1 March 17, 2020
1. Olga Brega, Marina Bazhutina
Wordplay in Headlines of Media Texts as a Media Presentation Means: Teaching Aspect
Media Education (Mediaobrazovanie), 2020, 60(1): 3-10.
Number of views: 634 Download in PDF
2. Alexey Demidov, Tatyana Syrina, Andrey TretyakovMedia Education (Mediaobrazovanie), 2020, 60(1): 3-10.
Abstract:
The paper is devoted to a very important aspect of media literacy in training students of English as future translators. Teaching how to translate such means of media presentation of a media article as a headline based on wordplay proves to be relevant. The authors ground their point of view by considering linguocultural, stylistic, translation, and teaching aspects of media texts. In this connection a sequence of exercises reflecting the process of creating wordplay in headlines was elaborated. Future translators should be aware that the choice of a translation method depends on the features of a headline, its structure, background information, and the author’s purport. These components determine the four stages of teaching interpretation and translation of wordplay in headlines for media articles featuring social and political issues. A translation algorithm based on the sequence of analysis and synthesis procedure is worked out to enable both students and teachers to develop necessary skills for translating headlines under consideration. The emphasis is laid on types of connotations revealed in the selected types of media articles which requires certain background knowledge to provide an adequate translation and, consequently, accurate spreading of information by means of translated media texts. The authors draw the conclusion about the role of teaching translation of media texts headlines for enhancing media literacy.
The paper is devoted to a very important aspect of media literacy in training students of English as future translators. Teaching how to translate such means of media presentation of a media article as a headline based on wordplay proves to be relevant. The authors ground their point of view by considering linguocultural, stylistic, translation, and teaching aspects of media texts. In this connection a sequence of exercises reflecting the process of creating wordplay in headlines was elaborated. Future translators should be aware that the choice of a translation method depends on the features of a headline, its structure, background information, and the author’s purport. These components determine the four stages of teaching interpretation and translation of wordplay in headlines for media articles featuring social and political issues. A translation algorithm based on the sequence of analysis and synthesis procedure is worked out to enable both students and teachers to develop necessary skills for translating headlines under consideration. The emphasis is laid on types of connotations revealed in the selected types of media articles which requires certain background knowledge to provide an adequate translation and, consequently, accurate spreading of information by means of translated media texts. The authors draw the conclusion about the role of teaching translation of media texts headlines for enhancing media literacy.
Number of views: 634 Download in PDF
Development of Digital Skills and Media Education System: From the Organization of Environmental Education of Preschool Children to the ICT Competence of Teachers
Media Education (Mediaobrazovanie), 2020, 60(1): 11-23.
Number of views: 643 Download in PDF
3. Alexander FedorovMedia Education (Mediaobrazovanie), 2020, 60(1): 11-23.
Abstract:
The era of globalization and media presents new opportunities for a comprehensive study of various aspects of social life, including a large field of social sciences as education and pedagogical sciences. The mentioned factors and a number of descrepancies served as the starting point for studying the problem of developing a system of digital skills and media education within the organization of environmental education of preschool children and the formation of ICT competence of teachers. Modernity witnesses harmful technogenic influence of human activity on the natural world, which leads to a global crisis in the relationship between man and nature. At present, the Russian Federation is experiencing a new digital impulse, which entails research into the impact of information and media technologies on the sociocultural and educational activities of all participants of educational relations. Thus, the purpose of the article lies in theoretical justification and experimental verification of new methodology as an integrated system of environmental education of preschool children and the formation of ICT competence of the pedagogical corps of a preschool organization. To achieve this goal, the authors used a set of methods: theoretical (analysis of scientific literature on the research problem; summative methods (studying and generalizing the experience of specialists working in educational organizations); experimental methods (observation, interviewing, pedagogical experiment, etc.). In addition, the article compares and discusses different domestic and foreign researchers’ results on environmental education of preschool children and the ICT competence of teachers. The results of a study conducted on the basis of 10 preschool organizations in the Moscow region are presented and commented in detail. The research directions of the development of the problem of environmental education and ICT competence of teachers in the new digital media reality are presented. The results of the study allow us to find a solution to the pedagogical tasks of the innovative organization of environmental education of preschool children, taking into account the effective formation of the ICT competence of teachers; and also open up new vectors for the research in the context of systemic changes in education and digitalization.
