media” and “immutation”. The influence of mass media on the formation and development of the modern personality is described in detail.The study concluded that it is necessary to form a media culture of the individual, to establish safe and effective interaction of young people with the modern media system, the formation of media awareness, media literacy and media competence in accordance with age and individual characteristics for successful media socialization. The role of state bodies in solving the problem of media socialization of the individual was also determined. It is determined that the process of formation of media culture in youth should take place at the level of traditional institutions of socialization of the individual.The author sees the prospect of further research in a detailed analysis and study of the potential of educational institutions as an institution and a means of counteracting the mass nature of the immutation of society.Key words: immutation, media socialization, mass media, media space, information.

SPECIFICITY OF IMAGE CONSTRUCTION OF POLITICAL PARTIES IN MODERN MEDIADISCURSIVE PRACTICE: EVOLUTION OF CONVERGENCE AND ANTINOMY

2020 ◽  
Vol 15 (6) ◽  
pp. 71-87
Author(s):  
A.V. TOLOCHKO ◽  
◽  
V.A. MATVIENKO ◽  
Keyword(s):  
Political Parties ◽  
Modern World ◽  
Political Organizations ◽  
Traditional Media ◽  
Image Construction ◽  
Effective Strategies ◽  
Discourse Practices ◽  
Media Space ◽  
The Media ◽  
The Given

The purpose of the study is to analyze the specifics of constructing the image of political parties in modern world media discourse practices. Achievement of this goal by the authors of this article determines the formulation of a number of important tasks, for the solution of which, first of all, the study of the image-making of political organizations is carried out, which is of interest to representatives of various worldview and social groups. The article examines the algorithm for constructing the image of parties and party coalitions, identifies the factors influencing their modifications. The authors determine the most effective strategies and tactics that influence the formation of a positive image during the electoral process, conduct a detailed analysis of the communication tools that generate a highly effective image of political parties using both traditional media practitioners and modern Internet agrigers. The work analyzes the main and auxiliary resources that have a multifaceted impact on the collaboration of party forces and their leaders with the media in the process of creating the given images, and broadcasting information to the target audience. As a result, a conclusion is made about the discursiveness of the image-making technologies existing in the media space, the presence of convergences and antinomies in them.

scholarly journals Advertising at the threshold: Paratextual promotion in the era of media convergence

2018 ◽  
Vol 19 (2) ◽  
pp. 195-215 ◽  
Author(s):  
Chris Hackley ◽  
Amy Rungpaka Hackley
Keyword(s):  
Mass Media ◽  
Analytical Framework ◽  
Product Placement ◽  
Future Research ◽  
Media Convergence ◽  
Research And Practice ◽  
The Media ◽  
Advertising Communication ◽  
Advertising And Promotion ◽  
Hybrid Forms

In the media convergence era, brands are embracing hybrid forms of advertising communication such as branded content, product placement and sponsored TV ‘pods’, brand blogs, shareable video, programmatic advertising, ‘native’ advertising and more, as alternatives to, and extensions of, traditional mass media advertising campaigns. In this article, we draw on Genette’s theory of transtextuality to reframe this phenomenon from a paratextual purview. We suggest that the analogy of the paratext articulates the iterative, ambiguous, participative and intertextual character of much contemporary brand communication. We describe extended examples of paratextual advertising and promotion that illustrate the fluid and mutually contingent relation of advertising text to paratext, and we outline an analytical framework for future research and practice.

PSYCHOLOGICAL FEATURES OF PRESENTATION AND PERCEPTION OF MOTHERS IMAGES IN ADVERTISING

2019 ◽  
pp. 60-71
Author(s):  
I. V. Klymenko ◽  
A. I. Lokhmachova
Keyword(s):  
Individual Characteristics ◽  
Target Audience ◽  
The Family ◽  
Media Space ◽  
Good Mother ◽  
The Media ◽  
Psychological Features ◽  
The Relationship ◽  
The Ideal ◽  
Husband And Wife

