Media Education = Mediaobrazovanie

177-188

Authors: Ibrar Ahmad, Muniba Fatima, Farahat Ali

This study aims to explore the relationship between news media use and civic engagement. This study also investigates the mediating role of social capital and civic accountability in the relationship between news media use and civic engagement. The theoretical framework of this study is based on social learning theory. By employing a cross-sectional survey design, this study has collected online data from 350 respondents from four universities located in Lahore. To empirically test hypotheses, Partial Least Square based Structural Equation Modeling technique has been used. The results of this study reveal that news media use is positively associated with civic engagement. News media use has a significant relationship with social capital and civic accountability. This study has also found a positive relationship between social capital and civic engagement. Similarly, the relationship between civic accountability and civic engagement also remains significant. The results of the indirect effects indicate that social capital and civic accountability are significant mediators in the relationship between news media use and civic engagement.

201-207

Authors: Ludmila Brusenskaya, Irina Belyaeva, Alina Kotaeva, Ludmila Kulumbegova

The negative feature of modern public communication and media discourse is invectivization. The problem of language invectivization takes the central place in linguoconflictology, which has become the natural extension and the development of legal linguistics. The pathos of this article is connected with the following statement: it is impossible to avoid the conflict component in many spheres of public communication, but irony can become an alternative to invectives and obscenisms. It will contribute to the cultivation of the Russian communicative space, the harmonization of communication. The use of irony instead of invectives and obscenisms will fill kindness grammar lacunae in the era of sharp changes in communicative conventions. The authors used linguopragmatic and sociolinguistic methods, as well as elements of content analysis of mass communication texts, to investigate the modern public discourse invectivization and prove the advantage of the ironic modality over the invective one. Insult is one of the most widespread verbal offenses. The invective is always violation of ethical and linguistic standards, but it is possible for irony to remain within the limits of normativity. In the modern media space, irony performs a very important social function, acting as an alternative to invective communication, inevitable in the polarized world.

217-230

Authors: Jewel Das

As a deep-rooted patriarchal and traditional value-centric society, women and girls are often treated as inferior to men to participate in key aspects of their socioeconomic lives in Bangladesh. This ill fate has made the female community vulnerable to achieving Sustainable Development Goals (SDG’s). Achieving the SDG’s highly depends on the actual portrayal of women and girls by media professionals. However, media professionals, especially, journalists are yet facing deep challenges in covering news on women and girls’ issues. The portrayal of women and girls in news thus remains poor and stereotyped. Under the given context what challenges journalists are facing in covering women and girls’ issues and how to overcome these that are unidentified yet. Based on survey of 26 journalists working in Chittagong, an industrially developed south-eastern district of Bangladesh, and nine (9) in-depth interviews from gender and media analysts, this study explores to what extent socio-cultural attitudes, customs and practices and policies of media challenge the journalists in covering women or gender issues. The findings show that the challenges are ranged from ‘very challenging’ to ‘somewhat challenging’ to most of the journalists. The study suggests that trainings and workshops for journalists and rethinking media policies for information literacy can be effective tools for overcoming the challenges.

237-245

Authors: Hafiz Bilal Farooq, Maria Maldonado, Mohsin Hassan Khan, Humera Sharif

G. Gerbner presented the theory of cultivation under the umbrella of his “cultural indicators” paradigm. G. Gerbner’s theory of Cultivation indicates that viewers who have immense exposure to media, particularly to television, grasp the social truths of the world the way they are broadcast on the screen and this activity influences the audiences’ attitudes and manners. Several scholars have exploited the cultivation theory to hypothesize about how media cultivates viewers’ perception of health risk, socio-political and cultural values. The bottom-line of cultivation theory is that the higher amount of time people exploit ‘living' in the television realm, the greater is the risk of their assuming the scenes being portrayed on the silver screen as truths rather social realities. Coca Cola can be well termed as one such brand that is internationally recognized and runs a worldwide marketing campaign. The proof for its success is that the brand is well known not because of the taste but for its strong advertising as well. This phenomenal brand promotion has inspired the researchers to investigate the factors, policies and strategies behind strong impact of Coke’s advertising campaign through the Cultivation Theory. The brand has also made the researchers focus on what content exactly the coke ads contain and how it is presented on screen. For the study, Coke’s advertisement in Pakistan was selected. For this mixed method study, a semi structured interview was held with the company manager in order to explore the first objective. The content of the message was analyzed by applying qualitative analysis. The data were analyzed by centering on the first two prongs of cultivation theory. The study revealed that the musical theme underlying the sense of festivity, merriment and celebration that had been promoted to elate the emotions meet the demand of Pakistan’s collectivistic culture and hence, has become success factor of coke’s consumerism and raised the impact as well.