The era of globalization and media presents new opportunities for a comprehensive study of various aspects of social life, including a large field of social sciences as education and pedagogical sciences. The mentioned factors and a number of descrepancies served as the starting point for studying the problem of developing a system of digital skills and media education within the organization of environmental education of preschool children and the formation of ICT competence of teachers. Modernity witnesses harmful technogenic influence of human activity on the natural world, which leads to a global crisis in the relationship between man and nature. At present, the Russian Federation is experiencing a new digital impulse, which entails research into the impact of information and media technologies on the sociocultural and educational activities of all participants of educational relations. Thus, the purpose of the article lies in theoretical justification and experimental verification of new methodology as an integrated system of environmental education of preschool children and the formation of ICT competence of the pedagogical corps of a preschool organization. To achieve this goal, the authors used a set of methods: theoretical (analysis of scientific literature on the research problem; summative methods (studying and generalizing the experience of specialists working in educational organizations); experimental methods (observation, interviewing, pedagogical experiment, etc.). In addition, the article compares and discusses different domestic and foreign researchers’ results on environmental education of preschool children and the ICT competence of teachers. The results of a study conducted on the basis of 10 preschool organizations in the Moscow region are presented and commented in detail. The research directions of the development of the problem of environmental education and ICT competence of teachers in the new digital media reality are presented. The results of the study allow us to find a solution to the pedagogical tasks of the innovative organization of environmental education of preschool children, taking into account the effective formation of the ICT competence of teachers; and also open up new vectors for the research in the context of systemic changes in education and digitalization.
Number of views: 643 Download in PDF
Leaders of Soviet Film Distribution (1930–1991): Trends and Patterns
Media Education (Mediaobrazovanie), 2020, 60(1): 24-62.
Number of views: 937 Download in PDF
4. Alexander Fedorov, Anastasia LevitskayaMedia Education (Mediaobrazovanie), 2020, 60(1): 24-62.
Abstract:
The author of the article analyzed 300 Soviet films, which gained the largest number of viewers in the first year of the demonstration in cinemas. It turned out that entertainment genres (comedy, detective, melodrama, etc.) dominate among them. The percentage of entertainment films is the highest in the top ten (90 %), but it also prevails in the first thirty (73.3 %) and in general among the most box office three hundred Soviet films (62.0 %). At the same time, the number of popular non–entertainment films among the 300 most box office films in the USSR, which used to be quite significant in the 1960s (33 films), decreased steadily thereafter, reaching a minimum in the 1980s (8 films). The analysis also showed that only ten Soviet directors managed to make between four and nine films that were among the 300 most box office films in the USSR. Here too, the dominance of entertainment genres is evident (75 %). In fact, only all four of Sergei Gerasimov's most popular films were made outside the entertainment film industry. Entertainment genres dominate the work of Soviet directors, whose list of the most popular films in the USSR includes two or three films. A similar trend in the popularity of entertainment film can be seen in the lists of the most popular films of the Soviet Union's republics: (75 % of production falls within the entertainment sphere). With regard to the gender aspect, it turned out that the list of the 300 most box office films of Soviet cinema of the 1930s–1980s included only 12 films (4 %) made by female directors, while the first 50 most box office films of the USSR made between the 1930s and 1980s included films made only by male directors. At the same time, among the 12 most box office films produced by women directors, entertainment films (75 %) naturally dominate again. It should be noted here that among the most popular Soviet television films, entertainment genres almost always dominate. Thus, despite all the efforts made to introduce communist ideology and active state support for "ideologically mature" cinema, the general public generally followed the world's laws: entertainment films of entertainment genres (though in many cases of high professional quality) consistently came out on top of the audience preferences.
The author of the article analyzed 300 Soviet films, which gained the largest number of viewers in the first year of the demonstration in cinemas. It turned out that entertainment genres (comedy, detective, melodrama, etc.) dominate among them. The percentage of entertainment films is the highest in the top ten (90 %), but it also prevails in the first thirty (73.3 %) and in general among the most box office three hundred Soviet films (62.0 %). At the same time, the number of popular non–entertainment films among the 300 most box office films in the USSR, which used to be quite significant in the 1960s (33 films), decreased steadily thereafter, reaching a minimum in the 1980s (8 films). The analysis also showed that only ten Soviet directors managed to make between four and nine films that were among the 300 most box office films in the USSR. Here too, the dominance of entertainment genres is evident (75 %). In fact, only all four of Sergei Gerasimov's most popular films were made outside the entertainment film industry. Entertainment genres dominate the work of Soviet directors, whose list of the most popular films in the USSR includes two or three films. A similar trend in the popularity of entertainment film can be seen in the lists of the most popular films of the Soviet Union's republics: (75 % of production falls within the entertainment sphere). With regard to the gender aspect, it turned out that the list of the 300 most box office films of Soviet cinema of the 1930s–1980s included only 12 films (4 %) made by female directors, while the first 50 most box office films of the USSR made between the 1930s and 1980s included films made only by male directors. At the same time, among the 12 most box office films produced by women directors, entertainment films (75 %) naturally dominate again. It should be noted here that among the most popular Soviet television films, entertainment genres almost always dominate. Thus, despite all the efforts made to introduce communist ideology and active state support for "ideologically mature" cinema, the general public generally followed the world's laws: entertainment films of entertainment genres (though in many cases of high professional quality) consistently came out on top of the audience preferences.
