EE?ANUeEEE OI?AA?NEOAO ?iai? OA?ANA OAA*AIEA

Ia i?aaao ?oeiieno

OAeE 802 3:002

OA?*AIEI Ieaa Aaeaioeiiae/

INIAEEAINO? ?ICAEOEO NO*ANII? AEO?IAE?NONUeEI? OA?I?IIEIA?? AIAE?ENUeEI?
IIAE (1960-1990-? ?iee)

Niaoe?aeuei?noue 10.02.04 — aa?iainuee? iiae

A A O I ? A O A ? A O

aeena?oaoe?? ia caeiaoooy iaoeiaiai nooiaiy

eaiaeeaeaoa o?eieia?/ieo iaoe

Ee?a — 1999

Ii?e ae?oaeei?, Oa?/aiei Ienai? Ieeiea?ai?, i?enay/o?oueny

Aeena?oaoe??th ? ?oeiien

?iaioa aeeiiaia a Ee?anueeiio oi?aa?neoao? ?iai? Oa?ana Oaa/aiea ia
eaoaae?? aiae?enueei? o?eieia??

Iaoeiaee ea??aiee — aeieoi? o?eieia?/ieo iaoe, i?ioani? EA?AAAI Ay/aneaa
?aaiiae/, caa?aeoaa/ eaoaae?e oai??? oa i?aeoeee ia?aeeaaeo aa?iainueeeo
iia Ee?anueeiai oi?aa?neoaoo ?iai? Oa?ana Oaa/aiea

Io?oe?ei? iiiiaioe — aeieoi? o?eieia?/ieo iaoe, i?ioani? IIAEUe*AIEI
Ea?ena Oaaei??aia, Ee?anueeee aea?aeaaiee e?iaa?noe/iee oi?aa?neoao,
eaoaae?a i?aeoeee aiae?enueei? iiae

eaiaeeaeao o?eieia?/ieo iaoe, aeioeaio A??E?OAN ??eia Aieiaeeie??aia,
Ee?anueeee ?inoeooo aeiiii?ee, oi?aae?iiy oa ainiiaea?/iai i?aaa,
caa?aeoaa/ eaoaae?e iiaieo aeenoeeie?i

I?ia?aeia onoaiiaa — *a?i?aaoeueeee aea?aeaaiee oi?aa?neoao

?i.Oaaeueeiae/a

Caoeno a?aeaoaeaoueny ’’_27__’’o?aaiy 1999 ?ieo i 10 aiaeei? ia
can?aeaii? niaoe?ae?ciaaii? a/aii? ?aaee Ae 26.001.11 a Ee?anueeiio
oi?aa?neoao? ?iai? Oa?ana Oaa/aiea (i. Ee?a, aoeuea. Oa?ana Oaa/aiea,
14)

C aeena?oaoe??th iiaeia iciaeiieoeny a Iaoeia?e a?ae?ioaoe?
Ee?anueeiai oi?aa?neoaoo ?iai? Oa?ana Oaa/aiea (i. Ee?a, aoe.
Aieiaeeie?nueea, 58, e?i.10)

Aaoi?aoa?ao ?ic?neaiee ’’___’’ea?oiy1999 ?ieo

A/aiee nae?aoa?

niaoe?ae?ciaaii? a/aii? ?aaee

aeieoi? o?eieia?/ieo iaoe
A.Ae.A?eiaa

CAAAEUeIA OA?AEOA?ENOEEA ?IAIOE

?icaeoie cania?a ianiai? ?ioi?iaoe??, ui i?eiaaea? ia 1960-90-? ?iee OO
noie?ooy, i?eca?a aei iiyae cia/iiai eaene/iiai oa?o, yeee aei
nueiaiaei? caeeoa?oueny i?aeoe/ii ia aeine?aeaeaiei. Aaaeeeao oai?aoe/io
? i?aeoe/io i?iaeaio ye aeey e?iaa?no?a, oae ? aeey ia?aeeaaea/?a
noaiiaeoue iiyaa aaeeei? e?eueeino? aiaeiiiaieo oa?i?i?a o caniaao
ianiai? ?ioi?iaoe?? (CI?), neeaaeiaith /anoeiith yei? ? aeo?iae?nonueea
oa?i?iieia?y, ui ia ciaeoea aeinoaoiueiai oa?i?iieia?/iiai ioi?ieaiiy
a oe?a?inuee?e iia?.

Ae?aciith iniaeea?noth 1990-o ?ie?a ? oa, ui naia a oeae /an
c’yaeythoueny ia?o? oa?i?iieia?/i? neiaieee CI? NOA oa Aaeeeia?eoai??. O
1992 ?ioe? aoei aeaeaii “Mass Media Dictionary”[1], a a 1996-io — ae?oaa
aeaeaiiy neiaieea “Dictionary of Media and Communication” [2]. Aia?oa
neiaiee ’’Dictionary of Media and Communication’’ iiaa/ea na?o o
1990 ?ioe? [3].

?c cia/iith /anoeith oiiaiino? ia?oith ni?iaith nenoaiaoecoaaoe
aeo?iae?nonueeo oa?i?iieia?th ye neeaaeiao /anoeio oa?i?iieia?? CI? a
Oe?a?i? iiaeia iacaaoe «Aiae?enueei-oe?a?inueeee neiaiee
aeo?iae?nonueeeo oa?i?i?a»(1993 ?.) [4]. Oea ia?aaaaeii iaaaeaea ni?iaa,
ine?eueee cacia/aiee neiaiee «ioiieth? iaeoaeeaai?oo
noni?eueii-iie?oe/io, a?enueeiao, aeiiii?/io oa th?eaee/io eaeneee» [4],
a inoaiiy, aacia?a/ii, ia ia? a?aeiioaiiy aei aeo?iae?nonueei?
oa?i?iieia??. A 1997 ?ioe? c`yaeany «Aiaei-?onneee neiaa?ue ii ?aeeaia e
ia?eaoeiao» [5]. O iueiio aaea iiaeia cono??oe iacia/io e?euee?noue
oa?i?i?a CI?, aea, c?icoi?ei, a?i ia ioiieth? e iaei? /anoee an???
aeo?iae?nonueei? oa?i?iinenoaie aiae?enueei? iiae.

Uiaei ia?oeo aia?eeainueeeo neiaiee?a, i?enay/aieo oa?i?iieia?? CI?, oi
i?e anueiio ?oiueiio aaeeeiio eaene/iiio iaoa??ae?, aiie aeaeaei ia
ioiieththoue oa?i?iieia?th ?icaeoeo aeo?iae?noeee, ui iiaeia aaaaeaoe
?noioiith aaaeith oeeo neiaiee?a.

___________________________

R.Terry Ellmore Mass Media Dictionary National Textbook Company
Lincolnnood Illinois USA. — 1992. -550pp.

R.Weiner. Webster’s Dictionary of Media and Communication.
Webster’s New Wold Macmillan, New York. — 1996. — 650pp.

R.Weiner. Webster’s Dictionary of Media and Communication.
Webster’s New Wold Macmilan, New York. — 1990. — 550pp.

I?aeeocueea ?. Aiae?enueei-oe?a?inueeee neiaiee aeo?iae?nonueeeo
oa?i?i?a. Ee?a. — 1993. — 201n.

Aia?ia A.A. Aiaei-?onneee neiaa?ue ii ?aeeaia e ia?eaoeiao. ?onni,
I. — 1997. — 550n.

O na?oe? aeuacacia/aiiai aeooaeuei?noue aeaii? i?aoe? iieyaa? a
i?iaaaeaii? oe?ieiai aeieeaaeiiai aeine?aeaeaiiy no/anii? aiae?enueei?
aeo?iae?nonueei? oa?i?iieia??, o ia?oo /a?ao a ieai? yeiiiaa iiai?oiai
?? iieno ? aeyaeaiiy iniiaieo /eiiee?a ?icaeoeo a inoaii? aeanyoe??//y.

Ia`?eoii aeine?aeaeaiiy ? aeo?iae?nonuee? oa?i?ie, ui aoee noai?ai? a
1960-90-? ?iee ? io?eiaee oa?i?iieia?/ia ioi?ieaiiy o oeae ia??iae.
I?aaeiaoii aeena?oaoe?eiiai aeine?aeaeaiiy aenooiathoue nenoaii?,
oa?i?iioai?/?, naiaioe/i?, aaiethoe?ei? aniaeoe oa ia?aiao?e no/anii?
aiae?enueei? oa?i?iinenoaie aeo?iae?noeee.

Aieiaia iaoa aeena?oaoe?? iieyaa? o eeaneo?eaoe?? aeo?iae?nonueei?
oa?i?iieia?? o ca’yceo c iiaieie oa iicaiiaieie aniaeoaie ? /eiieeaie ??
?icaeoeo oa aeine?aeaeaiiy oaiaeaioe?e ?icaeoeo iia?oiuei?
aeo?iae?nonueei? oa?i?iieia??. O a?aeiia?aeiino? c iaoith ae??oothoueny
oae? caaaeaiiy:

— aecia/athoueny oae? “aeo?iae?nonueeee oa?i?i”, “ciai?oiy oa aioo??oiy
eaeneea CI?”, “oa?i?iieia?y CI?”;

— cae?enith?oueny eeaneo?eaoe?y aeo?iae?nonueei? oa?i?iieia?? ?
aeo?iae?nonueei? eaeneee;

— iiaeaeth?oueny naiaioe/ia iiea iiiyooy ’’CI?’’, aecia/a?oueny eiai
aeaii??i?noue;

— anoaiiaeththoueny oa oa?aeoa?ecothoueny aieiai? iiai? oa
iicaiiai? /eiieee ?icaeoeo iiai? aeo?iae?nonueei? oa?i?iieia??;

— aeine?aeaeothoueny iniiai? i?iaeoeoeai? oa aeoeai? niiniae oai?aiiy
iia?oiuei? aeo?iae?nonueei? oa?i?iieia??;

— aeyaeythoueny naiaioe/i? oa neioaene/i? aniaeoe ?icaeoeo
aeo?iae?nonueei? oa?i?iieia?? a no/aniee ia??iae;

— aeine?aeaeo?oueny i?ioean aeaoa?ei?ecaoe?? aeo?iae?nonueei?
oa?i?iieia?? oa i?ioean i?iieeiaiiy o?acaieia?ci?a o neeaae iia?oiuei?
aeo?iae?nonueei? oa?i?iieia??.

O e?iaa?noe/i?e e?oa?aoo?? oa a oeoia/ieo aioeeeeiiaaee/ieo neiaieeao ia
aea?oueny aecia/aiiy oaeeo iiiyoue, ye «aeo?iae?nonueeee oa?i?i» aai
«oa?i?i CI?» ? a?aenooiy eeaneo?eaoe?y eaene/ieo iaeeieoeue, ui
iio?aieythoue i?ae oe? iiiyooy. Iiaecia i?aoe? iieyaa? a oiio, ui a i?e
oia?oa iiaea?oueny oe?ieee iien iia?oiuei? aiaeiiiaii? aeo?iae?nonueei?
oa?i?iieia??, aeyaeythoueny aieiai? /eiieee ?? ?icaeoeo oa aaiaeeoueny
a iaoeiaee ia?a cia/ia e?euee?noue aeo?iae?nonueeeo oa?i?i?a.