The article is devoted to the generalization of information about the image of the “ideal” or “good” mother and its implementation in advertising practice. The authors analyzed the evolution of this image in the media space from the concept of traditionalism (woman who is realized exclusively in the family and motherhood) to the concept of neo-traditionalism (mother, who has time for everything, including the professional sphere and the sphere of self-fulfillment). There is an increase in value of egalitarian models (partnership distribution of roles and functions between husband and wife) and the presentation of realistic ideas about a “non-ideal” mother in foreign practice. However, this trend is much less common in the Ukrainian advertising space. The authors found the most common images of mothers in Ukrainian advertising: “Selfless”, “Caring”, “Balanced”, “Hedonic”, “Rebellious” and “Supervisory” and analyzed the peculiarities of their use, the intensity of presentation, the relationship with the advertised product. The authors found that conservative images of mothers (family oriented, selfless, caring, able to keep everything under control) are generally positively perceived by the target audience. Images that are distant from such traditionalist cliché (innovative, self-centered, hedonic) are rated worse. The authors demonstrated the relationship between mothers’ individual characteristics and their tendency to favor a particular character in advertising. Women, who are more experienced, self-sufficient, tend to rely on their own experience prefer less conservative advertising images (“Balanced”, and “Hedonic”). Less experienced women, who are guided by externalities experience, are focused exclusively on child, perceive positively traditionalist images “Selfless” and “Supervisory” mother.

scholarly journals COVID-19 AS A LINGUISTIC PHENOMENON (BASED ON ENGLISH MASS-MEDIA TEXTS)

2020 ◽  
pp. 51-58
Author(s):  
Вероника Викторовна Катермина ◽  
Екатерина Андреевна Яченко
Keyword(s):  
Mass Media ◽  
Language Development ◽  
Social Institutions ◽  
Modern World ◽  
Public Consciousness ◽  
The Media ◽  
Lexical Composition ◽  
The Masses ◽  
Social Upheaval ◽  
Linguistic Phenomenon

Статья посвящена изучению COVID-19 как лингвистического явления на материале журнала “The Economist” за март-май 2020 года. В статье отмечается, что в современном мире, характеризующемся переломными моментами цивилизационного плана, особое значение приобретает изучение основ формирования общества, роли информационных технологий и новых дискурсивных практик социального взаимодействия. Начало 2020 года ознаменовалось эпидемией коронавируса, перешедшей в пандемию. Повсеместное распространение заболевания отразилось не только на функционировании медицины и других социальных институтов, но и на лексическом составе многих языков, в частности английского. В статье анализируется структурный и семантический план лексемы «COVID-19». Данная лексема и ее синонимы вводятся в дискурс средств массовой информации, что позволяет рассмотреть их в дискурсивном контексте, выражающем изменения общественного сознания в период пандемии. В статье подчеркивается, что в периоды социальной стабильности процессы языкового развития протекают размеренно и постепенно, а языковые изменения затрагивают отдельные участки системы. В пору социальных потрясений процессы языкового развития ускоряются, создается впечатление хаоса и нестабильности. В соответствии с особенностями ситуации в обществе изменяются психологические установки масс, их языковой вкус и чувство языка. Комплексный лингвистический анализ материала позволил установить, что лексема «COVID-19» в английском массмедийном дискурсе приобретает дополнительные коннотации и служит для формирования информационной картины мира, отражающей национально-культурные особенности мировосприятия и систему ценностных отношений. The article is devoted to the study of COVID-19 as a linguistic phenomenon on the material of The Economist (March-May 2020). The article notes that in the modern world, characterized by critical moments of the civilization plan, the study of the foundations of the formation of society, the role of information technology and new discursive practices of social interaction is of particular importance. The beginning of 2020 was marked by the coronavirus epidemic, which turned into a pandemic. The wide spread of the disease affected not only the functioning of medicine and other social institutions, but also the lexical composition of many languages, in particular English. The article analyzes the structural and semantic plans of the COVID-19 token. This token and its synonyms are introduced into the discourse of the media, which allows us to consider them in the discursive context expressing changes in public consciousness during the pandemic. The article emphasizes that during periods of social stability, the processes of language development proceed gradually, and language changes affect individual parts of the system. At a time of social upheaval, the processes of language development are accelerating, an impression of chaos and instability is created. In accordance with the peculiarities of the situation in society, the psychological attitudes of the masses, their linguistic taste and flair of the language are changing.A comprehensive linguistic analysis of the research material made it possible to establish that the lexeme COVID-19 in the English mass media discourse acquires additional connotations and serves to form an informational picture of the world that reflects the national-cultural characteristics of worldview and the system of axiological relations.