Number of views: 937 Download in PDF
Dissertation Researches on Media Literacy Education in Commonwealth of Independent States (CIS)
Media Education (Mediaobrazovanie), 2020, 60(1): 63-99.
Number of views: 634 Download in PDF
5. Slavomír GálikMedia Education (Mediaobrazovanie), 2020, 60(1): 63-99.
Abstract:
From 1960 to 2019, about six hundred Ph.D. theses on media literacy education were defended in the USSR and in the CIS countries, of which about five hundred theses were defended in the XXI century. Meanwhile, the dynamics of the research defense on media education is as follows: from 1960 to 1969 – 15; from 1970 to 1979 – 22; from 1980 to 1991 – 37; from 1992 to 1999 – 38; from 2000 to 2009 – 151, from 2010 to 2019 – 324. Therefore, with the exception of some stagnation (explainable by the general decline in the number of scientific research in the CIS countries in all sciences) in the 1990s, it is possible to trace a consistent increase in the number of dissertations of media education topics (moreover, in the second decade of the XXI there were twice as many as in the first). The content analysis of the Ph.D. dissertations in the CIS countries shows that globalization trends in media culture and media literacy education have led to the fact that the traditional for the USSR priority of aesthetically–oriented media education in the CIS countries of the 21st century have been replaced by sociocultural and cultural studies. The analysis suggests that in the foreseeable future, the development of media education in the CIS countries will continue to be dominated by socio–, and cultural studies and practice–oriented models guided by corresponding theories and objectives (based on the synthesis of media material). Most likely, a small increase in the number of dissertations on the material of pre–school institutions and institutions of secondary special education is also possible. The trend of the synthesis of media education and journalism (including media criticism) is going to grow. In general, the forecast regarding the development of research on media education in the CIS countries is optimistic: the content analysis of dissertation research in the CIS countries allows to anticipate a further increase in the volume of studies (mainly due to regional research teams) related to problems of media education, media literacy, and media competence.
From 1960 to 2019, about six hundred Ph.D. theses on media literacy education were defended in the USSR and in the CIS countries, of which about five hundred theses were defended in the XXI century. Meanwhile, the dynamics of the research defense on media education is as follows: from 1960 to 1969 – 15; from 1970 to 1979 – 22; from 1980 to 1991 – 37; from 1992 to 1999 – 38; from 2000 to 2009 – 151, from 2010 to 2019 – 324. Therefore, with the exception of some stagnation (explainable by the general decline in the number of scientific research in the CIS countries in all sciences) in the 1990s, it is possible to trace a consistent increase in the number of dissertations of media education topics (moreover, in the second decade of the XXI there were twice as many as in the first). The content analysis of the Ph.D. dissertations in the CIS countries shows that globalization trends in media culture and media literacy education have led to the fact that the traditional for the USSR priority of aesthetically–oriented media education in the CIS countries of the 21st century have been replaced by sociocultural and cultural studies. The analysis suggests that in the foreseeable future, the development of media education in the CIS countries will continue to be dominated by socio–, and cultural studies and practice–oriented models guided by corresponding theories and objectives (based on the synthesis of media material). Most likely, a small increase in the number of dissertations on the material of pre–school institutions and institutions of secondary special education is also possible. The trend of the synthesis of media education and journalism (including media criticism) is going to grow. In general, the forecast regarding the development of research on media education in the CIS countries is optimistic: the content analysis of dissertation research in the CIS countries allows to anticipate a further increase in the volume of studies (mainly due to regional research teams) related to problems of media education, media literacy, and media competence.
Number of views: 634 Download in PDF
Philosophical Reflection of the Influence of Digital Media on Current Education
Media Education (Mediaobrazovanie), 2020, 60(1): 100-106.
Number of views: 586 Download in PDF
6. Andrey Goloborodko, Svetlana Galazova, Ksenia Ekimova, Alexander RudkovskyMedia Education (Mediaobrazovanie), 2020, 60(1): 100-106.
