Science and Education a New Dimension. Humanities and Social Sciences, VII(33), I.: 199, 2019 June. www.seanewdim.

com

Screen language: visual – expressive means of the television image

I. S. Putsiata
National University "Lviv Polytechnic"
Corresponding author. E-mail: [email protected]
Paper received 24.02.19; Accepted for publication 12.03.19.
https://doi.org/10.31174/SEND-HS2019-199VII33-22
Abstract. In the work screen language research was conducted – visual – expressive means of the television image, analysis is car-
ried out of visual – expressive means of television channels: «1+1» and «Inter». The article focuses on the fact that one of the most
striking trends of formatting of television projects today is a realization of the game as the basis for the formation of the screen lan-
guage. The game involves bringing the TV program closer to the public, which in turn generates no passive contemplation, and at-
tracting the viewer into the process.
Keywords: television, television program, visual-expressive means, TV image

In an era of global consumption of scientific and technical Yurovskym. The problem of television participation in the
discoveries in the panel of semantic shades it becomes preservation and formation of cultural norms formed the
more difficult to distinguish between true meanings and basis of works: A. Vartanov, V.Vilchek, S. Muratov,
values. Television, as one of the leading contemporary N.Froltsova. About the nature of the impact of audiovisu-
media, plays a key role, which forms the culture, which al media on culture, wrote: V. Yegorov, B. Sapunov, E.
helps the viewer make a choice in the space of the world Kozlov, V. Sappak, E. Sabashnikova. The processes of
with the help of the formed reflected reality. In the con- modern media transformation studied: N. Goryunova, D.
text of visualization processes TV with its specific set of Dondurei, A. Kachkajeva, T. Lebedeva. However, the
expressive means becomes the main channel of broadcast- expressive means of the screen were not considered com-
ing in the society of socio-cultural values. prehensively from the point of view of their participation
The relevance of this research is dictated by the need - in the formation of the cultural and educational sphere as
give a detailed, thorough analysis of the modern approach translators and creators of traces in the context of modern
to the use of means of artistic expression on television. socio-cultural processes. The purpose of the work is to
Active transformation of audiovisual media, which is study the language of the screen - visual-expressive
noted by many researchers, seriously needs a systemic means of television image (for example, TV channels "1
evaluation. Study of the transformation of the form and + 1" and "Inter"). In accordance with the purpose of the
format of TV programs in connection with the change of work, the following tasks should be solved: to study the
socio-cultural, techno-technological, the economic situa- language of the screen and the use of visual-expressive
tion of our time, it is important not only to preserve the means of television image; outline the features of the
creative potential of journalism, but also for the develop- language of the journalists; to analyze the trails that are
ment of society as a whole. On the one hand, the trans- used by TV presenters as figurative visual-expressive
formation of the screen language reflects the general means.
processes of civilization development, timely understand- Media, as the main source of information dissemina-
ing of which is extremely important in the aspect of scien- tion, plays a leading role in formation the cultural com-
tific reflection. On the other hand, these changes in the munity. Depending on the chosen means and their combi-
media have a significant impact on the socio-cultural nation, the author determines not only the format of the
process, and therefore they are in dire need of objective television story, but also the general sense of the taste of
and operational scientific evaluation. the public, imaginative thinking of the viewer. We can
Today, when television is often rebuked by a large talk about the reverse effect, when socio-cultural practices
number of low-quality programs , when the research con- determine what will be interesting for viewer to see, what
firms the influence of screen content on the formation of he wants to know and in what format it would be more
the basic values and needs of the audience, it is especially convenient for him to perceive this information "here and
important to identify the key trends in the development of now".
the television language. The transition to a market econ- On the modern television, various means of enhancing
omy and the market as a whole involves the transition to visualization and expressiveness of the language are used,
another system of relations, to the new components of and an active appeal to which transforms various spheres
interaction, which determines the formation of a special of manifestation of verbal culture [6, p.59].
culture of communication. Everything that is connected S. Eisenshtein wrote: " Actually, art begins with the
with the spiritual development of the person, with great moment when the combination of sound and image no
difficulty can adapt to a market-based way of existence. longer simply reproduces the existing in the nature com-
Modern teleproducts are increasingly perceived as goods. munication, but the connection is established, necessary
Meanwhile, television cultural and educational programs for the tasks of expressiveness of the work "[9, p. 235].
are needed even in the harsh conditions of the media Even at the information level, the message can get a
market to preserve imagery, metaphor, and multidimen- special form. Synthesis of visual and audiovisual means
sionality. of expressiveness helps the author in solving creative
The question of creating a visual image was tasks. During the Asian flood in the news programs of
investigated by the following scientists: E. Iefimovym, K. various TV channels, a plot on the topic of disaster was
Rozlogovym, M. Stuflyaevoyu, R. Kuznetsovym, A. included. For example, "UA: PERSHYI" showed a pic-

