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Journalism and Media Education-2010. Alexandr Korochensky, Maria Kazak (eds.) Belgorod: BSU Publishing. 2010

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CONTENT

Alexander Korochensky (National Research University BelSU) Devel-

opment of the creative faculty..14

I. REGIONAL AND LOCAL MASS MEDIA:

ISSUES AND SOLUTIONS

Nikolay Buslenko (South Federal University) Legal basis of municipal press

functioning....20

Nadezhda Dvoretskaya (State TV and radio broadcasting company Belgorod) State TV and radio broadcasting company Belgorod and the maintenance of innovative development in

Belgorod region22

Anna Atkina (Public affairs office of Belgorod region governor) Role of youth-focused Belgorod mass media in coverage and solution of youth prob-

lems. ..27

Nina Rukhlenko, Anna Zhilina (National Research University BelSU) Coverage of the year of youth in the regional newspaper Belgorodskiye Izves-

tiya. .33

Nina Rukhlenko, Oksana Besedina (National Research University BelSU) Methods of work with readers letters in the editorial workflow (on

the material of the newspaper Belgorodskiye Izvestiya)..38

Gierula Marian (Silesian University, Katowice; High Humanitarian School, Sosnowiec, Poland) Civil society and mass media on the local level.

View from Poland. 44

II. THEORETICAL AND LEGAL ASPECTS OF JOURNALISM

AND JOURNALISTIC EDUCATION

Alexander Tertychniy (Lomonosov Moscow State University) On the evolu-

tion of system of genres in Russian mass media...51

Tatyana Trishina (National Research University BelSU) On the subject field of sociology of mass media 58

Kamilla Nigmatullina (Saint-Petersburg State University) Language of political values in Russian mass media: analysis of media discourses of the Presi-

dent and the Patriarch62

Lyudmila Sayenkova (Belarus State University, Minsk) Visual features of

audiovisual communication68

Yulia Golodnikova (Taurida Vernadskiy National University) Communicational features of the modern documentary journalism (the case of projects for

the history and culture of the Crimea)..74

Irina Karpenko (National Research University BelSU) On the democ-

ratic potential of newest media..81

Anton Popov, Evgeny Kozhemyakin (National Research University BelSU) Journalist blogging as a new form of professional journalism: a com-

parison to the traditional journalism..89

Svetlana Shatokhina (National Research University BelSU) Building the image of an innovative high school in the federal newspaper (the case of the

newspaper Poisk)94

Ekaterina Ivkina (Esenin Ryazan State University) Regional component in legal

basis of journalism studying (the case of the Ryazan region)..101

Nanuly Kumelashvili (Russian Academy of Public Administration under the President of the Russian Federation, Moscow) Mythologisation of the modern

mans mind and mass-media. .104

Olga Grigorova (National Research University BelSU) Role and functions of Orthodox print media in the system of mass media...110

Lilia Kislaya (Novosibirsk State Pedagogical University) The case of practice in animation films festivals newspaper: means to enrich key journalistic skills112

III. HISTORY OF RUSSIAN JOURNALISM

Elena Gaymanova (Moscow State University of Culture and Arts) Role of

first magazines in the development of Russian journalism for children and youth 118

Anton Gorobets (Moscow Financial Juridical Academy) First Russian juridical press issues in the end of XVIII the first part of XIX century...124

Elena Kolomiytseva (Moscow State University of Culture and Arts) Maga-

zine Cabinet of Aspasia: some features of a literary issue for women127

Mikhail Shinkov (Oryel State University) Two letters. On the social standpoints of A.A. Fet in the beginning of the 80s of the XIX century131

Elena Evdokimova (Novosibirsk State Pedagogical University) Genre system development in the newspaper Ob (1907, Novonikolaevsk)..136

Oksana Korchagina (Luhansk Taras Shevchenko National University, Ukraine) Voroshilovgrad region press (19381956) as a subsystem of the Soviet regional journalism.140

IV. INTERNATIONAL MASS COMMUNICATIONS

IN GLOBALISATION ERA

Antoni Castel (Barcelona Autonomous University (Spain, Catalunya) Im-

age of Africa in the Western press ........146

Miguel S. Amat (Havana University, Cuba) Global image154

Anna Shatskaya (National Research University BelSU) Vladimir Putin a hero or a villain? Media portrait of the Russian leader in the Western mass

media..159

V. FOREIGN JOURNALISM: HISTORY AND MODERNITY

Natalya Basenko (Organization for Greek Language Spread, Athens, Greece) The first Greek newspaper and its publishers.165