Abstract:
Over the last 2-3 decades, we have witnessed unprecedented changes in culture that also influencecurrent education. The main carriers of these changes are digital media that change human cognitive abilities. Traditional media such as the spoken word, written word and printed word supported the ability to concentrate, improve memory and verbal skills, which was a prerequisite for educating the intellectual elite. We can say that the 2.5 thousand-year-old European education, or Western education, grew up on rhetoric and book culture. New digital media, on the one hand, weaken these abilities, but on the other hand they develop some other abilities and possibilities, such as rapid availability of information and ability to share it collectively. Nowadays we are in a state of transition between two cognitive-educational systems, sophilosophy should currently be challenged to find the optimal solution. Philosophy could build on the ancient wisdom of “nothing too much” because no extreme is good. Neither total shift towards the new forms of media and elimination the traditional education, nor denial of the new forms of media and education is desirable.It seems that the ability to employ a cross-media attitude and thus take advantage of various regimes of perception and thinking will gradually become a desirable virtue. In this context the Welsch’s philosophical concept of transversal rationality still seems to be valid.
Over the last 2-3 decades, we have witnessed unprecedented changes in culture that also influencecurrent education. The main carriers of these changes are digital media that change human cognitive abilities. Traditional media such as the spoken word, written word and printed word supported the ability to concentrate, improve memory and verbal skills, which was a prerequisite for educating the intellectual elite. We can say that the 2.5 thousand-year-old European education, or Western education, grew up on rhetoric and book culture. New digital media, on the one hand, weaken these abilities, but on the other hand they develop some other abilities and possibilities, such as rapid availability of information and ability to share it collectively. Nowadays we are in a state of transition between two cognitive-educational systems, sophilosophy should currently be challenged to find the optimal solution. Philosophy could build on the ancient wisdom of “nothing too much” because no extreme is good. Neither total shift towards the new forms of media and elimination the traditional education, nor denial of the new forms of media and education is desirable.It seems that the ability to employ a cross-media attitude and thus take advantage of various regimes of perception and thinking will gradually become a desirable virtue. In this context the Welsch’s philosophical concept of transversal rationality still seems to be valid.
Number of views: 586 Download in PDF
Basic Principles and Methods of Using Media Education for Forming Students’ Analytical Thinking
Media Education (Mediaobrazovanie), 2020, 60(1): 107-112.
Number of views: 627 Download in PDF
7. Ella Kitanina, Daria TrukhanovaMedia Education (Mediaobrazovanie), 2020, 60(1): 107-112.
Abstract:
This article deals with the basic principles and techniques of media education to form analytical thinking of students It also examines film analysis, creative and imitation media education exercises. The development of students’ skills to communicate and discuss, to prove their point of view with reason is always a relevant task in the educational landscape of modern higher school. One of the optimal ways to develop analytical interdisciplinary competence is media education, which allows the students to carry out the process of analysis and synthesis of information on the example of works of media culture of various types and genres. The authors consider the possibilities of using media educational methods and technologies in the process of civil and patriotic education, give examples of creative tasks of various types (literary-imitation, theatrical-situational, visual-imitation, etc.) for the formation of analytical thinking of the younger generation. In this way the student body gets an opportunity to evaluate works of media culture independently, develop their creative potential, learn to perceive media projects thoroughly, get new knowledge, develop communicative competences. The data provided by the authors of the paper can confirm the need of use of the educational, educational and developing media education potential for the Russian educational organizations, relevance of the questions connected with strengthening of interaction of various educational structures and scientific education centers in the field of media pedagogy for further development of methodical tools in the solution of the problems of development of media competence of the younger generation.
This article deals with the basic principles and techniques of media education to form analytical thinking of students It also examines film analysis, creative and imitation media education exercises. The development of students’ skills to communicate and discuss, to prove their point of view with reason is always a relevant task in the educational landscape of modern higher school. One of the optimal ways to develop analytical interdisciplinary competence is media education, which allows the students to carry out the process of analysis and synthesis of information on the example of works of media culture of various types and genres. The authors consider the possibilities of using media educational methods and technologies in the process of civil and patriotic education, give examples of creative tasks of various types (literary-imitation, theatrical-situational, visual-imitation, etc.) for the formation of analytical thinking of the younger generation. In this way the student body gets an opportunity to evaluate works of media culture independently, develop their creative potential, learn to perceive media projects thoroughly, get new knowledge, develop communicative competences. The data provided by the authors of the paper can confirm the need of use of the educational, educational and developing media education potential for the Russian educational organizations, relevance of the questions connected with strengthening of interaction of various educational structures and scientific education centers in the field of media pedagogy for further development of methodical tools in the solution of the problems of development of media competence of the younger generation.
Number of views: 627 Download in PDF
Borrowings as Conflict Triggers in Russian Media Texts
Media Education (Mediaobrazovanie), 2020, 60(1): 113-122.
