On the Issue of the Interpretation of the Term «Mediaculture» by Consumers of the Media Product (e.g. Zaporizhzhia region)

Abstract

The concept of media culture was formed in the second half of the 20th century with the development of communication technologies. Nowadays media culture is studied, apart from researchers of mass communications, by representatives of sociological, philosophical, culturological, philological science schools. Despite the great attention to the concept, there is no universal formulation of it to date. Accordingly, scientific interest is the perception of the definition of media culture by ordinary citizens who are consumers of the media product. For researching purpose we have chosen a reference group – first year students of the Khortytsya National Academy (Zaporizhzhia city). The researching was conducted with a usage of a survey. In the formation of the reference group, the following parameters were taken into account: the age of the respondents (youth 17-20 years old) and the specialty which they acquire the bachelor's level of higher education. The paper presents the analysis of the results of the scientific research.