Influential Modifications of the Genre System of Modern Mass Media


  • Valentyna Stiekolshchykova Pylyp Orlyk International Classical University
  • Ruslana Savchuk Vasyl Stefanyk Precarpathian National University
  • Olena Makarchuk Lviv Polytechnic National University
  • Iryna Filatenko Kyiv Medical University
  • Oleksandra Humanenko Volodymyr Vynnychenko Central Ukrainian State Pedagogical University
  • Nataliia Shoturma Vasyl Stefanyk Precarpathian National University



Modification, mass media, new media, digital media, video games, modern platforms, mobile technologies


The article is devoted to the consideration of the issue of influential modifications of the genre system of modern mass media. It has been established that the mass media are one of the main means of communication for the wide audience. The meaning of the words "modification", "mass media", "mobile journalism", "new media" has been studied. The article notes that "new media" appeared in the 60s of the XX century. The main characteristics of the media are presented. It is noted that the most common examples of mass media are television, radio, newspapers, magazines, social media, digital media, the Internet. The textbooks and publications of domestic and foreign scientists, which raise the issue of influential modifications of the genre system of modern mass media are highlighted. It was found that the first media were newspaper, telegraph, radio, television. The study of the main types of media is emphasized: traditional media, print media, electronic broadcasting media, external media, transit media and new media. It is noted that new media is a reconceptualization of traditional media. The aspect of media in the role of a social institution has been studied. It was noted about the significant impact of digitalization on the global media system. The significant influence of the use of the Internet in the political life of the United States is given as an illustrative example. The use of the "video story" technology as one of the strategies for holding the attention of the reader or listener is considered. The focus is on the interactive storytelling made possible by digital media and provides advantages for interactive television and cinema, as well as helping to create virtual and mixed reality in games, contributing to the emergence of new forms of voice games.


Bazanova, A. E., Gishkaeva, L. N., Trofimova, G. N., & Urazova, S. L. (2019). Transformation of a Media Text Genre Structure in the Modern Media Education. In & S. K. Lo (Ed.), Education Environment for the Information Age, vol 28. European Proceedings of Social and Behavioural Sciences (pp. 141-149). Future Academy.

Bilodid, I. K. (1973). Slovnyk ukrayinsʹkoyi movy: v 11 tomakh [Dictionary of the Ukrainian language: in 11 volumes]. Naukova dumka.

Bondarenko I., & Zvyagintseva, O.B. (2019). Interaktyvnistʹ yak odna z holovnykh oznak internet-media [Interactivity as one of the main features of Internet media]. Collection of abstracts. Materials of the scientific-practical conference. Mykolaev.

Chornodon, M., Gryshkova, N., Myronova, N., Ivanytska, B., Semen, N., & Demchenko, N. (2021). Study of Gender Conceptual Sphere: Historiography of the Question. Postmodern Openings, 12(3), 15-33.

Chornodon, M., Lesiuk, O., Bailema, T., Lanchukovska, N., Golubovska, I., & Khapina, O. (2021). Gender Sphere of Concepts in the Postmodern Periodicals for Women and Men in Ukraine. Postmodern Openings, 12(3), 426-445.

Chornodon, M., Verbytska, K., Haladzhun, Z., Ivanytska, B., & Mudrokha, V. (2021c). The Conceptual Framework of Postmodern Gender-Labelled Periodicals in Ukraine. Postmodern Openings, 12(1Sup1), 149-163.

Cote, J. (2020). What is New Media? SNHU.

Craig, R. (2007). Internet-zhurnalistyka: robota zhurnalista i redaktora u novykh ZMI [Internet journalism: the work of the journalist and editor in the new media] (Translated from English by A. Ishchenko). Publishing house "Kyiv-Mohyla Academy”.

Dubov, D. (2007). Zasoby masovoyi informatsiyi yak yakisno novi subʺyekty politychnykh komunikatsiy [Mass media as qualitatively new subjects of political communications]. National Institute of International Security Problems of the National Security and Defense Council of Ukraine.

Fraser, M. (2008). Obama’s win means future elections must be fought online [Electronic resource]. The Guardian.

Ganovska, K., & Gryshchenko, O.V. (2019). Problema typolohiyi merezhyvykh media [The problem of network media typology]. Collection of abstracts. Materials of the scientific-practical conference. Mykolaev.

Grabovska, V. S., Demchenko, S. V. (2015). Onlayn-ZMI Ukrayiny v umovakh rozvytku novitnikh media: vid spetsyfiky formuvannya kontentu do problemy vyznachennya audytoriyi [Online media of Ukraine in the development of new media: from the specifics of content formation to the problem of determining the audience]. In Masova komunikatsiya u hlobalʹnomu ta natsionalʹnomu vymirakh [Mass communication in global and national dimensions]. Dnipro National University named after Oles Gonchar, Department of Systems and Means of Mass Communication.

Harper, C. (2002). New Mass Media. Houghton Mifflin College Div.

Katsan, O.S., & Zykun, N.I. (2021). Zhurnalistyka tsyfrovoyi epokhy: mulʹtymediynyy format radio svoboda [Journalism in the Digital Era: The Multimedia Format of Radio Liberty]. Educational and Research Institute for the Humanities, Department of Journalism, Ukrainian Literature and Culture.

