Засоби виразності телевізійно-комунікаційних форм: трансформація під впливом морфологічних змін

The aim of this paper.The paper touches upon the issue of the transformation of means of expression of modern television and communication forms. The study uses the material of Ukrainian television, in the television and communication forms of which the change of means of expression reveals the latest communication potential. The interdisciplinary nature of the object and subject of the study of the issue of transformation of means of expression of modern television and communication forms caused its methodological background. Research methodology. The methodological basis of the study is formed by a combination of theoretical aspects of cultural studies and art criticism, and, accordingly, led to the use of these two main approaches, each of which has its own tools. The necessity of combining these approaches is justified by the specific character of the material under study, the features of the transformation of means of expression in the context of morphological changes in modern television and communication forms. Results. The insight of modern culture is impossible without taking into account its communication potential. The modern culture of Ukraine is not an exception. Modelling the future of European civilization is impossible without the development of emotional intelligence of the individual, collective conscious of each nation, without communication. The technogenic phase of the development of the civilization revealed certain shortcomings of value-semantic systems that produced ideas of violence, inequality, and the like. At the same time, the technological tools that were created in the bosom of civilization during the twentieth century provided an opportunity to unite the diversity of different cultures of the peoples of the European continent, to bring the peoples of Europe closer to each other. Among the technical phenomena generated by the ethnogeny situation, television was the most powerful. Since the second half of the twentieth century, it has become a powerful branch of culture, which influenced and continues to influence the mass consciousness. Under the influence of postmodern and postmodern trends, television morphology is rapidly changing. Changes occur not only at the level of form, but also at other levels: genre and species.Novelty. The author raises the issue of the transformation of means of expression of modern television and communication forms.The practical significance. The main provisions of the study can be used in the further development of the designated theme and practice of television workers, theorists and practitioners of audiovisual art and production.
Розглянуто проблему трансформації засобів виразності сучасних телевізійно-комунікаційних форм. Досліджено матеріал українського телебачення, у телевізійно-комунікаційних формах якого зміна засобів виразності виявляє новітній комунікаційний потенціал. Сформовано методологічну основу дослідження шляхом поєднання теоретичних аспектів культурології та мистецтвознавства, що, відповідно, зумовило використання цих двох основних підходів, кожному з яких притаманний власний інструментарій. Обґрунтовано необхідність поєднання означених підходів специфікою досліджуваного матеріалу, особливостями трансформації засобів виразності в контексті морфологічних змін сучасних телевізійно-комунікаційних форм.