3 September 06, 2021

Abstract:
Today, social advertising is one of the powerful means of influencing society. Civilized countries have long used the opportunities of this type of advertising to minimize or even eradicate the negative phenomena that exist in every country and do not have the best impact on the lives of citizens. Television advertising due to its mass has a significant impact on various segments of society. The article is devoted to the study and research of social advertising on television. In this work there were studied concept of "social advertising" and its features, the specifics of social advertising on TV channels, the role of social advertising in the solving the problems of the population. It was analyzed social advertising in the EU, as well as formulated recommendations for improving social advertising in Ukraine. The topic of social advertising in Ukraine is also eradicated, examples of successful social advertising campaigns in Poland, Latvia and the Czech Republic are depicted. On this base Recommendations for improving social advertising and increasing its impact on the social media literacy of viewers are offered.

URL: http://ejournal53.com/journals_n/1630960139.pdf
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Abstract:
Modern media discourse is largely focused on downgraded speech registers, manifested in jargon, increased negative emotionality and conflictogenicity of used language means. The article suggests combining the most significant destructions with one concept of "humilation". Even in classical rhetoric it was understood an unreasonable therefore erroneous downgrading in style. Many manifestations of humilation are typical for media discourse. The article on the material of current media texts of 2021 discusses the humilation types connected with the choice of some language units, as well as with the use of destructive speech strategies not corresponding to ethical and speech and linguolegal standards. Humilation manifested in the very choice of the topic, the object of discussion and speech strategies, is analyzed on news stories about the "Skopinsky maniac" return. The main ways to counteract the abuse of speech freedom and the right to information are to increase the level of public legal awareness, consciously improve the mechanisms of self-regulation in the media. The methodological basis of the study of humilation in media is the multidimensional representation of the language system and its subsystems. The authors used the method of semantic and modal explication of speech acts with cumulative elements, the linguopragmatic and linguolegal analysis method, the contextual interpretation method.

URL: http://ejournal53.com/journals_n/1631023140.pdf
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Abstract:
According to a study based on all the films indexed in the Internet Movie Database (IMDB, 2018), between 1990−2018, the documentary genre has experienced a growth in viewers' preferences never seen before, going from 5 % to 22 % of all films released. The key seems to lie both in being a cheap genre to produce in comparison with fiction, and in the rise of online platforms, where documentaries, especially journalistic documentary, are consumed as both news and a film product. The goal of this research is to analyze the growth in productions and number of viewers of the journalistic investigation documentaries, taking as a reference the offer of documentaries and series on Netflix and Amazon Prime, without neglecting the incidence of the COVID-19 pandemic in the consumption of the documentary in 2020. The results suggest that this growth shows an upward trend that must do both with a growing commitment of these online platforms for this type of content, as well as a ch

URL: http://ejournal53.com/journals_n/1630960449.pdf
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Abstract:
The World Wide Web opened incredible opportunities for the contemporary younger generation: it includes the communication with virtual interlocutors from any part of the world, the exchange of information, instant feedback getting and many other options. It led to contemporary users’ communicative boundaries widening meanwhile it evoke the risks connected with unreliable information spread, stirring the enmity to other nationalities representatives. These problems become more acute in youth environs. In this respect today social networks media content-focused work organization acts as an important component of professional training of students – future teachers, psychologists, the youth work organizers. In the article the analysis of methodological and methodical tools of educational, upbringing media education aims usage in the context of student youth interethnic tolerance development is introduced. The technologies and methods of educational classes conduction with elements of media education in higher education institutions, stimulating the culture of interethnic communication based on material of social Internet networks are described by the author. The process of work with media content on the problem of interethnic tolerance among the student youth is based on different kinds of analysis usage: structural, autobiographical, iconographic, identification al, ethical, semiotic, storyline, media stereotypes, characters analysis, the analysis of structural mythology and others supported by key notions of media education.