Anna Tseslya (Silesian University, Katowice, Poland) Polish journalism in

historical perspective ..171

Patricia Shostok (Silesian University, Katowice, Poland) Methods of voters

impact during the presidential election campaign in Poland in 2010..178

Alexander Zolotykh (Moscow) Italian Prime minister Silvio Berlusconi and mass media: features of interaction...186

Maria Korotitskaya, Elena Radchenko (National Research University BelSU) Peculiarities of the German advertisement market regulation in mod-

ern days196

Evgeniy Osenkov (Voronezh State University) Serbian press about the Inter-

national UN Court decision on the independence of Kosovo.198

Elena Kononova (Belarus State University (Minsk) Preferences of foreign TV-broadcasting in the media market of Belarus..204

Oleg Shevtsov (National Research University BelSU) Pro- Atlantic im-

pacts and Ukrainian newspapers (20042009)...209

Olga Antonova (Ukraine) Coverage of ecological problems in the publicist texts of N. Zhulinskiy. ...215

Natalya Romanova (Kiev National Karpenko-Karoy University of Theatre, Cinema and Television, Ukraine) Affair of Tatyana Yablonskaya Gayane Atayan and its representation in Ukranian mass media. On art piece falsification scandals. 220

.

VI. MEDIA CRITICISM: HISTORY, THEORY, PRACTICE

Konstantin Getmanskiy (Inform Police online, Moscow) Approaches of Henry Menken to the criticism of American journalism in the 1st part of the

XXth century. .........224

Roman Bakanov (Kazan State University) Actual issues of the modern Rus-

sian media criticism. ...230

Viktor Verbkin (Newspaper Oskolskiy Kray, Stariy Oskol) Civil mediacriticism in web resources of Stariy Oskol as a response to informational demands of the local community234

Tatyana Lebedeva (Voronezh State University) Russia newspaper about

the Russian television. 240

Elena Zalevskaya (National Research University BelSU) Critical analysis of modern children television broadcasts (the case of Russian channels Tele-

nyanya and Bibigon). .246

Yulia Markina (Rostov State Economical University) Ideological and cul-

turally educational functions of mass-media...253

Anna Panchenko (National Research University BelSU) Media criticism

in press ombudsmens work...258

Diana Teslenko, Mikhail Prigara (National Research University BelSU)

Civil watch group MediaLens and media mainstream in Great Britain.266

Emilia Khmelenko (National Research University BelSU) Ambivalence

of the Ukrainian media criticism.269

Mike Hoyt (Columbia Journalism Review, USA) Who and why needs

media criticism? .....275

VII. THEORY AND METHODS OF MASS

AND PROFESSIONAL MEDIA EDUCATION

Alexander Fyodorov (Association of Media Pedagogy of Russia) Mass media education: professionals and neophytes286

Anna Onkovich (Institute of High Education, National Academy of Peda-

gogy, Kiev, Ukraine) Development vectors of the modern media education...296

Lidia Gulyuk (National Research University BelSU) On the mass and

professional media competence..302

Elena Muryukina (Taganrog State Pedagogical Institute) Cultivation analysis of professional pedagogical press media. ..307

Viktor Khorolskiy (Voronezh State University) Media education and mission

of aesthetic publicism.310

Margarita Kuzmina (Kirov Institute of Further Training) Role of school TV-studio for pupils media culture development ..313

Tatyana Myasnikova (Orenburg State University) Phenomenon of media and tendencies in media education in Germany318

Irina Chelysheva (Taganrog State Pedagogical Institute) Historical and philosophical problems of transformational processes of representation of media reality. .323

Anna Cherkashina (National Research University BelSU) Discipline Journalistic texts in foreign languages in context of educational and methodical tasks.329

Yana Chirkashina (Saint-Petersburg State University) Mass media education as a tool for critical thinking development in context of information society333

Elena Dovzhenko (Luhansk National Taras Shevchenko University) Educa-

tional resource of press media for children..336

Vera Kravchuk (Institute of publishing and polygraphy, National Technical University of Ukraine Kiev Polytechnic Institute) Periodicals on theory of art as a means of media education (the case of Ukrainian magazines Muzejnyj Pereulok and Fine Art)340

Darya Grigorova (Taganrog State Pedagogical Insitute) Mass culture, mass media and media education.343

