3 September 11, 2024

Abstract:
Bishop Adam Lepa (1939–2022) is a precursor of religious media education in Poland. His scientific works are part of the trend known around the world as faith-based media literacy education. In the years 2024–2027, we are implementing a research grant regarding the scientific achievements of Bishop Adam Lepa. Documentation work on his achievements in the field of media pedagogy is ongoing, hence this article can be described as a research communique. At this stage of research, four problem areas of his scientific achievements were identified: religious media pedagogy, image and word in audiovisual culture, media propaganda and manipulation, presence and image of the Catholic Church in the media in Poland. He proposed an original theory of axiologically oriented environmental media pedagogy. The subject of the analysis in the article will be his media education program. We will indicate its main goals, means and methods, primarily based on his pioneering textbook, Pedagogy of Mass Media from 2000. We will also consider how this media education program has a religious character. Bishop Adam Lepa was more of a practitioner in the field of media education than a theorist. His research goes beyond empirical studies, encompassing significant media concepts. Despite the shifts in technology and society, these concepts continue to hold their validity.

URL: https://me.cherkasgu.press/journals_n/1726048917.pdf
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Abstract:
During the second half of the 1940s and into the 1950s, attendance at French films at the French box office was at its peak. The genre spectrum of the leaders of the “golden ten” of the French film distribution was diverse, but in general it was based on films of entertainment genres, which starred the favorites of the French public. Beginning in the mid-1960s, attendance at French films began to gradually decline (largely due to competition from television and Hollywood productions). An even greater decline in cinema attendance in France began to be felt in the 1980s. This was affected not only by strong competition from Hollywood products and television, but mainly by the massive distribution of household video equipment, which riveted millions of French people to their home screens, who previously preferred to watch films in cinemas. In the second half of the 1940s, there were very few French films in Soviet film distribution. This was largely due to the fact that it was during this period that so-called trophy films (mainly American and German) were shown on USSR screens. Due to the fact that by the mid-1950s the screening of so-called trophy films (mainly American and German) in the USSR was completed, in the second half of the 1950s more new European films, including French ones, began to be released in Soviet cinemas. The “thaw” that came to the USSR brought significant changes to procurement policy. For example, of the top ten leaders in French film distribution in 1958, exactly half were shown on USSR cinema screens. The work of the Soviet film purchasing commission in the 1960s was quite liberal, which (especially after the start of the “Prague Spring” of 1968) could not escape the conservative wing of the “ideological front”: a number of articles were published in the Soviet press with sharp criticism of the distribution policy regarding Western film products, “promoting the bourgeois way of life.” Among the reasons why French films were not included in Soviet film distribution are the following: – Taboos on erotica, accentuated religious and Jewish themes; – The fear that Soviet viewers might somehow misunderstand shocking plot twists from the point of view of official Soviet morality, which were often found even in artistically significant films; – Exclusion from candidates for the purchase of films with an interpretation of Russian and Soviet themes (and accordingly, Russian and Soviet characters) that is unacceptable for Soviet ideology; – The struggle of Soviet censorship with incorrectly (from its point of view) ideological accents on military topics; – Undesirability for Soviet censorship of films “promoting the bourgeois way of life”; – The undesirability of images of charming criminals appearing on Soviet screens; – The unacceptability of purchasing new films with the participation of famous actors who publicly criticized the policies of the USSR; – Too high prices offered by copyright holders; True, in the Soviet film distribution in the second half of the 1980s and early 1990s, French films began to increasingly appear, one way or another violating former censorship taboos. This was due to the fact that with the advent of perestroika, the work of the purchasing commission of the USSR State Cinema Committee became more liberal and in many ways began to focus on the purchase of highly artistic foreign films, and the former strict ideological and moral prohibitions ceased to apply...