255-266

Authors: Julia Gorelova, Nikolay Khilko

The article analyzes three aspects of reflecting student’s nature perception of the landscapes photographic images in cultural and historical heritage. Perception’s types of landscape photo images are identified: architectural views of the city, event chronotopic and social chronotopic images. The central element of this research is the ability the periodization photo artists work. Their correlation with the dominant photographic images of the cultural landscapes showed the dominant ideas of cultural landscapes images. Beyond doubt, on the basis of a combination of cultural-ecological and infrastructural-aesthetic approaches to the view of landscape images is a system of methods for studying various typologies of the city landscape compositions in the context of certain stages of perceptual media competence is established. Besides, the authors emphasize the following problem using the system of online training for more competent perception of photographic images. To assess the level of media competence in the sphere of the city cultural heritage, several indicators of primary perception development are used. As a result of the methods analysis, the authors found that the receiving methods of media competence and professional media education have a certain derivativeness of similar professional methods in relation to the methods of mass media education.

277-289

Authors: Rashid Ali Khuhro, Bashir Memon, Syeda Mannum Zehra Abedi

The Christchurch attack on March 15, 2019, on two mosques by a white supremacist is marked as a lethal incident in the history of New Zealand. In this deadly attack, at least 50 Muslims were killed and more than 50 got fatal injuries. The oddity found in this attack was that both the shootings, one on mosque Al Noor and the other on Linwood Islamic Centre, were broadcast live on Facebook. Though, the incident sparked a wave of anger throughout the Muslim world. However, that Jacinda Arden the Prime Minister of New Zealand stood in front and showed sympathy with Muslims by assuring them justice. In this way, the primary purpose of this study was to examine the representation and framing of Jacinda Ardern in post-Christchurch attack press coverage in the Muslim country newspapers. The study found that most of the stories related to Jacinda Ardern are found in Daily Dawn Pakistan, New Straits Times of Malaysia, and in the UAE’s leading newspaper Khaleej Times. However, the Tehran Times of Iran has given less coverage to Jacinda. Further, findings of the framing of Jacinda Ardern in the Muslim world press after Christchurch's attack showed most of the stories published in the four newspapers have and have framed her neutral and positive. Besides, frames like the icon of peace, anti-racist, Jacindamania, comparison of JA, and anti-Islamophobia are represented higher and paragon of leadership and redefining leadership are framed lowest in the Muslim world press.

301-307

Authors: Ella Kulikova, Oksana Akay, Zaira Tedeeva, Khansiat Kodalaeva

The formulation of the research topic is dictated by the tendency to investigate feminitives as destructive phenomena of the modern Russian language, contradicting the linguistic ecology and good language taste. Traditionally invectives, obscenisms and English-language inclusions were considered to be such destructive phenomena. In this connection, it is urgent to analyze the grammatical essence and pragmatic functions of feminitives in media discourse and, on this basis, to find out to what extent they can meet the ecological criteria. The conclusion is that feminitives are not equal in their ability to convey certain pragmatic co-meanings, and it is on these abilities the place of a particular female correlate in the language system, and the correspondence to the linguistic and ecological parameters of communication depends. The question of female correlates from the names of persons by profession, occupation, etc. is not new in grammar and linguoculturology, but new communication techniques, in particular, the features of word usage in Internet blogs, have given a new impetus to this topic. In the study of the language material, retrieved from traditional media texts and internet media content, such techniques as contextual linguopragmatic analysis and the method of pragmatic interpretation, which consists of identifying the features of connotational increments, were used.

