Hybridné útvary v produkcii súčasných elektronických médií
Hybrid Forms in the Production of Current Electronic Media

Summary/Abstract: The study analyzes hybrid forms of contemporary electronic production with emphasis on the circumstances of their origin (intervention of entertainment, emotionality in texts of electronic media, spectacularity of communication). Particular attention is given to the analysis of the relationship between syncretic and hybrid techniques in the genres of current electronic media, and to the sequencing gradual hybridization of texts not only in production (infotainment, textures), but also in the media reception (weakening of gnomeism, stronger interest in updating, experience and formation of a user relationship to the media).

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