VIII. NATIONAL AND CULTURAL ASPECTS OF MASS MEDIA TEXT AND DISCOURSE

Maria Kazak (National Research University BelSU) Intertextual models

of media texts.347

Irina Annenkova (Lomonosov Moscow State University) Media discourse

in neorhetoric focus354

Evgeny Kozhemyakin (National Research University BelSU) New me-

dia as a subject of discourse-analysis362

Marina Cherkasova (Rostov State Transport University) Interpretation of

media event and media image (the case of hate speech)368

Vera Kharchenko (National Research University BelSU) Sentence,

metaphor and narrative in the amazedness essay text374

Natalia Klushina (Lomonosov Moscow State University) Mass culture and

mass media filters...378

Olga Lashchuk (Lomonosov Moscow State University) The term format

in mass mmunication380

Anna Prihodko (Zaporozhye National University, Ukraine) Status of politi-

cal discourse in modern humanitarian approaches..386

Valentina Galich (Luhansk Taras Shevchenko National University,

Ukraine) Column in Ukrainian periodicals: traditions and innovations.389

Lyudmila Ivanova (Luhansk Taras Shevchenko National University,

Ukraine) Intertextual impact of mass information 395

Ekaterina Samotuga (National Research University BelSU) Gender cul-

tural symbolical differentiation in the discourse of glossy magazines399

Yana Yakuba (National Research University BelSU) Diversity of semi-

otic codes in the press discourse..405

Olga Kutsevskaya (Luhansk Taras Shevchenko National University,

Ukraine) Terminological apparatus of authors editing.410

Irina Mikulina (National Research University BelSU) Specifics of

addresser category in conflictogenic communication414

Tatyana Surikova (Lomonosov Moscow State University) Carnaval forms of reflexion of politics in mass media and their communicational and lingvoethical restrictions 420

IX. LANGUAGE AND STYLE OF MASS COMMUNICATION

Andrey Polonskiy (National Research University BelSU) Medialinguis-

tic specificity of the modern Orthodox word..425

Galina Shipitsina, Svetlana Svistelnikova (National Research University

BelSU) Verbal portrait of a newspaper: aspects of studying.439

Elena Kulinich (Luhansk Taras Shevchenko National University, Ukraine) Specificity of television speech in bilingual conditions (the case of Luhansk TV

broadcast)444

Roman Drozdov (Ryazan State University) On main objectives of euphe-

misms use in the modern press450

Svetlana Kryukova (National Research University BelSU) Quatations as

headlines in magazine publications.453

Svetlana Anosova (Derzhavin Tambov State University) Expressional lexi-

con in heading design of the regional press.457

Anna Makhova (National Research University BelSU) Typology of intertextemes by the original text (on the base of Russian newspapers and maga-

zines)462

Natalya Beketova (National Research University BelSU) Innovations in

the newspaper language: canonical and non-canonical models..468

X. ADVERTISING AND PR IN MASS MEDIA

Anastasia Levitskaya, Ilianna Kovalenko (Taganrog Management and Eco-

nomics Institute) Semiotic analysis of advertisement.475

Lyubov Cherkasova (Rostov State Transport University) Semantic paradox:

nflict of meanings (on the material of advertising slogan)..479

Marina Pitinova (National Research University BelSU) The corporate

newspaper: the problem of formation of the organization image486

Dmitry Nechaev, Elena Selivanova (Voronezh State University) The factor of information and PR-presence of socially-focused NGOs in regional informa-

tion field...493

Natalya Manych (Luhansk Taras Shevchenko National University) Trendwatching in the world and in Ukraine. Eco trend in the Ukrainian television

advertising...501

Yulia Voronkina (National Research University BelSU) Ways of mediatisation of luxury goods in terms of world financial and economical crisis507

Lyudmila Movsisyan (National Research University BelSU) Linguistic

and communication features of the Belgorod press advertisement discourse. ..510

Marina Sibireva (RSAU Timiryazev Moscow Agricultural Academy) Lex-

eme world in the nominations of the commercial organizations.514

Marina Pitinova, Natalia Cherkashina (National Research Universit y

BelSU) Television advertising: image features of models..518

Maria Tertychnaya (Lomonosov Moscow State University) Social Internet-advertizing: problems of development522

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The stimulation and the development of creativity of students determinate the strategic trend of professional training at Faculty of Journalism of Belgorod University.

Key words: creativity, professional training, journalism.

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The text contains the authors conseptual draft of the regional law concerning municipal mass media in conditions of local self-government, presented for the discussion and the approval by Rostov regional parliament (Duma).