scholarly journals Verbal and linguocultural content of a text

2021 ◽  
pp. 18-32
Author(s):  
Myroslava Mamych ◽  
Keyword(s):  
Mass Media ◽  
Structural Level ◽  
Literary Language ◽  
Human Needs ◽  
A Value ◽  
Media Space ◽  
The World ◽  
Verbal Content ◽  
The Media ◽  
The Mass Media

This article gives a detailed account of one of the topical issues of modern integrative linguistic stylistics, i.e., substantiation of the content of the latest concepts that are formed within the interrelated disciplines. Attention is specifically paid to the terms media stylistics, verbal and linguocultural content of the media. The author elaborates on the concept of linguocultural content of the media text interpreting it as linguistic and aesthetic signs of culture, components of linguistic and informational pictures of the world, i.e., a value-content meaning of the mass media which unfolds and concretizes the general and nationally marked concepts, and as a regular manifestation of the language norm. The data of the magazine A Woman shows that the verbal content is a significant, specific segment of the functioning of the modern Ukrainian literary language in the media space. It reflects the universal stratification of the language of national professional, social, every day, and artistic culture, the synergy of its mediatopes and media genres, broadcasts a hierarchy of social (socio-political, gender), psychological and economic stereotypes, and human needs. They are all united by the Ukrainian-centric linguocultural platform which consists of both value-semantic signs of culture and structural-level units of the literary-linguistic continuum. In terms of media stylistics, the language of Ukrainian-language media is analyzed in two complementary perspectives: 1) via metaphorical-associative field structures with specific core nominations; 2) via the principles of realization of the media structural-level norm in the mass media. Keywords: media stylistics, verbal content, linguocultural indicator of value, metaphorical-associative field, language norm, sign of culture.

MANAGING SOCIAL INTERACTION IN THE MEDIA SPACE

2021 ◽  
Vol 23 (5) ◽  
pp. 75-79
Author(s):  
OLGA MOLCHANOVA ◽  
Keyword(s):  
Social Interaction ◽  
Mass Media ◽  
Management System ◽  
Professional Community ◽  
Communication Process ◽  
Editorial Office ◽  
Modern Media ◽  
Interaction Processes ◽  
Media Space ◽  
The Media

The article presents an attempt to operationalize the concept of «managing social interaction in the media space», which is relevant today, but does not yet have a generally accepted interpretation in the scientific world. The specifics of social interaction are primarily represented by the communication component, but are not limited to this factor alone. The procedural nature of social interaction makes it possible to talk about the possibility of managing it, and, therefore, a meaningful approach to regulating communication models in the modern media space. To determine the goals and objectives of the social interaction management system in the media space, it is advisable to use a tiered approach, where the state in the process of managing social interaction in the media space acts as a determining entity, this is a mega-level; at the macro level, this role is performed by the professional community of the mass media; at the micro level, the determining entity is the management of a single editorial office. The individual acts as a defining subject at the micro and macro levels. In this regard, the purpose and objectives of the management system of social interaction processes in the media space can be presented to the relevant determining level. Tasks of the management system of social interaction processes in the media space at the mega-level: development of terminology; introduction of overdue proposals to the Law of the Russian Federation «On Mass Media», official regulation of both innovative processes in the field of media, and relevant changes in secondary and higher professional education for the training of specialists of convergent type editorial offices. It should be borne in mind such a specific characteristic of social interaction as professional convergence, which is an actual trend of the modern media space. The merging of journalism, advertising and PR into a single activity leads to the emergence of many new forms of interaction with the audience, in which the communication aspect comes first. The consumer, having the ability to instantly respond to any information message, becomes a significant actor in the communication process. «Citizen (people’s) journalists», caring people who own communication technologies, expressing their point of view in the public space, contribute to the emergence of a new type of communication activity: attracting famous people as opinion leaders, which actualizes the activity of the audience. The analysis of various points of view made it possible to formulate the term «Management of social interaction in the media space» and identify the key features of the functional of this activity and conclude that further research of this phenomenon is necessary due to the multi-vector nature of its manifestation and the need for a significant update of the foundations of the existing managerial nature.

