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TEXT GENRE OF MASS COMMUNICATION AS A PROBLEM OF THE THEORY OF LITERATURE
Authors: E. G. Shestakova

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This article rises and proves the problem of interaction and role of synchronic and diachronic approach to
media text genre for the first time. It is proved that “modern centric” approach to a problem of a genre of the
media text is caused by its substantive essence, status and functional mission in general media space, process
of social communications and culture as a whole. However a prevalence of such approach, in turn, leads
original genre not to dimensions, and „flatness,“ diachronic „orphanage,” as deprives a genre of the text of
mass communication of deep development, internal continuity, possibility of genre oblivion/revival, confirms
ostensibly typological for it typological and genetic „unconsciousness.” Proceeding from these ideas, follows
that, despite “modern centric” as and actual in definition of essence of genre of media text, nevertheless it
is necessary to recognize the most obvious: and genre mass-media the text has a past which it remembers
also which is significant for understanding and realization of its essence in any cultural-time piece. In this
case, the text genre of mass communication, it is a genre that is internally based on their own principles and
objectives of the substantial, wants to acquire their meaning and fullness to perform functional purpose, cannot
in principle be thought of without history, memory, and the source of typological continuity. The problem
of substantial foundations, sources, specific genres of media text origin is not so much speculative, purely
theoretical, showing how the fundamental nature of the genre of media text clarifies the existence of specific
and general laws of mass media space and word cultural environment in general. And, more importantly, one
of the essential answers to questions about the nature, functions, socio-cultural, verbal, cultural, ideological
meaning of the text in the era of mass communication of increasing convergence.
Keywords: text, genre, text, mass communication, memory, creativity, mass media space, social
communication, verbal and cultural space, theory of literature.