URL: http://ejournal53.com/journals_n/1630960487.pdf
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Abstract:
Contemporary sports films discuss various moral and existential themes. They present how athletes struggle with their own weaknesses and also motivate the audience to excel not only in the physical dimension but also spiritually. This is particularly clear in contemporary US sports cinematography. Eight American sports feature films from 2019–2020 were selected for this analysis. Most of them are dramas, three are based on biographical plots – Safety (directed by Reginald Hudlin), Brian Banks (by Tom Shadyac) and The Brawler (by Ken Kushner), and one explicitly refers to religious faith – Overcomer by Alex Kendrick. This study uses the method of film analysis where films are regarded according to Grzegorz Łęcicki’s concept of media message, with particular focus on ethical issues. The analysis posed three questions: 1) how do the events depicted in film narration relate to historical facts? 2) how are the existential struggles of the athletes captured in the symbolic message, 3) what moral dilemmas do the athletes experience? Above all, the researchers searched for Christian references relevant to American film culture, both directly and naturalized in semiotic and narrative references. As a result, the study succeeded in establishing the main categories of contemporary sports moral and existential dilemmas from a religious perspective. The thesis on Christian inspirations of contemporary American sports cinema has been confirmed.

URL: http://ejournal53.com/journals_n/1630960532.pdf
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Abstract:
In this article, as a result of content analysis, it is concluded that anti-Russian propaganda in the Internet communications of modern Ukraine in the media education framework of various groups of the population has become a reaction of the Ukrainian government in the field of education, culture, mass communications to the main political, ideological vectors of the Ukrainian state policy having been formed since 2014, and the conflict between Ukraine and Russia. Internet communications were chosen as the field of the anti-Russian media war as the most popular sources of information. Thus, the very process of media education, the positive impact of which is in demand all over the world, has become in Ukraine a kind of convenient, “civilized” cover for an anti-Russian media campaign aimed primarily at such target audiences as schoolchildren, students, young adults, and teachers.

URL: http://ejournal53.com/journals_n/1630960575.pdf
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Abstract:
In the face of the global crisis of the Covid-19 pandemic, the training of future teachers, just like the whole formal education, has mostly moved to e-learning or blended-learning. This also applies to increasing media literacy knowledge, skills and competences. Media education – understood as developing an informed, critical, selective and comprehensive approach to media, information and digital competences with regard to the multilateral creation of messages and the use of technological tools – has become an even clearer necessity in the age of the Covid-19 pandemic. The global situation calls for new innovative methods and techniques that can be implemented in distance learning. The article presents studies on the use of a digital escape room in the distance training of future teachers in the field of media competences. The studies apply participatory observation as part of virtual ethnography and analysis of audio-visual works in the form of digital designs of escape rooms made by students of various faculties. The main problem comprises three specific research problems: 1. What thematic content dominated in the escape room designs and how did it relate to the media competence category in the Catalogue of Media, Information and Digital Competences? 2. What are the advantages and disadvantages of designing a digital escape room in media education as perceived by the active creators/authors of such rooms? 3. How do passive players rate the potential of the escape room method in extending media literacy? The results of the exploration and analyses indicate that the educational digital escape room has a great potential for effective increase in media literacy among young people and young adults.

URL: http://ejournal53.com/journals_n/1630960618.pdf
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Abstract:
The article analyzes the parental opinion on features of the usage of modern media resources in organizing for the development of the personality process in a family. The purpose of research was to study of parents’ understanding of the goals and objectives of media education and also the real parents’ needs in media resources to facilitate the process of personality development their children and give them new information about the process of education. We used the following methods of cognition: a problem method, a survey method, a system-structural method. The study involved 500 parents from different regions of Russia (62 regions). Parents were asked 6 questions. The survey showed that parents confuse the concepts of "media education" and "information communication technologies". They mean digital education by media education. This creates a false understanding of the goals of media education. Also most often parents refer to media resources to look for ready-made solutions to educational tasks for their children. At the same time the potential of educational media platforms and other resources for personality development children remains little in demand. The use of media resources by parents to study various approaches to raising children is difficult due to the peculiarities of people mentality of the country, accustomed to adopt the model of education from parent family. The study made it possible to identify the difficulties of learning schoolchildren with the help of media resources. It concludes that, first of all, parents do not indicate the difficulty of a technical nature (the lack of a computer in the family, the lack of an Internet connection) and distrust to the usage of new information technologies as children’s personality development tools. The difficulties were in organizing qualitative learning process in new conditions that children could master with a high degree of motivation and independence. Parents are often not aware of the goals and objectives of media education. Therefore, parents and children need clarification about the goals of media education. Competent pedagogical support of the media education process can help parents become "allies", and not "opponents" of teachers in the formation of media skills of schoolchildren.