Ia caoeno aeiinyoueny iieiaeaiiy:

1. No/ania aeo?iae?nonueea oa?i?iieia?y ia? a nai?io neeaae? a?oie
oa?i?i?a: a) oa?i?ie aeo?iae?nonueeeo oai??e ? eiioeaioe?e; a)
i?ioan?ei? oa?i?ie, ui oa?aeoa?ecothoue ??ci? aniaeoe i?ioan?eii?
ae?yeueiino? aeo?iae?no?a, o oiio /ene? e i?ioan?iiae?cie; a) /anoeia
iaoeiai-oaoi?/ieo oa?i?i?a, caiice/aieo c aaeocae iaoee ? oaoi?ee, ui
aaeeaathoueny a iianyeaeaii?e ae?yeueiino? aeo?iae?no?a, aeeth/ath/e e
a?aeiia?aeio iiiaieeaoo?o.

2. Aeii?ioth/ee oa?aeoa? aieeao ia ?icaeoie no/anii? aeo?iae?nonueei?
oa?i?iieia?? iathoue oae? iicaiiai? /eiieee: oai?aoe/iee ?icaeoie
aeo?iae?nonueeeo eiioeaioe?e, ?icaeoie iaoee ? oaoi?ee, cie?aia
oaoi?/ieo cania?a ?ioi?iaoe??, aieea no/anieo ?ioi?iaoe?eieo,
i?iiaaaiaeenonueeeo oa ineoieia?/ieo oai??e.

3. O aeine?aeaeoaaiee ia??iae a?aeaoaa?oueny aeeoa?aioe?aoe?y no?oeoo?
aeo?iae?nonueeeo oa?i?i?a oa ?o oneeaaeiaiiy oeyoii ia?aoiaeo a?ae iaeii
oa aeaieiiiiiaioieo oa?i?i?a aei aeaieiiiiiaioieo, o?eeiiiiiaioieo oa
/ioe?eeiiiiiaioieo neeaaeieo oa?i?i?a.

4. A cacia/aiee ia??iae niinoa??aa?oueny i?iieeiaiiy aeaieiiiiiaioieo
oa?i?i?a — o?acaieia?ci?a aei neeaaeo aeo?iae?nonueei? oa?i?iieia??,
ui ? iaoa?aeoa?iei aeey oa?i?iinenoai.

5. Iaei??th ?c ?noioieo oaiaeaioe?e ?icaeoeo aiae?enueei?
aeo?iae?nonueei? oa?i?iieia?? a 60-90-? ?iee ? i?ioean aeaoa?ei?ecaoe??,
ui ? iane?aeeii aieeao aioo??oiueie?iaa?noe/ieo oa iicaiiaieo /eiiee?a
?icaeoeo oa?i?iinenoaie aeo?iae?noeee.

6. Naiaioe/ia iiea iiiyooy ’’CI?’’ (mass media), ui aaco?oueny ia
ia?ii?i?/ieo oa naiaioe/ieo ca’yceao, a iniia? yeeo eaaeaoue eia?/i?
ca’ycee (/anoeia — oe?ea oa eii?aeeiaoe??), ia? aeaii??iee oa?aeoa?.

7. Oae? iiaeae? oa?i?iioai?aiiy a aiaeiiiai?e aeo?iae?noeoe?, ye
ooai?aiiy neeaaeieo oa?i?i?a c 2-3 ne?a, oa?i?i?a-caiice/aiue ?c
caaaeueiiaaeeaaii? eaeneee, o?aciaeo ae??ne?a oa ?o eiiaa?n?eieo
aa??aio?a, neiainoyaiaiiy oa aa?aa?aoe?y iathoue i?iaeoeoeaiee oa?aeoa?,
a ao?enaoe?y a oai?aii? iiaeo aeo?iae?nonueeeo oa?i?i?a a inoaii? o?e
aeanyoe??//y ia? ?aa?aneaiee oa?aeoa?.

8. Aiioeaiaai?noue aiae?enueei? aeo?iae?nonueei? oa?i?iieia??
ciaioo?oueny /a?ac iayai?noue cia/ii? e?eueeino? oa?i?i?a-aa?aa?aoo?,
ca?eueoo?oueny oa?i?iaie — eiiaa?n?eieie aa??aioaie o?aciaeo ae??ne?a
(EAOAe), oa?i?iaie — eaeneeae?ciaaieie neioaene/ieie no?oeoo?aie (ENN),
aiae?i?eciaaieie oa?i?iaie.

9. O ?acoeueoao? i?ioeano naaiaioaoe?? iiiyoue o neeaae?
aeo?iae?nonueei? oa?i?iieia?? niinoa??aa?oueny iiyaa oa?i?i?a —
?ao?ii?i?a.

Oai?aoe/ia cia/aiiy ?acoeueoao?a i?aoe? iieyaa? a oiio, ui aiia
noaiiaeoue iaaiee aianie o ?icaeoie aiaeiiiaiiai oa?i?iiciaanoaa ?
oaeiai aaaeeeaiai aniaeoo caaaeueiiai oa?i?iiciaanoaa, ye aaiethoe?y
oa?i?iinenoai o no/aniee ia??iae. Aiie aeiaeaoeiai oa?aeoa?ecothoue
iiai? e iicaiiai? /eiieee, ooi/iththoue iniiai? e?iaa?noe/i?
oa?aeoa?enoeee aiae?enueei? aeo?iae?nonueei? oa?i?iieia??. O
aeine?aeaeaii? aecia/aii oeyoe, niiniae oa caeiiii??iino?
i?aeaaeocaai? aca?iiae?? aiae?enueei? oa?i?iieia?? ? iniaeeaino?
oi?ioaaiiy oa neeaaeo iia?oiuei? aiae?enueei? aeo?iae?nonueei?
oa?i?iieia??.

Aeena?oaoe?y ia? i?aeoe/io oe?ii?noue aeey aeeeaaeaiiy oaeeo ii?iaoeaieo
eo?n?a no/anii? aiae?enueei? iiae o aeueo iaa/aeueieo caeeaaeao, ye
eaeneeieia?y (?icae?ee “Oa?i?iieia?y”, “Neiaioa??”, “?icaeoie eaene/ii?
nenoaie”, ’’Eaeneeia?ao?y’’) oa ?noi??y aiae?enueei? iiae (“?icaeoie
eaene/ii? nenoaie aiae?enueei? iiae ia no/aniiio aoai?”), eo?n c
i?aeoeee aiae?enueei? iiae aeey nooaeaio?a aeo?iae?nonueeeo
niaoe?aeueiinoae, a oaeiae niaoeeo?n?a oa niaoenai?ia??a c
iaeiiiiaii? oa aeaiiiaii? eaeneeia?ao?e. ?acoeueoaoe aeine?aeaeaiiy
iiaeooue aooe ei?enieie aeey aeo?iae?no?a oai?aoee?a ?
i?aeoee?a. Aei aeena?oaoe?? aeiaea?oueny aiaei-oe?a?inueeee neiaiee
iia?oi?o oa?i?i?a, yeee iiaeooue aeei?enoiaoaaoe nooaeaioe, ia?aeeaaea/?
oa aeo?iae?noe.

Iaoa??aeii aeine?aeaeaiiy neoaoaaee niaoe?aeuei? oa?i?iieia?/i?
neiaieee, ia?ae?/ai? aeua, a oaeiae cia/iee ianya niaoe?ae?ciaaii?
e?oa?aoo?e (85 aiaeiiiaieo eiea oa aeo?iae?a — 10 oeny/ noi??iie),
i?enay/aii? i?iaeaiai aeo?iae?noeee.

Ai?iaaoe?y aeena?oaoe?? oa ioae?eaoe??. Iniiai? iieiaeaiiy
iaaiai?thaaeeny ia eaoaae?? aiae?enueei? o?eieia?? Ee?anueeiai
oi?aa?neoaoo ?iai? Oa?ana Oaa/aiea oa ia eiioa?aioe?yo
i?ioani?nueei-aeeeaaeaoeueeiai neeaaeo oeueiai oi?aa?neoaoo a 1997-1998
?ieao. Ca oaiith aeena?oaoe?? iioae?eiaaii 5 noaoae, ia?ae?e yeeo
iiaea?oueny a aaoi?aoa?ao?. I?iaiaeeeeny eiinoeueoaoe?? c a?o/eciyieie
? caei?aeiiieie oao?aoeyie CI?.

Ianya oa no?oeoo?a aeena?oaoe??. I?aoey neeaaea?oueny c? anooio,
/ioe?ueio ?icae?e?a, nieneo aeei?enoaieo aeaea?ae ? aeiaeaoeo ?c
aiaei-oe?a?inueeei neiaieeii aeo?iae?nonueeeo oa?i?i?a ia 1550
iaeeieoeue, 12 oaaeeoeue, ui aeeth/ai? aaciina?aaeiuei a oaeno. Iiaiee
ianya aeena?oaoe?? neeaaea? 152 noi??iee, aeiaeaoie — 69 noi??iie.

INIIAIEE CI?NO.

O anooi? oi?ioeth?oueny iaoa, aecia/athoueny ia’?eo ? i?aaeiao
aeena?oaoe?eiiai aeine?aeaeaiiy, eiai aeooaeuei?noue, iaoeiaa iiaecia,
oai?aoe/ia ? i?aeoe/ia cia/aiiy, iiaeathoueny iniiai? iieiaeaiiy, ui
aeiinyoueny ia caoeno oa iaa?oioiao?oueny no?oeoo?a aeena?oaoe??.

O ia?oiio ?icae?e? aea?oueny aecia/aiiy aeo?iae?nonueeiai oa?i?io,
aeie?aieththoueny oa oa?aeoa?ecothoueny iniiai? aoaie ?icaeoeo
aiae?enueei? aeo?iae?nonueei? oa?i?iieia?? ? aecia/athoueny oaiaeaioe??
?? ?icaeoeo.

