«What for we need art... Here bread is not present, and we write rhymes. But if we do not write rhymes breads never will be, - wrote JU. M.Lotman. - only therefore it, can, and will be, that we not bread uniform live» [1].

In a century of global consumption, scientific and technical opening in a palette of semantic shades it becomes more difficult to distinguish original senses and values. The TV as one of leading mass media plays key kulturoformirujushchuju the role helping the spectator to make a choice in space of offered values of world around by means of the generated reflected reality. According to the sociological research which have been carried out TNS Gallup Media in January, 2012, average time of televiewing (in cities with the population more than hundred thousand persons) grow and makes 5,2 hours (about six hours in the winter and almost five hours in the summer). In larger cities, such as Voronezh, televiewing time also increases. In a countryside where the Internet yet has not received a wide circulation, dependence on TV at times totalna [2]. Besides, in a context of processes of the visualisation peculiar to a vector of development of modern culture, the TV with its specific set of expressive means becomes the basic channel of translation to a society sotsiokulturnyh values.

Transition to market economy and the market as a whole assumes transition to other system of relations, to new components of interaction, defines formation of special culture of communications. Specific laws of market economy are at all unacceptable for some spheres. Everything, that is connected with spiritual development of the person, with huge work can adapt to a market way of existence. Meanwhile, modern products of television culture even more often invest with goods cover.

To keep figurativeness, metaphoricalness and multidimensionality to television cultural-educational programs it is necessary even in media market severe constraints as transformation process sotsiokulturnyh phenomena and media proceeds in conditions tesnejshej interconditionalities. Global changes in giving of screen production, in its form, ways of creation have return influence on cultural phenomena reflected by the screen and demand attentive studying.

Urgency of the present dissertational research

It is dictated by necessity to give the detailed, detailed analysis of the modern approach to use of means of art expressiveness in a television aether. Active transformation

The audiovisual mass-media, marked by many researchers, is in great need in a system estimation. Studying of process of transformation of the form and a format of teleprograms in connection with change sotsiokulturnoj, tehnikotehnologicheskoj, an economic situation of our time is important not only for preservation of creative potential of journalism, but also for society development as a whole. On the one hand, transformation of screen language reflects the general developments of the civilisation which timely understanding is extremely important in aspect of a scientific reflexion. On the other hand, these changes in sphere of media make considerable impact on itself sotsiokulturnyj process that is why they are in great need in an objective and operative scientific estimation. Today, when TV often reproach with an abundance of poor-quality programs when researches confirm force of [3] influences of a screen content on formation of base values and requirements of an audience, it is especially important to reveal key tendencies of development of television language.

Degree of a level of scrutiny of a problem of application of means of expressiveness of the screen in aspect of influence on kulturoformirujushchie processes in a society is insignificant. Under D.B.Dondureja's fair remark, screen senses formed by TV practically are not reflexed neither on scientific, nor at professional level. At the same time, at level of ordinary consciousness they find the increasing importance: «It is impossible to refuse an aether as articles of prime necessity. Under laws of modern culture such step to the psychological plan will be meant, that by the person, as a matter of fact, was switched off from a life. It is possible to tell, in any sense has committed suicide! In 57 cases from everyone 100, entering from street in the habitation, the person first of all includes the TV. Practically as light, heat and water. This gesture usually does not depend on, whether he takes seat during this moment in front of the telescreen or is engaged in another matters.

Improbably dangerously this sphere sew virtual, and us the business universal - human - lives to underestimate »[4]. Nevertheless, a complex estimation of modern expressive television language within the limits of a philological science it was not made.