URL: http://ejournal53.com/journals_n/1630960697.pdf
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Abstract:
The article deals with the types of speech influence, their usage in modern media discourse and the problem of social distrust caused by manipulative technologies. In the author’s opinion, fearful public mood is the product of anti-rhetorical activity associated with the lack of public awareness of the main type of speech influence – persuasion, in which argumentation is addressed to critical analysis. Emphasis is put on the prospects of rhetoric that has always considered not only the text but the speech situation and cognitions as well. Rhetoric has always been discursive and it was the first science to observe the language with respect to speech influence. Integrative character of rhetoric was the reason why various sciences explored rhetorical heritage that later became their integral part. At the same time, rhetoric itself was not virtually being developed and at this stage of speech development, when investigating speech influence, it is necessary to combine different aspects, rhetorical and cognitive-discursive in particular. Consideration is taken of cognitive-rhetorical arguments, namely, presuppositional fund of communicants. A more profound assessment of a perceiving party can be done by using the methods of cognitive linguistics that studies the relation between the structure of cognition and language units. With that in mind, for argumentation to be successful it is necessary to study the system of adressee’s presuppositions and thereafter construct a dialogue with him involving the arguments most suitable in each specific case. Making logical connections more open and using rhetorical presuppositional fund make it possible for the communicant to persuade the opponent and to disclose his dishonest moves.

URL: http://ejournal53.com/journals_n/1630960734.pdf
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Abstract:
The first part of the article highlights the need for further development of media education in Russia, which is related to the role of media education in the formation of human capital and the implementation of civil rights enshrined in the Constitution of the Russian Federation. The section emphasizes that the implementation of the rights of Russian citizens in public finance management is inextricably linked with the level of digital literacy of the citizens themselves. The second part of the article describes the methods used in conducting the study, emphasizing the role of analysis and synthesis of information obtained from the publications of modern authors on the problem, the reports of Rosstat, official sources of Ministry of Finance of the Russian Federation, Ministry of Digital Development, Communications and Mass Communications of the Russian Federation and Ministry of Education and Science of the Russian Federation. The third part of the article presents the results of the analysis of different authors’ research of an assessing the digital literacy of Russians. The main conclusion drawn from the results of the analysis is the need to increase the digital literacy of Russians as an important condition, without which the further development of participatory budgeting in Russia is impossible. At the same time, the mass media have an important role to play in raising Russians’ digital literacy and political activism, as demonstrated by the research of numerous scholars in the field of effective communication in solving social and political problems. The fourth part of the article contains the author’s recommendations for improving the public administration of digital literacy of Russians. The importance of improving the training of specialists in public and municipal administration is emphasized here. To improve the quality of public administration and municipal management professionals, it is proposed to expand the range of professional competences to include competences that promote the acquisition of skills: to provide and receive public services; to enable the future professional to participate in solving public problems; to adapt communication strategies to specific audiences, taking into account cultural and age differences; to prevent health risks and threats to physical and psychological well-being through the use of digital technologies. The fifth part of the article summarizes the main results of the study.

