ТЕЛЕБАЧЕННЯ ЯК ЧИННИК ФОРМУВАННЯ ЄДИНОГО КУЛЬТУРНОГО ПРОСТОРУ ТА ІНТЕГРАЦІЇ СУСПІЛЬСТВА
TELEVISION AS A FACTOR IN FORMATION OF COMMON CULTURAL SPACE AND INTEGRATION OF SOCIETY

Summary/Abstract: The purpose of the article is to reveal the essence of the integration function of television and, at the same time, the factor in the formation of a single cultural space. The research methodology is based on the application of the principles of analysis and synthesis, the unity of the logical and systematic approaches. The scientific novelty of the results obtained lies in understanding the essence of the integration function of television and, at the same time, the factor in the formation of a single cultural space. Conclusions. It is emphasised that the role of television in the process of integration lies in its ability to combine all participants of the social dialogue, to be its driving force. Integration as a transformation of the system of values, a long-term aspiration that guides society based on the acceptance of the value of cooperation, is directly related to the formation of a socio-cultural space, one of the subjects responsible for filling which is television. As a subject of the informational and sociocultural space, television structures and fills this space in accordance with the interests of its viewer – the nature of television broadcasting allows, influencing the audience, to appeal to almost all the feelings and emotions of a person. It is noted that television contributes to: a) consistency between cultural standards, norms, patterns of behaviour; b) the introduction of cultural standards in people's behaviour by regulating public opinion; c) is the subject of the exchange of cultural meanings, symbols and meanings in an integrated society; as well as a factor of social differentiation and at the same time its product, playing its specific role in the modern world. It is summarised that television actively promotes national values, patterns of behaviour, moral and ethical norms, and broadcasts these elements of culture not in an abstract form, but in their socio-cultural context, in the form of concrete and accessible images. The interaction of television and culture provides communicative forms and methods of informational and cultural integration.

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