Linton, I. (2019). What Is Print Media Advertising? [Electronic resource]. Small Business.

Lukina, M., & Fomicheva, I.D. (2005). SMI v prostranstve Interneta [Media in the Internet]. Faculty of Journalism of Moscow State University named after Lomonosov..

Lukyanchenko, A. (2017). Vplyv mobilʹnykh tekhnolohiy na stan ta rozvytok zhurnalist•sʹkoyi diyalʹnosti [Influence of mobile technologies on the state and development of journalistic activity]. In A. Lukyanchenko, Naukovi doslidzhennya ukrayinsʹkoho mediynoho kontentu: sotsialʹnyy vymir [Scientific research of Ukrainian media content: social dimension], (pp. 90–96). Institute of Journalism, Kyiv National University named after Taras Shevchenko.

Manovich, L. (2001). The Language of New Media. The MIT Press.

Masterova, V. (2020). Popyt na informatsiyu v internet-vydannyakh ta blohakh u sotsialʹnykh merezhakhInternet-zhurnalistyka ta novitni tekhnolohiyi v suchasnykh media [Demand for information in Internet publications and blogs in social networks Internet journalism and the latest technologies in media today]. Materials of the All-Ukrainian scientific and practical online conference (April 1, 2020).

McQuail, D. (2020). Media and Mass Communication Theory (Seventh edition). University of Amsterdam.

Miller, C. H. (2019). Digital Storytelling: A creator's guide to interactive entertainment. Routledge.

Holm, N. T. (1965). Complex information processing: a file structure for the complex, the changing and the indeterminate. In Proceedings of the 1965 20th National Conference (ACM ’65), (pp. 84–100).

Nerubasska, A., Maksymchuk, B. (2020). The Demarkation of Creativity, Talent and Genius in Humans: a Systemic Aspect. Postmodern Openings, 11(2), 240-255.

Nerubasska, A., Palshkov, K., & Maksymchuk, B. (2020). A Systemic Philosophical Analysis of the Contemporary Society and the Human: New Potential. Postmodern Openings, 11(4), 275-292.

Okhonko, D. (2017). Shlyakh stazhera [The path of the Facebook intern], [Electronic resource]. Dou.

Oliva, R., Bidarra, J., & Araújo, D. (2017). Video and storytelling in a digital world: interactions and narratives in videoclips. Comunicação E Sociedade, 32, 459-476.

Piddubny, O. (2014). Shcho take Novi media? [What is New Media?] [Electronic resource]. Piddubny.

Pogrebnyak, O. (2020). Internet-ZMI yak novyy vyd tradytsiynykh ZMI. Internet-zhurnalistyka ta novitni tekhnolohiyi v suchasnykh media [Internet media as a new type of traditional media. Internet-journalism and the latest technologies in today’s media]: materials of the All-Ukrainian scientific and practical online conference (April 1, 2020).

Popkova, E. (2021). Digitalization in the Development of Media Systems: The Impact of Youtube on Traditional Television [Electronic resource]. Nature Public Health Emergency Collection.

Potts, J. (2002). Hockey Night in Canada in Radio [Electronic resource]. History of Canadian broadcasting.

Redchuk, R., Doroshenko, T., Havryliuk, N., Medynskii, S., Soichuk, R., Petrenkо O., Pavelkiv, R., Rybalko, P., Maliar, N., Maliar, E., Chornodon, M., & Boretskyi, V. (2020). Developing the Competency of Future Physical Education Specialists in Professional Interaction in the Field of Social Communications. Revista Romaneasca Pentru Educatie Multidimensionala, 12(4), 289-309.

Savchenko, O. V. (2018). Entsyklopediya suchasnoyi Ukrayiny [Encyclopedia of Today’s Ukraine] [Electronic resource]. Institute of Encyclopedic Research of the National Academy of Sciences of Ukraine.

Styekolshchykova, V. A. (2020). Videostoritelinh yak efektyvna modelʹ ta forma u strukturi yakisnoho investyheytornoho materialu [Video storytelling as an effective model and form in the structure of quality investor material]. In Scientific notes, Philology series. Social communications (pp.174–179). Tavriya National University named after VI Vernadsky.

Tonkikh, I. Yu. (2017). Internet-zhurnalistyka. Zhanry v internet [Internet-journalism. Genres on the Internet]. National University "Zaporizhzhya Polytechnic".

Weischenberg, Z. (2011). Zhurnalistyka ta media [Journalism and media] (Translation from German by P. Demeshko and K. Makeev; Edited by V. Ivanov, O. Voloshenyuk). Center for Free Press, Academy of Ukrainian Press.




How to Cite

Stiekolshchykova, V., Savchuk, R., Makarchuk, O., Filatenko, I., Humanenko, O., & Shoturma, N. (2022). Influential Modifications of the Genre System of Modern Mass Media. Postmodern Openings, 13(2), 461-474.



Theoretical articles

Most read articles by the same author(s)

Publish your work at the Scientific Publishing House LUMEN

It easy with us: publish now your work, novel, research, proceeding at Lumen Scientific Publishing House

Send your manuscript right now