Number of views: 604 Download in PDF
8. Gergana KushevaMedia Education (Mediaobrazovanie), 2020, 60(1): 113-122.
Abstract:
The article looks at the specific features of the usage of borrowed Anglicisms in Russian texts and their perception by native speakers of Russian. Analysis of relevant linguistic studies in the sphere of media linguistics and borrowings, media texts, as well as lexicographic resources capturing the expansion of the thesaurus of the Russian language due to borrowings, shows that one of the stylistic features of the modern media is a growing number of only partly assimilated borrowings from the English language, including lexemes that form the value system guiding native speakers of the recipient language. The purpose of introducing borrowings into media texts is the attraction of the audience’s attention. However, it appears that the effect produced by borrowings on an average recipient is controversial. In order to test the suggested hypothesis, the authors examine the specific features of the usage of partly assimilated borrowings in media texts that refer to the issues of tolerance and their derivatives (bullying, cyberbullying, abuse, ageism, etc.). In the course of the research, the authors analyzed dictionary definitions of these lexemes, their representation in the Russian National Corpus, texts published by large Russian publishing houses and posted online, which helped to make conclusions regarding the degree of assimilation, frequency and specific features of the usage of these lexemes in media texts. The problem of perception of Anglicisms by various gender and age groups is examined on the basis of the analysis of comments to media texts containing borrowings, the statistics of corresponding search engine requests and survey results. The research has shown that the attitude to borrowings depends on the age, gender and education of the recipient and their usage in the media is not always reasonable.
The article looks at the specific features of the usage of borrowed Anglicisms in Russian texts and their perception by native speakers of Russian. Analysis of relevant linguistic studies in the sphere of media linguistics and borrowings, media texts, as well as lexicographic resources capturing the expansion of the thesaurus of the Russian language due to borrowings, shows that one of the stylistic features of the modern media is a growing number of only partly assimilated borrowings from the English language, including lexemes that form the value system guiding native speakers of the recipient language. The purpose of introducing borrowings into media texts is the attraction of the audience’s attention. However, it appears that the effect produced by borrowings on an average recipient is controversial. In order to test the suggested hypothesis, the authors examine the specific features of the usage of partly assimilated borrowings in media texts that refer to the issues of tolerance and their derivatives (bullying, cyberbullying, abuse, ageism, etc.). In the course of the research, the authors analyzed dictionary definitions of these lexemes, their representation in the Russian National Corpus, texts published by large Russian publishing houses and posted online, which helped to make conclusions regarding the degree of assimilation, frequency and specific features of the usage of these lexemes in media texts. The problem of perception of Anglicisms by various gender and age groups is examined on the basis of the analysis of comments to media texts containing borrowings, the statistics of corresponding search engine requests and survey results. The research has shown that the attitude to borrowings depends on the age, gender and education of the recipient and their usage in the media is not always reasonable.
Number of views: 604 Download in PDF
Linguistic Manipulation in Print Tabloid Editions: Some Methodological Implications for Media Classes
Media Education (Mediaobrazovanie), 2020, 60(1): 123-128.
Number of views: 571 Download in PDF
9. Ibtesam Mazahir, Sidra Khan, Safeena Yaseen, Shah Muhammad EmaduddinMedia Education (Mediaobrazovanie), 2020, 60(1): 123-128.
Abstract:
The manipulative potential of the media is one of the broadly discussed topics nowadays. Print editions, in particular tabloids, often employ manipulative linguistic devices, whose aim is to attract the readers’ attention and to create sensational news. The use of materials in media classes, whose aim is to present to the students the manipulation in these editions, is a way of preventing the spread of the stipulated devices. The discrepancy between the headline of the article and the main text is one of the most often observed ways of manipulation, which is used in the tabloid press. Since many of the readers read only the headlines of the articles, the analyzed device is highly productive and it can often be found only after the reading of the whole text. The paper deals with the discrepancy between the headline and the main text in the articles about famous people in the British tabloids The Sun and The Daily Mirror, as one of the main ways of achieving linguistic manipulation. The discrepancy is associated with the manipulative use of possessive constructions and wordplay. The use of word play is based on a well–known song or a metaphor. The sought effect is the creation of a “pseudo–event”and artificial closeness with the reader. The analysed articles can be used in media classes in order to develop students’ critical thinking abilities.
The manipulative potential of the media is one of the broadly discussed topics nowadays. Print editions, in particular tabloids, often employ manipulative linguistic devices, whose aim is to attract the readers’ attention and to create sensational news. The use of materials in media classes, whose aim is to present to the students the manipulation in these editions, is a way of preventing the spread of the stipulated devices. The discrepancy between the headline of the article and the main text is one of the most often observed ways of manipulation, which is used in the tabloid press. Since many of the readers read only the headlines of the articles, the analyzed device is highly productive and it can often be found only after the reading of the whole text. The paper deals with the discrepancy between the headline and the main text in the articles about famous people in the British tabloids The Sun and The Daily Mirror, as one of the main ways of achieving linguistic manipulation. The discrepancy is associated with the manipulative use of possessive constructions and wordplay. The use of word play is based on a well–known song or a metaphor. The sought effect is the creation of a “pseudo–event”and artificial closeness with the reader. The analysed articles can be used in media classes in order to develop students’ critical thinking abilities.