I?e aecia/aii? iiiyooy aeo?iae?nonueeiai oa?i?io ne?ae ?ic??ciyoe
ciai?oi? oa aioo??oi? aeo?iae?nonuee? oa?i?ie. Ciai?oi? neeaaeathoue
a?oio oa?i?i?a, aeaoa?i?iieia?ciaaieo aeey ianaeaiiy, ye? c?icoi?e?
ia?an?/iei a?iiaaeyiai, /iai ia iiaeia neacaoe i?i aioo??oi?.
Eaeneea CI? ?iciiae?ey?oueny ia eaeneeo i?iaeoeoe?? CI? oa i?ioan?eio
eaeneeo oao?aoe?a CI?. ?c i?ioan?eii? eaeneee aeo?iae?no?a aeae?ey?oueny
aeo?iae?nonueea oa?i?iieia?y, ui ioiieth? oa?i?ie ?aae?iaeo?iae?noeee,
oaeaaeo?iae?noeee, ae?oeiaaii? aeo?iae?noeee, e?iiaeieoiaioae?noeee,
no/anieo cania?a oaeaeiioi?eaoe?eiiai ca`yceo, ?aeeaiii? ni?aae oa
?inoeoooe?e a?iiaaenueeeo ca`yce?a (public relations). Uiaei ?aeeaiieo
aaaionoa oa i?aai?caoe?e a?iiaaenueeeo ca`yce?a, ne?ae cacia/eoe, ui
aiie iaaaeye aieeaathoue ia ?icaeoie aeo?iae?nonueei? oa?i?iieia??.
AEo?iae?nonuee? oa?i?ie — oea neiaa ? ae?ace, ye? aaeaeaaoii
a?aeaeaathoue iiiyooy i?ioan?eii?, oaoi?/ii? oa iaoeiai-oai?aoe/ii?
ae?yeueiino? oao?aoe?a CI?, aeeiiothoue nooi iii?iaoeaio ooieoe?th,
aeei?enoiaothoueny a iaoa??aeao CI?, oai?aoe/ieo aeo?iae?nonueeeo
aeine?aeaeaiiyo, iianyeaeaii?e i?ioan?ei?e ae?yeueiino? aeo?iae?no?a ?
noai?ththoue ?aeeio oa?i?iinenoaio. O neeaae? aeo?iae?nonueei?
oa?i?iieia?? aeae?ey?oueny a?oia oa?i?i?a aea?aiiiiai oa neaiaiaiai
iioiaeaeaiiy, ye? iacaaii aiae?i?eciaaieie ? ye? a?aeiinyoueny aei
oa?i?i?a ine?eueee, aiie cao?eniaai? a aiae?enueeeo oa
aia?eeainueeeo neiaieeao ? i?ae?o/ieeao c aeo?iae?noeee ye
oa?i?ie.

Aei aeo?iae?nonueei? oa?i?iieia?? iaeaaeaoue: 1) oa?i?ie
aeo?iae?nonueeeo oai??e ? eiioeaioe?e (gatekeeper model —
aaeoe?ia??anueea iiaeaeue eiioi?eaoe??, issue framing — ia?aieaiiy
iia?aeiieaiiy, salience cuing — ?aeue?oia ni?yioaaiiy); 2)
iaoeiai-oaoi?/i? oa?i?ie, ui aaeeaathoueny aeo?iae?noaie a iianyeaeaii?e
?iaio?, aei neeaaeo yeeo aoiaeeoue /anoeia iiiaieeaoo?e (desktop
publishing — iano?eueia aeaeaaie/a nenoaia, HDTV(high definition
television) — oaeaaa/aiiy aeniei? /?oeino?, headend equipment —
iaeaaeiaiiy, ui ii?aoeueiao? oaeaneaiaee eaaaeueii? nenoaie, e-mail —
aeaeo?iiia iiooa; 3) i?ioan?ei? oa?i?ie, ui iicia/athoue ??ci? aniaeoe
i?ioan?eii? ae?yeueiino? aeo?iae?no?a confrontainment (confrontational
entertainment — oaeaoio, ui oa?aeoa?eco?oueny aa?aneaiei noaaeaiiyi aei
oeo, o eiai aa?ooue ?ioa?a’th),

sitcom — (neooaoeaia eiiaae?y), aei ieo aoiaeyoue oaeiae
i?ioan?iiae?cie: swish pan(oaeaeea iaii?aioaaiiy eaia?ith), lap switch
(iioe/iee aoaeo, iaeeaaeea iaieeaii), zoom in (aoaeo iaaeeaeaiiy /a?ac
aeei?enoaiiy niaoe e?ic).

?icaeyaeath/e aeo?iae?nonueeo oa?i?iieia?th a i?e?iae?ao?ii?/iiio
ieai?, o?aaa cacia/eoe, ui aeo?iae?nonueea oa?i?iieia?y a oe?eiio
i?ieoea ?yae aoai?a ?icaeoeo, ye? aacia?a/ii iia’ycai? c aoaiaie
?icaeoeo aeo?iae?noeee. O a?aeiia?aeiino? c aoaiaie ?icaeoeo
aiaeiiiaii? aeo?iae?noeee aeae?eythoueny oae? aoaie ?icaeoeo
aiae?enueei? aeo?iae?nonueei? oa?i?iieia??: ca?iaeaeaiiy
aeo?iae?nonueei? oa?i?iieia?? (XVIII no. — ii/aoie XIX no.); noaiiaeaiiy
iniiae oa?i?iinenoaie, iia`ycaii? c aacaoiith aeo?iae?noeeith (ii/aoie
XIX no. — ii/aoie XX no.); oi?ioaaiiy e?iaiaoia?ao?/ii? oa?i?iieia?? oa
oa?i?iieia?? e?iiaeieoiaioae?noeee (ii/aoie XX no. — 1920-? ?iee); iiyaa
oa noaiiaeaiiy ?aae?iaeo?iae?nonueei? oa?i?iieia?? (1920 — 1960 ?iee);
?icaeoie oaeaa?c?eii? aeo?iae?nonueei? oa?i?iieia?? (1960 — 1980 ?iee);
noaiiaeaiiy oa ?icaeoie aeo?iae?nonueei? oa?i?iieia??, iia`ycaii? c
no/anieie oaeaeiioi?eaoe?eieie ia?aaeaie ca`yceo oa aeaeo?iiiiai iaoiaeo
ae?oeo (1980 -1990 ?iee).

O ae?oaiio ?icae?e? aeyaeythoueny ? iienothoueny iniiai? iicaiiai?
/eiieee oa iniaeeaino? ?icaeoeo aeo?iae?nonueei? oa?i?iieia??.
Aeie?aieth?oueny aieea ianooiieo icia/aieo /eiiee?a ?icaeoeo
aeo?iae?nonueei? oa?i?iieia??:1) ?icaeoie ineoieia?/ieo oai??e, cie?aia
oai??? “i?aeoeueii? eaoa?ae?caoe??”; 2) ?icaeoie aeo?iae?nonueei? oai???
a 1960-1990 ?ieao; 3) ?icaeoie iaoee ? oaoi?ee a1960-1990 ?iee.

O 1960-1990 ?iee ineoieia?/ia oai??y “i?aeoeueii? eaoa?ae?caoe??”
cia/ii aieeioea ia oa?i?iieia?th CI? NOA. Oey aeieo?eia ciaeoea
aea?aeaaio i?aeo?eieo ? i?ecaaea aei ianiai? o?ainoi?iaoe?? ciai?oiuei?
eaeneee CI? a a?e aeaoa?ei?ecaoe??(i?ae aeaoa?ei?ecaoe??th ?icoi??oueny
i?ioean noeeueiaiai cieaeaiiy eaeneee, eiee eieaeeiaa eaeneea
cai?ith?oueny iaoi?iaeueiith) oa aiioe?eii? aeni?aneaiino?. Oey
aeieo?eia oaeiae coiiaeea iiyao oaei? oaiaeaioe?? o ?icaeoeo
aeo?iae?noeee, ye “infortainment”(i?acaioaoe?y iiaei c ?icaaaeaeueieie
aeaiaioaie). O aioo??oi?e eaeneoe? CI? aieea oe??? aeieo?eie aeyaeany a
iiya? cia/ii? e?eueeino? aeaieiiiiiaioieo oa?i?i?a o?acaieia?ci?a —
needle drop oa iaeiieiiiiiaioieo ia?acieo — hammocking, na?aae
aeo?iae?nonueeeo oa?i?i?a.

1960-1990 ?iee oaeiae oa?aeoa?ecothoueny ii?aoethaaiiyi ?ioeo
aeo?iae?nonueeeo eiioeaioe?e 1) iiaeaeae eiioi?eaoe?? “gatekeeper
model”, “propaganda model”, 2)eiioeaioe?? iai?ioethaaiiy a?iiaaenueeith
aeoieith, 3)eiioeaioe?? oe?eueiaeo aoaeeoi??e, 4)eiioeaioe?? ?icaeoeo
?aeeaie. Aeaii iien oa iiyniaiiy aaeeei? e?eueeino? iaoeiai-oai?aoe/ieo
aeo?iae?nonueeeo oa?i?i?a, ui c`yaeeeny aiane?aeie ii?aoethaaiiy
cacia/aieo aeo?iae?nonueeeo eiioeaioe?e. I?eeeaaee:1) feedback
(cai?ioi?e ca’ycie), semantic noise (naiaioe/iee ooi), 2) agenda setting
(aecia/aiiy ii?yaeeo aeaiiiai), priming effect (aoaeo aieiaii? iiae??),
3) special interest magazines(niaoe?ae?ciaai? aeo?iaee), outer-directed
people(ethaee, ea?iaai? ?c ciai?), 4) advocacy advertising
(?ic’ynithaaeueii — i?iiaaaiaeenueea ?aeeaia),on-target
advertising(?aeeaia c oi/iith ni?yiiaai?noth), breakthrough
advertising(iiaaoi?nueea ?aeeaia). Ii??aithth/e oa?i?iieia?th
aeo?iae?nonueeeo eiioeaioe?e 60-o oa 80-o ?ie?a, ie niinoa??aa?ii
oaiaeaioe?th ia?aoiaeo a?ae ia’?eoii-ci???ioiaaii? aei
i?ioeanoaeueii-ci???ioiaaii? iii?iaoe??. ?icaeyaeath/e oa?i?ie printing,
television, radio oa magazine, ui ?nioaaee aei 60-o ?ie?a cacia/eii, ui
i?ae oeneii iicaiiaieo /eiiee?a iiiyooy magazine, printing, television
oa radio ?icuaieeeny, ? oeae i?ioean ie iaceaa?ii i?ioeanii naaiaioaoe??
iiiyoue. O iane?aeie i?ioeano naaiaioaoe?? iiiyooy noai?eany ?yae
naiaioe/ieo aea?eaao?a, o oiio /ene? oa?i?ie-?ao?ii?ie — general
interest magazine, offset printing, OTA(over-the-air) television, FM
radio, iayai?noue yeeo na?ae/eoue i?i aenieee aeeiai?ci ?icaeoeo
aeo?iae?nonueei? oa?i?iieia?? ca ia??iae 1960-1990 ?ieao. I?ae
oa?i?iaie-?ao?ii?iaie ie ?icoi??ii oa?i?ie, ui aoee noai?ai? /a?ac
iaiao?aei?noue eiio?anoiiai icia/aiiy ?ai?oa noai?aieo. Iai?eeeaae,
oa?i?ie OTA television(aia?.) oa terrestrial television(aia.) — iacaiia
oaeaaa/aiiy c’yaeeeny o a?aeiia?aeue ia iiyao cable television —
eaaaeueia oaeaaa/aiiy oa satellite television — noiooieeiaa
oaeaaa/aiiy. Oe? oa?i?ie (OTA television oa terrestrial television) ?
?ao?ii?iaie, ?ai?oa noai?aiiai television. I?eeeaaee
oa?i?i?a-?ao?ii?i?a iiaeathoueny a oaaeeoe? 1.

