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Continuing the research of the world and Ukrainian documentary comics, this article presents comics journalism in the context of theoretical approaches, genre and thematic definitions and characteristics. Comics journalism is considered as an umbrella term, allowing to combine interactive comics-reporting, caricature, patch and graphic novel into a single space of graphic storytelling. The transmediality of the comics, generated by the visualcentricity of the modern world and the tendency to mix different forms and styles, provides journalistic materials with empathetic emotionality, intertextuality and polymodality. However, traditional journalistic standards are not refuted, their meaning are motivated by new information challenges and technological capabilities of contemporary graphic art. Compliance with the requirements of objectivity and credibility of comics journalists was the decisive and most debatable issue. Based on visual authentication strategies (according to W. Weber and H.-M. Rall), the research features the Ukrainian-themed materials on global comics platforms, newspapers and national content of Ukrainian comic journalism. The latter is represented by the certain projects of newspapers, news sites, blogs, cycles of graphic stories on social issues, graphic novels and comic books. Despite the involvement of the Ukrainian information space in the alternative forms of presenting relevant social and political material, the national media, mass authors and public initiatives do not appeal to comic journalism in practice.

This article represents an attempt to define the level of political correctness of the British press. Presently, in conditions of globalization, multiculturalism, and other international and national social processes the main forms of the world communication undergo substantial changes. Mass media play a key role in popularization of tolerance among the multi-layered society for the sake of its peaceful coexistence. Therefore, the investigation of the language ethics of the printed press as one of the political correctness aspects is a highly topical issue. More than 20 politically correct and non-correct lexical units obtained by continuous sampling from articles of the British press such as The Daily Telegraph and Daily Express for the period of 2017–2019 were analyzed in course of this study. By applying the descriptive and comparative methods the specific aspect of using lexemes in texts, extent and character of their emotional coloring both in quality and popular printed press were considered. Within the analyzed sample, the quality press was found to be tolerant approximately by 58 %, and the popular one – by 60 %. So, it may be supposed that the British press adheres to the political correctness principle on average by 59 %. The novelty of the study lies in the analysis of the present-day types and forms of the politically correct and non-correct lexis used in the press. Practical significance of this study implies a possibility of using its findings for further media research and analysis both theoretical and practical.

The article explores the features of the use of political interviews in order to popularize a woman-politician. On the example of the 2019 presidential race and the election programs of the four presidential candidates: Yulia Tymoshenko, Yulia Litvinenko, Inna Bogoslovskaya and Olga Bohomolets, we demonstrated the technology of usage of the political interview in the process of image formation. Research methodology: synthesis, analysis and generalization, as well as the comparison method were applied with the aim to identify the personal roles that candidates used as a marker of their political activity. The research showed that the following roles were used for the formation of the image of a political leader in the face of woman: patriot, ordinary woman of the people, family-oriented woman, elected representative, noble performer of obligations, teacher, skilled housewife, loving mother, beautiful woman. The three candidates chose roles that were actively played in their images. The scientific novelty of the publication is a large-scale analysis of the use of interviews, aimed to promote a leader-woman in the political space. The practical significance of the article can be explained by the detailed analysis of the interview, as politicians can use its functions and understand what role they will match and how the interview helps to create a positive image. The chosen behavior model helps to build one`s own course of development and popularize the person in Ukrainian political world.

In the article the specifics of work of 10 Dnipro news web-sites is analyzed. That is, online media resources that cover local events. This news is about the city life, communities and the region on the whole. They focus on the local events, important issues, and solutions. That is why every citizen can easily understand them. However, the main news is about local life. These sites may also write about nationwide events that affect all Ukrainians or most at least most of them. The purpose of the scientific work is to analyze the features of 10 rating web-sites of Dnipro. The scientific novelty of the publication is a comprehensive study of the activities of the Dnipro web-sites. Also, the analysis of their features, main topics, principles of work with the audience, political interests and control of information are under study. The study was conducted using two methods: comparative and analysis. The first one was to find distinct and similar features between the web-sites, including the main design, the average daily amount of news, their uniqueness, political objectivity and sources of information. The second method was to study the individual elements of the sites, to then have all the data analyzed and to create a complete picture of the work of news sites of Dnipro. The study found that such online resources, in spite of being local, do not have a single concept of "local" or "regional" ones. After all, the resonant information that is on the sites may be of interest to people from other regions or even countries. There is no classification for "urban", "local" or "regional". The article helps to understand what the specifics of each site of Dnipro is in more detail. It answers the main questions: "Where do the sites get information from?", "How true is it?", "How long do readers spend time online?", "For whose benefit is the news?" and "How do promotional articles turn into events?". Among the important features of the site is the ability to adapt to the interests of the audience. It is estimated that such ...

Great Britain has always been a country of traditions. Its high standards and rules of life are famous throughout the world. Working with articles from The Guardian information resource, we tried to analyze and understand how traditional British values are transformed nowadays. Analysis allowed us to identify several major categories of British traditional values. We found that not all values still exist in the modern world. Some of them gradually lost relevance, and some raised to a new level. In our work, we considered the following basic categories: politics, family and culture. Political values have lost their popularity, because attitudes towards political leaders have changed. It can be easily seen on the example of T. May political strategy. Due to Brexit Britain ceased to feel like a united country. Basic family values did not lose their positions and remain popular among the most part of British people. Cultural values (tolerance in particular) also continue to exist in the modern life, adapting to new realities. The results show that there are two opinions in the modern British information space. The British themselves still believe that they live according to old or common traditions. However, through the informational materials on The Guardian website, we saw that the society, in fact, doesn't follow traditions as much as before. The results of the work are important for the understanding of the process of mediatization in the UK and displaying social trends in the media. The work will help to study the functioning of the British media further.