Number of views: 571 Download in PDF
Gender Stereotyping in Fashion Advertising: A Perceptual Analysis of Male Consumers from Pakistan
Media Education (Mediaobrazovanie), 2020, 60(1): 129-143.
Number of views: 552 Download in PDF
10. Vera Merkuryeva, Anna ShadrinaMedia Education (Mediaobrazovanie), 2020, 60(1): 129-143.
Abstract:
This study is aimed at answering the male perception about gender related stereotypes that make up major part of printed fashion advertisements. Carried out on Pakistani men, this paper attempts to fill the research gap related to how gender stereotypes are perceived by men as consumers of printed fashion advertising. In-depth, semi-structured interviews were carried out with Pakistani men who shop for their own clothing. The empirical data was coded manually. The findings revealed a positive attitude of men towards traditional masculine displays in advertisements. Any deviances from the traditional masculine displays were met with negative criticism. The interviewed men also asserted that they did not feel constrained when put into categories of certain social persona or groups. The conclusion implied that classical stereotypical gender roles were deeply embedded in the minds of the interviewees and unless the advertising reproduction of such images is not revised, such mindsets will continue to exist, grow and create difficulties in the transition of the society towards fairness and equality.
This study is aimed at answering the male perception about gender related stereotypes that make up major part of printed fashion advertisements. Carried out on Pakistani men, this paper attempts to fill the research gap related to how gender stereotypes are perceived by men as consumers of printed fashion advertising. In-depth, semi-structured interviews were carried out with Pakistani men who shop for their own clothing. The empirical data was coded manually. The findings revealed a positive attitude of men towards traditional masculine displays in advertisements. Any deviances from the traditional masculine displays were met with negative criticism. The interviewed men also asserted that they did not feel constrained when put into categories of certain social persona or groups. The conclusion implied that classical stereotypical gender roles were deeply embedded in the minds of the interviewees and unless the advertising reproduction of such images is not revised, such mindsets will continue to exist, grow and create difficulties in the transition of the society towards fairness and equality.
Number of views: 552 Download in PDF
Complex Text Analysis of German Fairytale Screen Adaptations (In the Context of Media Education Principles and Objectives)
Media Education (Mediaobrazovanie), 2020, 60(1): 144-153.
Number of views: 669 Download in PDF
11. Andrej Miklosik, Peter Starchon, Nina EvansMedia Education (Mediaobrazovanie), 2020, 60(1): 144-153.
Abstract:
This article provides a detailed and comprehensive review of “King Thrushbeard” screen adaptations shot in 1965 (GDR), 1971 (FRG) and 2008 (FRG). The work with these media texts consists of several types of text analysis: linguistic analysis, hermeneutic analysis of cultural context, aesthetic analysis, semiotic and comparative analysis. The study reveals the methods of expanding the initial form of the fairy tale in the process of its adaptation and the functional role of language elements: vocabulary, stylistic devices, grammatical forms, etc. in accordance with the director’s idea of adaptation. Moreover, the authors highlight certain stylistic and artistic aspects of media texts created in FRG and GDR and carry out analytical work with YouTube comments to the above-mentioned films, which gives abundant material for the analysis of modern German language. The authors of the article, being the followers of the Irkutsk School of Media Education, the main concept of which is to combine media literacy and foreign language teaching in one discipline, actively apply this type of complex text analysis in German language classes at a linguistic university. They believe that such methodological principle of language learning develops the communicative competence of students, helps them to improve their discussion skills, teaches them to summarize, to think in a foreign language, instead of translating their thoughts from their native language into a foreign language.
This article provides a detailed and comprehensive review of “King Thrushbeard” screen adaptations shot in 1965 (GDR), 1971 (FRG) and 2008 (FRG). The work with these media texts consists of several types of text analysis: linguistic analysis, hermeneutic analysis of cultural context, aesthetic analysis, semiotic and comparative analysis. The study reveals the methods of expanding the initial form of the fairy tale in the process of its adaptation and the functional role of language elements: vocabulary, stylistic devices, grammatical forms, etc. in accordance with the director’s idea of adaptation. Moreover, the authors highlight certain stylistic and artistic aspects of media texts created in FRG and GDR and carry out analytical work with YouTube comments to the above-mentioned films, which gives abundant material for the analysis of modern German language. The authors of the article, being the followers of the Irkutsk School of Media Education, the main concept of which is to combine media literacy and foreign language teaching in one discipline, actively apply this type of complex text analysis in German language classes at a linguistic university. They believe that such methodological principle of language learning develops the communicative competence of students, helps them to improve their discussion skills, teaches them to summarize, to think in a foreign language, instead of translating their thoughts from their native language into a foreign language.
