Shevchenko T. Formation of media audiences by means of television (on the example of modern Ukrainian TV)

The dissertation deals with the study of the media-audience formation process by mass media. It is revealed that the macro- and microfactors of the media organization functioning provoke the development of such a long-term media effect as the artificial formation of the media needs of the audience (FMA) by the mass media, in the mechanism of which one of the most important components is addiction. The definition of FMA as a dependence of the audience on formal and content parameters of media products, accompanied by a decrease in the level of criticality of the perception of their negative, poor-quality, pathogenic elements. The mechanism of the FMA is reconstructed, the preconditions for its occurrence are determined. Thе fact of long unification of media content (monotony, limited in problem-thematic selection, genre imbalance) is proved on the example of Ukrainian television, the constant repetition of which causes the mechanism of the FMA. It is determined that the problem of the media research system imperfection in the Ukrainian media industry (difficulty in studying the media needs of the audience, lack of accurate information about their media preferences), and the need to adjust the media content to the needs of the advertiser – adherence to the context of the advertisement for the main media content contributes to the unification of the media content.