The article deals with the specifics of the jewishnews.com.ua functioning in Ukraine, which is a Jewish website. It represents the network media of a big Jewish community in Ukraine. The site serves as media space which unites members of the Jewish community throughout Ukraine and other countries. The site is focused only on Jewish themes in politics, economy, etc. The topic was studied with the help of three basic methods: comparison, analysis and generalization. The comparison method was used to study the features of the site in comparison with other similar news sites. The analysis method applied to content research on the site. The study points out the main peculiarities of the site, which works for a specific national minority. Even though the site is Ukrainian, it also covers world news. The scientific novelty of the research can be explained by a small amount of research on modern Jewish Internet press in Ukraine. Features of the structure, content and operation of the site were analyzed. The practical significance of the article is detailed consideration of modern Jewish web-site functioning in Ukraine, the features of content and topics, sources of information, fact checking of news and interactive communication with readers. According to forecasts, this site can be modified in case if audience requests it. For this aim, it is necessary to track the interests of the audience which includes not only Jews. Also, it is necessary to be ready for changing the standards of editorial work.

Strykalova T., Hudoshnyk O. Viral communication as a method of conflict discourse distribution The article deals with the main technologies for the prolongation of the conflict discourse; viral communications and techniques are provided through the analysis of the political content of social networks. The main characteristics and features of hollywar, hype, network aggression and memetics in the process of conflict deployment are presented. The purpose of the scientific work is to distinguish the main types of the conflict discourse technologies. The study was conducted using two methods: descriptive and the method of systematization. The first one was to highlight different variants of conflict discourse technologies and their main characteristics, functions in foreign and Ukrainian information space. The second method was to study the specific features of conflict discourse technologies based on common features and characteristics. The research has shown that conflict discourse and its technologies are an aggressive form of manipulation. Масова комунікація у глобальному та національному вимірах. 2020. Вип. 13 ______________________________________________________________________________ 117 However, aggressive content is a dangerous technology that is rapidly spreading due to its viral communication. Scientific novelty of the publication can be explained by the fact that in the article the basic characteristics of the conflict discourse, explored features of its development and representation at different levels of communication, distinguished genres and subspecies were generalized. The practical significance of the study is in its relevance because this kind of "anticommunication" is rapidly spreading through networks due to its viciousness, what is more, hype always attracts attention. As a result, conflict discourse in various genres is prolonged on social networks: comments, blogs and forums.

Moyseenko K., Hudoshnyk O. Communication in the hour of pandemic: the features style of the official content The present article investigates different content and the forms of broadcasting of the official content. The period of studying of this topic is February-March 2020. The study concerned the content that the authorities broadcast in their appeals to the people, as well as information on social networks. Communication was examined in the light of the CHOVID-19 pandemic. The purpose of the scientific work is to analyze this content on a global, national and regional levels. The study was conducted by exploiting two methods, such as descriptive and comparative ones. The descriptive method was used to study the content of the sites, social networks, and personal pages. The comparative method allowed to compare the content and the forms of official content on different levels. The world community has already had the experience of communication in crisis situations. The scientific novelty of this study can be explained by the fact that the world first encountered COVID-19. The government's response to the crisis (in particular, communication with citizens) affects loyalty and mood of the society. The study of communication during the pandemic is relevant because of the success of this experience. The study showed that the world community has a common opinion on the pandemic: this problem can be solved with a process of cooperation among all countries. At the national level, we can observe the phenomenon of personification of the official content. In Ukraine, the audience positively perceives the way of communication through social networks and messengers. Some city council heads introduce similar communication methods in their regions. The crisis situation represents new ways of communication and impact on the people. It can be expected that the authorities will continue to use the Internet as a channel for communication with the audience because of success of this experience.

Latent semantic indexing (LSI) and its impact on copywriting 4-12 N. Blynova DOI https://doi.org/10.15421/291901 Journalism as a synergistic object 13-18 M. Butyrina DOI https://doi.org/10.15421/29190 "Bukvar Yuzhnorusskіy, 1861" by Taras Shevchenko in the communicative space of Ukraine: the reality and prospects of presence 19-25 I. Bucharskaya DOI https://doi.org/10.15421/291903 Media reception of PR activities in the discourse of British and Ukrainian quality newspapers: comparative analysis 26-31 Y. Garkavenko DOI https://doi.org/10.15421/291904 Documentary comics in modern scientific discourse and Ukrainian comics space 32-40 O. Hudoshnyk DOI https://doi.org/10.15421/291905 Quantitative methods of studying the consumer needs and behavior in the context of modern marketing communications 41-47 M. Demchenko DOI https://doi.org/10.15421/291906 Immersive journalism: the factors of effective functioning 48-55 O. Kyrylova DOI https://doi.org/10.15421/291907 «The New York Times»: the experience of editorship formula formation in the ХІХ-th с. 56-61 V. Pavlenko, O. Nazarenko DOI https://doi.org/10.15421/291908 Ukrainian military press: correspondence to lifetime 62-69 N. Pidmohylna, A. Nauruzov DOI https://doi.org/10.15421/291909 Specificity of the coverage of European integration processes in Ukraine 70-75 I. Tarnavska DOI https://doi.org/10.15421/291910 Editor's in traditional and online media 76-83 O. Terkhanova DOI https://doi.org/10.15421/291911 Literary reminiscences in the media texts as means of popularization reading 84-89 V. Khmil-Chupryna DOI https://doi.org/10.15421/291912