Key words: municipal mass media, local self-government, legal regulation.

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The base of programming conception of State TV and radio broadcasting company Belgorod, the regional branch of All-Russian State Broadcasting Company, is the combination of national news and regional/local news coverage, with emphasis to innovations in the economy and the social life of Belgorod region.

Key words: State TV and radio broadcasting company Belgorod, Regional broadcasters, innovations.

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There are some mass media oriented to young people in Belgorod region. Generally the regional print and electronic press favors the positive socialization of new generations. But there is lack of systematic analytic coverage of young peoples problems.

Key words: youth, social problem, mass media, broadcasting, press.

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Nowadays mass media play an important role in the process of constructing of positive youth socialization and it also helps to minimize the existing generation divide. The national project The Year of youth attracted the attention of officials to the following range of problems: development of students self-government, teenagers socialization, maintenance of youth economical competence, formation of healthy way of life and ecological education of youngsters.

Key words: youth, basic projects, values, social institution, initiatives.

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Readers letters are one of the most important sources of information, which can be used both while a journalists work at his article and in the process of editorial management and planning. The amount of readers letters directly influences on popularity and authority of the newspaper. journalists ability to work with letters is one of the indicators of his professionalism.

Key words: letter, review, topical page, rubrics, selection of letters, audience.

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The process of building of the civil society from the local perspective requires (as well as its development) new, formalized structures and the activity of the local community. It applies to both individual and collective dimensions. Local mass media form the communicative areas that are essential to create the public discourse. But it should be stressed that the local media existing in Poland only form limited possibilities to exchange opinions and views about local communities reality and relations between citizens and the public authorities. It concerns chiefly the local communication in terms of content.

Key words: local media, communicative areas, civil society, self-government, local authority.

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4. Michalczyk St. Media lokalne w budowie tosamoci lokalnej. Aspekty teoretyczne. W: Prasa Dolnego lska: teoria, tradycja, wspczesno, red. J. Jarowiecki, G. Nie, Wrocaw 2007.

5. Sandurski W. Prawo do wolnoci sowa w pastwach demokratycznych. Pastwo i Prawo 1992, z.10.

6. Wiatr J. (red.). Wadza lokalna w warunkach demokracji. Warszawa 1998.

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The author analyzes the perspective of the journalistic genre system development in Russia. The paper contains the description of the character and the result of interaction between mass media genre systems of Russia and the Western journalism. In addition the author analyzes formation of stereotyped informational demands of audiences of mass media.

Key words: genres system, mass media, Russian journalism, interaction between genre systems of mass media.

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The article discusses the issue of differentiation of subjects of sociological middle level theories of mass media.

Key words: subject of sociological theories, sociology of mass media, sociology of journalism.

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Technical and esthetical features of the screen as a first element of screen culture are being investigated.The authors attention is paid to the possibilities of the new digital technologies which changed screen and forms of consumption. Different forms participant of spectators during screen culture are analyzed.

Key words: screen culture, mass media, technological sphere, digital consumption.

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The article considers communicative characteristics of documentary projects devoted to Crimea. The author points out four groups of films and analyzes the principles of reality representation in each of them.

Key words: documentary films study, history, television, journalism, communicative potential, visual sociology.

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Democratization of mass communication has become an integral trend of modern development. The democratization is held in two main areas: the implementation of the civil rights of everyone to obtain information; providing each member of society to engage in open dialogue with the media, to influence media content and be it generator.

Key words: democratization, media, TV broadcasting, radio broadcasting, ICT, Internet.

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1. McBride, S. et al. Many Voices, One World. Report by the International Commission for the Study of Communication Problems. Paris: UNESCO; London: Rowman & Littlefield Publishers, Inc, USA, 2004.

2. , .. : - . : - . -, 2004.

3. [ ] // . . . : http: // gtmarket. Ru /news/media-advertising-marketing/2008/05/26/1687, .

4. , .. ( ). . , 2003.

5. , .. : ? // . . , 2007.

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7. [ ] // . . . : http: // rumetrika. rambler. Ru review/0/4250?article=4250, . . . .

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The article offers the results of comparison of traditional journalism and its new forms such as blogojournalism. The authors show that the functional, subject, informational, communicational and textual parameters of blogging communication of professional journalists make it possible to be claimed as a specific type of journalistic activity. The key specific feature of new journalist media is the non-discrete nature of their discursive practice.

