Pobedonostseva I. Television Discourse within the Cultural Context of Postmodernism.

The thesis provides an analysis of modern television as a production environment for a number of audio visual images within the context of cultural paradigm in the XXth century. It is for the first time in Ukrainian art criticism that the author's attention is focused on the dynamics of TV development ranging from its primary stage ("mirror images" of reality) to its modern trends (the quest for new forms) within the TV environment which result in new " TV reality" emerging in viewers' consciousness. With the author's attention being targeted at major features of modern TV, she carries out a research into most specific traits of TV-viewer interface while analyzing basic concepts aimed at riveting and keeping the audience attention and concentrating on mechanics of viewers' perception as regards modern television. The work is intended to show that being simultaneously aimed at "trust in physical reality" and "quest for new forms" the television as such is dual in nature and therefore becomes a powerfulfactor of culture within the postmodernism period.