URL: https://me.cherkasgu.press/journals_n/1726048970.pdf
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Abstract:
The integration of media literacy within interactive health communication via social television presents a transformative potential for enhancing health outcomes globally, particularly in Africa. By harnessing the capabilities of social media and interactive broadcasting, health campaigns can disseminate information more broadly, engage audiences more effectively and ultimately contribute to improved public health across the continent. In contemporary society, the significance of interactive health communication is paramount. The advent of digital technologies has revolutionised the dissemination of health information, facilitating immediate, bidirectional communication between healthcare providers and the public. This paper explores the role of social television in health communication, analysing its potential to enhance the effectiveness of health campaigns through interactive and participatory methods with implications for media literacy. Anchored in the Diffusion of Innovations Theory and Social Cognitive Theory, this study offers an in-depth examination of how social television can shape health behaviours and outcomes. The results indicate that social television's features such as real-time feedback, personalised messaging and increased audience engagement, make it an invaluable asset for future health campaigns. Nonetheless, the study also identifies critical challenges, including the risks of misinformation, privacy issues and the need to balance entertainment with educational content. The paper concludes with strategic recommendations for stakeholders on leveraging social television’s potential, emphasising the importance of audience engagement, content accuracy, privacy protection and ongoing research.

URL: https://me.cherkasgu.press/journals_n/1726049052.pdf
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Abstract:
The media actively participates in disseminating health information to a large audience. It has the power to educate communities to take proactive measures to enhance their health. The media plays a key role in increasing public awareness of health issues through information, advocacy, and education. Health education through Information, Education, and Communication is essential in maternal health, influencing pregnant women's access to information, decision-making, and healthcare-seeking behaviour. Effective communication between healthcare providers and pregnant women fosters informed decision-making and creates a supportive environment for discussing health concerns. Information, Education, and Communication (IEC) resources, such as pamphlets, posters, and films, are essential for spreading important health information and fostering favourable outcomes for maternal health. These materials cater to diverse literacy levels and cultural backgrounds, improving comprehension and retention of key health messages. In Uttarakhand's Bageshwar district, female literacy significantly lags behind male literacy, impacting maternal health outcomes. An observational study in Bageshwar’s villages reveals that IEC materials, though available, often fail to engage the target audience due to language barriers and cultural mismatches. Enhancing female literacy through targeted education and empowerment initiatives is pivotal. Effective IEC strategies must include clear objectives, culturally relevant messages, and diverse communication channels to overcome these obstacles.

URL: https://me.cherkasgu.press/journals_n/1726049188.pdf
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Abstract:
Media consumption by young people has traditionally been receiving much attention within Russian science. However, scholars rarely analyze various aspects of political dimension of media practices widely spread among young people. In this regard, the purpose of the study was to analyze the influence exerted by media consumption on the nature of modern youth political socialization. The article presents a brief overview of the latest research on media practices of modern Russian youth, highlights the features and trends of media consumption by the “digital” generation, i.e. personalization of consumed content, priority of online forms of information dissemination, “situationality” and ritualization of news consumption, a high level of technical literacy, an increase in the scale of digital escapism, multi-screen communication, etc. The main attention is paid to the importance of media consumption by young people during their political socialization. Distinctive properties of media and cyber socialization are highlighted, and their role in shaping the attitude of young people to events occurring within the country and abroad is shown. Specific practical recommendations are formulated on the possibilities of correcting media practices and transforming media consumption by young people in order to form more balanced and objective assessments of political reality.

URL: https://me.cherkasgu.press/journals_n/1726049232.pdf
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Abstract:
This study was carried out to modern world presents the problem of introducing and using artificial intelligence as a visual representation means of the lost cultural and historical heritage. It is the urban landscape in mass and professional media education. Thus, based on the study of losses in the cultural and historical heritage, the authors develop different methods of traditional and digital visual-shaped memorialization. The aim of the research lies in artificial intelligence research includes the technological aspect of scientific and educational activities of students. According to the degree of vocational education proximity the cultural heritage and media education specialties, the use of artificial intelligence in related specialties is considered. The developed synchronization system of inheritance and the cultural and historical heritage study in media education made it possible to single out the representative forms of its restoration in the educational course. The authors of the article explore the connection has been established between the loss of cultural and historical heritage and the methods of its reconstruction and integration into media education. Using these methods, the study identifies the role of neural networks and artificial intelligence in the reconstruction of cultural and historical heritage in media education has been determined.

