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Chapter 2. MODERN CHILDREN'S ГАЗЕТЫ:КОНЦЕПТУАЛЬНЫЕ

Researchers of the children's press notice MODELS, that changes obshchestvennopoliticheskogo and economic character of the beginning of 1990th have led to new conditions of existence of children's journalism, have predetermined formation, as a matter of fact, new system of children's and youthful mass-media [162].
Social order changes dictated requirement of modernisation of structure of the press, and for this context, underlines V.V. Sheepskin coats, «the traditional classification which was not considering typical updatings of general-political, interbranch, specialised newspapers, has demanded if not revision, conceptual specification» [163 [164].
Professor A. A.Grabelnikov notices, that the domestic information market is filled by foreign children's and teenage editions which feel here very confidently and have the greatest circulations. These editions essentially differ from ours: here it is possible to find much that information which in the Russian magazines considering with the target audience of children and teenagers, was strictly dosed out, - about love, sex, a fashion, pop culture, drugs, places and
3
Ways of entertainments. And she moves is very free: under the pretext of sexual education frankly corrupting materials [165] are sometimes published. It turns out, that today even it is dangerous to children to read many children's editions: alien installations possess destructive force. The basic problem of the children's periodical press today - nevostrebovannost the reader, an inefficiency of the children's newspaper as mass media admits even journalism experts. Aspiring to win the popularity, many modern Russian magazines and newspapers submit the world as a show, in a total stream of the information, forming so-called "clip" thinking where there is no spiritual vertical, and is vizualnoinformatsionnaja a horizontal. It is natural therefore statement of a question on efficiency of such policy.
Efficiency of mass-media can be interpreted differently. It is considered to be the basic indicator of profitability the rating of this or that edition defined first of all in the size of an audience. At the same time the high rating far not always means, that a content of the given edition highly professional and socially significant. An efficiency problem as writes E. P.Prokhorov, it, first of all, a problem of pragmatic adequacy, i.e. calculation of each step of journalistic activity on an end result. In its opinion, in large quantities-information work includes three stages: the first - reflexion of the validity, the second - creation of the text of product, the third - product development аудиторией1. Creation of journalistic product and process of its perception, judgement from a mass audience, change of its social behaviour under the influence of mass-media - such are key problems of efficiency of journalism. Children's newspapers play a huge role in world knowledge, of maintenance of dynamical dialogue, of maintenance of social balance, but at the same time they possess destructive force if become the tool of manipulation with consciousness. It is obvious, that the main criterion of efficiency of children's journalism in general are the changes occurring in consciousness of readers, emotional conditions, strong-willed efforts, in system of knowledge, belief.
Besides, as characteristics of efficiency of the children's newspaper can serve separate [166 [167]
The psychological effects of a mass communication allocated in the literature: utilitarian effect (the permission of various vital problems); prestigious effect (satisfaction from the information,
The supporting purpose and value of social group to which the recipient belongs); effect of strengthening of a position (support in opinion on a question at issue); effect of satisfaction of informative interest; emotional effect (satisfaction from an emotional discharge); aesthetic effect (pleasure of aesthetic enrichment); effect of comfort (satisfaction from psychological comfort) 1. Thus, the concept of efficiency of the children's newspaper of our work is defined by such indicators, as the social importance of a content, strict following legal and to ethical standards, popularisation of priorities of a state policy in the field of education and formation, satisfaction of psychological requirements for world around knowledge, high level of professionalism and skill of employees of children's edition. We are firmly assured, that the children's journalism is the journalism focused on culture, spirituality, on the multipolar world of a civilisation not stopping in the development. Only such journalism promotes successful formation of the person.
Since 1991 there is an active search of new models of development of the children's newspaper. In the Russian newspaper market the circle of the domestic children's newspapers returning an elitism from area of consumption in area of public relations, knowledge today is formed, in the culture and art world that corresponds to traditions of the domestic periodical press for children and is entered in a context of development and maintenance of the Russian children's press. Intensively there is a replacement of the old communicative models focused on ideological installations, by new, dialogue forms of mass information dialogue. In these conditions it is important to use all
^sherkovin J.A.Vozmozhnye attendant effects of mass information processes and J.A.Sherkovin's their socially-psychological importance / / / applied problems of social psychology. - M, 1983. - With. 61-65.
To press possibility as to publicistic and communicative activity first of all in enrichment of spiritual potential of growing up readers, therefore sharply there is a problem of studying of laws of formation typological structures of existing children's newspapers, complex character of their activity and type updating.
Analyzing possible ways of the decision of the designated problems, the author of the dissertation sees four kinds profilizatsii the children's newspaper in which context allocates actual them actual and effective models for the Russian society which occurrence is caused first of all by the concept of an editorial policy, specificity of the shined phenomena, that circle, degree of activity of readers in number creation, forms of work of edition with a children's audience, and the most important thing - a demand and information requirements of readers. Considering psychological characteristics of age of readers, we will designate a place of the given newspaper in system of social relations of the child (tab. 2).
Table 2.
Conceptual models of children's newspapers

Profile
The conceptual
Model
Place in system of social relations of the reader
(An image kommunikatora)
Newspaper example

Enlightenment
The educational
«G the azeta-instructor»
«Pioneer


Journalism

The truth »

Development
The developing
«G the azeta-senior friend»
«Gold


Journalism

Key »,




"Coeval"

Socialisation
Dialogichnaja
«G the azeta-interlocutor»
«Youthful


Journalism

The newspaper »

Recreation
The recreational
"Newspaper-coeval"
"neznajka"


Journalism


The named models - natural result of process of evolution of the children's newspaper as type. The conceptual model is shown through

Profile lines (it is functional-special-purpose designation, problemnotematicheskaja an orientation, type of a reader's audience, an image kommunikatora (newspapers), character of mutual relations and the form of communication with an audience). Each conceptual model "programs" the reader, concretising dominating vectors of reading. We will especially underline, that examples of newspapers were defined with the account listed above efficiency signs, the circulation of the newspaper of essential value had no. In detail profile characteristics of each model are considered in separate paragraphs more low.
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A source: Kapustin Galina Leonidovna. MODERN CHILDREN'S NEWSPAPER AS TYPE of the EDITION. 2014

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