“Beauty” and “Usefulness” in a Media Text: Towards the Development Paths of Mass Media Theory

Section: Essay

The article deals with methodological preferences in the works arguing the problem of exactness in media studies. Examples of terminological ambivalence are given to illustrate the impact of methodological differences upon media industry studies, the purpose and gist of media text production being the background of the article presented below. The conclusions are drawn: a) about the impossibility to solve some theoretical problems of new media in the framework of traditional approaches and methodological trends and b) about the necessity of convergence in media text theory as a way to develop a metatheory.

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