Media Education = Mediaobrazovanie

563-569

Authors: Oksana Akay, Ella Kulikova, Irina Belyaeva

The anthropocentric approach to language involves increased attention to all the parameters of a human person reflected in the language. The androgyny of European languages is corrected by including a human nouns correlative to the vocabulary on the basis of grammatical gender. The spread of political correctness modern ideas restricts the use of sexist words and expressions. The main way of the modern languages’ development is to eliminate the discrimination of women reflected in the language. Due to the globalization influence and significant feminism arise the significant correction of gender nominations has become possible. The gender-marked anthroponyms with a feminine affix index, even if they correspond to the system grammatical standard, are outside the official business style in modern Russian, but they are widespread in other styles and genres of the modern Russian literary language such as colloquial speech, fiction and media discourse.Media space nowadays is the widest territory of any linguistic directions’ development in general and the media discourse in particular due to the fact that it involves a large scale of the population into communication, and the female part is a half of it.

581-590

Authors: Irina Chelysheva, Galina Mikhaleva

The possibilities of media education for upbringing the younger generation are undeniable. Development of citizenship and interethnic tolerance to representatives of other ethnic groups and cultures is one of the important and urgent directions of Russian media education. In this process, the analysis of the best Russian and foreign media education practices is essential. In this study we attempted to construct a model for fostering students’ interethnic tolerance based on the main theoretical approaches and practical aspects in the context of leading Russian and foreign (in this case, English-speaking) approaches to media education in the system of higher education. This model is a set of the objective, methodological, organizational, reflective and evaluative components. The conceptual basis of the model includes the following methodological approaches: developing critical thinking, culturological, semiotic and socio-cultural and aesthetic approaches, which are increasingly being developed in the university practice of media education. One of the leading approaches in media education for fostering students’ interethnic tolerance is analysing media texts of different types and genres. This process is traditionally based on the key media education concepts associated with defining the source, typology, perception, topics and representation of media texts. Reliance on the concepts of media agencies, media categories, media technologies, media languages, media audiences, media representations is also emphasised.

597-608

Authors: Olga Gorbatkova

The problem of school-based violence is one of the most important, requiring an urgent solution, as it threatens the physical and mental health of people. Nowadays newspapers and their Internet versions represent aggression and cruelty, attacks and murders in school settings, as a rule, broadcasting to the public a detailed description of tragic incidents, thus leaving a reflection in the minds of the younger generation, shaping their values and attitudes, behaviour patterns, arousing their interest in imitation and transferring the image of violent scenes into the real world. The relevance of studying the topic of school violence in Russian print and Internet versions of the media is quite obvious, due to the fact that a wave of aggression and violence, armed attacks on students and teachers, mass shootings on school grounds swept Russian educational establishments. In this article, the author attempts to carry out a hermeneutic analysis of school-based violence as reflected in print and online media from 1992 to 2020. The author’s reflections on the representation of violence in the school environment are determined by the urgent need to reveal the specific character, structure, narrative techniques, gender, ideological aspects of violence against students and teachers in order to create a holistic vision and approach to the content under study.

627-635

Authors: Ludmila Gritsai

In this paper we will analyze parental view on the difficulties in organizing mass education for students through media technologies usage in the spring of 2020. The goal of the research is to study the most significant learning difficulties in the new format, which have been pointed out by parents. The following methods of cognition have been used in this study: problem method, survey method, system-structural method. The study engaged 400 parents from different regions of Russia (54 regions). Parents were asked to answer 5 questions. Parents identified 3 forms of learning through media technologies used by teachers: extended "take-home assignment" mode; online lessons mode and mode of working with educational platforms. Parents pointed out the poor quality of education by means of the media technologies to have been chosen. The study showed low parental satisfaction with the learning process. A media technologies learning difficulties model was created (according to parents). Among the significant learning difficulties, parents highlighted the low media competence of the pedagogical as well as parental communities, the shortage of competent mechanisms for children's knowledge assessment, the lack of proper motivation for learning as well as zero independent work skills. Parents indicated that children did not have the opportunity to learn while communicating interpersonally with the teacher and peers. A fore-referenced difficulties were identified by parents as the major setbacks to media technologies usage in modern schools. Therefore, in the minds of parents, this learning model should be investigated intensively and seriously improved by the teaching community.