URL: https://me.cherkasgu.press/journals_n/1726049466.pdf
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Abstract:
The article is devoted to the study of thevalue conflict, which has a verbal embodiment, and in some cases it is impossible to distinguish it from a communicative (verbal, linguistic) conflict. The purpose of the article is to study the verbal embodiment of value conflict in the categories of linguoecology. Modern media abound with information about conflicts and serve as a platform for the struggle of some values with others. Common communicative benefit is that, when verbalizing conflict, the techniques of rhetorical argumentation prevail over dysphemization and invectives. All of the above determines the relevance of the article. Different linguistic units used in media discourse are considered as representatives of the conflict. For the first time, the article describes the means of representing axiological marked conflict in media space, taking into consideration the linguistic and pragmatic potential of units of different levels and its representation in media texts of different genres. Such a description contributes to the formation of skills for confident recognition of not only value problematics, but also the means of its representation in media texts, and as a result, the skills and abilities to create relevant professional media texts, diagnose media texts causing and reflecting axiologically marked, significant for linguistic culture conflicts. The novelty also lies in the study of standard and substandard units, neutral and expressive, nominative and tropeic ones, in common media text space, which can also contribute and determine the media education result, for example in creating impactful vivid media texts with an updated pragmatic effect. Media education and media literacy are mutually complementary. Predicting the language unit conflictogenicity in the media and skills to avoid it increase media literacy which is necessary for protection against cyberbullying, online fraud and other types of Internet threats. The empirical material is traditional media texts of topical issues related to different genres, posted on the official websites of media. Not only traditional linguistic descriptions and class stratification, but also elements of contextual and transformational analysis have been chosen as research methods.

URL: https://me.cherkasgu.press/journals_n/1726049525.pdf
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Abstract:
In a rapidly developing information society, and especially in the context of the implementation of the request for participation in the development of digital transformations, young people have to face a huge amount of information, find their place in which it becomes increasingly difficult to determine their future profession. Traditional approaches to career guidance based on testing and collecting information about various professions often prove to be insufficiently effective due to an overabundance and fragmentation of data. Despite the growing number of school graduates choosing to study in the secondary vocational education system (hereinafter referred to as vocational education), almost a third of potential applicants have no idea what they will do after graduating from a professional educational organization, while half would like to change the direction of training already at the training stage. This and other factors necessitate the improvement of existing mechanisms for the professional orientation of children and youth. In this situation, media education comes to the fore as a means to navigate the information field, critically evaluate information sources and distinguish reliable facts from manipulations and fakes. In the context of modern information saturation, the role of media education in the career guidance of young people is increasing. It performs the following main tasks: – It forms the competencies necessary for the younger generation to live in an information society: critical thinking, the ability to evaluate information sources, recognize manipulations and fakes, a culture of personal information security and information culture in general. – Forms and develops an understanding of the specifics of professions related to mass media; – Promotes an informed choice of profession based on an understanding of its requirements and capabilities, primarily in the field of media communications. Thus, career guidance integrated with media education becomes a powerful tool that allows young people to make an informed choice of profession in conditions of information saturation and competition. The article was written on the basis of the RANEPA state assignment research programme.