Key words: blogojournalism, new media, mediadiscourse, discursive practice of journalists.

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The image-creative activity of PR specialists is important in formation the image of an innovative university in the federal edition. The article analyzes image-making texts which were published in 2007 in the newspaper of scientific community "Poisk", covering the implementation of innovative program BSU.

Key words: image-making activity, image media text, media image of innovative university, characterologic trait, innovative education program, newspaper of scientific community.

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The awareness of the legal principles of journalism is the most important part of professional journalistic education. The journalists who work in the regions often encounter imperfection of local mass media legislative system. The media legislation of the Ryazan region is characterized by plenty of deficiencies.

Key words: legislation, right, mass media, students, professional journalistic education.

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1. [ ]: : http://www.freepress.ru/arh/book_2000/070.shtml, 27.07.2010

2. [ ]: : http://ryazanreg.ru/economics/finances/, : 27.07.2010

3. [ ]: : http://www.ruj.ru/pravcenter/reglaw_1comment.html, /, : 27.07.2010

4. [ ]: : http://www.fapmc.ru/support/recipientsofstate/, : 27.07.2010

5. [ ]: : http://www.internet-law.ru/law/smi/index.htm, : 27.07.2010

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In spite of the achievements of modern science in creation of especially technical reality in the world, the man is still attracted by the animated world and feels its divine sense through the mythologization of the reality. The evocative function is a dominating characteristic of the myth which aim is regulation of activity and manipulation of peoples consciousness. To achieve the larger impact on the audience mediaculture borrows some devices of mythology for creating political myths.

Key words: myth, minds, mass media.

, . , . , , , , , . , . ( 1996:40) , . , , . . , , , . . , - . . , . - , : , . , . ( ) . , . , , . -, .

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2. .. , . 2, . .: , 2009 ( ).

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5. . . . .. . .Nota bene 2003

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The article describes the experience of creative practice of journalistic speciality students at Novosibirsk State Pedagogical University in daily-circulation newspaper of the nationwide festival of children's animation films "Firebird". Speaks to the content and design publications, interaction with the leadership and participants of the festival. The author notes the difficulties faced by students, lists the skills which they acquire during the work in the newspaper.

Key words: journalistic education, creative practice, newspaper, nationwide festival.

2004 -. , , , , , , . , , , , .

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67 . ( ) , , , , , . ( , , ) , , , . . ( 2 4 ), , , .

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The first magazines for children and young people have made some contribution to the development of children's press, the formation of its typological characteristics, moral education of children.

Key words: first magazines for children and young people, moral education, typological characteristics

XVIII , . , , , , XIX 16 .

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, --. , .. : , . . , , . , : , (5). , ( Dictionnaire de Chymie). , , . : , , (7). , .

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1. .. (17851917): / . .. . ., 1978.

2. , , . . 1. . 35; 19; 67107.

3. , , . . 3. . 3141.

4. , , . . 4. . 150; 118138; 139141.

5. . . . 1. . 1. . 5; 24; 3940; 8182; 96109; 111121; 132; 141150.

6. . . . 2. . 1. . 125.

7. . . . 3. . 1. . 26; 2747.

XVIII

XIX

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The article describes the first specialized magazines in Russia on legal subjects: Teatr soudovedenia by V.V. Novikov, Yuridicheskie Zapiski by P.G. Redkin, etc.

Key words: specialized editions on legal subjects, magazines, Teatr soudovedenia, Yuridicheskie Zapiski.

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Arisen in the XVIIIth century magazines for women start to develop actively in Russia in the first half of the XIXth century first of all as literary editions. Orientation to a female audience promotes formation of their specific features based on the idea of an all-around development of readers.

Key words: history of journalism, the edition for women, literary magazine.

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The article deals with the analysis of genre system in connection with the content of the third part of the private newspaper The Ob. The publications belonging to informative, analytical and fictional genres are studied in the article.

Key words: genre, newspaper The Ob, Novonikolaevsk.

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The article deals with the formation of regional press in Voroshilovgrad Region in 19381956 years, its quantitative and qualitative characteristics and its audiences scale.

Key words: regional newspapers, periodicals, model, audience.

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Image of Africa created by Western mass media is misrepresented as the result of mental stereotypes and eurocentrism of mass conscience, self-limitation of journalists in their professional work with evident trends to the simplification and the predominant selection of dramatic news. Africa is represented in Western press as the kingdom of violence and chaos.

Key words: Africa, Western mass media, conflicts, culture.

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