URL: http://ejournal53.com/journals_n/1630960773.pdf
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Abstract:
This article examines the reliability of the instruments by using Partial Least Squares PLS and determined the convergent validity and discriminant validity of the latent variable under study. Specifically, the suggestion for applying PLS-SEM in media and communication studies have followed to prove the potentials of PLS-SEM using 228 datasets. Hence, the current study involves 7–constructs, 51–item which were adopted and adapted from various scholars to measure the complete process of political socialization of youth. The results of the measurement model show that the out of 51 items 42 items are with loadings greater than 0.50. In applying PLS-SEM, the measurement model gives assurance that indicators have a strong relationship with their corresponding latent constructs. Also, items show the convergent and discriminant validity of corresponding constructs. The implication of the measurement model results proved that PLS will assist communication and media studies that are designed as exploratory studied that will lead to theory building.

URL: http://ejournal53.com/journals_n/1630960856.pdf
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Abstract:
The focus of this study is the analysis of psychotherapists’ representation in films. The material is two most recent Russian film series featuring a psychotherapist as the main character – Trigger (Russia, 2018) and Psycho (Russia, 2020). The dominant representations include non-observance of the ethical principles of the psychotherapist’s work, the use of risky methods of work and a constant psycho-emotional stress, anxiety and fear, which can form the image of a psychotherapist as a person who himself desperately needs the help of a specialist to solve his/her own psychological problems. After watching film representations of the psychotherapists’ practice, and the social roles expected of them, several roles or categories, can be identified. The generalized film image of a psychotherapist in contemporary Russian cinema can be characterised as follows: 1. He is the antipode of the traditional image of the psychotherapist who deliberately and outrageously violates the established rules and ethics codes; moreover, he prefers to use his own innovative method of treatment or therapy which is based on provocation and manipulation. 2. He is presented ambivalently, although his behaviour is outwardly negative, his motives and goals are positive, for despite acting as a manipulator, provocateur, and a violator of ethics principles, he is genuinely devoted to his profession and is a decent personality. 3. He is a dynamic image, in some aspects resembling a detective whose life is dangerous and full of risk and adventure, associated with solving riddles. In a way this image may popularize the profession of psychologist, especially it may seem rather attractive to a youth audience, since the protagonist is young, creative, smart and daring, his actions are unpredictable and unconventional, he is a man of character and very purposeful, possesses leadership qualities. 4. The dominant mental and emotional disorders that the psychotherapist has to deal with in Russian films can be identified as mainly individual, marital and family psychotherapy and counselling: the generation gap, childhood traumas, addictions, manipulations or abuses, grief and depression, eating disorders, etc. 5. The psychotherapist himself needs professional psychological support and supervision since he suffers from a serious psychological trauma. Besides he is constantly in a conflict situation, external or internal, personal and professional. He is obviously a dramatic image, for all his professional success, he is not able to solve his own problems in interpersonal relationships with his close people; sometimes he exhibits sociopathic inclinations. 6. The image leaves a contradictory impression on the viewer, though his methods of treatment may seem to some audiences quite unacceptable or even dangerous for both the psychologist and the patient, still, they turn out to be effective in the long run according to the film. 7. Such film image may discredit the psychology-related professions in the eyes of the audience since it allows the psychologist to violate the key ethics principles and professional standards of conduct for the counselling professions such as privacy and confidentiality, human relations (avoiding sexual harassment, physical or mental harm).

URL: http://ejournal53.com/journals_n/1630960907.pdf
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Abstract:
The article is devoted to the problem of the transformation of the media education in the contemporary digital age. Journalism should be considered as the dynamically developed field of humans’ life which is characterized by the regular appearance of new technologies for gathering, processing and transfer of information. That’s why it seems extremely important to determine a set of key competences that a journalist must get in order to be able to use advanced technologies in the production of an information product. The article discusses: 1) the transformation of the training system for the mass media industry in the contemporary digital age; 2) due to the active use of AI technologies in journalism, media education ceases to be purely humanitarian, and it becomes extremely important for journalists to get a certain set of technical competencies in order to be able to set tasks for technical specialists to write appropriate algorithms; 3) modernization of the media education should be considered as a comprehensive process and affect all levels of education, both bachelor's and master's degrees. Finally, the author comes to the conclusion that it is extremely important to develop new educational programs aimed at training journalists who, due to their understanding of the basics of machine learning and basic principles of functioning of neural networks, would be able to formulate tasks for technical specialists to write appropriate algorithms and subsequently could effectively use them in their daily work related to the further analyses of big data and writing analytical texts.

