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MINISTRY of EDUCATION and SCIENCE of UKRAINE MINISTRY of CULTURE of UKRAINE KYIV NATIONAL UNIVERSITY of CULTURE and ARTS (Knukim)

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MINISTRY of EDUCATION and SCIENCE of UKRAINE MINISTRY of CULTURE of UKRAINE KYIV NATIONAL UNIVERSITY of CULTURE and ARTS (Knukim) MINISTRY OF EDUCATION AND SCIENCE OF UKRAINE MINISTRY OF CULTURE OF UKRAINE KYIV NATIONAL UNIVERSITY OF CULTURE AND ARTS (KNUKiM) KNUKiM Journal "Social Communication" Series Collected Articles Volume 1 Kyiv KNUKiM Publishing House 2013 УДК 316.77 (063) KNUKiM Journal: Collected Articles / Kyiv National University of Culture and Arts, K.: KNUKiM Publishing House, Kyiv 2013. – Vol. 1. – 215 p. – ("Social Communication” Series). The Journal contains collected articles in which the authors research the current issues of publishing and editing, public relations and advertising, contemporary multicultural society, libraries, contemporary art, cultural industries and information communication in contemporary social and communication space. For researchers, graduate students, anyone interested in the items of theory, history and practice of social communication. Published by the decision of the Academic Council of Kyiv National University of Culture and Arts (Minutes № 4, 2013) 2 EDITORIAL BOARD Poplavskyi M. M. – Editor-in-Chief, Doctor of Pedagogical Sciences, Professor of KNUKiM. Hurbanska A. I. – Vice Editor, Doctor of Philology, Professor of KNUKiM. Bezdrabko V. V. – Doctor of Historical Sciences, Professor of KNUKiM. Havra D. V. – Doctor of Sociology, Professor of St. Petersburg National University. Matviyenko O. V. – Doctor of Pedagogical Sciences, Professor of KNUKiM. Novalska T. V. – Doctor of Historical Sciences, Professor of KNUKiM. Poplavska N. M. – Doctor of Philology, Professor of Ternopil National Pedagogical University named after V. Hnatyuk. Tymoshyk M. S. – Doctor of Philology, Professor of KNUKiM. Khavkina L. M. – Ph.D. in Social Communication, Associate Professor of Kharkiv National University named after V. N. Karazin. Kholod O. M. – Doctor of Philology, Professor of KNUKiM. Varych M. V. – Ph.D. in Social Communication, Associate Professor of KNUKiM. Kostyrya I. O. – Candidate of Political Sciences, Associate Professor (Executive Secretary). Shevel I. P. – Candidate of Sciences in Sociology, Associate Professor of KNUKIM. © Kyiv National University of Culture and Arts, 2013 © Authors of articles, 2013 3 CONTENTS............................................................................................4–6 PUBLIC RELATIONS AND ADVERTISING: APPLIED SOCIAL AND COMMUNICATION TECHNOLOGIES Mykhaylo Poplavskyi Applied technology of leader image formation.. 8–16 Larysa Kochubey Political PR: formation tendencies in Ukraine……..17–26 Lyubov Khavkina Newest advertising business parameters in social and private communication areas…………………………………………………………26–36 Aelita Lytvyn Essential approach to understanding the concept of "image" in terms of political imagemaking………………………………………………37–43 THEORY AND HISTORY OF JOURNALISM AND PUBLISHING Theory and History of Journalism Maryna Varych Genre of review on pages of specialized motor-car Magazines……………………………………………………………..45–50 Natalya Sokolova TV news as a source of formation of information field of Ukraine……………………………………………………………………….51–56 Theory and History of Publishing Business Antonina Hurbanska Dialogue on cultural-historical and personal topics with editorial and publishing activity of the Ukrainian writers……………………57–70 Halyna Hret Book trade company competitiveness …………………..71–79 Alla Mykolayenko Role of the magazine “Smoloskyp” in formation of Ukrainian publishing house of the same name in emigration………………..80–88 Svetlana Semerenko Commodity offer as a component of Ukrainian book market sales opportunities……………………………………………………89–101 SOCIAL COMMUNICATION PROBLEMS OF MODERN MULTICULTURAL SOCIETY Olena Zlobina Subcultures in student communication………………..103–114 Kyrylol Stetsenko Distinctive features of sociocommunicative function of show business in post-industrial society……………………………………………115–123 4 Inna Kostyrya Political culture as a reflection of political–communicative reality of society………………………………………………………………124–133 Inna Shevel Process of globalization in the world of culture …………134–139 Kateryna Yefanova Print media in the subculture of ultra……………..140–147 SOCIAL COMMUNICATION PRINCIPLES OF LIBRARY WORK IN THE INFORMATION SOCIETY Ludmila Petrova Theoretical principles of modern library management…………………………………………………………….148–155 Nataliya Kunanets Sociocommunicative approach to study of the history of library science in the Western Ukraine………………………………………..156–163 Ludmila Prokopenko Social and communication activities of libraries in the formation of information space of Ukraine…………………………………...164–172 CONTEMPORARY ART IN SOCIAL COMMUNICATION SPACE OF UKRAINE Olena Honcharova On the issue of averbal component of