ПРОБЛЕМАТИКА ЗАСТОСУВАННЯ ТРИВИМІРНОЇ АНІМАЦІЇ ТА СПЕЦИФІКА ЇЇ СПРИЙНЯТТЯ В ДОДАНІЙ РЕАЛЬНОСТІ: КОМУНІКАЦІЙНИЙ АСПЕКТ

<p><em>This study elucidates the main communication issues that arise from audiences’ interaction with three-dimensional animation of different types in augmented reality, as well as identifies the major 3D animations’ varieties used by brands to create AR and MR promotional campaigns. </em></p><p><em>The results of the study are based, in particular, on the analysis of AR cases of 27 commercial and social brands that used 3D animation for promotional purposes in 2010–2019.</em></p><p><em>It is ascertained that in the promotional practice there is used 3D predefined animation of a cartoon type, as well as 3D predefined and procedural non-homomorphic photorealistic animation. At the same time, three-dimensional procedural animation of cartoon type, as well as photorealistic animation of people (either predefined or procedural), was not used by any of the studied brands for the purpose of promotion.</em></p><p><em>The research revealed that in the field of promotion three-dimensional photorealistic animation of people, primarily of procedural type, is not used because it creates the majority of communication problems in the interaction of the audience with it. Real people’s displeasure with the animated ones arises, first of all, because of the “uncanny valley effect”, which is caused, in particular, by the technical difficulties with 3D rendering of human emotions and body language in real-time (including proxemics in a virtual environment); visual tracking of human movements by animated character; the naturalness and synchronicity of the language (above all, the content of the cues) and the sound of the voice of three-dimensional persons (its timbre, rhythmics, emotionality).</em></p><p><em>In general, today from a technical point of view photorealistic non-homomorphic animation is the most advanced 3D animation type, which explains the popularity of its use in the practice of promotional communications. Its predefined variety is most commonly used by automotive brands to create AR-campaigns, whereas procedural one is used in creating MR-campaigns, mainly for cosmetic and interior brands.</em></p><p><em>The predefined 3D animation of cartoon type was used to promote those commercial brands, which final consumers were, above all, children. However, some companies have used this kind of animation to create AR-based adult promotional events held in conjunction with the holiday and symbolic dates. The popularity of the use of 3D animation of cartoon type in the field of promotion is explained, first of all, by the fact that people at a subconscious level have a positive attitude towards cartoon characters as such.</em></p><strong><em>Key words:</em></strong><em> augmented reality (AR), mixed reality (MR), 3D animation, promotional communications.</em>

ПРОБЛЕМИ ТЕМАТИЧНОГО Й ЖАНРОВОГО НАПОВНЕННЯ ІНФОРМАЦІЙНИХ ПРОГРАМ РЕГІОНАЛЬНИХ ТЕЛЕКАНАЛІВ

<p><em>In order to understand the full image concerning activity of regional TV channels we used the comparative analysis method. Due to its components such as analogy, analysis and composition, </em><em>comparing separate events and processes (in order to conduct its quality and quantity characteristics) we reached the possibility to identify similarities and differences in approaches, management, styles of TV channels in Odesa region, Poltava region, Sumy region and Chernivtsi region. Taking as a basis a fact that absolutely different issues are to be compared, subjects of research are TV channels both similar, and different according to its technical capacities, resource capabilities such as city and regional level TV channels.</em></p><p class="s4"><em>We concluded that regional television channels, which, in turn, differ in the number of employees, transmitter power, coverage radius of the broadcast signal, etc., to considerable extent lack of genre diversity, the breadth of themes. The reasons for this are, on the one hand, in insufficient financial and economic opportunities, and on the other hand, in the absence of creativity, unwillingness to change something in their work. In addition, as the study shows, not in all cases the decisive factors here are the scale of the channel, the number of employees, and the level of resource support.</em></p><p><em>Regional television channels and regional media as a whole are currently functioning in conditions of incredible competition in the market for information influence, a substantial increase in content, thematic offerings at times, in conditions of expanding communication platforms and the source database. Thematic content of the news, their genre diversity are peculiar markers in the work of regional TV channels. Scientists in Ukraine and abroad continue to research on these issues. According to significance of reserves identification in news editors office, we also consider the researches of regional media is still needed. Research novelty consists in comparison of certain directions both similar and different on its organizational framework, </em><em>coverage radius of the broadcast signal.</em><em></em></p><p><em>Small TV channels on city level as a rule are not involved into nationwide monitoring, conducted by non-governmental media organizations. They do not conduct its own monitoring and researches. Obtained results, conclusions and recommendations can be used for introduction of alternations in working process by TV- and radio companies, more specifically by editors office of informative programs.</em></p><p class="s4"><strong><em>Key words: </em></strong><em>news, typesetting, video messages, plot, audience, synchronization, TV presenter.</em></p>