Oaaeeoey 1.

Oa?i?ie television, radio, printing oa ?o naiaioe/i? aea?eaaoe

offset printing (ionaoia ae?oeoaaiiy — oa?i?i ?ao?ii?i 70-o)

matrix printing (iao?e/iee ae?oe- oa?i?i 70-o)

hot metal typesetting (aa?y/ee oioiae?oe — oa?i?i 80-o)

laser printing (eaca?iee ae?oe — oa?i?i 90-o)

OTA television (over-the-air television US) aai terrestrial television
UK(iacaiia oaeaaa/aiiy — oa?i?i-?ao?ii?i 70-o)

cable television (eaaaeueia oaeaaa/aiiy — oa?i?i 70-o)

satellite television (noiooieeiaa oaeaaa/aiiy-oa?i?i 70-o)

AM radio aai amplitude modulation radio (?aae?i aiie?ooaeii? iiaeoeyoe??
— oa?i?i-?ao?ii?i 80-o)

FM radio aai frequency modulation radio (?aae?i /anoioii?
iiaeoeyoe??-oa?i?i 80-o)

Ii??aithth/e neioaene/i? no?oeoo?e aeo?iae?nonueeeo oa?i?i?a 60-o,
i?aaenoaaeai? a iaeiieiiiiiaioieie oa aeaieiiiiiaioieie no?oeoo?aie N, V
+ ing, N+N, c neioaene/ieie no?oeoo?aie oa?i?i?a 70-90-o ?ie?a, ie
cacia/a?ii, ui oa?i?ie 70-90-o ia?aaaaeii i?aaenoaaeai?
aeaieiiiiiaioieie, o?eeiiiiiaioieie oa /ioe?eeiiiiiaioieie neioaene/ieie
no?oeoo?aie N + N, N + N+ N, (V + ed) + N + N, N/ — N/, Adj + ( V+ ing),
Adj + N + (V + ing), N+ conj + N + (V + ing), Pr + N + N, N + Pr + N +
N. C oeueiai ie ?iaeii aeniiaie, ui c iaeiiai aieo a?aeaoaa?oueny
i?ioean oneeaaeiaiiy neioaene/ieo no?oeoo? oa?i?i?a a?ae
iaeiieiiiiiaioieo oa aeaieiiiiiaioieo aei aeaieiiiiiaioieo,
o?eeiiiiiaioieo oa /ioe?eeiiiiiaioieo oa?i?i?a, c ?ioiai aieo,
niinoa??aa?oueny i?ioean aeeoa?aioe?aoe?? neioaene/ieo eiino?oeoe?e ca
?aooiie oa?i?i?a ENN oaeeo ye frame-by-frame filming(iieaae?iaa ceiiea),
do-it-yourself people(DIY-eaoaai??y ethaeae, ui ana ?iaeyoue aaeiia
nai?) oa EAOAe oaeeo ye washout(iioe/iee aoaeo ia?aoiaeo eieuei?iaiai
cia?aaeaiiy aei caaaeueiiai a?eiai), wearout(iiiaio ao?aoe ?aeeaiith
aoaeoeaiino?). I?ioean aeeoa?aioe?aoe?? neioaene/ieo eiino?oeoe?e
aeeeeeaiee iaiao?aei?noth:1) iiaeo icia/aiue aeey iiiiaiaiiy ?nioth/i?
oa?i?iinenoaie aeo?iae?noeee; 2) ocaiaeaeaiiy oi?ie oa ci?noo aoi?eiieo
iaeeieoeue iii?iaoe?? c ?o iaeaooi?ie neioaene/ieie ?ieyie oa
ooieoe?yie a?aeiinii oe?eiai oaenoo.

Eiiaa?n?ei? aa??aioe o?aciaeo ae??ne?a oeio fade-out, iris in
neeaaeathoue aeineoue /eneaiio a?oio ne?a o oa?i?iieia?? aeo?iae?noeee
no/anii? aiae?enueei? iiae. Aeeooc?eiee aea?eaaoe?eiee oa?aeoa? aoeiiia
ia?oiai ae??ne?aiiai eiiiiiaioo o ianea? ooai?aiue oeio dolly in,
fade-out, iris in, zoom in, crain down, ui ?icaeyaeathoueny iaie,
na?ae/eoue i?i ?aae?caoe?th i?eioeeio aea?o?iaeueiino?[6]. I?ae
aea?o?iaeuei?noth ie ?icoi??ii oaea yaeua, eiee oie naiee neioaene/iee
aea?eaao ia? ??cio aea?eaaoe?eio ?noi??th. ?icaeyiaii oaaeeoeth 2. Oey
noaia ?ethno?o? i?eioeei aea?o?iaeueiino? ia i?eeeaaeao oa?i?i?a dolly
in, fade-in, iris in, zoom in. Oe? oa?i?ie iathoue ??cio aea?eaaoe?eio
?noi??th, ine?eueee fade-in, zoom in o?ainoi?ioaaeeny o neeaaeiee oa?i?i
/a?ac aa?aaeueio eiiaa?n?th, a oa?i?ie dolly in, iris in
o?ainoi?ioaaeeny o neeaaeiee oa?i?i /a?ac iii?iae?ciaaio eiiaa?n?th. Aea
a ?acoeueoao? i?ioeano oi?o?eaoe?? neioaene/ieo no?oeoo? aeua cacia/ai?
/ioe?e oa?i?ie iathoue iaeiaeiao neioaene/io no?oeoo?o V+Pr.

?icaeyaeath/e ?aeeaiio ae?yeuei?noue a CI? NOA oa Aaeeeia?eoai??,
iiaeia ae?eoe aei aeniiaeo, ui /anoeia ?aeeaiii? oa?i?iieia?? aoiaeeoue
aei aeo?iae?nonueei? oa?i?iieia??. Iaaaaeaii i?eeeaaee triggyback (20
naeoiaeiee eiia?oe?eiee ?ieee), playlet (iaaaeeea i’?na 28-naeoiaeia
aeey eiia?oe?eiiai ?ieeea). Oaeee aeniiaie ?iaeoueny ia o?e i?aenoaa?,
ui ?aae?i?aeeaia oa aacaoia ?aeeaia noai?th?oueny aeo?iae?noaie.

?icaeyaeath/e oa?i?iieia?th ?aae?i, oaeaaa/aiiy oa iiaeo cania?a
oaeaeiioi?eaoe?eiiai ca`yceo, o?aaa a?aeiaaeoaaoeny a?ae
?aae?iaeaeo?iiii? oa eiii`thoa?ii? oa?i?iieia?? a oe?eiio, oi/a
cacia/eii, ui iaaia /anoeia oe??? oa?i?iieia?? oe?iei aaeeaa?oueny
aeo?iae?noaie NOA oa Aaeeeia?eoai?? a iianyeaeaii?e ?iaio? ? cao?eniaaia
a aiaei-aia?eeainueeeo i?ae?o/ieeao ii aeo?iae?noeee oa oaoiaeo
neiaieeao, caiice/aia aei neeaaeo aeo?iae?nonueei? oa?i?iieia??, ye
i?eeeaaee cacia/eii dry acoustics (caien aac ?aaa?aa?aoe??), intercom
(?aae?inenoaia, ui iia’yco? aeae?eueea io?n?a), ATDS (alternative
television delivery system-no/ania iacaa eaaaeueiiai oaeaaa/aiiy), log
in-ao?ae a i?ia?aio .

O o?aoueiio ?icae?e? iiaea?oueny oaiaoe/ia eeaneo?eaoe?y iia?oiuei?
aeo?iae?nonueei? oa?i?iieia?? oa ?icaeyaea?oueny naiaioe/ia iiea iiiyooy
’’CI?’’. ?icaeyaeath/e iiiyooy CI?, iiaeia aecia/eoe CI? ye
i?aai?caoe?? ii noai?aiith oa eaiaee ?iciianthaeaeaiiy ?ioi?iaoe??
aeey ianiaeo aoaeeoi??e, a aiae?coth/e naiaioe/ia iiea iiiyooy CI?,
ui iiaoaeiaaii ia naiaioe/ieo ca’yceao, ci?no yeeo oa?aeoa?eco?oueny
a?aeiioaiiyi oe?ea — /anoeia, iiaeia i?eeoe aei aeniiaeo, ui aiii
aeaii??ia ? c iaeiiai aieo aiii ioiieth? oae? neeaaeia? ye
i?aai?caoe?th /e ?iaeono??th, ui noai?ththoue oa ?iciianthaeaeothoue
?ioi?iaoe?th aeey ianiaeo aoaeeoi??e, c ?ioiai aieo naiaioe/ia iiea
iiiyooy CI? ioiieth? eaiaee ia?aaea/? ?ioi?iaoe?? aeey ianiaeo
aoaeeoi??e.

Aei i?aai?caoe?e /e ?iaeono??e CI? a?aeiinyoueny oae? naiaioe/i?
aea?eaaoe iiiyooy CI?, ye aacaoe, aeo?iaee, ?aeeaii? aaaionoaa (aei yeeo
aoiaeyoue aaaionoaa i?yiiai ia?eaoeiao, noeioethaaiiy caooo,
ia?eaoeiaiaiai aeine?aeaeaiiy), e?iaiaoia?ao, aaaionoaa ii ca`yceao c
a?iiaaenuee?noth, ?iaeono??? aoae?i oa a?aeaicaieno, eieaiaeaeaaieoeoai
oa ?iaeono??? oaeaeiioi?eaoe?eiiai ca`yceo.

______________________

Iiaeue/aiei E.O. Aiaeeeneay eiiiiceoa no?oeoo?a e naiaioeea. Aaoi?ao.
aeen…aeie. oeeie. iaoe 10.02.04. Eeaa. — 1989. — N.14.

Aei eaiae?a ?iciianthaeaeaiiy ?ioi?iaoe?? a?aeiinyoueny oae? naiaioe/i?
aea?eaaoe iiiyooy CI?(aeea. oaa.3): i?ana, e?iaiaoia?ao, ?aae?i,
oaeaaa/aiiy, eaiaee oaeaeiioi?eaoe?eiiai, aoae?i oa a?aeaica`yceo,
eieaiaeaeaaieoeoaa.

Ioaea, neeaaeia? naiaioe/i? a?oie naiaioe/iiai iiey iiiyooy CI? /anoeiai
ia?ae?eaathoue iaeia iaeiiai, a /anoeiai i?, ui coiiaeei ?icia?ooy
aecia/aiue iiiyooy CI? na?aae no/anieo e?iaa?no?a.