URL: https://me.cherkasgu.press/journals_n/1726049578.pdf
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Abstract:
The article looks into the representation of family and family education in Russian feature films during 1955–1960 when Soviet filmmakers began to explore the complexities of family life, often reflecting the broader social and political changes of the time. Thus, the family became a microcosm for examining issues of identity, personal struggle, and societal expectations. Soviet feature films of the Thaw era offer a rich tapestry of family images that reflect a complex interplay between personal and societal changes during that period. By focusing on individual experiences and emotional depth, these films provide a critical lens through which to understand the evolving of Soviet family life and the broader cultural transformations of the era. They are valuable in the media education context for their nuanced portrayal of human relationships and their subtle critique of the socio-political context of the time. Soviet feature films of the Thaw era represent a rich and transformative period in cinematography, reflecting broader socio-political changes and contributing to the evolution of film as a medium. From a media studies perspective, these films provide valuable insights into the cultural production of the period, the negotiation of ideological boundaries, and the power of narrative and representation in shaping societal values, family values and historical memory.

URL: https://me.cherkasgu.press/journals_n/1726049623.pdf
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Abstract:
Selecting an appropriate quantitative research method for analyzing advertisements can be challenging. It would require carefully identifying the advertising metrics, categorizing variables, and, most importantly, selecting an appropriate statistical method. However, it is imperative because the study of advertisements often correlates with the study of consumers from different mediums, especially when measuring the variables and their relationship to audio-visual advertisements. Quantitative research for advertising can be bifurcated into sections and subsections of different kinds, depending on the nature of the study and type of data; for example, there can be two different types of metrics that are useful in the quantitative analysis of advertising; they are categorized into theoretical and applied metrics. Sometimes, it is enough to apply simple methods like mean, median, and mode to analyze and conclude the data; however, on some occasions, the nature of the study compelled the researcher to apply complex methodologies like mean deviation, standard deviation, correlation, regression, etc. The study provides guidelines for researchers dealing with qualitative data for analyzing advertisements, with examples that make the methods comprehensible.

URL: https://me.cherkasgu.press/journals_n/1726049678.pdf
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Abstract:
Anime is widely known and has a numerous army of admirers all over the world. It originated in Japan almost 70 years ago, but, as time went by, this style of animation has won the audience, become recognised worldwide and still has not lost its appeal. The authors of the article aim to discover whether it continues to be popular today among the students of one particular Russian university and indicate the reasons for that. The methodology used in the paper involves literature analysis and synthesis, generalization, comparative analysis, statistical analysis, and a survey. The sample of the study consisted of 170 undergraduate students aged 17 to 20 from the Northern (Arctic) Federal University named after M.V. Lomonosov (Arkhangelsk, Russia). The received results demonstrated that most students got acquainted with this genre while being at school but hitherto favour it. Anime, being an incentive for many young people, inspires them to study the history, traditions and culture of Japan and compare it with other countries, thus, being a part of the global anime community. The survey also revealed the main reasons of anime popularity such as a fascinating plot, variety of genres, bright images of the characters and identified the filmmaker with the highest number of votes.

URL: https://me.cherkasgu.press/journals_n/1726049734.pdf
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Abstract:
The article reflects the results of a comparative hermeneutical analysis of Soviet feature films of the second half of the 1950s – first half of the 1980s, including the study of cultural and historical contexts in order to consider their possible influence on the author's views, reflected in the specifics of the depiction of characters and reality, in the choice of plot motifs and other structural components of the film. Based on the results of the analysis, we described and systematized film images, types of movie characters andplotmotivesreflecting the prevailing “points of view” about cultural values and traditions, and characterizing stereotypical models of social interaction of characters in accordance with the five types of cinematic discourse (interpersonal, artistic-aesthetic, religious-ideological, historical-cultural, mythological), which constitute the content of the structural-functional model of cultural identity developed by us, which is representedin the domesticcinema. The analysis of research on the topic of the article has shown that the problem of cultural identity in the period under consideration was gaining relevance. This was due to the beginning of the weakening of the ideological press, which contributed to the revival of interest in culture. Filmmakers increasingly began to turn to folk culture, the peasant world, the history of pre-revolutionary Russia and noble culture. The characters' interpersonal relations were characterized by sincerity and frankness, mutual understanding and mental closeness. The images of nature embodied the feelings of despondency and longing, born of the boundlessness of Russian expanses and contemplation of fading nature. Images of mythologemes of Russian culture – river, tree, house – appeared on the screen.

