Abstract:

The purpose of this work is to study educational strategies which help to teach effective methods of creating thematic variety in electronic media to journalism students. The procedure of this educational strategy is aimed at the increase of knowledge in the field of a media text linguistic code. Being the main factor shaping creative independence, electronic media have an essential role in the development of intellectual, reflective and communicative traits of media communication students’ personalities. The teaching aspect especially emphasizes the language of society where the journalist, who creates professional messages, acts as a communicator and pays attention to the audience and topics important for society. Careful attention in educational technologies is given to a communicative discussion which is the tool shaping communicative culture of students.

The methodological framework of the study includes the educational tactics related to studying a communicative effect of the media language. The article contains a list of tools applied for teaching students how to use the expressive means of language when they need to create texts in different genres and reveal a range of various cultural problems. These tools involve the analysis of linguistic and stylistic peculiarities of presenting texts on different topics. It can be concluded that polythematic texts are endowed with headlines which are more vivid and dynamic. Thus, learning to use these tools, journalism students tend to achieve picturesqueness, bravely combine styles, which ensures texts readability and guarantees that readers stay within a media segment. It is demonstrated by the growing number of dialogues, which makes it possible to organize journalistic or media materials as a conversation with an invisible interlocutor, thus removing formal style.

The findings of this research have shown that one of the factors which helps to achieve high effectiveness of the educational strategy in teaching journalism to students is a comprehensive approach to acquisition of the linguistic tools whose elements are closely related.
The results of the study can be widely applicable in teaching journalism students of Kazan Federal University and other higher education institutions how to retain the audience within a media segment being able to provide the variety of themes in electronic media.

Keywords:

Media communication, education, students, university, teaching, educational strategy.