90 ©ǀ I. S. Putsiata 2019
Science and Education a New Dimension. Humanities and Social Sciences, VII(33), I.: 199, 2019 June. www.seanewdim.com

ture of the apocalypse: in the frame were inflatable boats er. 1 + 1.07.02.19). Alla Mazur, TV presenter for "1 + 1",
on the football field. In short, in a few words behind the often uses metaphors: "Midnight cowboy chases along
scenes the author commented on the situation, and before roads without mufflers, numbers and rights." This meta-
the viewer there were several pictures at once. At the phor does not carry a negative disdainful evaluation of the
junction of those paintings he saw on the screen, and what leading representatives of the informal association of
still impressed the imagination of the viewer, there was rockers, , it arises as a result of associations of the repre-
sympathy, which prompted the participation in humanitar- sentative of this association on a "steel horse" (motorcy-
ian assistance to the victims. cle) with a cowboy on a horse. In addition, we can hear
As D. Harms wrote, the power laid down in words metonymy (the transfer of the properties of one subject or
must be liberated. There are such combinations of words phenomenon to another based on the principle of their
in which the effect of force becomes noticeable. It's not adjacency (material - a product of it, the product - its
good to think that this force will force things to move. I manufacturer, action - an instrument of action): 02 will
am sure that the power of words can do this "[4, p. 558]. call 01 too late (plot about the fire in the building ) (ТSN.
Modern television, as an open-source system with non- Tyzhden’. 1+1. 10.02.19). The use of personification (a
linear feedback, is a powerful word manager. Therefore, kind of metaphor consisting of transferring the properties
journalists in their practice often use the principle of met- of a person to inanimate objects or abstract concepts) is
amorphic (Greek meta - before, after). Under the meta- also characteristic of the language of the leading:
morphosis is understood "sign system that exists to de- a) The country was flown by a forward-looking initia-
scribe the natural language" [8, p. 334]. In this case, the tive.
thought of Hegel would be appropriate. He believes that b) The holiday re-forms city patriotism.
for any logical system there is such a statement, which For greater expressiveness, Alla Mazur uses compari-
can not be proved or refuted, remaining within the sons in his speech (convergence of two subjects or phe-
framework of this system. From this follows the idea of nomena to explain one of them with the help of another):
metamorphosis: a description of speech processes will The President, as the Queen of England, was out of suspi-
occur only if we go beyond the language. cion (TSN. Week 1 + 1, 10.02.19).
That is, metalanguage is the true thoughts of the inter- Fine metaphors are abundant on the Inter Channel,
locutor hidden in his words and expressions. The main many divorces of actress pairs are often marked by burst-
purpose of using these words on the TV screen is to miti- ing of family photographs of the ether (characteristic
gate the verbal strike, which helps us manipulate the inter- prickly torn edge), sometimes even without a verbal
locutor, reaching our own goals. Often, journalists of all- commentary (Concerned by Everyone Inter 05.02.19.)
Ukrainian TV channels, as part of a metamorphosis, use The leading of the Inter channel, Dauhulie Anastasia
rhetorical questions, what the viewer directs to the view, often uses one component of the case-law: "At the con-
which is true, but which is forbidden to speak. A good cert, for those for whom thirty, act as those under sixty. In
example can be Alexander Dubinsky's plot about the addition to the pensioner Mika Jagera, in the world there
current situation in Ukraine: "Who is to blame for the is no other to show "Where did rock music go?" "(The
theft of state property? Maybe the leadership of the state? author synthesizes the speech game of the phraseological
"(MONEY 1 + 1, 03.02.2019). level, namely, the play of stable turnover" those for whom
Larysa Zadorozhna in a television message (The draft thirty ", including the similar syntactic design "those for
resolutions on the early termination of powers have al- whom sixty", as well as the expansion of the meaning of
ready been registered today, though, in addition to "Liber- the concept of "pensioner" by age with the processing of
ty" and "Motherland". Their colleagues from the "Mother- playoffs of case-law texts) (Morning Inter., 31.01.19).
land" put forward their demands), by means of a meta- Another bright verbal expressive means in modern televi-
language, trying to tell the viewer the true situation that sion content - allegory. Allegory (spellings) - an image of
occurred on Verkhovna Rada session. This information an abstract concept with the help of a particular image - is
can be interpreted in such a way that the draft resolution also common in modern television broadcast.
for so much time has been registered, in spite of the Phraseologisms can fulfill the role of not only noticea-
comments and amendments made to it by the party ble names, but also witty, born "on the go" statements
"Motherland" (Details, Inter 30.01.2019). (quasi-phraseologisms), which can subsequently turn into
On modern television, authors often turn to the use of stable language education. In the language of modern
trails as a vivid expressive means. In the journalistic text, media phraseologisms (both intuitive and quasi-
the trails play a special role: the two-stage use of the phraseological) in order to enhance expressiveness and
word, in which its sound realizes simultaneously two emotional influence can undergo various transformations.
values - allegorical and literal, connected with each other Television practice has already produced certain tech-
or on the principle of complexity (synecdoche, metony- niques of such a modification of stable combinations. Of
my), or similarity (metaphor), or opposition ( irony). course, the task of the journalist - to find an accurate,
Often, we can hear the metaphors on the air of the TV bright word - it would be extremely simple if all the re-
channel "1 + 1". It is more often compared to the inani- ceptions could be used mechanically. But it is no coinci-
mate and the living: "the truck breathed on incense" dence that Otto Espersen (a famous Danish linguist)
(about the causes of a car accident), (TSN. 1 + 1. called the phraseology "a capricious and imperceptible
18.02.19). Regarding the political programs of the chan- thing": virtually every word in the phraseologism in one
nel, very often the object of metaphorization of them are way or another changes its semantics. Changes in the first
generalizing concepts: "The world is tired of threats," place depend on how close the words "rubbed" to each
"The world balances on the brink of war" (Right to pow- other, that is, the degree of cohesion of the components.