However separate aspects of a problem investigated by us were exposed to the analysis, and results of such work form reliable base for problem studying. So, questions of creation of a visual image were studied

E. M.Efimovym, K.E.Razlogovym, M.I.Stjufljaevoj, G.V.Kuznetsovym,

V.L.Tsvikom, A.J.Jurovskim [5]. The problem of participation of TV in preservation and formation of cultural norms has made a basis of works of such scientists, as

A. S.Vartanov, V.M.Vilchek, S.A.Muratov, N.T.Froltsova [6 [7] [8]. Such researchers as a whole argued On character of influence of media on culture, as

B. V.Egorov. M.Sapunov, E V.Kozlov, V.L.Sappak, E.S.Sabashnikova. Processes of modern transformation of mass-media studied N. L. G orjunova,


D.B.Dondurej, And. G.Kachkaeva, T. V.Lebedev, And. M.Shesterina. However till now expressive means of the screen were not considered in a complex from positions of their participation in formation of cultural-educational sphere as compilers and founders of senses in a context modern sotsiokulturnyh processes.

Scientific novelty of research consists that attempt of system studying of expressive means for the first time is undertaken

Telepublicism in a context flowing sotsiokulturnyh processes as from a position of their participation in formation of a cultural background of a life of a society, and from a position of influence of the last on transformation of screen language.

The audiovisual content is studied as the potential channel

Distributions of senses and as a field of their formation in the conditions of dynamic changes of various spheres of culture and art - from positions of the present and in a retrospective show. Transformation of expressive means of creation of a screen image is investigated without a separation from character of creative process of the journalist that allows to reveal necessary for the competence of the founder of the television programs raising the general cultural level of an audience. In the given work the comparative analysis of the expressive means applied during the various periods of television evolution is carried out.

The purpose of the present dissertational work consists in complex studying of the modern approach to use hudozhestvennovyrazitelnyh means in programs of a cultural-educational orientation.

The dissertation purpose defines the research problems solved during given scientific work:

1. To investigate tendencies sotsiodinamiki cultures in aspect of their influence on masskommunikatsionnye processes;

2. To concretise a role of mass media as a whole and TV in particular in the course of formation and transformation of cultural values;

3. To characterise modern models and new approaches of telecommunication from a position of participation of media in sotsiokulturnyh processes;

4. To reveal potential of cultural-educational programs in aspect of use of verbal and nonverbal expressive means of the screen;

5. To concretise genre possibilities of participation of audiovisual media in sotsiokulturnom process;

6. To define the most effective in educational aspect expressive means of informing of an audience;

7. To consider the problem transformations professional kompetentsy the modern journalist - the participant sotsiokulturnogo process.

Object of research - system of modern expressive means of telejournalism.

Object of research - a complex of effective remedies of expressiveness in teleprograms of a cultural-educational orientation.

Teoretiko-methodological base of research works of scientists in the field of the journalism theory in whole (have generated JA.N.Zasursky, E.P.Prokhorov, E.E.Pronin, L.G.Svitich, M.I.Stjufljaevoj, V.V. Tulupova,

A.M.Shesterinoj, M.V.Shkondina [9]) and TV theories in particular (G.V.Kuznetsova, S.A.Muratova, V.L.Tsvika, A.JA.Jurovsky). We will especially allocate works of outstanding figures of cinema With. M.Eisenstein, V.Shklovsky, and also N.I.Utilovoj's work [10] and others. In aspect of studying of questions of postmodernist culture we leant against works of such scientists, as Jean Francois Liotar, Jacque Derrida, Richard Rorti, Joseph Margolis, Michel

Foucault [11]. In formation of own representations about system of expressive means of audiovisual product we started with Jean Bodrijjara, Herbert Markuze's concepts and others [12].

In methodological aspect work is based on the system analysis of a television content in a context flowing sotsiokulturnyh processes from positions of the present and in a retrospective show. Research of tendencies of transformation of media language in a context of cultural and social changes, definition of character of influence of media products on the general vector of development of culture has demanded the reference to an istoriko-functional method. In revealing of features of functioning of expressive means in different types of media texts we addressed to a rather-typological method, and in a concrete definition of key problems of quality of a television content in the field of culture - to textual and inductive methods.