Uiaei ?iciaaeoaaiiy iiiyoue naiaioe/ia iiea, oaiaoe/ia a?oia,
oaiaoe/ia iiea, aaaaea?ii, ui oaiaoe/i? iiey, ye ? oaiaoe/i?
a?oie, ia`?aeiothoueny /a?ac eia?/i? ca`ycee oioiaeiino?,
??aiicia/iino?, i?ioeeaaeiino?, eii?aeeiaoe??, i?aeii?yaeeoaaiiy,
i?e/eii-iane?aeeia? ca`ycee, ca`ycee oeio /anoeia — oe?ea. Uiaei
naiaioe/ieo iie?a, oi aiie aacothoueny ia naiaioe/ieo ca`yceao
aioii?i??, neiii?i??, aeia?i-aeiii?i??, ia?ii?i??, oe?ieiaeo oeeee?/ieo
no?oeoo?, n?oueiaeo no?oeoo? oa o?aei?a. Iaec?o/i?oei iaoiaeii
aeyaeaiiy naiaioe/ieo ca`yce?a ? iaoiae neiaieeiai? aeao?i?oe??.

O oaiaoe/iiio iie? iia?oiuei? oa?i?iieia?? aeo?iae?noeee
aeae?eythoueny oae? oaiaoe/i? a?oie: 1)oa?i?iieia?y
?aae?iaeo?iae?noeee(radiothon — ?aae?iia?aoii; call-in program —
i?ia?aia c aeca?ieaie a?ae neooa/?a); 2)oa?i?iieia?y
oaeaaeo?iae?noeee(documerial — ?aeeaiiee ?ieee, ciyoee i?ae
aeieoiaioaeueiee o?euei; docudrama — aeieoiaioaeueia ae?aia; early —
fringe time — ia?aaei?eiaee /an 17-19 aiaeei); 3)oa?i?iieia?y
aeo?iae?noeee ia??iaee/ii? i?ane(bleed — /anoeia oaenoo aai
?ethno?aoe??, ui aeoiaeeoue ca iiey; armpit — aocueeee i?aecaaieiaie
i?ae oe?ieei caaieiaeii); 4)oa?i?iieia?y aeo?iae?noeee
oioiei?aniiiaeaioe??(tank shot — i?aeaiaeiee eaae?; time lapse
photography — oiia?eueiaia iieaae?iaa ceiiea); 5)oa?i?iieia?y no/anieo
cania?a oaeaeiioi?eaoeaiiai ca`yceo(password — eeth/iaa neiai aeey
aoiaeo a i?ia?aio; ls- lists of files and directories — ia?ae?e oaee?a
oa aee?aeoi??e, ui iaeaaeaoue aei aeaii? oaiaoeee).

O /aoaa?oiio ?icae?e? iiaea?oueny oa?aeoa?enoeea niinia?a neiaioai?aiiy
iia?oiuei? aeo?iae?nonueei? oa?i?iieia?? oa aeine?aeaeo?oueny
noaoenoe/ia i?iieeiaiiy o?aciaeo ae??ne?a o neeaae aeo?iae?nonueei?
oa?i?iieia??, i?iaeoeoeaiino? no/anieo niinia?a neiaioai?aiiy
aeo?iae?nonueei? oa?i?iiiii?iaoe?? ? aeyaeaiiy aiioeaiaaiino? ??cieo
a?oi oa?i?i?a. I?ioean noai?aiiy iia?oiuei? aeo?iae?nonueei?
oa?i?iieia?? a?aeaoaa?oueny ca ?nioth/eie niiniaaie neiaioai?aiiy
no/anii? aiae?enueei? iiae. Oea: 1) ao?enaoe?y(escapism — i?aeoeea
caio?thaaiiy a oaioac??; desaturation — ciaioaiiy eieuei?iaino?

o?eueio); 2) neiaineeaaeaiiy(touchscreen — eiii’thoa?iee aeenieae, ui
io?eio? eiiaiaeo a?ae aeioeeo; videoconferencing — ii?aeiaiiy e?eueeio
oaeaa?oi /a?ac noiooiee); 3) cai?ioi? oai?aiiy (to vamp — ?ii?ia?coaaoe
i?eano?ii ia?aae oaeaoio, a?ae vampire); 4) o?acia? ae??neiaa oa ?o
eiiaa?n?ei? aa??aioe(try out — i?iaa aeey oaeaaaaeo/eo ia?aae aeoiaeii a
ao??; run-by —

ceiiea ia’?eoo, ui ?ooa?oueny); 5) neiainoyaiaiiy (edutainment —
ia?acioai?/a i?ia?aia c aeaiaioaie ?icaaae); 6) aa?aa?aoe?y, aei yei?
aoiaeyoue: a) ?i?oeeae?ci(VHD — very high density — aeniea u?euei?noue
caieno), a) ae?ii?i?y(OTO-one-time-only — ?aeeaia, ui iieaco?oueny eeoa
iaeei ?ac),

a) ee?ioaaiiy (intro — ia?oee iiiieia aaaeo/iai; cume a?ae cumulative
audience — caaaeueia aoaeeoi??y); 7) noai?aiiy ei?aiy (root creation):
a) aoioii?/ia ia?aaeeaia(riff — ioce/ia o?aca, ui iiaoi?th?oueny ia
caaeiueiio ieai?; niff-noff(aea?a.) — aan?aea i?ae oaeaaaaeo/ei ?
?aii?oa?aie aei oa i?ney ?aii?oaae?a), a) iiiianoe/ia
ia?aaeeaia(dakota(a?ae iacae ooaoo) — anooiia neiai ia?aae i?niath aai
ioceeaeueiith eiiaae??th; kilroy(a?ae oa?aeiaiai ia?niiaaeo ae?oai?
na?oiai? a?eie) — aeaoaeoia ?aiea oaeaeaae?o, eiee /anoeia aieiae
ia?niiaaeo ia aoiaeeoue a ?aieo); 8) eiiaa?n?y(churn(a?ae to churn) —
/anoioa, c yeith aoaeeoi??y i?ia?ai eaaaeueiiai oaeaaa/aiiy ci?ith?oueny
ca iaaiee ia??iae /ano); 9) ia?ai?n cia/aiiy(adjacency — non?aeiy ?aae?i
aai oaeai?ia?aia; woodshedding — ia?ee?iaea oaea aai ?aae?inoeaia??th
iaocaie); 10) caiice/aiiy c ?ioeo iia(decoupage(o?.) — oaoi?ea
aeaei?oaaiiy iiaa?oi? naeoi?aie; trompe l`oeil(o?.) — aeaei?aoe?y, ui
noai?th? aoaeo ?aaeueiino?), e??i oiai aeo?iae?nonueea oa?i?iieia?y
iiiiaith?oueny /a?ac caiice/aiiy c ?ioeo aaeocae iaoee ? oaoi?ee; 11)
noai?aiiy neeaaeieo oa?i?i?a c aeaio aai o?ueio ne?a(sound
dissolve — iaeeaaeaiiy caoeo iaei??? aei??aeee ia ?ioo; galvanic skin
response — ineoieia?/ia ?aaeoe?y aoaeeoi??? ia ineoieia?/i? noeioee
?aeeaie aai i?ia?ai); 12) ENN -eaeneeae?ciaai? neioaene/i?
no?oeoo?e(out-of-home audience — ?aae?iaoaeeoi??y, ui i?ineooiao?
ia?aaea/? a iaoeiao aai ia ocaa?aaeae?); 13) oa?i?ie CAE — caiice/aiiy
c caaaeueiiaaeeaaii? eaeneee(package(a?ae oiaeiaea) — eiiieaen ?aae?i
aai oaeai?ia?ai, ui i?iiiio?oueny ?c cieaeeith; target(a?ae oe?eue) —
aoaeeoi??y, ia yeo ?ic?aoiao? eiioi?eaoi?).

Iaeiioe?ai?oeie iiaeaeyie neiaioai?aiiy ? oa?i?iiiii?iaoe?y /a?ac
neeaaei? oa?i?ie (40%), CAE (25%), neiaineeaaeaiiy (16,2 %),
neiainoyaiaiiy (4,7 %), aa?aa?aoe?y (9,8%), eiiaa?n?ei? aa??aioe
o?aciaeo ae??ne?a(4,4%), oa?i?ie ENN (1,5%). Uiaei ao?enaoe??, oi
iaeaea on? oa?i?ie, ui iathoue iciaee ao?enaoe??, caiice/ai? aai
c ?ioeo aaeocae iaoee ? oaoi?ee, aai c caaaeueiiaaeeaaii?
eaeneee. ?io? iiaeae? neiaioai?aiiy a i?ioean? oa?i?iioai?aiiy ?
ae?oai?yaeieie.

O ?acoeueoao? noaoenoe/ieo aeine?aeaeaiue iiaeia ae?eoe aei aeniiaeo,
ui i?ioean i?iieeiaiiy o?aciaeo ae??ne?a a aiae?enueeo aeo?iae?nonueeo
oa?i?iinenoaio ? aeoeai?oei o ii??aiyii? c o?i?/iith oa?i?iinenoaiith,
?ioi?iaoe?eiith (?aae?i-aeaeo?iiiith) oa?i?iinenoaiith oa
oa?i?iinenoaiith eiii`thoa?ii? oaoiieia??. sseui noiniaii o?i?/ii? oa
eiii’thoa?ii? oa?i?iinenoai noaoenoe/ia iayai?noue o?aciaeo ae??ne?a
iaaeeaea?oueny aei 0, oi a ii??aiyii? c ?ioi?iaoe?eiith e?eoa??e
a?aei?iiino? o2 aei??aith? 4,62, ui ia?aaeuo? e?eoe/io oi/eo ?iciiae?eo
a 3,84 ca ??aiy cia/eiino? a 5%.

Oea na?ae/eoue i?i oa, ui o?acia? ae??neiaa-oa?i?ie oa ?o eiiaa?n?ei?
aa??aioe ? i?iaeoeoeai?oeie oi?iaie oa?i?iiiii?iaoe?? a aeo?iae?nonuee?e
oa?i?iieia?? o ii??aiyii? c ?ioi?iaoe?eiith (?aae?i-aeaeo?iiiith)
nenoaiith oa?i?iieia??.

E??i oiai, ii??aithth/e oa?i?ie-aa?aa?aioe aeo?iae?nonueei?
oa?i?iinenoaie oa eiii’thoa?ii? oa?i?iieia??, iiaeia anoaiiaeoe,
ui e?eoa??e a?aei?iiino? o aei??aith? 7,72; oea ia?aaeuo? e?eoe/io
oi/eo ?iciiae?eo a 6,68 ca ??aiy cia/eiino? a 1%. Oea aea? iai
ciiao c?iaeoe aeniiaie: aa?aa?aoe?y, ye niin?a ooai?aiiy
aeo?iae?nonueei? oa?i?iieia??, ? i?iaeoeoeai?oei, i?ae a
eiii’thoa?i?e oa?i?iieia??.

?icaeyaeath/e aeo?iae?nonuee? oa?i?ie ENN(eaeneeae?ciaai? neioaene/i?
no?oeoo?e), iiaeia aeae?eeoe 7 iiaeaeae, i?ae eiiiiiaioaie yeeo
anoaiiaeeeny neioaeniiiae?ai? a?aeiioaiiy. ?icaeyiaii no?oeoo?i?
oeie ENN, ui aoiaeyoue o neeaae aeo?iae?nonueei? oa?i?iieia??.