oratorical speech………………………………………………………………….174–186 Lesya Smyrna Ukrainian nonconformist artists: overcoming of isolation from the world art processes……………………………………………………….187–197 Liliya Derman Human body in communication space: modern fashion images…………………………………………………………………198–203 Yanina Lytovka World music as a new communication of musical cultures………………………………………………………………..204–211 5 SOCIAL COMMUNICATION IN CULTURE INDUSTRIES: THEORY AND PRACTICE OF HOSPITALITY IN HOTEL AND RESTAURANT AND TRAVEL BUSINESS Volodymyr Antonenko, Inna Krupa Problematic issues of the definition «cultural heritage»…………………………………………………………..213–220 Yevhen Kozlovskyi Comparative analysis of corporate culture of modern Ukrainian and foreign companies…………………………………………...221–233 INFORMATION COMMUNICATION IN THE CONTEMPORARY SOCIETY Borys Kuz'menko Intelligent robotic systems in the field of culture and arts………………………………………………………234–239 Halyna Ostapenko Key aspects of social and communication Internet technologies for student environment………………………………………240–250 6 PUBLIC RELATIONS AND ADVERTISING: APPLIED SOCIAL AND COMMUNICATION TECHNOLOGIES 7 УДК 316.46 Mykhaylo Poplavskyi APPLIED TECHNOLOGIES OF LEADER IMAGE FORMATION У статті подано сучасні наукові тлумачення поняття «імідж». Проаналізовано найпоширеніші механізми та складові формування образу лідера в контексті портретного, професійного, соціального аспектів. Імідж лідара вивчається як складний суспільний феномен, що формується в суспільній свідомості завдяки ефективності інформаційних, емоційних та діяльнісних прикладних технологій. Ключові слова: імідж, лідерство, технології іміджу, статус, позиціонування. В статье представлены современные научные толкования понятия «имидж». Проанализированы наиболее распространенные механизмы и составляющие формирования образа лидера в контексте портретного, профессионального, социального аспектов. Имидж лидера изучается как сложный общественный феномен, который формируется в общественном сознании благодаря эффективности информационных, эмоциональных и деятельностных прикладных технологий. Ключевые слова: имидж, лидерство, технологии имиджа, статус, позиционирование. The article studies contemporary interpretation of the concept of «image». The author analyses the most common mechanisms and components forming the image of the leader in the context of portraiture, professional, and social aspects. Leader image is studied as a complex of social phenomenon, emerging in the public consciousness thanks to the effectiveness of informational, emotional and activity applied technologies. Key words: image, leadership, image technology, status, positioning. In the contemporary world image is an important factor of social and public perception of a leader: successfully created image makes it possible not only to 8 influence public consciousness, but also to manipulate it. Nowadays image of the leader plays a crucial role in all public areas: politics, economy, culture and education. Leadership is a multi-level and multi-type phenomenon that synthesizes knowledge and strategic communications. Social and practical significance, as well as the fact of presence of many theoretical and methodological problems of image as a communicative phenomenon makes this article topical. Its purpose is to reveal the nature and effectiveness of modern technologies of leader image formation that put forward the following tasks: to clarify the origin and modern interpretation of the term "image"; to identify the main aspects and approaches to leader image formation; to analyze the most common modern technologies of optimal image; to draw the basic rule of creation of positive leader image. During the interaction of the individual with a social medium it is important to study thoroughly the applied technologies, owing to which successful and effective image can be formed. Due to the established image of the leader it becomes possible to take right and worthy place in a particular social sphere. Usually the leader represents the organization, institution or party, and for this reason public attention is focused on him or her. This is a specific phenomenon, distinctive of the Ukrainians – so -called "personification" of business, politics, education or any other field. Therefore, the leader image formation is topical first of all for its practical importance. It is obvious: recently, figures holding main leader positions have begun to pay much attention to formation of their images. Until now in Ukraine this process is spontaneous, but it markedly based on the proven technology. Therefore, it is the time for comprehensive analysis of the most common image making technologies and making of the basic rules for the optimal representation of the leader. Image and its types are currently studied by many scientists from different fields of science. Existing today works and literature on problems of image formation makes it possible to navigate in the
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