URL: https://me.cherkasgu.press/journals_n/1726049801.pdf
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Abstract:
The article provides an overview of scientific approaches to interpreting the concept of discourse in order to identify research trends and clarify the interpretation of the concept of “mass media discourse”. By specifying this concept, the authors of the article identify its essential features: scale – presence in all top mass media, large response and coverage in social media, involvement of public opinion leaders (experts) in the topic of discourse; duration – at least a year; thematic versatility – the presence of thematic branches – “subdiscourses”; ideological nature and impact on society – the presence of ideas and the promotion of a certain kind of values that can influence public consciousness. Attention is focused on the concept of dominant media discourse, approaches that study this phenomenon are systematized. With the development of digital formats and the involvement of a large number of people in online communication, mass media discourses play a decisive role in the formation of society’s values, influence the choice of activity trajectories of the masses and often have a mobilization character. Identification of the dominant mass media discourse with its themes, speech techniques and transmission of values will make it possible to describe the current state of society. In the article, studies of mass media discourse are grouped according to three bases: mass media discourse with reference to the region; mass media discourse as a phenomenon and object of research; mass media discourse of individual events. The authors of the article propose to connect the theory of media discourse with educational practices: both specialists in the field of media and their audience, comprehending the type of mass media discourse and its components, can analyze the situation in society through the prism of this phenomenon. The material included more than 100 scientific publications in specialized journals and on the websites of scientific schools related to the study of media discourses.

URL: https://me.cherkasgu.press/journals_n/1726073766.pdf
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Abstract:
For a long time in Russia, women's glossy magazines have had a significant impact on the socialization of women, shaping their lifestyle and gender identity. They not only met the needs of women, but also defined them. The study examines and evaluates the changing trends in the behavior of media consumers in the digital age. The main focus is on analyzing the reasons why young women prefer websites and blogs to traditional magazines. Because of this we need some changes in media educational activities. The article tests the hypothesis that nowadays modern women's magazines, whose models were created abroad, do not take into account the real interests of the local audience, which affects the media consumption of such press by young women. Also the critical thinking skills of young women were checked. This article will examine the change in young women’s attitudes towards gender-oriented periodicals and mass media, and the transformation of their priorities in choosing women's magazines and websites. Methods of media consumption are changing, but the level of media literacy is still low – the young women prefer the entertainment content and some of them think that such information is important. Creating media literacy courses and course about women’s press (it’s studied by journalism students) we need to pay attention to this.

URL: https://me.cherkasgu.press/journals_n/1726049897.pdf
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Abstract:
This research aims to determine digital literacy among followers of the @ohmybeautybank account regarding beauty information. This research is a case study research with a qualitative approach. The selection of informants was carried out using a purposive sampling technique. Data was collected by interviewing informants who were followers of the @ohmybeautybank account with eight informants. The study results show that the digital literacy of followers of the @ohmybeautybank account tends to refer to the digital literacy of Paul Gilster and Japelidi. Four of the eight informants tended to Paul Gilster's digital literacy, and four others to Japelidi's digital literacy. In Paul Gilster's digital literacy, four informants carried out all literacy activities, namely searching the internet, guiding hypertext directions, evaluating information content, and compiling knowledge. Meanwhile, in Japelidi literacy, nine digital literacy activities, namely accessing, selecting, understanding, analyzing, verifying, evaluating, distributing, producing, and participating, were carried out by four other informants. One Japelidi digital literacy activity not carried out by the informant's involved collaboration. The results of this study indicate that the level of digital literacy among social media users about beauty information needs to be improved. This is important to help them understand, evaluate, and use information critically, especially considering the large amount of information circulating on social media.

URL: https://me.cherkasgu.press/journals_n/1726050085.pdf
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URL: https://me.cherkasgu.press/journals_n/1726073777.pdf
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