نبذة مختصرة : In the article according to the theory of the subject, patterns of the existence and genesis of the subject of “Vogue” and “Harper’s Bazaar” (USA) magazines was analysed, perspective of the emergence of new subjects was established, classification of the current subjects into universal and synthetic was suggested and some regularities of authorial creation of new subjects was examined. The main objective of the study is to identify patterns of existence of actual and formation of new topics in the Means of Mass Communication on the example of “Vogue” and “Harper’s Bazaar” magazines. In studying of the empiric basis of the research the method of observation is applied; in finding common themes for both publications – a comparative method was used. The method of analysis was used in the decomposition of topics into separate topics; in isolation from the features of the topic, uncharacteristic of a journalistic work – abstraction was applied. The elucidation that the subject appears as a formal verbal expression of a set of homogeneous topics was done by applying the method of formalization. The main results of the research are: obtaining the new classification of topics of “Vogue” and “Harper’s Bazaar” magazines; identification of a significant manifestation of universal themes on the pages of publications; establishment of the basic subjective (deontological) bases of formation of new subjects. A theoretical level of their knowledge will enrich science, equip practice, promote individual and world harmony.Key words: theme, subject, problematic, magazine. ; В статті у світлі теоретичних положень, які стосуються тематики, проаналізовано тематику журналів “Vogue” і “Harper’s Bazaar”, встановлено генезу існуючих тематик, запропоновано класифікацію тематик журналів “Vogue” і “Harper’s Bazaar” на синтетичні та універсальні та досліджено деякі закономірності авторського створення нових тем.Ключові слова: тематика; тема; проблематика; журнал.
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