1.Iiaeaeue n — prep — n ( n ) : end — of — page pressure —
ineoieia?/ia iai?oaa, ui ca?eueoo?oueny eiee aeo?iae?no aai
iia?aoi? eiii`thoa?o i?eaeeaea?oueny aei e?ioey; man — on — the —
street interview — ?ioa?a`th ia aoeeoe? o ia?an?/ieo a?iiaaeyi.
C oi/ee ci?o aioo??oiuei? no?oeoo?e ooo iathoue i?noea
icia/aeuei? a?aeiioaiiy.

2.Iiaeaeue n — conj — n ( n ): facts — and — figures fallacy —
caoiieaiiy a?ae oeeo? oa oaeo?a, ui aaaea aei iai?aaeeueieo
aeniiae?a; rack — and — pinion focusing — aeae ?o/ii? nenoaie
ci?ie oieono e?iieaia?e. Oey iiaeaeue iioiaeeoue a?ae no?yaeieo
neiainiieo/aiue. Ooo iiaeia niinoa??aaoe eia?/io iia?aoe?th
ca`ycoaaiiy.

3.Iiaeaeue adv — prep — n ( n ): out — of — print — ioae?eaoe?y, ui
a?eueoa ia ae?oeo?oueny; out — of — home audience —
?aae?iaoaeeoi??y, ui i?ineooiao? ia?aaea/? a iaoeiao /e a i?noeyo
aeica?eey. I?ae eiiiiiaioaie oe??? ENN ?niothoue icia/aeueii —
ianoaaeii? a?aeiioaiiy.

4.Iiaeaeue adv — art — n ( n ): off — the — news — eiiaioa? ia
iniia? iioi/ieo iiaei; off — the — record — aeiaeaoeiaee iaoa??ae,
ui aea?oueny aeo?iae?noai ia aeey ae?oeo. I?ae eiiiiiaioaie
oeeo ENN oaeiae ?niothoue icia/aeueii -ianoaaeii? a?aeiioaiiy.

5.Iiaeaeue v — prep — art — n ( n ) : run — of — paper — iaoa??ae,
acyoee c ae?oeiaaiiai aeaea?aea, /ano?oa c aacao; flow — of —
life film — o?euei (oaeao?euei), ui ?aae?noe/ii cia?aaeo?
ia?niiaae?a ca aeayeee ia??iae /ano. Ooo i?ae eiiiiiaioaie ENN
anoaiiaeththoueny i?aaeiaoii — ianoaaeii? a?aeiioaiiy.

6.Iiaeaeue v- conj+ v ( n ): buy — or — die message —
iineaiiy, yea iiia?aaeaeo? io?eioaa/a i?i oa, ui yeui a?i ia
ae?? a?aeiia?aeue, oi eiai aeeeth/aoue ?c nieneo oeo ooi io?eio?
oea aeaeaiiy; show — and- tell show — i?acaioaoe?y /iainue c
aeei?enoaiiyi o?the?a oio a?ciano. Oey iiaeaeue, ye ? ae?oaa,
iioiaeeoue a?ae no?yaeieo neiainiieo/aiue.

7.Iiaeaeue adv — conj — adv ( n ): back — and — forth printing —
iiioaae e?iiie?aee, ui aea? cai?ioia cia?aaeaiiy iiae?e (oeiiai
ca?aaee eii?/iiai aoaeoo).

A iniia? aeieeiaiiy aeine?aeaeoaaieo iaeeieoeue eaaeeoue
aaaaoiaoaiiee i?ioean ia?aoai?aiiy iaeeieoeue neioaene/iiai ??aiy a
iaeeieoeth iii?iaoe?? — ooieoe?iiaeueiee aea?aaeaio neiaa,
aiane?aeie /iai aiie iaaoaathoue iciae oe?e?nii? ioi?ieaiino?,
iaienaiiy /a?ac aeao?n ? aeeiiaiiy ?aeeii? neioaene/ii? ooieoe??
a ?a/aii? c naiaioe/iith oe?euei?noth.

?nioaaiiy oeeo iiaieo iaeeieoeue iiynith?oueny aioo??oiueiiiaiei
/eiieeii ?icaeoeo aiae?enueei? iiae, a naia i?aaiaiiyi iiae aei
aeiiii?? iiaieo cania?a oa aecia/aiei eiioi?eaoeaii —
i?aaiaoe/iei caaaeaiiyi.

ENN ? aeiiiii?oei caniaii iii?iaoe?? aeaiioaoo o ii??aiyii? c
neioaene/iith iaeeieoeath, aei yei? ENN aoiaeeoue, aea o
ii??aiyii? c ei?aeyoii, ui i?aaenoaaeaiee i?inoei neiaii, ENN ?
a?eueo neeaaeiith iaeeieoeath. Aeai?no?noue i?e?iaee ENN
i?eionea? ae?aeaeoe/io ?aei?noue aeaio oaiaeaioe?e — aeiiii?? oa
iaaei??iino?.

Ia no/aniiio aoai? ?icaeoeo aiaeiiiaii? aeo?iae?nonueei?
oa?i?iieia?? iiai? iaeeieoe?, ye? aeine?aeaeothoueny a oe?e ?iaio?,
? iaeiei c aeoeaieo aeaea?ae iiiiaiaiiy eaeneee. I?iieeiaiiy ENN
a 1960-90 ?iee o neeaae aeo?iae?nonueei? oa?i?iieia?? ? ?o
iinooiiaa /enaeueia c?inoaiiy iia’ycai? ?c caaaeueiei i?ioeanii
noaiiaeaiiy oa ci?ie ii?i iiaiiai aeei?enoaiiy, a oaeiae c
i?ioeanii caaaeueii? aeaoa?ei?ecaoe?? aeo?iae?nonueei? oa?i?iieia??.

Aiae?coth/e ci?noiao aiioeaiaai?noue oa?i?i?a, ui iaeaaeaoue aei
/ioe?ueio a?oi (oa?i?ie EAOAe, ENN, aiae?i?eciaai? oa?i?ie,
oa?i?ie-aa?aa?aoo?e), iiaeia i?eeoe aei aeniiaeo, ui oa?i?ie-
aa?aa?aoo?e a ia?aaaaei?e a?eueoino? iathoue iaaiioeaiaaio
aioo??oith oi?io, a oa?i?ie EAOAe, ENN oa aiae?i?eciaai? iathoue
/anoeiai, iiai?noth aai aaniethoii aiioeaiaai? aioo??oi? oi?ie.

O Aeniiaeao ?iaeoueny ocaaaeueiaiiy noi?ioeueiaaieo o ?icae?eao
iieiaeaiue.

Aieea iicaiiaieo /eiiee?a ia neeaae eaeneee iiae a oe?eiio oa ia iaaio
oa?i?iieia?th yei?nue iaoee aai nioe?aeueii? a?oie ethaeae ?
aeii?ioth/ei. ?icaeyaeath/e aiaeiiiaio aeo?iae?nonueeo oa?i?iieia?th a
i?e?iae?ao?ii?/iiio oa neio?ii?/iiio ieaiao, yea aoea noai?aia a
1960-1990-o ?ieao, ie aeie?aieee o?e aieiaieo iicaiiaieo /eiieee ??
?icaeoeo:ii?aoethaaiiy ineoieia?/ieo oai??e ? a ia?oo /a?ao aeieo?eie
«hemispheric lateralization»; oaoiieia?/ia ?aaiethoe?y ae?oai? iieiaeie
OO noie?ooy; ii?aoethaaiiy iiaeo aeo?iae?nonueeeo eiioeaioe?e oa
?icaeoie aeo?iae?nonueei? oai???.

Aioo??oiueie?iaa?noe/i? /eiieee ?icaeoeo iiae /anoeiai ciaoiaeyoue
a?aeia?aaeaiiy a i?ioean? aeaoa?ei?ecaoe?? aeo?iae?nonueei?
oa?i?iieia??, i?ae yeith ?icoi??ii i?ioean noeeueiaiai cieaeaiiy
eaeneee, eiee oi?iaeueia eaeneea cai?ith?oueny iaoi?iaeueiith, ui
i?ecaiaeeoue aei noai?aiiy aeo?iae?nonueeeo oa?i?i?a — eiiaa?n?eieo
aa??aio?a o?aciaeo ae??ne?a oaeeo ye washout — oaeaa?c?eiee o?the,
caaaeyee yeiio noai?th?oueny iioe/iee ia?ao?ae a?ae eieuei?iaeo noeai
aei anaiiaeeiath/iai a?eiai eieuei?o oa oa?i?i?a, neeaaeaieo ca
iiaeaeyie neiaioai?aiiy i?inoiiiaii? eaeneee, ye? iaceaa?ii
eaeneeae?ciaai? neioaene/i? no?oeoo?e, iai?eeeaae, bait-and-switch
advertising(?aeeaia ?c cieeath/ith i?eiaieith) oa flow-of-life film
(oaeao?euei, ui ?aae?noe/ii cia?aaeo? aeeooy), oa a i?iieeiaii?
aiae?i?eciaaieo oa?i?i?a neaiaiaiai oa aea?aiiiiai iioiaeaeaiiy,
neaae?ii stringer — iicaooaoiee ei?aniiiaeaio, beat reporter — ?aii?oa?,
eio?ee i?aoeth? ia iino?ei?e ae?eueieoe?, anchor — oaeaaaaeo/ee. Ca?aeii
c? noaoenoe/ieie aeine?aeaeaiiyie, e?euee?noue oaeeo oa?i?i?a, ui
iaeaaeaoue aei iaei??? c oeeo o?ueio a?oi, ia?aaeuo? 5%. Oea ?
na?ae/aiiyi noaa?eueii? oaiaeaioe??.

AEo?iae?nonueea eaeneea iiae?ey?oueny ia aioo??oith oa ciai?oith.
Ciai?oiy — /anoeia eaeneee i?iaeoeoe?? CI?, aioo??oiy — i?ioan?eia
eaeneea, ui aeei?enoiao?oueny aeo?iae?noaie o noai?aii? ?aae?i oa
oaeai?ia?ai, i?e iaienaii? oai?aoe/ieo i?aoeue, aeaeaiiy aacao,
aeo?iae?a, i?e aeei?enoaii? no/anieo cania?a oaeaeiioi?eaoe?eiiai
ca`yceo.

Cae?enithth/e eeaneo?eaoe?th aioo??oiuei? i?ioan?eii? aeo?iae?nonueei?
eaeneee, ?? iiaeia iiae?eeoe ia: 1) aeo?iae?nonueeo oa?i?iieia?th; 2)
i?ioan?ei? aea?aii?cie; 3) neaia?cie; 4) ?iicaii? caiice/aiiy; 5)
caaaeueiiia?iaeio eaeneeo.