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A favorite technique in the texts of modern media is Active appeal to the above-mentioned possibilities of
the various transformations of phraseologisms. The possi- the modern screen changes the figurative system of work
bility of their transformation follows from the preserva- and forms new approaches to the use of expressive means
tion of the internal form of phraseology, its original, lit- of creating television content. The new language of tele-
eral meaning and relative stability. Transformation can be vision has a significant impact on the development of
subject both to semantics and the structure of phrases. cultural practices in modern society.
Transformation of semantics of phraseologisms is possi- Despite the complex conditions of creativity TV fig-
ble because they have an internal form, which allows ures intensively studied onscreen language, mastered the
authors to "restore" in one way or another erase the image artistic and expressive means of the screen, increasingly
and adapt the generalized, metaphorical meaning of a used its image and sound capabilities in the fullest possi-
particular expression to specific context conditions. ble.
A more complex stylistic approach to redefining phra- In all categories where there is a picture, the picture on
seologisms is to use them simultaneously in two mean- the television will probably have more information. In
ings - direct and portable. Often, the author helps the addition to the information, it still has the character of
reader to understand the phraseologic pun, emphasizing reasoning. The artistic image proposed by the authors,
that the phrase is used both literally and figuratively , recreates the world with all its complex problems at a
composing the appropriate context. higher level. The artist does not just copy the reality, but
In semantic transformations, one and the same phrase interprets it in figurative form, creating an on-screen im-
is perceived as both semantically integral, indissoluble, age of a phenomenon or an individual.
stable, and as free, that is semantically decomposed. In The entire cultural situation today in the totality of the
linguistic literature, there are different terms that call a entire telecommunications system is subject to analysis
similar phenomenon: "the synthesis of two meanings", and consideration through the description of the leading
"the expansion of phraseology", "modification of phrase- audiovisual images reproduced by television channels.
ologism," "actualization of the internal form of phraseol- Thus, the most common images in the media space are
ogism." We believe that semantically transformed phrase- images of "honest ruler", "rich and successful life",
ologisms are nothing more than phraseological puns. "strong nation". In the representation of the leading imag-
Creating a phraseological turn goes through several es of consciousness, formed by television, the main com-
stages. First, a certain phrase begins to serve to indicate a ponent is a qualitative characteristic.
repeating situation or its part, then there is a reduction to Conclusions. In the conditions of the information mar-
the general concept frame, without details. As a result, the ket, hard competition, struggle for the media viewer, the
link between actual and etymological values remains only authors seek to "pack" their products as attractively as
an image-motive that creates associations and is of inter- possible, that is, to submit information in the most notice-
est to the viewer. The phraseological game, combinations able, characteristic form. This is the so-called "language
and variations on the topic of traditional phraseology game", an intellectual warming that attracts the attention
allow you to "pack" in a short, which sounds like a slo- of the public, so when composing voice-over texts and
gan, the main idea of the news. program titles it is necessary to select bright, noticeable,
Interaction of artistic and television language is the witty expressions.
most relevant today. One can notice that under the influ- Consequently, modern television content synthesizes
ence of artistic culture, television emphasizes a certain sound and images that provide widespread dissemination
form of filing material, the use of expressive means of of information and the broadcasting of cultural values.
artistic culture. And, conversely, there are rapid changes This fact allows us to conclude that the modern infor-
in the artistic language of various types of art under the mation space of audiovisual culture and communication
influence of modern television content [2, p. 60]. dominates.
Modern technology allows not only high-quality syn- Research of visual-expressive means on television can
chronous recordings, but also the use of multi-line editing become the basis for further development of methods of
and high-precision work with video and sound recordings. interaction of television journalists with viewers because
As a result, within the framework of the programs of the article has actual scientific and practical significance,
cultural and educational subjects, we get the following gaining a special significance for the social and spiritual
opportunities: life of a person in the framework of the formation of the
• qualitative reproduction of works of culture and art in information society. At the same time, an in-depth analy-
various forms; sis of the influence of a TV journalist on the audience,
• comprehensive display of the object; rather modest, in the domestic and foreign literature a
• precision reproduction of visual details; tangible lack of specialized works devoted to the men-
• prompt and diverse information about events in the tioned problems, which predetermined the choice of the
field of culture and art; topic of the article for research. Therefore, the question of
• interactive interaction with the viewer; the influence of visual-expressive means in projection on
• restore archived records; viewers is a promising direction for further research,
• "styling" in antiquity or a certain visual image; because within the article only a certain aspect of the
• expansion of the possibilities of reconstruction of his- problem is covered.
torical events [p, c. 196].

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