Number of views: 669 Download in PDF
Television Advertising in the Multiscreen and Multitasking Age: Does it Work for Millennials?
Media Education (Mediaobrazovanie), 2020, 60(1): 154-165.
Number of views: 575 Download in PDF
12. Valerii Muzykant, Munadhil A. MuqsithMedia Education (Mediaobrazovanie), 2020, 60(1): 154-165.
Abstract:
Advertisers are challenged to respond to changing behaviour of consumers who become more technologically literate and develop patterns to avoid commercials. Millennials, especially, multi-task, use multiple screens to consume content and use technologies to search for information. In this researchfocus groups were conducted with 241 respondents, to study changes in information searches regarding future purchases. Masters’ students were selected as participants for the research and their response to being exposed to television advertising was studied and their information search process was charted. Consequences of the changing behaviour for advertisers include the need to consider search visibility for general and campaign-related keywords as a cornerstone of their communication campaigns. This research contributes to theory by enhancing the existing perception of integrated marketing communication (IMC) with the central role of search visibility in connecting various communication channels. By reflecting on the charted process of active information research, advertisers can make their TV campaigns work for millennial consumers who use online search and various devices in the process following the TV spot consumption.
Advertisers are challenged to respond to changing behaviour of consumers who become more technologically literate and develop patterns to avoid commercials. Millennials, especially, multi-task, use multiple screens to consume content and use technologies to search for information. In this researchfocus groups were conducted with 241 respondents, to study changes in information searches regarding future purchases. Masters’ students were selected as participants for the research and their response to being exposed to television advertising was studied and their information search process was charted. Consequences of the changing behaviour for advertisers include the need to consider search visibility for general and campaign-related keywords as a cornerstone of their communication campaigns. This research contributes to theory by enhancing the existing perception of integrated marketing communication (IMC) with the central role of search visibility in connecting various communication channels. By reflecting on the charted process of active information research, advertisers can make their TV campaigns work for millennial consumers who use online search and various devices in the process following the TV spot consumption.
Number of views: 575 Download in PDF
Media Educational Approach to Climate Change News Agenda in Russia
Media Education (Mediaobrazovanie), 2020, 60(1): 166-177.
Number of views: 620 Download in PDF
13. Olga Pechinkina, Tatiana VeprevaMedia Education (Mediaobrazovanie), 2020, 60(1): 166-177.
Abstract:
Advertisers are challenged to respond to changing behaviour of consumers who become more technologically literate and develop patterns to avoid commercials. Millennials, especially, multi-task, use multiple screens to consume content and use technologies to search for information. In this researchfocus groups were conducted with 241 respondents, to study changes in information searches regarding future purchases. Masters’ students were selected as participants for the research and their response to being exposed to television advertising was studied and their information search process was charted. Consequences of the changing behaviour for advertisers include the need to consider search visibility for general and campaign-related keywords as a cornerstone of their communication campaigns. This research contributes to theory by enhancing the existing perception of integrated marketing communication (IMC) with the central role of search visibility in connecting various communication channels. By reflecting on the charted process of active information research, advertisers can make their TV campaigns work for millennial consumers who use online search and various devices in the process following the TV spot consumption.
Advertisers are challenged to respond to changing behaviour of consumers who become more technologically literate and develop patterns to avoid commercials. Millennials, especially, multi-task, use multiple screens to consume content and use technologies to search for information. In this researchfocus groups were conducted with 241 respondents, to study changes in information searches regarding future purchases. Masters’ students were selected as participants for the research and their response to being exposed to television advertising was studied and their information search process was charted. Consequences of the changing behaviour for advertisers include the need to consider search visibility for general and campaign-related keywords as a cornerstone of their communication campaigns. This research contributes to theory by enhancing the existing perception of integrated marketing communication (IMC) with the central role of search visibility in connecting various communication channels. By reflecting on the charted process of active information research, advertisers can make their TV campaigns work for millennial consumers who use online search and various devices in the process following the TV spot consumption.
Number of views: 620 Download in PDF
The Image of the Teacher of English in Soviet and Post-Soviet Films
Media Education (Mediaobrazovanie), 2020, 60(1): 178-188.
Number of views: 562 Download in PDF
14. Yuri Tunnikov, Marina Maznichenko, Igor Kazakov, Valentina KrylovaMedia Education (Mediaobrazovanie), 2020, 60(1): 178-188.
