The Peculiarities of Cultural City Media Content Creation (Based on the Program «Cultural capital»)

Abstract

The article defines a strategic importance of cultural mass media content for Ukrainian cities today. The author stresses that mass media as a transmitter of culture contributes to preservation of national cultural identity and makes culture available for a wide audience. Based on the «Cultural capital» program’s realization in Dnipro, the author performs a communication analysis of regional and national issues. A special attention is paid to the analysis of event-trigger communication of cultural direction within the program «Cultural capital», as well as to their role in cultural self-identification of the city citizens. It is stated that regional events are a part of national cultural discourse formation. The article represents the specificity of materials presentation that are devoted to this program realization on nation-wide (ТСН «1+1», «Pryamy»), regional channels (channel 9, channel 34, «Suspilne Dnipro») and on information city portals and blogs (dniprograd.org, kstati.dp.ua, dp.informstor.ua, blog.yakaboo та ukrfantclub.com.ua). The author characterizes the distinction in materials presentation on different information platforms, which was found out in information gathering and the character of its presentation, verbal and non-verbal means of text organization, genre specificity. The research proves that a cultural segment is effectively supported by social networks, such as YouTube, Facebook, Twitter. The effectiveness of social networks as the channels of information spreading becomes apparent in the feedback with the users, which encourages a creative dialogue between the producers and recipients. It is stated that one of strategies of cultural program «Cultural capital» realization is holding festivals, such as Book Space, «Jazz on the Dnipro», international bloggers festival, a music festival BezViz and DniPro GOGOLFEST. A festival phenomenon is studied as a factor of the city society consolidation. A cultural effect of festival movement is shown through citizens’ understanding of unique and cultural importance of the city on the Dnipro, increasing of its status. The author emphasizes that such events make the city attractive for tourists.