Babenko V. The Semiotic Instruments in the Communicative Strategy of the Ukrainian Television

The thesis reveals socio-cultural aspect of television communicative syncretism caused by semiotic, psychological and technological factors, with the anthropocentric dominant taken into account at most. The television information-aesthetic principles are analysed. These principles in the semiotic instruments by means of display (frame, colour, graphics), by use of sound (voice, noise, music), by oral speech actualize different modi of the sensory sphere, intensify suggestion of the screen context of the TV product. The scientific integrativeness of the television science and its information interdisciplinarity are proved. The semiotic reading of screen product has made it possible to reveal specific character of screen forms, to study the specific a "television text". It is shown that the use of semiotic instruments and the knowledge of technological processes influence the formation of the appropriate mind-set of the TV journalist, favours working out of the effective methods of art due to which textsof new formats are created.