ЖУРНАЛІСТСЬКІ ПРОФЕСІЇ НА РАДІО В ЕПОХУ КОНВЕРҐЕНТНОСТІ МОВЛЕННЯ

<div><p class="1"><em>The article’s research used the analysis scientific-sources base on a select question, web-sites of the stations (media concern TAVR Media and Internet-station </em><em>SKOVORODA), monitoring.</em></p></div><p><em>Broadcast relieve some periods of improvement, evolution and development, based on it’s features. One of the progress’ reason is technology development connected with radio. The end of last century and twenty years of current one characterise by universalism and convergence, that let media, beyond broadcast, had got the characteristics it never had before: watch the radio, fast connection between audience representers, communication with station’s journalists.</em></p><p><em>It made some influence and changes on the principles of formatting and functioning journalists professions at the radio. First, media concerns started to appeared, which have some stations in their structure, that have same top managers, almost similar department, close principles of airing. Second, Internet-stations let their audience the possibility to observe the air.</em></p><p><em>During the research, we defined, the administration of TAVR Media has the managers on each direction: manager of radio group, financial manager, commercial one (responsible for the sale), marketing director, (pr and image), general producer (manage musician direction), the station’s director.</em></p><p><em>Today, station has to work in active way and communicate with their audience, using messengers, profiles in social media. As a result, radio stations have in their arsenal person or group of persons which responsible for that activity. For example, web-radio SKOVORODA has a man, who manage </em><em><br /> </em><em>IT-work. Main duties of him: work with social medias, site content, deal with e-mail. Station’s of</em><em> </em><em>TAVR Media group (Melodiya FM, Relax, Radio Rocks, Russkoye Radio v Ukrayini, KISS FM, ХІТ FM) also have representers of modern professions: the head of digital department, traffic manager, system admin, etc.</em></p><p><em>Comparative analysis of the professions at radio, which include in the concern TAVR Media and web-station SKOVORODA did in the articleIn.</em></p><p><em>The research results can be used during the further study of radio journalism, teaching of one’s subject during the process of study students at faculture journalism, business media, management, etc.</em></p><p><strong><em>Key words:</em></strong><em> fm-broadcast, web-radio, journalist professions, media concern, radio presenter.</em><em></em></p>

МАРКЕТИНГОВІ АСПЕКТИ ФУНКЦІОНУВАННЯ ЛІТЕРАТУРНИХ КОНКУРСІВ ТА ПРЕМІЙ

<p><em>In this study, I have collected and summarized the functional aspects of a literary prize, contest, and rating, which indicate their affiliation with the marketing complex of the publishing house for the first time. For this purpose, I have analyzed and summarized the common concepts of the functioning of literary prizes and contests as advertising tools for publishing activity. Because the previous studies are only focused on the fact of the impact of the prize on the promotion of editions but do not explain it, these aspects have been considered and introduced by me from the book production’s point of view. I investigated that the prizes and the contests in the literary field are effective marketing tools, which meet many publisher’s needs at the same time and can be considered a non-profit form of capital. I have reviewed the works of other authors, who accept that the economic success of the book is rising if the author is a winner of the literary prize or contest. I have found out that the book prize activates the demand for the book, and the literary contest is a tool to track the reader’s reaction to a future publication. In this way, literary prizes and contests can be considered as a way of conducting a marketing dialogue with the target audience. I have focused on the information support of literary national and international prizes and contests by the media, which attracts attention to the book and forms the reader’s interest. The literary prizes and contests are also considered as a way of exploring trends and their changes, familiarization the popular genres among the target audience and fixation the current choice of modern readers. Literary prizes and contests motivate the authors to improve their literary excellence, are the source of new authors and works, and assist in increasing sales of books. However, further research is recommended.</em></p><strong><em>Key words:</em></strong><em> book prize, book rating, literary contest, literary prize, functions of the literary prizes.</em>

