Sociological aspects of socio-cultural system of producing

Размещено на http: //www. allbest. ru/

Sociological Aspects of Socio-Cultural System of Producing

I. Levitina, E. Sivakova

Summary

About the authors

Levitina Irina Yuryevna - Master of Education, subdean of the Telebroadcasting Faculty, associate professor of the Cinema and TV Department of Krasnodar State University of Culture and Arts, university graduate in Economics, Public relations, Psychology, and Law.

Cell. +7-918-377-377-5

e-mail: irina-levitina9@yandex.ru

Sivakova Elena Valeryevna- PhD in Linguistics, associate professor of the Department of Socio-humanitarian Education of Krasnodar State University of Culture and Arts.

Cell. +7-918-443-51-69

e-mail: helen.krasnodar@mail.ru

The article deals with the sociological aspect of socio-cultural system in terms of producing audiovisual productions and shows the audience the current study.

Key words: producing, audiovisual works, the audience, communication interaction.

Nowadays, in the postwriting era, audiovisual art gains one of the most important trends both in creative and informational work of culture and art workers and satisfaction of spiritual and informational needs of the audience. The central place among the objects of audiovisual field belongs to TV broadcast and motion pictures. It is connected with the high level of physical and intellectual availability of such works which carry a bright entertainment component and moderate amount of complex information, both of which let a person be within the socio-cultural field. Undoubtedly, audiovisual works let us today effectively deal with problems of leisure time, develop communication, satisfy spiritual and informational needs etc. Besides, audiovisual works are created in view of necessity to keep the audience for a rather long time (TV series, cycles of programmes, stability of TV and radio content etc.) It is these circumstances that explain the content variety of audiovisual works. audiovisual art sociological cultural

It is known that creating of any audiovisual work requires involvement of a range of necessary resources: administrative, financial, working, technical, and technological. But, first of all, one needs an ideal which is usually sought by a producer. The idea of a works must fit the interests of the audience, capacity of the creation team, as well as it must take into account means of brining the work to the audience. There is no doubt that decisions in the field of management of the process of creating and realisation of an audiovisual product is also a part of the producer's work. Taking these factors into account determines the necessity of making social studies which include multi-aspect studying of the structure of the audience, its needs, leisure and informational preferences, product distribution channel and so on. Nowadays, as it was mentioned earlier, audiovisual field is one of the most important aspects of culture. We should also take notice that not only the producers, but the audience itself takes part in the process of creating and realisation of such works. Here we can see complex interaction and mutual influence. Thus an audiovisual product not only satisfies specific need of a viewer, but also creates (by making a new cultural reality) new needs and expectations. These needs, in their turn, can transform in solely spiritual (including forming of fan groups of a certain works), and, besides, in material (buying things which bear symbols of the work, souvenirs etc.), i.e. the parts of consumerism. So, audiovisual content has changed its priorities today, the teaching attitude is replaced by the friendly one, which implies, in addition, strengthening of consumerist elements in communication [1, p. 43].

Thus social aspect in planning of producer's work is fundamental.

Studying of the audience is usually performed in a laborious form of a poll. Effectiveness of this type of studying mainly depends on preliminary work, which includes elaboration of the problem and of the ways to solve it. Substantial part of the poll let us confirm or disprove the heart of the problem, find ways of overcoming it, determine prospective directions of working with audience and priority directions of producer's work.

1. The issue raised in the study, undergone on the basis of Krasnodar State University of Culture and Arts, is of comprehensive character. But the main task was to study the issue of personality formation by the means of audiovisual culture which, according to a range of researchers, is notable for illusiveness, mythologization, pseudorealism [2, p. 125]. On the one hand, this is an effective solution for recreation tasks, and from the other hand, this is formation of a person's mind which has malfunctions in perception of time and reality, so-called `cybernetic disorders.' Sometimes it leads to absence of order in everyday behaviour as a result of appearance of a new meaning which can contradict culture. The world appears before a person in the way the image-bearing audiovisual communication makes it, which finally leads to fading of the world of normal perception and of the television world. [3, p. 326].