645-652

Authors: Ilya Hazanov

The integration of the professional efforts of scientists in solving a wide range of research problems is today one of the principles of organizing knowledge in the field of the humanities. The creation of scientific schools can be considered a positive example of such cooperation. In the field of media literacy education, one of the leading scientific schools is the active Russian scientific school “Media Education and Media Competence”, which has existed for more than 25 years. Media literacy education technology is an interdisciplinary field of research that involves the combination of content, basic categories and research methods of journalism, sociology, cultural studies, film studies, philosophy, psychology, pedagogy, history and other sciences. This technology is most in tune with the interests and lifestyle of modern youth who are mastering digital media. It is a global technology capable of uniting people from different countries with its universal language, moral and civic components, and ensuring intercultural dialogue. The article analyzes four monographs published by scientists from this scientific school in recent years. The subjects of study in them were cinematography (fiction and documentary) and various aspects of criticism in the field of media, as well as the problem of personal creative portraits of famous media critics. At the same time, one of the key ideas of scientists can be recognized as the synthesis of media literacy education and media criticism, considered both as a methodological approach and as a method for organizing media literacy education. These works concentrate the main research results in the field of media literacy education and media criticism, which can become a reference point for researchers around the world. The main common features of research of the scientific school "Media Education and Media Competence" are highlighted, their content, theoretical and practical significance, and the possibility of their application in teacher education are analyzed. The position of the authors of monographs to the definition of the concept of “media text”, methods of working with media texts are reflected.

664-674

Authors: Rashid Ali Khuhro, Hamedi Bin Mohd Adnan, Zaffar Iqbal Junejo, Mohsin Hassan Khan

Mass media is a part of the political economy and operates like other businesses in the market economy to earn profits. Though, media sells its content as a commodity to the customers and its consumption decides its rating and circulation figures. In that context, the figures attract advertisers to advertise their products through these highly rated and circulated media outlets. However, most of the revenue of any media organisation is gathered through advertisements. Thus, most of them became dependent on advertisers for revenue generation and it generates 'extramedia influence' on media content, which is called advertiser pressure. Therefore, with this background, the fundamental objective of this study is to explore advertiser pressure on climate change content in the media in Pakistan. The data was collected through qualitative semi-structured in-depth interviews from purposively sampled 15 environmental journalists who are working for local and mainstream Pakistani press/media. Findings revealed that advertisers' pressure influences all types of content in the media in Pakistani media. However, advertiser pressure impacts more on climate change content because it is a soft news subject and needs more investment. Additionally, results showed that government advertisers influence more than corporations because the government is the primary advertisers for media content in Pakistan.

688-701

Authors: Ekaterina Kyshtymova

The results of the study of readiness of future specialists in the domain of media communications to work in the media environment – their psychological media competence, were presented. The choice of the participants of the experimental study was contingent on the differences in their ambitions: the group of future specialists in the domain of advertising (N = 25) was focused on creating media content attractive to consumers, while the group of future psychologists (N = 15) was focused on protecting the psychological health of individuals from destructive media content. The group of experts included Masters of Psychology who took the course of Psychological Safety in Media Environment (N = 9). The reference group included students who had not studied psychology (N = 41). The research was carried out using the semantic differential (SD) method and the examinational survey method, which afforded estimating the ability of a person to determine psychological peculiarities of media texts. The cognitive, value-semantic, reflexive, creative and active components of psychological media competence were evaluated. The Herbaria tea commercial with the advertising slogan 'Drown your Fears' served as the incentive for psychological media competence assessment. The results of its psychological analysis by experts were compared with those of students in the three groups: future advertisers, future psychologists, and students who were not exposed to psychological background during their professional training. The results of the research demonstrated: 1) the level of psychological competence of all students was low; 2) the level of psychological media competence of future advertising professionals was statistically significantly higher than that of future psychologists of education; the lowest level was in the group of students who did not study psychology. That brought the importance of creating and implementing training programs focused on improving competence among students of advertising and educational psychologists into the foreground.