КОМУНІКАТИВНА КОМПЕТЕНТНІСТЬ У ПОЛІТИЧНОМУ ДИСКУРСІ (НА ПРИКЛАДІ ОФІЦІЙНИХ СТОРІНОК НАРОДНИХ ДЕПУТАТІВ У СОЦІАЛЬНІЙ МЕРЕЖІ «ФЕЙСБУК»)

<div><em>The article presents the results of the study of the communicative competence of the politicians on the basis of the analysis of their messages on their official pages of the Facebook social network. The research used the following general scientific methods: descriptive and comparative, as well as analysis, synthesis and generalization. The quantitative content analysis method with qualitative elements was used to distinguish the peculiarities of information messages that provide communication of the deputies of Verkhovna Rada (Ukrainian Parliament) on their official Facebook pages. Information messages have been analyzed by the following three criteria: subject matter, structure and language.</em></div><p> </p><p><em>For the first time the article draws a parallel between communicative competence and the ability to communicate with voters on the official pages of Facebook which is the most popular social network in Ukraine. As it is established, communicative competence in the analyzed cases is caused not by education, but by previous professional activity of a politician. The most successful and high-quality communication was from the current parliamentarian who worked as a journalist in the past. More than half of the messages that provided successful communication consisted of sufficiently structured short text and a video. The topic covers the activity of the parliamentarian in the Verkhovna Rada and in his district. More than half of the messages are spoken in the first person.</em></p><p><em>The findings of the study can be used in teaching such subjects as Political PR and Electronic PR, and may be of interest to politicians and their assistants.</em><em></em></p><p><strong><em>Key words:</em></strong><em> competence and competency, communicative competence, political discourse, official page of the deputy of Verkhovna Rada of Ukraine on the Facebook social network, subject matter and structure of the information message, first-person narrative, correspondence of communication to the level of communicative competence.</em></p>

СЕРІАЛ ТА ПОЛІТИЧНЕ ШОУ ЯК НОВІ ФОРМИ ПОЛІТИЧНОЇ МЕДІАКОМУНІКАЦІЇ

<div><p><em>During the 2019 election campaign in Ukraine, one of the candidates successfully used the serial and political show.</em></p></div><p> </p><p><em>The purpose of the article is to describe the use of the serial and political show in the election campaign, to find out the reasons for the successful use of these new forms of political media communication. </em><em></em></p><p><em>The study applied the method of social and psychological justification of electoral behavior under the influence of non-traditional forms of political media communication. The theoretical basis of the study is the theories of cognitive dissonance and cognitive congruence, social perception and causal attribution, as well as the socio-communication model of the «spiral of silence». </em><em></em></p><p><em>It is established that the success of the serial and political show in the election campaign is due to a number of factors: the presence of social expectations in society, a paradigm shift, social cognitive dissonance. It is found out that with the help of the TV serial the image of V. Zelensky as a successful and democratic president was formed in the voters’ minds, as well as the idea of a majority opinion was artificially created. With the help of a political show in which V. Zelensky acted as president and other political figures, the audience was convinced that his election victory was irreversible. He has become a well-known person among the population thanks to the popular serials and films that are broadcast on the television channel, which is the leader among the population in ratings and trust. This data confirms the long-term impact of television and impact of media linked to political parties on the election results. The results of the article can be used in planning political campaigns and in further studies of the influence of the media on voter behavior.</em></p><p><strong><em>Key words:</em></strong><em> applied communication technologies, elections, media, television, political technologies, media psychology.</em></p>

