ДО ПРОБЛЕМИ ПОСТМОДЕРНОГО ТЕЛЕБАЧЕННЯ ТА СЮЖЕТУ ПРО ГУСКУ, ЯКА ВКУСИЛА ПРОФЕСОРА ВІЛЬЯМА ГЕНРІ ХЕНКА-МОЛОДШОГО

Abstract

The purpose of the research is to determine the key elements of the impact of postmodern phenomena on television.

Research methodology. The following methods were used to achieve the goal. A synergistic approach to determining the role and place of postmodernism in television broadcasting; development of the scientific source base was based on the application of the analytical-synthetic method; the analytical method was used to reveal the peculiarities of the effects of convergence and cross-media on television as the consequences of postmodernism; the inductive method made it possible to carry out a general analysis of existing points of view on the analyzed problem.

The results. Postmodernism has led to the fact that the audience for classic television has significantly decreased, and more and more audiovisual content is moving to the network under the guise of the latest product (the consequences of postmodern convergence), and (and this is already cross-media) the classic distinction between commissioned journalism and commercial journalism is losing its relevance. The postmodern media environment, emerging in the spirit of convergence and cross-media, is becoming more and more popular alongside the most modern networked Internet media, and television in this series remains an element of a holistic communication platform.

Novelty. In identifying postmodern trends in television that, in relation to classic television, signal a break with conservative thought on the air. Television content supports the concept of fragmented content, and forms are superimposed on each other with a «collage» of current usage.

The practical significance is that the obtained results can be used for further scientific studies of the use model of media hybridity together with audience studies.

Key words: audience, content, convergence, cross-media, Internet, postmodernism, television.