The Social-Communicative Paradigm of Television Development

O. Yatchuk, N. Kodatska

Abstract


Research Methodology. The article’s research used the historical and comparative-historical methods, systematization, classification and grouping, content analysis method.

Results. The conducted researches of the media confirm that the social and communication dimension of television must be considered in the context of historiographical, theoretical and methodological researches, mass-communication processes. Each period is characterized by a tendency to develop in 3 general directions: technological, content development and development of interaction with the viewer. The benefits of each period and the improvement of technological aspects (television standards, signal transmission, satellite communications, technology improvements, video recording, etc.) influenced the development of on-line and off-line broadcasting models. Generalizations of observations on the development of these models of television, as well as television in general, indicate that the fluctuation of the interest of the viewer and producer to each of them depends on the state of technological development, political and communication tasks. Using the periodization of television development offered by various researchers in the content analysis, we have recorded a new stage of television development, which is related to the impact of Internet communication, which we have designated as the «period of media integration» – separating a new technological component (the Internet), the emergence of new content and a new format for viewer engagement that extends beyond television communications. Television content tends to complicate the creative, technological and communication impact, and interaction with the viewer changes from watching and mediating the reaction to the television program to direct communication and interaction.

Novelty. The article analyzes and comprehends the phenomenon of television development as a space for the realization of social and communicative needs of society, as well as the main stages of development of telecommunications for predicting further vectors of development of this communicative phenomenon.

The practical significance. The results of the study can be used to develop measures for the further development of on-line and off-line models as communicative television technologies.

Key words: open society, interactive television, media audience, social communication, on-line broadcasting, off-line broadcasting.


References


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