Abstract:
In the last decades when Russia has entered the process of globalization and internalization we have a wide range of possibilities to travel abroad, to communicate with representatives of other countries and cultures, to collaborate in professional spheres participating in joint projects and events and to gain information, knowledge, and skills wherever published or uploaded. In most cases to succeed in cross-cultural communication or knowledge acquisition, we need English that is considered to be a language of international communication or lingua franca, a language that bridges people. Films play a crucial role in the formation of images as they can raise or damage the prestige of particular professions and create or ruin stereotypes. In recent years there has been considerable interest in studying the image of a teacher in feature films, however, all the researchers have only focused on the teacher image in general. This study is the first to retrace the transformation of English teacher image shown in Soviet and post-Soviet (Russian) films. To achieve the aim the authors use literature review, theoretical analysis and synthesis, descriptive and comparative analyses and historiographical methods. The empirical research is based on the hermeneutical analysis of audiovisual media texts with a particular emphasis on the character analysis. The investigation reveals no significant differences in the transformation of the image between the English teacher and the teacher in general.
In the last decades when Russia has entered the process of globalization and internalization we have a wide range of possibilities to travel abroad, to communicate with representatives of other countries and cultures, to collaborate in professional spheres participating in joint projects and events and to gain information, knowledge, and skills wherever published or uploaded. In most cases to succeed in cross-cultural communication or knowledge acquisition, we need English that is considered to be a language of international communication or lingua franca, a language that bridges people. Films play a crucial role in the formation of images as they can raise or damage the prestige of particular professions and create or ruin stereotypes. In recent years there has been considerable interest in studying the image of a teacher in feature films, however, all the researchers have only focused on the teacher image in general. This study is the first to retrace the transformation of English teacher image shown in Soviet and post-Soviet (Russian) films. To achieve the aim the authors use literature review, theoretical analysis and synthesis, descriptive and comparative analyses and historiographical methods. The empirical research is based on the hermeneutical analysis of audiovisual media texts with a particular emphasis on the character analysis. The investigation reveals no significant differences in the transformation of the image between the English teacher and the teacher in general.
Number of views: 562 Download in PDF
Pedagogical Monitoring of Media Resources: Directions, Objects, Criteria, Situations
Media Education (Mediaobrazovanie), 2020, 60(1): 189-195.
Number of views: 597 Download in PDF
15. Media Education (Mediaobrazovanie), 2020, 60(1): 189-195.
Abstract:
Modern society is characterized by an increase in the volume of media resources available to children, which can have both positive and negative effects on socialization and the development of their personality. Media resources have a high pedagogical potential, but at the same time create strong competition for the teacher, and in case of unproductive use by children, the efforts of teachers are leveled. A problem arises: teachers do not fully utilize the pedagogical potential of media resources, do not select them purposefully, and students often use media resources unproductively.The purpose of this article is to systematically present the range of possible media resources for pedagogical use, the main directions, criteria and situations of their pedagogical monitoring, which will allow teachers to use them more productively in solving problems of training and education. Based on the results of the article, the following conclusions are made: in the current situation, the teacher needs to use a wide range of media resources (social networks, websites and thematic Internet resources, electronic learning tools, open online courses and educational platforms, school media, entertainment media resources).To identify their pedagogical potential and its productive use, teachers needs to carry out their pedagogical monitoring in three areas: monitorthe pedagogical potential of media resources, the possibilities of their use in solving problems of training, education and development; monitorthe effectiveness of the use of media resources by the teacher at the lesson and in extracurricular activities, of their impact on the results of training and education; monitor effectiveness of the use of media resources by students, including for self–education.
Modern society is characterized by an increase in the volume of media resources available to children, which can have both positive and negative effects on socialization and the development of their personality. Media resources have a high pedagogical potential, but at the same time create strong competition for the teacher, and in case of unproductive use by children, the efforts of teachers are leveled. A problem arises: teachers do not fully utilize the pedagogical potential of media resources, do not select them purposefully, and students often use media resources unproductively.The purpose of this article is to systematically present the range of possible media resources for pedagogical use, the main directions, criteria and situations of their pedagogical monitoring, which will allow teachers to use them more productively in solving problems of training and education. Based on the results of the article, the following conclusions are made: in the current situation, the teacher needs to use a wide range of media resources (social networks, websites and thematic Internet resources, electronic learning tools, open online courses and educational platforms, school media, entertainment media resources).To identify their pedagogical potential and its productive use, teachers needs to carry out their pedagogical monitoring in three areas: monitorthe pedagogical potential of media resources, the possibilities of their use in solving problems of training, education and development; monitorthe effectiveness of the use of media resources by the teacher at the lesson and in extracurricular activities, of their impact on the results of training and education; monitor effectiveness of the use of media resources by students, including for self–education.
Number of views: 597 Download in PDF