URL: http://ejournal53.com/journals_n/1630961065.pdf
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Abstract:
The synthesis of media arts gives a modern person great opportunities for translating his most incredible ideas and intentions into real projects, which gives us the opportunity to cognize not only our reality but also other worlds created in virtual space. This, in turn, causes the appearance of metamorphosis – the transformation of a product from one type of art to another, which provides people with new experience of knowing this product at the level of visual, tactile, auditory and psychological perception. Currently, one can observe a tendency towards the synthesis of all arts, the unification of directions, the mixing of styles and techniques for the execution of the concept of projects, creations and the tendency of metamorphosis of relevant, demanded and competitive product of media art or art – the transition of a product from one type of art to another. As a result of the study, a closed three-staged scheme of product metamorphosis was revealed: "printed edition – film adaptation – multimedia product" in material perception and "comprehension – sensation – interaction / cognition" in sensory perception. The principle of the development of the project during the metamorphosis was revealed, presented in a linear scheme: idea – development of an idea – addition / rethinking. Four schemes obtained in the course of the research were combined into a single scheme of metamorphosis of the media art product and its idea. It can be concluded that all three stages of metamorphosis are those ideas and achievements of art that a person of the 21st century wants to know, comprehend and feel due to people lacking single reality to satisfy all their sensory and emotional needs.

URL: http://ejournal53.com/journals_n/1630961118.pdf
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Abstract:
The material of the investigation is introduced by two animated series: Tom and Jerry, created in the USA and Nu, pogodi! (Just you wait!), created in the USSR. The comparative analysis, based on their art spaces collation and the main characters’ behavior models interaction, reflecting the differences between Russian and American cultures, is suggested. During the latest decades in Russia and the USA significant cultural changes have taken place. The historic period and sociocultural relations, reflected in the animated series Nu, pogodi! and Tom and Jerry, are left in the past forever. The audience and the experience of its images and plots perception have changed. Today Tom and Jerry might be accused of racism; the Soviet Nu, pogodi! can be impeached for sexual (and even homosexual) motives in relations between the Wolf and the Hare. Obviously, these accusations can work with the modern sociocultural context. However, both the American and the Russian animated cartoons reflect the two cultures with a great number of differences and peculiarities, often left unnoticed by contemporary animation investigators. As a result of the investigation conducted, it is concluded that the anthropomorphic animal worlds Nu, pogodi! and Tom and Jerry represent two different cultures. In Nu, pogodi! the utopian idyll of the Soviet folkloric characters is depicted, which is based on the deep-rooted Russian values such as absence of violence, self-sacrifice, fellowship, forgiveness. In Tom and Jerry the egoistic world of American characters is created, built upon the culture of self affirmation, individual success and prosperity.

URL: http://ejournal53.com/journals_n/1630961158.pdf
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Abstract:
The article examines the experience of the practical application of video, audio, text and Internet components of media education in the process of formation and development of linguistic and cultural patterns by foreign students at universities and colleges in the US. It focuses on the contribution of linguistic and cultural patterns to more effective acculturation of a foreign student and, subsequently, their ability to have quality interpersonal interactions academically and socially. The analysis of the theoretical framework of the media education components and programs using certain media components is based on research methods such as analysis and synthesis (which allowed separating and combining practical programs and identify existing connections within a program that ensured the integrity of the adaptation training of foreign students), deduction (which, in fact, allowed singling out the video, audio, text and Internet components of media educations in the educational, cultural, linguistic and psychological elements of the acculturation triad), induction (in order to classify the practical programs of the US HEIs by media education components), classification (which provided the interpretation of the Internet direction of adaptation training as a separate component of media education), analogy (demonstrating the existence of close connections and similar characteristics between the media education components, which make them complementary). In the course of examination of the influence of media education on adaptation programs in the US HEIs, we identified the use of four components: video, audio, text and Internet, which are used both for the “direct” (adaptation of foreign students) and “reverse” (adaptation of representatives of the host country) acculturation. The article emphases that media education components can be used simultaneously (leading to the minimisation of their separate use). Since it is important for foreign students to learn about historical and cultural events that had a direct impact on the society of the host country, as well as to form and develop linguistic and cultural patterns, we created a list of films that have had a historical, social and cultural impact on the society of the United States.