Ciai?oiy aeo?iae?nonueea eaeneea oa?aeoa?eco?oueny iayai?noth: 1)
ciai?oiuei? aeo?iae?nonueei? oa?i?iieia??, yea a?aeiia oe?ieiio eieo
niiaeeaa/?a aeo?iae?nonueei? i?iaeoeoe??, aeey ia?an?/ieo a?iiaaeyi
aeaoa?i?iieia?co?oueny 2) aeo?iae?nonueeeo ee?oa oa ooaii?a, ye? ie
iiae?eeee ia a) aeaoa?ei?eciaai?, a) aeni?aneaii-aiioe?ei?; 3)
aaoai?cie; 4) a?oa?cie; 5) aeiaaeeia? iaieia?cie; 6) ?aaeoie?eaoeae;
7) ei?ioe? aa?iaeoey?i? neiaa; 8) neiaa i?inoi??/iiai iioiaeaeaiiy; 9)
eaeaiao?e; 10) neiaa aea?aiiiiai oa neaiaiaiai iioiaeaeaiiy.

?icaeyaeath/e CI? ye i?aai?caoe?? c? noai?aiiy oa eaiaee iioe?aiiy
?ioi?iaoe?? e aiae?coth/e naiaioe/ia iiea iiiyooy CI?, ui
iiaoaeiaaii ia ia?ii?i?/ieo naiaioe/ieo ca’yceao, ci?no yeeo
oa?aeoa?eco?oueny eia?/ieie a?aeiioaiiyie oe?ea — /anoeia oa
eii?aeeiaoe??, a aeine?aeaeaii? ?iaeoueny aeniiaie: aiii aeaii??ia, c
iaeiiai aieo, ioiieth? oae? neeaaeia?, ye i?aai?caoe?? /e ?iaeono???,
ui noai?ththoue oa iioe?ththoue ?ioi?iaoe?th, c ?ioiai, naiaioe/ia iiea
iiiyooy CI? ioiieth? eaiaee ia?aaea/? ?ioi?iaoe?? aeey ianiaeo
aoaeeoi??e.

Ii??aithth/e oa?i?iieia?th aeo?iae?nonueeeo eiioeaioe?e 60-o oa 80-o
?ie?a, ie niinoa??aa?ii ia?ao?ae a?ae ia’?eoii-ci???ioiaaii? aei
i?ioeanoaeueii-ci???ioiaaii? iii?iaoe??.

*eneaii? i?eeeaaee oa?i?i?a aeaeo?iiieo CI?, ui c’yaeeeny a ia??iae
60-90-o ?ie?a na?ae/aoue i?i iiyao iiaeo i?aenenoai o neeaae?
aeo?iae?nonueei? oa?i?iieia??, a a?aeoae ? i?i e?euee?ni? ci?ie o
aeo?iae?nonuee?e oa?i?iieia??. E??i oiai, /anoeia oeeo oa?i?i?a
?ethno?othoue i?aeaaeocaao iiii?i?th, ine?eueee aiie aeei?enoiaothoueny
a e?eueeio oa?i?iinenoaiao ??cieo iaoe.

Ii??aithth/e neioaene/i? no?oeoo?e aeo?iae?nonueeeo oa?i?i?a 60-o oa
80-90-o ?ie?a, ie niinoa??aa?ii, c iaeiiai aieo, i?ioean oneeaaeiaiiy
neioaene/ieo no?oeoo? oa?i?i?a a?ae iaeiieiiiiiaioieo ?
aeaieiiiiiaioieo, aei aeaieiiiiiaioieo, o?eeiiiiiaioieo oa
/ioe?eeiiiiiaioieo oa?i?i?a, c ?ioiai, niinoa??aa?oueny i?ioean
aeeoa?aioe?aoe?? neioaene/ieo eiino?oeoe?e ca ?aooiie oa?i?i?a EAOAe oa
ENN.

Iao? noaoenoe/i? ?ic?aooiee iieacaee, ui o?acia? ae??neiaa — oa?i?ie oa
?o eiiaa?n?ei? aa??aioe-oa?i?ie ? i?iaeoeoeai?oeie oi?iaie
oa?i?iiiii?iaoe?? a aeo?iae?nonuee?e oa?i?iieia?? o ii??aiyii? c
?ioi?iaoe?eiith (?aae?iaeaeo?iiiith) nenoaiith.

A aa?aa?aoe?y, ye niin?a oa?i?iioai?aiiy aeo?iae?nonueei?
oa?i?iieia??, ? i?iaeoeoeai?oith, i?ae a eiii’thoa?i?e oa?i?iieia??.
Iiyaa aaeeei? e?eueeino? oa?i?i?a-aa?aa?aoo?, neaae?ii, WS oa LS, ye?
iathoue aea?aaeaioe wide shot oa long shot. na?ae/eoue i?i
iiaeaeueoee ?icaeoie neiaioai?/i? neiii?i?? aeo?iae?nonueeeo oa?i?i?a.

I?ioean i?iieeiaiiy ENN, oae naii ye ? oa?i?i?a EAOAe oa
aiae?i?eciaaieo, aei neeaaeo aeo?iae?nonueei? oa?i?iieia??
iia`ycaiee c i?ioeanii caaaeueii? aeaoa?ei?ecaoe?? aeo?iae?nonueei?
oa?i?iieia??.

E??i oiai, i?iaaaeai? noaoenoe/i? ?ic?aooiee iieacaee, ui o
neeaae? aiaeiiiaii? aeo?iae?nonueei? oa?i?iieia??, yeo ie
iiae?eeee ia aioo??oith oa ciai?oith, o?eueee 5 -5,5 % oa?i?i?a
iaeaaeeoue aei ciai?oiuei?, aeaoa?i?iieia?ciaaii? aeey ianaeaiiy.

Iiaeaeueo? aeine?aeaeaiiy a oeueiio iai?yieo iiaeooue aeyaeoe
iia? e?iaa?noe/i? oa ineoie?iaa?noe/i? oaiaeaioe?? ?icaeoeo
aiaeiiiaii? aeo?iae?nonueei? oa?i?iieia??, eaeneee CI? a oe?eiio,
ui iiaeooue aeei?enoiaoaaoeny aeo?iae?noaie, oao?aoeyie ?aeeaiiiai
a?ciano, i?aai?caoe?e ca’yceo c a?iiaaee?noth, e?iaa?noaie oa
ia?aeeaaea/aie.

Iniiai? iieiaeaiiy aeena?oaoe?? a?aeia?aaeai? a oaeeo ioae?eaoe?yo

aaoi?a:

Naiaioe/ia iiea oa?i?io CI?// Iiai? ? eiioeaiooaeuei? ea?oeie na?oo.
Ca??iee iaoeiaeo i?aoeue. Ee?anueeee oi?aa?neoao ?iai? Oa?ana Oaa/aiea.
E. — 1998. — N.127-131.

Oaiaoe/i? a?oie oaiaoe/iiai iiey aeo?iae?nonueei? oa?i?iieia??// Iiai? ?
eiioeaiooaeuei? ea?oeie na?oo. Ca??iee iaoeiaeo i?aoeue. Ee?anueeee
oi?aa?neoao ?iai? Oa?ana Oaa/aiea. E. — 1998. — N.132-135.

Eiiioaoeaiee aniaeo i?ioeano aiae?i?aoe?? a aiaei-aia?eeainuee?e
aeo?iae?nonuee?e oa?i?iieia??// Iaoa??aee iaoeiai? eiioa?aioe??
aeeeaaea/?a ? ani??aio?a oaeoeueoaoo ?iicaiii? o?eieia??. Ee?anueeee
oi?aa?neoao ?iai? Oa?ana Oaa/aiea. — 1998. — N.13-16.

I?iaeaie eeaneo?eaoe?? aiaei-aia?eeainueei? aeo?iae?nonueei?
oa?i?iieia??// Iaoa??aee iaoeiai? eiioa?aioe?? aeeeaaea/?a ? ani??aio?a
oaeoeueoaoo ?iicaiii? o?eieia??. Ee?anueeee oi?aa?neoao ?iai? Oa?ana
Oaa/aiea. — 1998. — N.118-121.

I?iaeaia aeaoa?ei?ecaoe?? oa i?iieeiaiiy o?acaieia?ci?a o neeaae
aeo?iae?nonueei? oa?i?iieia??// A?niee Ee?anueeiai oi?aa?neoaoo.
?iicaiia o?eieia?y. Aeione 27. -1998. — N.12-15.

6.I?iaeaia ninoaaeaiey neiaa?ae aeey niaoeeaeueiuo oeaeae //
Oacenu. Iaoiaee/aneea eiioeaioeee iao/aiey eiino?aiiui ycueai a
aoca. Aeiiaoee , AeiiAO. — 1996. — N.88-89.

AIIOAOe?ss

Oa?/aiei I.A.Iniaeeaino? ?icaeoeo no/anii? aeo?iae?nonueei? oa?i?iieia??
aiae?enueei? iiae (1960-1990-? ?iee). — ?oeiien.

Aeena?oaoe?y ia caeiaoooy iaoeiaiai nooiaiy eaiaeeaeaoa o?eieia?/ieo
iaoe ca niaoe?aeuei?noth 10.02.04-aa?iainuee? iiae. Ee?anueeee
oi?aa?neoao ?iai? Oa?ana Oaa/aiea. E. 1999.

Aeena?oaoe?y i?enay/aia eeaneo?eaoe?? aeo?iae?nonueeeo oa?i?i?a oa
aeyaeaiith naiaioe/ieo oa neioaene/ieo iniaeeainoae ?icaeoeo no/anii?
aeo?iae?nonueei? oa?i?iieia?? aiae?enueei? iiae. Anoaiiaeaii, ui
naiaioe/ia iiea oa?i?io CI?, ui iiaoaeiaaii ia ia?ii?i?/ieo naiaioe/ieo
ca’yceao, a iniia? yeeo eaaeaoue eia?/i? ca’ycee eii?aeeiaoe?? oa oe?ea
— /anoeia, ia? aeaii??iee oa?aeoa?. I?e ii??aiyii? neioaene/ieo no?oeoo?
aeo?iae?nonueeeo oa?i?i?a 60-o oa 80-90-o ?ie?a ie niinoa??aa?ii i?ioean
oneeaaeiaiiy oa aeeoa?aioe?aoe?? neioaene/ieo eiino?oeoe?e. Aeecueei 5%
aeo?iae?nonueeeo oa?i?i?a ca?aeii c i?iaaaeaieie noaoenoe/ieie
?ic?aooieaie na?ae/aoue i?i iayai?noue i?ioeano aeaoa?ei?ecaoe??
aeo?iae?nonueei? oa?i?iieia??. Iaei?iaeoeoeai?oeie iiaeaeyie
aeo?iae?nonueei? oa?i?iiiii?iaoe?? ? neeaaei? aeaieiiiiiaioi?,
o?eeiiiiiaioi? oa /ioe?eeiiiiiaioi? oa?i?ie(40%),
neiaineeaaeaiiy(16,2%), neiainoyaiaiiy (4,7%), aa?aa?aoe?y(9,8%),
oa?i?ie EAOAe(eiiaa?n?ei? aa??aioe o?aciaeo ae??ne?a — 4,4%). Eeoa 5%
aeo?iae?nonueeeo oa?i?i?a aeaoa?i?iieia?ciaaii aeey oe?ieeo aa?no
ianaeaiiy.

