DOI: 10.25136/2409-8698.2023.1.39422

Abstract: Modern multimedia text has been widely studied from the point of view of its formation, but the role, place and significance of its individual components in the implementation of various functions has not yet been sufficiently studied. The article is devoted to the problem of the attractiveness of polycode multimedia text, which is formed in the content of the Chinese television series "Symphonic Novel". The author considers the specifics of the combination of oral verbal text, visual series and audio components in the multimedia text, in which various formats are used: the joint sound of verbal text and non-verbal elements (classical music, background soundtracks, nature sounds, etc.). The author believes that, in general, multimedia text becomes a potentially effective factor in the attractiveness of a television series, which makes it possible to evaluate it the image potential is very high. In the process of analyzing the multimedia text of the TV series, the author reaches the conclusion that thanks to classical music, the realization of both educational and influencing functions is enhanced, and the plot and the characters of the TV series become more attractive, and comes to understand that the realization of the category of attractiveness plays a fundamental role, since it is included in the illocutionary dominant (the main communicative super-task) media content, which consists in the widest possible coverage of the audience of the TV series "Symphonic Novel". Thus, the author proves that the attractiveness of the TV series is formed due to an ambivalent combination of verbal and nonverbal components with the leading role of the audio format.

DOI: 10.25136/2409-8698.2022.11.39077

Abstract: The article is devoted to the peculiarities of the functioning of the television series genre within the framework of the development of modern mass screen media culture. The author conducts a thorough analytical review of modern scientific research in order to summarize the most important theoretical provisions on the basis of which the author builds a study of the Chinese television series "Symphonic Novel" in the aspect of actualization of social and national cultural values. The author suggests structural parameters and criteria for the distribution of values on the scale of the value barometer, depending on the possibilities of their influence on the formation of the image through the media images of the TV series. In the course of the study of its value potential, the author comes to the conclusion about the specific role of the value of "classical music", which allows reformatting the general list of values broadcast in a television series through a system of characters, storylines, motives. A television series shown abroad as a product of modern media culture can become an effective tool of "soft power of influence" due to the peculiarities of the value content of its media images. The value paradigm of the television series "Symphonic Novel", responding to the key positions of scientific and theoretical approaches to the study of the television series as a symbiosis of socio-cultural and media-cultural characteristics of the national-cultural mentality of the Chinese, at the same time becomes more flexible under the influence of the value of classical music, which as a leitmotif accompanies the disclosure of all other values in the development of the television series narrative. At the same time, the value of classical music does not distort or detract from other values, but shows their image potential. The role and place of the TV series as a hybrid genre based on the interaction of art and media communication in the structure of a multi-tiered image strategy is that the media images created in the TV series at the intersection and in the convergent interaction of genre characteristics of artistry and media communication acquire a special value potential that allows influencing the audience and forming its idea of the subject of the media message.