The empirical base of research was made, first of all, by documentary films and the cultural-educational programs of the Russian TV which were going on the air since 2000 on present time on television channels "Cultures", "Russia", «the First channel», Internet channel "Rain" and some other. In a retrospective key research leant against the most significant achievements dokumentalistiki the Soviet and Post-Soviet period.

The research hypothesis is based on representation that modern sotsiokulturnye processes demand new forms of expressiveness. The TV undergoes not only evolutionary, but also revolutionary changes. From omnipotence of censorship and aspiration to freedom it passes to a pursuit of a rating, from the standardised work of the operator - to use of nonprofessional records, from news and infotejmentu, from strict installation - to klipovosti. « Remounted »the reality even more often becomes curve distortion of the validity, instead of its citation. The modern screen world - the new isolated reality"designed"under laws of human requirements. The era of domination of idea about the TV reflecting a life as a mirror (let curve), has ended. But, despite revolutionary changes in tehnikotehnologicheskoj to a paradigm of creation of a television content, still actual and irreplaceable there are receptions and methods of the classical approach to giving of documentary programs about culture and art.

Theses (positions) taken out on protection:

1. Interaction of the television message in programs kulturnoprosvetitelskogo sectors with a modern audience now has more chamber character. It is possible to present influence of public on character of the message and its format in the form of the scheme:

Media as the basic resource of distribution of the information plays the leading part in formation of cultural community. Depending on the selected expressive means and from their combination the author defines not

Only a format of a television narration, but also the general feeling of taste of public, and figurative thinking of the spectator. It is possible to speak and about return influence when sotsiokulturnye experts define that it will be interesting to see that it will want to learn to the spectator and in what format it will be more convenient to it to perceive this information «here and now».

2. Expansion of technical possibilities and raznozhanrovyj synthesis of products both within the limits of culture, and on TV, complicate culture division: the standard conditional division of products on elite and mass gets today intermediate variations. There is wider spectrum of "shows" in all spheres of art culture - including screen. The television culture loses screen borders.

3. It is possible to present the basic expressive means of a modern aether as the scheme which components are in tesnejshem interaction:

2. The modern teleprograms of a cultural-educational orientation calculated on different channels of translation, become more difficult under the form, but is easier under the maintenance. A visual component of teleprograms (the shot, the plan, a foreshortening, colour, light, prospect) occupies predominating position. A principal cause - the technical "complication" of the program embodied in possibilities of nonlinear installation which provides development of new experimental forms as on air, and on network resources. Strongly pronounced process of formatting of programs of cultural-educational sector of TV is marked.

3. One of the brightest tendencies of formatting of television projects today - igrorealizatsija as a basis of formation of screen language. Game assumes teleprogram approach to public, that in turn gives rise not to passive contemplation, and involving of the spectator in process.

The theoretical importance of work consists that its results can be used in scientific and teaching activity in the field of culture and media. The received conclusions can be applied to forecasting of the further development of television programs of a cultural-educational orientation, and also for an estimation of participation of mass-media in sotsiokulturnom process. Results of research give the chance to use its conclusions for the analysis of the modern approach to journalistic practice of regional and central television channels.

The practical importance of work consists that it gives the chance to apply the received results as in teaching activity during carrying out of employment on disciplines of a television cycle and is wider - publicism theories, - and in practical activities of the journalist taking up questions of culture and estimating the work from positions of the significant contribution to development of a society. The system of expressive means of the modern screen offered in work allows to form the audiovisual content most approached to problems of cultural-educational sector of TV taking into account concrete conditions of manufacture.

Realisation of results of work. Results of the given work are used in proceedings and educational process of the Voronezh state university. At faculty of journalism VGU curriculums «the Technique and technology of TV», «the Scenario on TV and radio», «teledirection Bases» on profile "teledokumentalistika" at faculty of journalism VGU are developed; a training course «Technics and technology of video advertising» for SPO "Advertising" at faculty of journalism of the Voronezh state university. Results of research have found active application in educational process at faculty of journalism VGU.