713-720

Authors: Volodymyr Myslavskyi, Ganna Chmil, Oleksandr Bezruchko, Nataliia Markhaichuk

The objective of this study is to analyze the outcomes of Aleksandr Dovzhenko conceptual search based on his work, Earth (1930), which became the most remarkable in the Soviet cinematography. The authors also go into the reasons of diametrically opposite reviews of the critics on these film. This article is based on little-known critical publications about these films in the Ukrainian and Russian media in the 1920s. Earth was filmed in the period of political and social transformations of the Soviet society, in the early days of painful shifts towards collectivization of agriculture and industrialization of production. Stalin’s political struggle with his political opponents Trotsky and the opposition headed by Bukharin ended in Stalin’s victory. His unlimited power was consolidating, and further repressions in the society were simmering. The amplified influence of Marxist-Leninist critics on creative processes was becoming especially noticeable at that time. Under pressure of such political conditions, Alexander Dovzhenko had to work on his masterpiece Earth. Analysis of Aleksandr Dovzhenko contemporaries’ polemic about Earth on pages of specialized journals in the 1920s showed that the most common types of publications were: 1. Unconditional recognition (combination of revolutionary ideas with vivid means of expression). 2. Brutal criticism (exaggerated aestheticism and deviation from the Socialist ideology).

730-735

Authors: Ekaterina Shapovalova

The research has demonstrated that there are different types of false information that is distributed in the media and social networks. The author of the article shows that some false information can create panic and spread to destabilize the situation in the country. Therefore, it is necessary to fight them. The study shows the role of media education as way to counter fake news. It has been found that fake news can be disguised as true information. This makes it difficult to resist them. Also the author explains why journalists themselves can spread fake messages and it is not always possible to distinguish them from the true even using artificial intelligence. The study showed that the audience needs to improve their media education. At the same time, readers expect the media to help to verify information. The author analyzes the experience of mass media and social networks in improving media literacy. Based on this, the article offers recommendations for media outlets that see the problem of fake news and plan to fight it by educating readers in critical thinking. Also the author explains the role of media reputation as a key indicator for evaluating the authenticity of news material.

745-756

Authors: Galina Soldatova, Elena Rasskazova, Svetlana Chigarkova, Ludmila Dementiy

The COVID-19 pandemic was accompanied by “infodemic”, including the spread of excessive amount of information regarding coronavirus. The study aimed to reveal which role the source and online context of COVID-related information takes in the probability of clicking and reposting this information and its relationship to the reaction to the pandemic, individualism and collectivism. 396 adults who did not have COVID-19 and lived in Central (n = 207), Siberian (n = 63) and Far Eastern (n = 126) regions of the Russian Federation evaluated their expectations and subjective probability of clicking and reposting four COVID-related messages (from politician – president, health specialist – president of WHO, journalist – link to a broadcast, personal story) on the four possible backgrounds (Ministry of Health Сare website, Yandex news, Facebook, WhatsApp). Then the participants filled in the Monitoring Information About Coronavirus Scale and Coronavirus-Related Anxiety Scale, modification of the brief Positive and Negative Affect Scale. Facebook was seen as equal or more trustful than Yandex. People are more ready to click the links about COVID-19 if they expect the message to be important, trustful for them and clarifying the situation, regardless of what kind of emotional changes they predict. People are more ready to repost the links about COVID-19 if they expect this message to change their mind or behavior. “Infodemic” includes not only the social processes of the spread of information but also the psychological processes of evaluation, clicking, reading and reposting.

764-773

Authors: Safeena Yaseen, Syed Irfan Hyder, Junaid Ansari, Muhammad Ibtesam Mazahir

With the rapid growth of unvarying advertising campaigns, the promotional content of socially sensitive products is available across all the digital platforms, which sometimes hurt consumer sentiments. Due to which the identification of the factors determining attitude towards the advertisement of socially sensitive products has now become important for both advertising professionals and academic scholars. Considering its significance, this study intends to measure the impact of Good for Economy, Social Role and Image, Value Corruption, and Product Information on Attitude towards Advertising of Socially Sensitive Products in digital media. The population for this study is comprised of digital media users, having 18 years of age or above. The sample size for this study is 400 respondents. The data was collected through an online survey. The overall explanatory power of the model is 56 %, where F= (4,212) =37.29, p< 0.05, therefore it can be concluded the factors included in the model has the potential to shape attitude towards the advertising of socially sensitive products by 56 %.