The study consisted of a range of the following steps:

1. Determing of the aims and tasks of the study.

2. Studying of the content of TV programmes of a range of the main TV channels for 2013.

3. Developing of the substantial part of the questionnaire.

4. Questioning the respondents.

5. Summing up the study.

In order to determine the constituent elements we have studied the content of such major TV channels as Pervyj («Первый»), Rossiya 1 «Россия 1», NTV (НТВ), Rossiya K, («Россия К»), TVTs (ТВЦ), Rossiya 2 («Россия 2»), Domashniy («Домашний»), REN («РЕН»), TNT («ТНТ») [4, № 1-40 2013]. It is found that the TV programme of Pervyj channel is oriented on the 12+ audience (news, programmes about health, leisure, everyday life, and TV series); the TV programme of Rossiya 1 is also oriented mainly on this audience (news, talk shows, TV series); the content of NTV channel is mostly oriented on the viewer of 16 years old (news, talk shows, TV series); the programmes of Rossiya K channel are mostly concerned with cultural issues, but age qualification is not determined. We can notice that most programmes of the channels studied are various talk shows and TV series. During the working week (from Monday till Friday) there is only one programme for under-12 children, it is Good night, boys and girls! («Спокойной ночи, малыши!») on Rossiya 1 channel. Of course, it doesn't mean that the children audience watches only under-12 programmes. Care of informational audiovisual space of the rising generation is, in theory, completely entrusted to the parents, but it is virtually impossible in reality.

TV content contains limited amount of cartoons, educational and popular science programmes (for everyone).

The second stage of the study is development of the substantial part of the questionnaire took into account the information received during the studying of the content. The main issues were the ones of TV programmes content, of attitude to certain types of programmes, of trust to coverage and information, of language and social standards which are broadcast, and other aspects.

306 respondents (144 men and 162 women) of the age from 18 to 75 took part in the research. This sample is presented by the respondents engaged in diverse areas of knowledge and having diverse status (students, workers, pensioner).

The results of the study undergone with the help of poll and questionnaire on the basis of Krasnodar State University of Culture and Arts in August and Septembet 2013 let us make the following conclusions:

1. Audiovisual field makes substantial influence on mind formation and everyday behaviour of the audience.

2. TV content should include more programmes for children and youth.

3. There is an urgent lack of popular science and educational programmes for everyone.

4. Modern audiovisual field should pay more attention to saving of cultural traditions and supporting of cultural identity.

5. TV content is overfilled with information which carries negative colour which leads to depressive attention to reality.

6. Time spent in perceiving audiovisual productions exceeds time speint in reading books.

7. The language of audiovisual works is notable for being colloquial and non-standard which put obstacles in the way of formation of full perception and imagination, and, as a result, don't favour adequate perception of the world and society.

8. TV programme content often contains demonstration of antisocial behaviour which the audience perceive negatively.

9. The content plane of audiovisual informational programmes don't completely reflect reality and has, according to the opinion of the responders, manipulative character.

We think that the results of this study are useful for the aims of producing in the aspect of determination of content and types of TV programmes.

In the conclusion we want to notice that undergoing of such studies is important for producer's work. The studies should have regular character, and their results should reflect on the production of the audiovisual field.

The List of the Used Literature

1. Rodnyansky, А.Y. Enter Producer/А. Rodnyansky. - M.: Mann, Ivanov and Ferber, 2013. - p. 288.

2. Kostyna, А.V. Mass culture as a phenomenon of postindustrial society/ А. V. Kostyna. - M.: Publishing house(Книжный дом?) «LIBROCOM», 2013. - p. 352.

3. Luhmann, N. Theory of society/N. Luhmann, translated from german by А. Antonovsky, А. Glukhov, О. Nikhiforov. - M.: «Logos» Publishing, 2011. - p.640.

4. «The Seven days magazine»/M.: ZAO «Seven Days Publishing», 2013. - № 1-40 2013.

Размещено на Allbest.ru