Work approbation. Dissertation substantive provisions were proved at following conferences: the All-Russia scientifically-practical conference of "a mass communication Problem» (Voronezh, October, 2009-2013); the All-Russia scientifically-practical conference «mass communication Problems: new approaches» (Voronezh, May, 2009-2013);

The international scientifically-practical conference «Journalism in communicative culture of the present: new journalists for new media» (Novosibirsk, 2012); the International youth scientific forum "Lomonosov-2011" (Moscow, 2011); the International scientifically-practical conference «Journalism in 2010: mass-media in public sphere» (Moscow, 7-9 fevr. 2011); the International scientifically-practical conference

«Journalism in 2011. Values of a modern society and mass media» (Moscow, on February, 6-8th, 2012); International nauchnoprakticheskoj conferences «Journalism in 2012: social mission and a trade» (Moscow, on February, 9-11th, 2013); Traditional scientifically

Practical conference «Mass media in the modern world» (St.-Petersburg, 2010); conferences «mass-media in the modern world. Young researchers» (St.-Petersburg, March 2013); the International conference «Mass media in the modern world. The Petersburg readings» (St.-Petersburg, 2011-2013гг).

On a theme of dissertational research 30 works are published, from them 4 articles are published in the editions recommended by list VAK for master's theses, theses of reports - 28, 2 - in the co-authorship from shares of the author of 50 %, scientific articles in other Russian collections - 3.

Many positions of research were applied in practical activities at creation of a television content to television channels of of Voronezh and the Voronezh area.

Necessity of achievement of a research objective and the decision of tasks in view has caused structural construction of work. It consists of the introduction, two basic sections including nine paragraphs, the conclusions and the list of the used literature.

In Introduction the urgency, degree of a level of scrutiny of a theme, its theoretical and practical importance, novelty are proved, the purposes and research problems are stated, the object and a subject, empirical and teoretikometodologicheskaja base is concretised, the positions which are taken out on protection, and also character of approbation of results of research are stated.

Work chapter 1 «to Feature of a modern media field in sotsiokulturnom aspect» is devoted theoretical researches in the field of modern culture and to influence of TV on transformation and formation of cultural values. In the first section «Teoretikofilosofsky aspects sotsiodinamiki cultures» are noted characteristics of a present epoch, the key vectors of its development reflected in the maintenance of modern teleprograms. In the second section «Audiovisual mass-media in a mass culture context» increasing value of screen arts as compilers of cultural senses is marked. In the third section «TV as a phenomenon of popularisation of cultural values» features of a modern media content, a TV place in the general cultural process are analyzed, transformation, change of social stereotypes owing to telecommunication influence, and also displacement aksiologicheskih aspects in programs of cultural-educational character is studied.

The theme of the modern language of a television narration in programs of a cultural-educational direction has found the reflexion in the second chapter of the given work «Verbal and nonverbal expressive means of a television narration in programs of a cultural-educational orientation». In this chapter the means of art expressiveness which are today most demanded on the screen are analysed. The special attention is given their influence on kulturoformirujushchie teleprogram problems. In the first section of the head «the Problem of quality of a television content in the field of culture» is considered a question of a demand of programs of cultural-educational subjects, aspects of spectator interest are studied. In the second section «Genre palette of programs of a cultural-educational orientation» we mark changes in the approach to formation of the author's screen product, the developments of culture connected with the general vector. In the third part of the second chapter «Verbal means of art expressiveness» the question on is investigated what verbal means are applied by authors in a modern teleether of programs of a cultural-educational orientation how by means of these means authors create complete dokumentalnohudozhestvennyj an image. In the fourth part «Tehniko-technological break in work of the TV reporter» is concretised influence of modern lines of manufacture of audiovisual mass-media on the maintenance and the telecontent form.

In the conclusion researches are summed up.

The list of the used literature contains 268 monographies, articles, theses of scientific conferences and the Internet of sources.

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More on topic INTRODUCTION:

  1. in introduction
  4. 10.1. Introduction
  6. approbation and introduction of results.
  7. Introduction
  8. Introduction
  11. Introduction
  12. Introduction