scholarly journals BASIS OF MASS MEDIA

2013 ◽  
Vol 1 (1) ◽  
pp. 132-135
Author(s):  
S. Abdurahmonova
Keyword(s):  
Mass Media ◽  
Modern World ◽  
The Media

The problem of raising the professional level of journalists are represented in the article. The need for analytical programs in the media are mainly stressed by the author. The specific areas of the media in the modern world are identified in the article.

scholarly journals Kashubian and modern forms of media – new survival chances for endangered languages

2011 ◽  
Vol 2 (1) ◽  
pp. 109-124
Author(s):  
Nicole Dolowy-Rybińska
Keyword(s):  
Mass Media ◽  
Direct Contact ◽  
Minority Language ◽  
Modern World ◽  
Endangered Languages ◽  
Indirect Communication ◽  
Literary Language ◽  
Contemporary World ◽  
Important Means ◽  
The Media

Indirect communication channeled through various forms of media is undoubtedly dominant in the modern world. This is especially true in a situation when a minority language is no longer the most important means of communication within a given community, i.e. when most direct contact between representatives of that minority take place in the dominant language. If the use of a minority language therefore becomes impossible in direct situations, it becomes increasingly eagerly used in forms of indirect communication. Minority language can find natural niches where it can be used in the contemporary world, the most important of these being the mass media. During past 20 years the situation of Kashubian language has changed. The very interesting, complex, and not yet complete processes of standardization, codification,and propagation of a literary language have enabled the Kashubian language to establish its presence in schooling, literature, and the media. Not only has the character of the language changed thanks to these new niches of occurrence, but new cultural niches where the language is used and groups which use it have also emerged.

scholarly journals Values and Meanings as a Basis of Mass Media. The Blogosphere Potential in Creation of New Information Impulses

2019 ◽  
Vol 8 (3) ◽  
pp. 469-484 ◽  
Author(s):  
Alexander Sukhodolov ◽  
Igor Anokhov
Keyword(s):  
Mass Media ◽  
Significant Bias ◽  
New Information ◽  
Media Space ◽  
Negative News ◽  
The Media ◽  
The Common ◽  
Modern Mass ◽  
Internet Networks ◽  
Positive Content

In the previous article [1], the authors considered the impulse wave mechanism of the interaction of mass media and the society as of a receiving side. An information impulse is an important factor of the aggregative state change of the respective societies. This impulse is changing continuously in accordance with the aims and objectives of the managing subject and with susceptibility of the managed object. In the 90’s, mass media as a means of society coordination got a significant bias towards negative news. Hostile issues (groundless and paid-for ones) became more important than positive news. The consequence was the loss of social optimism and the growth of intercommunal propensity towards conflict. Thus, the return to positive content of mass media is an issue of convalescent rehabilitation of the society and of its strategic survival. The above mentioned drawback of mass media, which appeared during the crisis of the 90’s, should be overcome by the managing subject with the use of totally new information impulses generators which take into account the modern realities of the media space. Mass media should not only reflect the moral character of the society, they should also provide a positive (sometimes ideal) focus to be oriented at. In the article, a hypothesis is suggested that the next stage of mass media development should be connected with four-component informative images which are combined into continued video sequences. The authors assume that the modern rapidly developing Internet networks can cause synergetic amalgamation of physically oriented, emotional, intellectual and axiological impulses. The common ethics of the individuals generating such impulses can become a basis of this amalgamation. Supposedly, the new synergetic impulse can overcome the destructive nature of the modern mass media and start a new form of society coordination.

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