TRANSFORMATION OF A MEDIA TEXT GENRE STRUCTURE IN THE MODERN MEDIA EDUCATION

The article is devoted to one of the most important problems of the modern media education, namely, to the processes of genre structure transformation of a media text caused by the emergence of the informational society, technology-related revolutions, socio-cultural and economic changes in the society. The authors of the article hold to the opinion, that in the digital age the traditional classification of media genres into informational, analytical, literary and art, including their variations, is replaced by the genre structure due to the influence of modern processes. The genre structure is based on a triple-genre group of media texts: journalistic, advertising and PR-texts. At that the preferential basis for the classification remains publicistic or journalistic models of information. Global expansion of communication space due to the development of new informational technologies, Internet in particular, created natural conditions for genres unification. Creation of media text genres in advertising and journalism is subject to the general laws of genre creation as a whole. The study of the causes and consequences of genre system restructuring of mass media represent the integral part of media creation, which should help the audience to master the features of mass media influence on social development. (C) 2017 Published by Future Academy www.FutureAcademy.org.UK