Dyachuk V. Communicative culture of direct television broadcasting

The study is devoted to the development and evolution of the communicative culture, figurative means, the poetics of TV in the admeasurements of increased interaction live broadcast. Communicative Culture TV is investigated in the context of globalization extracultural space. Identified the communicative admeasurements of TV space as the base of the creation of "communicative communities". We characterized descriptive basis of TV poetics as interactive technology. Identity of subjects TV discourse, which is a sort of polyphony in the context of broadcasting, is studied as a dialogue and polylogue. Live broadcast is defined as the base TV reality, means of TV industry are characterized in the mode of communicative, cultural, aesthetic and artistic elements. Determine the role and place of tehnopopulations digital video in the process of rebuilding the screen image.