МЕДІАОБРАЗ ТОМАША ПАДУРИ ЯК СИМВОЛ УКРАЇНСЬКО-ПОЛЬСЬКОГО ЄДНАННЯ

<div><p><em>The article shows the specific nature of the formation of the media image of Tomasz Padura, a Polish-Ukrainian poet and composer, a representative of the Polish romantic Ukrainophile movement of the early 19^th century. This paper also studies transformation of this image into a symbol of the Polish-Ukrainian unity. Being an apologist of the idea of rapprochement of the Polish and Ukrainian nations, Tomasz Padura blends harmoniously with the modern political and cultural contexts. His Ukrainophile image is сultivated in different social institutions and acquires new meanings which created the necessity for this research paper. The empirical basis for the analysis comprises 24 publications in the Ukrainian Internet editions during the period from 2016 to 2019. The main method of interpreting Padura’s image was the content analysis of publications directly or circumstantially related to the poet. This allowed ascertaining content focuses and tonality of the provided information. The comparative method contributed to the explication of the main tendencies of the conversion of the image to the symbol. As a result, the headlines and the content of the materials have been proven to show a consistent strategy of stressing the positive aspect of the history of the Polish-Ukrainian relations, in particular the Ukrainophile tendencies among the Polish nobility, achievements of the Ukrainian school in the Polish literature, and Tomasz Padura’s relations with this school. The focus of the Ukrainian Internet editions is on the most substantial and striking facts of life and creative work of the poet. Those facts belong to the following informational aspects: narrow biographical, selfless ideological, creative, memorial, and futuristic. Each of those aspects has its content aimed at the melioration of Tomasz Padura’s image as a Polish Ukrainophile. The process of symbolization of this image performs several social functions: the historical-typological one allowing to trace the main stages of the image transformation; the methodological one which stresses its significance for the contemporaries; the communicative one which ensures the continuous attention to the poet, and the marketing function promoting Tomasz Padura’s name as a brand from the point of view of the commercial success.</em></p></div><strong><em>Key words</em>:</strong> <em>Tomasz Padura, Polish-Ukrainian poet, media image, symbol, Ukrainophilia, mass media.</em>

РЕФОРМA МІСЦЕВОГО СAМОВРЯДУВAННЯ Й ДЕЦЕНТРAЛІЗAЦІЯ ВЛAДИ В РЕГІОНAЛЬНОМУ МЕДІAДИСКУРСІ

<div><p><em>In Ukraine, the fifth year of local self-government reform and decentralization of power is ending. Operational and professional coverage of information about the tasks, ways of realization and results of reform activity, achievements of the community is imposed first of all on the media. A special role is assigned to regional media, which is more trusted by citizens and is more objective in reporting on quality change at the local level.</em></p></div><p><em>The aim of the research is to coverage the link between the stages of local self-government reform and decentralization of power, and the number of publications in regional media.</em></p><p><em>The chronological framework of the research (January, 2017 – December, 2017 and September, 2018 – August, 2019) corresponds to the most active stages of reform implementation. In total, 793 publications were analyzed in the four most popular on-line publications of the four regions, that is oblast (Vinnytsia oblast – «Vinnytsia. info», Mykolaiv oblast – «NikVesti», Ternopil oblast – «20 Khvylyn», Kharkiv oblast – «Spravzhnia Varta»).</em></p><p><em>The research showed that the number of publications on local self-government reform in the analyzed media in 2018–2019 is mostly higher than in 2017, since the implementation of local self-government reform and decentralization of power gained momentum: «Vinnytsia. info» in 2017 – 90, in 2018–2019 – 143, increased by a factor of 1.6; «NikVesti» in 2017 – 31, in 2018–2019 – 76, increased by a factor of 2.5; «20 Khvylyn» in 2017 – 67, in 2018–2019 – 124, increased by a factor of 1.9; «Spravzhnia Varta» in 2017 – 146, in 2018–2019 – 121, increased by a factor of 0.83.</em></p><p><em>The number of materials is increasing not linearly, but at certain time intervals, which is related to the implementation of the reform in the specific geographic area and the stages of the reform (October-December, 2017; October-December, 2018; March and August,2019).</em></p><p><em>The geographical location of the region (</em><em>oblast</em><em>) did not affect the average number of publications (the exception is </em><em>Mykolaiv oblast publication – «NikVesti»</em><em>).</em></p><p><strong><em>Key words:</em></strong><em> regional media, media discourse, local self-government reform, decentralization of power, on-line publication.</em></p>