Eeth/ia? neiaa: aeaoa?i?iieia?caoe?y, aeaoa?ei?ecaoe?y, aeeoa?aioe?aoe?y
oa oneeaaeiaiiy neioaene/ieo no?oeoo?, oa?i?ie — ?ao?ii?ie, naiaioe/ia
oa oaiaoe/ia iiey.

ANNOTATION

Kharchenko O.V. The Peculiarities of the Development of Modern
Journalistic Terms in the English language (1960-1990s). Manuscript.

Thesis for a Candidate degree in Philology (specialization 10.02.04 —
Germanic languages). Kyiv Taras Shevchenko University. Kyiv. 1999.

The thesis is devoted to the classification of journalistic terms and
elucidation of semantic and structural peculiarities in the development
of modern journalistic terms. The semantic field of the notion «mass
media«, built on meronimic semantic relations underlying the logical
connections of coordination and «whole — parts«, has two — dimension
nature. In comparing the structures of the journalistic terms of 60s
and 80-90s, the process of complication and differentiation of
syntactical constructions is observed. According to statistical data
obtained almost 5% of journalistic terms are indicative of the presence
of journalistic terminology deteriorisation. The most productive models
of formation of new journalistic terms are compound 2 component, 3
component and 4 component terms(40%), complex terms (16,2%), blends
(4,7%), abbreviations (9,8%), conversion variants of phrasal
verbs(4,4%). Only 5% of journalistic terms are determinolised for the
public — at — large.

Key words: determinologisation, deteriorisation, differentiation and
complication of syntactical structures, terms — retronims, semantic
field and thematic field.

AIIIOAOeEss

Oa?/aiei I.A. Iniaaiiinoe ?acaeoey nia?aiaiiie aeo?iaeenoneie
oa?ieiieiaee aiaeeeneiai ycuea(1960-1990 aiaea). ?oeiienue.

Aeenna?oaoeey ia nieneaiea o/aiie noaiaie eaiaeeaeaoa oeeieiae/aneeo
iaoe ii niaoeeaeueiinoe 10.02.04 — aa?iaineea ycuee. Eeaaneee
oieaa?neoao eiaie Oa?ana Oaa/aiei. Eeaa. 1999.

Aeenna?oaoeey iinayuaia eeanneoeeaoeee aeo?iaeenoneeo oa?ieiia e
auyaeaieth naiaioe/aneeo e neioaene/aneeo iniaaiiinoae ?acaeoey
nia?aiaiiie aeo?iaeenoneie oa?ieiieiaee aiaeeeneiai ycuea. Iiae
aeo?iaeenoneeie oa?ieiaie a ?aaioa iiieiathony neiaa e au?aaeaiey,
eioi?ua aaeaeaaoii e oi/ii io?aaeatho iiiyoey i?ioanneiiaeueiie,
oaoie/aneie e iao/ii-i?ioanneiiaeueiie aeayoaeueiinoe aeo?iaeenoia e
niaoeeaeenoia NIE, eioi?ua eniieuecothony a aeieoiaioaoeee NIE,
oai?aoe/aneeo aeo?iaeenoneeo enneaaeiaaieyo, iianaaeiaaiie
i?ioanneiiaeueiie aeayoaeueiinoe aeo?iaeenoia e eioi?ua nicaeatho
aaeeioth oa?ieiinenoaio e auiieiytho iiieiaoeaioth ooieoeeth. A ninoaaa
aeo?iaeenoneie oa?ieiieiaee auaeaeyaony a?oiia oa?ieiia aea?aiiiiai e
neaiaiaiai i?ienoiaeaeaiey (oaeea eae beat reporter — ei??aniiiaeaio,
?aaioathuee ia iinoiyiiii o/anoea, stringer — aiaooaoiue
ei??aniiiaeaio), eioi?ua iu iacaaee aiaeei?eciaaiuie oa?ieiaie e eioi?ua
ioiinyony e oa?ieiai, iineieueeo iie caoeene?iaaiu aia?eeaineeie
aaoi?aie a neiaa?yo eae oa?ieiu.

A yoii enneaaeiaaiee a ninoaa aeo?iaeenoneie oa?ieiinenoaiu
auaeaeythony:1) iao/ii-oaoie/aneea oa?ieiu aeo?iaeenoneeo eiioeaioeee;
2) oaoie/aneea oa?ieiu, eioi?ua oiio?aaeythony aeo?iaeenoaie a
iianaaeiaaiie ?aaioa; 3) i?ioanneiiaeueiua oa?ieiu, eioi?ua au?aaeatho
?aciua aniaeou i?ioanneiiaeueiie aeayoaeueiinoe aeo?iaeenoia, a ninoaa
eioi?uo aoiaeyo i?ioanneiiaeeciu.

AEo?iaeenoneay eaeneea aeaeeony ia aioo?aiithth e aiaoithth. Aiaoiyy
eaeneea — yoi /anoue eaeneee i?iaeoeoeee NIE. Aioo?aiiyy eaeneea — yoi
i?ioanneiiaeueiay eaeneea, eioi?ay eniieuecoaony aeo?iaeenoaie i?e
i?iecaiaenoaa ?aaeei e oaeai?ia?aii, i?e iaienaiee oai?aoe/aneeo o?oaeia
e ecaeaiee aacao e aeo?iaeia e i?e eniieueciaaiee nia?aiaiiuo niiniaia
oaeaeiioieeaoeeiiiie nayce. Niaa?oay eeanneoeeaoeeth aioo?aiiae
i?ioanneiiaeueiie aeo?iaeenoneie eaeneee aa iiaeii iiaeaeeoue ia 1)
aeo?iaeenoneoth oa?ieiieiaeth, 2) i?ioanneiiaeueiua aea?aiieciu. 3)
neaiaeciu, 4) eiino?aiiua caeinoaiaaiey. Aiaoiyy aeo?iaeenoneay eaeneea
oa?aeoa?acoaony iaee/eai:1)aiaoiae aeo?iaeenoneie oa?ieiieiaee eioi?ay
aeaoa?ieiieiaeeoaony aeey oe?ieie ioaeeee;2)aeo?iaeenoneeo eeeoa eioi?ua
iiae?acaeaeythony ia a)aeaoa?ei?ece?iaaiiua e a)
yeni?anneaii-yiioeeiiaeueiua;3)yaoaieciu; 4)a?oaeciu; 5)neo/aeiua
iaieiaeciu; 6)?aaeoieeeaoeau; 7)e?aoeea aa?iaeoey?iua neiaa;8)neiaa
i?inoiia?iaeiiai i?ienoiaeaeaiey; 9) eaeaiao?u;10) neiaa aea?aiiiiai e
neaiaiaiai i?ienoiaeaeaiey.

Iiiai/eneaiiua i?eia?u oa?ieiia yeaeo?iiiuo NIE, eioi?ua iiyaeeenue a
ia?eiae 60- 90-o naeaeaoaeuenoaoao i?i iiyaeaiea iiauo iiaenenoai a
ninoaaa aeo?iaeenoneie oa?ieiieiaee, a ionthaea e i?i eiee/anoaaiiua
eciaiaiey a aeo?iaeenoneie oa?ieiieiaee. E?iia oiai, /anoue yoeo
oa?ieiia eeethno?e?otho iaaeio?aneaaoth iiiieieth iineieueeo iie
eniieuecothony a ianeieueeeo oa?ieiinenoaiao ?aciuo iaoe.

Noaoenoe/aneea ?an/aou iieacaee, /oi oa?ieiu EAOA(eiiaa?neiiiua aa?eaiou
o?aciauo aeaaieia) yaeythony aieaa i?iaeoeoeaiuie oi?iaie
oa?ieiiiiieiaoeee a aeo?iaeenoneie oa?ieiieiaee a n?aaiaiee n
eioi?iaoeeiiiie(?aaeeiyeaeo?iiiie) oa?ieiinenoaiie.

Aaa?aaeaoeey, eae niinia oa?ieiiiiieiaoeee aeo?iaeenoneie oa?ieiieiaee,
yaeyaony aieaa i?iaeoeoeaiui niiniaii /ai a eiiiuethoa?iie oa?ieiieiaee.
Iiyaeaiea aieueoiai eiee/anoaa oa?ieiia-aa?aaeaoo? oaeeo eae WS e LS,
eioi?ua eiatho yeaeaaeaiou wide shot e long shot, naeaeaoaeuenoaotho
i?i aeaeueiaeoaa ?acaeoea neiaiia?aciaaoaeueiie neiiieiee
aeo?iaeenoneeo oa?ieiia.

Onoaiiaeaii, /oi naiaioe/aneia iiea oa?ieia NIE, eioi?ia iino?iaii ia
ia?iieie/aneeo, naiaioe/aneeo naycyo, a iniiaa eioi?uo eaaeao eiae/aneea
nayce eii?aeeiaoeee e oeaeia — /anoue, eiaao aeaooia?iue oa?aeoa?. I?e
n?aaiaiee neioaene/aneeo no?oeoo? aeo?iaeenoneeo oa?ieiia 60-o e 80-90-o
aiaeia iaaethaeaaony i?ioeann oneiaeiaiey e aeeooa?aioeeaoeee
neioaene/aneeo eiino?oeoeee ca n/ao oa?ieiia EAOA e ENN, oaeaea
iaaethaeaaony ia?aoiae io iauaeoii i?eaioe?iaaiiie iiieiaoeee e
i?ioeannoaeueii i?eaioe?iaaiiie. Ii/oe 5% aeo?iaeenoneeo oa?ieiia, a
ninoaa eioi?uo aoiaeyo oa?ieiu EAOA, ENN e aiaeei?eciaaiua, niaeanii n
i?iaaaeaiiuie noaoenoe/aneeie ?an/aoaie naeaeaoaeuenoaotho i?i iaee/ea
i?ioeanna aeaoa?ei?ecaoeee aeo?iaeenoeie oa?ieiieiaee. Iaeaieaa
i?iaeoeoeaiuie iiaeaeyie aeo?iaeenoneie oa?ieiiiiieiaoeee anoue neiaeiua
aeaooeiiiiiaioiua, o?aoeiiiiiaioiua e /aou?aoeiiiiiaioiua oa?ieiu(40%),
neiaineiaeaiea(16,2%), neiainoyaeaiea(4,7%), aaa?aaeaoeey(9,8%), oa?ieiu
EAOAe(eiiaa?neiiiua aa?eaiou o?aciauo aeaaieia — 4,4%). Oieueei 5%
aeo?iaeenoneeo oa?ieiia aeaoa?ieiieiaeciaaiu aeey oe?ieeo neiaa
ianaeaiey.

Eeth/aaua neiaa: aeaoa?ieiieiaecaoeey, aeaoa?ei?ecaoeey,
aeeooa?aioeeaoeey e oneiaeiaiea neioaene/aneeo no?oeoo?, oa?ieiu —
?ao?iieiu, naiaioe/aneia e oaiaoe/aneia iiey.

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