Creative Competencies of Journalists in the Context of Digital Environment and Multimedia Development
Authors:   Ural Federal University, Oleshko V. F. , Oleshko E. V. ,   Ural Federal University
Published: November 2020

In the fourth part of the monograph “Mass Media as a Mediator of Com­municative-Cultural Memory,” the task of presenting, based on content analysis of texts of 24 Russian mass media for the last seven years, a set of algorithms of modern professional and creative activity of journalists was realized. Indeed, the factor of “involvement” in Internet technologies (sometimes even in a 24/7 mode) today has to be considered as one of the main for the overwhelming majority of the active part of a mass audience. Based on highlighting the main mechanisms of constructing discursive identity, the authors have proved that the most important factor in organizing a dialogue with representatives of its various groups is the intersemiotics and multimedia of media texts. By the example of the functional originality of the mass media of the Big Urals macro-region, it is shown that only a bidirectional nature of broadcasting products of truly creative activity of journalists allows “turning” the audience into a mass communication community. Since the algorithms of collective and individual professional-creative activity of the convergent editorial office are most clearly manifested in the implemen­tation of media projects, these algorithms, due to the lack of study in media theory, are separated for analysis. Applying to concrete mass media the model of management of projects from the classical theory of management where certainly there is also an ethical component, and also considering all features of their modern functioning, authors give the following definition to special mass media projects — a complex of information products of different genres devoted to one theme, constructing or solving a certain problem, and also influencing a concrete group of audience for the achievement of the planned purpose. It was specified that a special project can be accompanied by activities (including public nature) and involves the formation of creative strategies to promote effective goal setting. The projects differ from the daily media activities of this kind in that they have clearly defined objectives to be achieved in a certain time, as well as projected effects or concrete results to be achieved with certainty. The data obtained using system analysis of mass media activity presented in this part of the monograph also testifies that transformations of information sphere in interrelation with communicative memory as one of the bases of the given process lead to a priority task of formation and development of information culture of all subjects of activity spheres of modern media without an exception. Comparison of features and mechanisms of transformation of communica­tive-cultural memory in general, characteristic for “analogue” and “digital” gen­erations, as it is proved, makes it possible to identify generation priorities in the awareness of cultural identity, to identify significant differences in understanding of these priorities. It is shown that in the future this allows developing models of social media communication capable of ensuring the effective transmission of communicative-cultural memory to the “digital” generation with the use of relevant for young people communication practices, for example, storytellings. The authors consider the ways of overcoming information dysfunctionality in the context of presenting first of all such discursive features of concrete texts of mass media of the Big Urals macro-region as their public character and reliability. The description of forms and ways to overcome the manipulative intentions of the global Network actors is focused on productive information and creative technologies implemented by communicators from various types of media.