ВИВЧЕННЯ УКРАЇНСЬКОЇ КНИГИ ЯК СОЦІАЛЬНО-КОМУНІКАЦІЙНОГО ФЕНОМЕНУ В ПЕРІОД 1917–1920-Х РОКІВ

<p><em>The basic characteristics of the historical period of the beginning of the study of the Ukrainian book as a social-communication phenomenon in Ukraine (at that time – the Ukrainian SSR) in reference to 1917–1920-ies are analyzed. On the example of some publications of the «Knyzhnyk» («Bibliognost»), «Knyha» («Book»), «Knyzhka» («Book») journals, and also taking into account discussions between Ukrainian bibliographers M. Kufaiev and D. Balyka, it was concluded about the genesis of the vision of the Ukrainian book as a social-communication phenomenon in this very period.</em></p><p><em>It is emphasized that this period was a turning point in the study of many social-communication characteristics of the Ukrainian book. First of all, this concerns the problems of the typological structure of the book market and the auditory factor of the book’s functioning as a social-communication phenomenon. Publications in the «Knyzhnyk» («Bibliognost»), «Knyha» («Book»), «Knyzhka» («Book») journals started a professional discussion on problems of text preparation, publications design and their distribution. Two approaches to studying the Ukrainian book were distinguished: of M. Kufaiev, who believed that the book was a striking expression of the social-communication characteristics of mass communication, and of D. Balyka, who insisted on the need to take into account first and foremost the sociological features of the book’s circulation as a mass communication product.</em></p><p><em>It is emphasized that the scientific concept of the science of social communications – the study of the book as a social-communication phenomenon – is developing. Most of the provisions of this concept were formed by the theorists of journalism and publishing in the 1920s, and these provisions have considerable theoretical and historiographical value. They can serve as a basis for modern developments in the field of social communication science.</em></p><p><strong><em>Key words:</em></strong><em> author, audience, journal, publications, publisher, book, communication, society.</em></p>

ГЕНДЕРОВАНА МОВА В ГАЗЕТНОМУ Й ТЕЛЕВІЗІЙНОМУ ПРОСТОРІ УКРАЇНИ: СУЧАСНЕ БАЧЕННЯ

<p><em>The article describes the generic differentiation of nouns for the designation of persons in the modern newspaper and TV space; covered the use of gender endings in the language practice of mass communication; it is determined that forms of both genera – male and female can be formed from most profession’s names. Attention is paid to the expediency of using feminine and masculine or common gender instead of the common masculine. Gender issues in language communication are discussed. Gender and professional communication has outlined.</em></p><p><em>In the scientific context, different approaches to gender theories have been covered: sociological and linguistic. The general tendency of the gender approach to socio-cultural reality is revealed: naming the feminitives and masculinitives, social roles and processes, giving them the features, expressiveness.</em></p><p><em>There are two sets of feminitives: the first is nouns that call women by different characteristics: family ties, nationality, profession, position, and so on. The second group of feminitives are nouns that call females animals.</em></p><p><em>It has been established that the media play an important role in shaping public opinion, evaluating events, influencing the image of modern men and women and shaping our gender stereotypes.</em></p><p><em>It is revealed that the most productive is the suffix – k-, by which the most feminine innovations are now formed, the suffix – its- – the second word-forming productivity, the suffix – in- generates feminitives from the masculine bases to – ets, – log or consonant.</em></p><p><em>It is revealed that the new spelling has approved the use and the most productive models of feminitives’ creation.</em></p><p><em>It has been found that the most promising and well-grounded area of analysis of the peculiarities of male and female language is the study of the tactics of speech behavior of men and women in different communicative situations, taking into account the cultural tradition of a particular society.</em></p><p><strong><em>Key words:</em></strong><strong><em> </em></strong><em>gender, gender language, language culture, gender endings, feminitives, gender differentiation of nouns, gender approach, media, TV space.<strong></strong></em></p>