URL: http://ejournal53.com/journals_n/1630961193.pdf
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Abstract:
The study raises problems of perception of information, media consumption in modern conditions of political and economic influence on public opinion through the dissemination of information (disinformation). Residents of the Republic of Crimea are in a special situation – because of an information war is being waged between Russia and Ukraine. Its methods are associated with the spread of fakes about Russia by Ukrainian online media, fakes about Ukraine by Russian media. In times of crisis, journalists in the media and authors in social networks post many different opinions about the same event. However, the same fact is interpreted in completely different ways, depending on how it should be presented. Information chaos makes it difficult to find an objective point of view. The results of the survey show that the Internet is the main source of information for Crimeans, but they cannot remember what news sites are read (or viewed). At the same time, residents of Crimea criticize the news and media politics but overestimate the ability to detect false information on the Internet; excessive self-confidence gives more opportunities to manipulate public opinion. The article provides suggestions on the forms of teaching media literacy to adult residents of the Crimea.

URL: http://ejournal53.com/journals_n/1630961242.pdf
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Abstract:
This article describes selected results of research referred to as "Digital Internet resources in learning and development in future educators’ opinion – a case study", conducted in the years 2018–2019 at the University of Silesia. This research project was one of the many components of long–term research called “The Role of the Faculty Distance Learning Platform in Increasing the Quality of the Development of Future and In–service Teachers’ Competences”, conducted at the Faculty of Arts and Sciences of Education at the University of Silesia. The long–term research was intended to provide an initial description of two issues: how do students themselves rate their own knowledge, and what is the actual level of students’ knowledge in the field of the Copyright Act and licenses, necessary for searching for and properly using Internet content as well as students’ awareness of information and search competences that determine the education process. The research also looked at students’ ability to search for and verify information necessary for them to prepare for class and the awareness of the opportunities offered by the use of resources and websites as well as applications and programs determining how leisure time is spent. The text certain theoretical aspects of ICT and media competence and looks at soft competences, including the use of IT tools to search for information, critical thinking. Finally, the conclusions are presented.

URL: http://ejournal53.com/journals_n/1630961295.pdf
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Abstract:
In this article, propaganda issues are discussed and illustrated in such a way as to facilitate understanding of the context of the Ukrainian mass media, which is becoming increasingly ideological. Since 2014 there is a steady increase in anti-Russian propaganda in the works of leading Ukrainian media experts and in textbooks on media education for schools and universities. In them different instruments and technologies of communication are used to negatively influence the perception of Russia, its politics and culture. Such manipulative tools include: 1) retention of the necessary topics, events, interpretations in the information space; 2) construction of information (assembling an event from fragments); 3) fragmentation of events; 4) paralipsis or understatement vs unwinding the topic; 5) pulling facts from the past, etc. It is also shown that Ukrainian experts, as a whole, has become more aggressive, ideologically biased and overweighted in the process of media education. Especially since 2014 clear features of anti-Russian propaganda can be traced in many Ukrainian textbooks on media education. They are already based to a large extent on Western developments; there are almost no references to Russian research findings and practical experience. This is a response to the latest trends in Ukraine, which require changes in media education solely on the basis of Western experience. These new textbooks emphasize ideological confrontation and informational enmity with Russia. Particularly disturbing is the fact of massive anti-Russian agitation aimed primarily at such target groups and audiences as schoolchildren, students, young people, and school teachers. It is concluded that it is unacceptable to use media manipulative technologies to escalate hostility and hatred.

URL: http://ejournal53.com/journals_n/1630961330.pdf
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URL: http://ejournal53.com/journals_n/1631023165.pdf
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