323-332

Authors: Anastasia Levitskaya, Alexander Fedorov

This article emphasizes that media manipulations are spread not only by the manipulators themselves, who initiate and create (with specific agenda) one or another (partially) false media text, but also by ordinary audiences who uncritically perceive these media messages as true. This is a natural consequence of the modern capabilities of the mass media (“yellow press”, “yellow” TV programs, Internet sites), when once created, false information is replicated over and over again bypassing any critical comments and analysis. Based on the analysis of a number of scientific sources, the article’s authors developed and presented not only the theoretical model of the development of media competence of students of pedagogical universities in the process of analyzing media manipulative influences, but also the theoretical models of effective media educational activities of (future) teachers, contributing to the development of media competence of the audience in the process of analyzing media’s manipulative influences, as well as media educational activities that contribute to the development of media competence of the audience in the process of analyzing the reliability of media texts.

338-349

Authors: Khadeeja Maqbool, Farahat Ali, Muhammad Awais, Mudasar Ali Nadeem

Social media has become the most popular communication and entertainment channel for youth. Prior research has explored social media role in eating disorder, body image and sleep quality but the research related to effect of social media on self-sexualization behaviour is lacking. The purpose of this study is to investigate and to explore the use of social media and its effects on self-sexualization behaviour among university students. In this research total of 485 girls, age (M = 21.4 SD = 3.48) are taken as samples. In this study, the researchers used the convenience sampling technique for data collection. The data was collected from different universities in Lahore. The quantitative survey research design used to collect data. Correlation and serial mediation analysis used to analyse the data. The findings show that the internalization of reward beauty, self-objectification, social media use, and appearance conversation is positively correlated with self-sexualization. In addition to this, the results showed that self-objectification and internalization of reward beauty was not a significant mediator between the relationship of social media use and self-sexualization. The implications of a study related to media educators, campaign designers and parents have been discussed.

362-377

Authors: Oxana Posukhova, Lyudmila Klimenko, Sergey Chelyshev

The article is devoted to the analysis of the working dynasties representation in the Soviet cinematography. The theoretical research model is based on several approaches: the continuity of generations concept; the concept of social capital and social production strategies; studies of the socio-professional structure in the Soviet society; studies of labor dynasties in Russian society; the concept of “the myth of the great family” and its application in the official discourse analysis. Analyzed information sources are 43 Soviet films released from 1920s to 1980s. The article substantiates the presence of several stages in the dynastic themes presentation in the Soviet cinematography. The periodization criteria are: 1) ideological conditions and assessment of the working dynasty potential in the Soviet society; 2) genre, visual-aesthetic and resource characteristics of the film production; 3) the nature of intergenerational translation of social and professional experience. The first period (1924−1953) is characterized by discursive negativity in the propaganda films of generational continuity in the parental family. The configurational type of social and professional experience transition dominates. At the second stage (1954−1965), in accordance with the ideology, the constructive potential of labor succession in the family is emphasized in the chronicles. This stage is characterized by a post-figurative type of generational continuity. At the third stage (mid-60s-80s) there is ambivalence in the representation of working dynasties.

391-394

Authors: Marina Tselykh

In 2021 the Publishing House SM "Information for All" published a book by Professor Alexander Fedorov “Soviet science fiction movies in the mirror of film criticism and viewers’ opinions”. In this interview with Professor Marina Tselykh, Alexander Fedorov discussed the topic of Soviet science fiction films. Marina Tselykh thinks that the author have done a lot of work on the collection and systematization of Soviet fiction films (including television), from the 1920s to the 1990s. The result is a mini-encyclopedia that contains information about the release dates of films, their directors, fragments of reviews from critics and viewers. The author's expert opinion sounds especially interesting.