Комедийные стили в медиа-форматах разных поколений (на примере Филиппин)
Научная статья
Для цитирования
Велес Д. А., Салдуа Л. К., Морено А. Ш., Сантандер Э. Э., Гамос В. Э. Комедийные стили в медиа-форматах разных поколений (на примере Филиппин) // Наука. Культура. Общество. 2024. Том 30. № 4. С. 134-149. DOI: https://doi.org/10.19181/nko.2024.30.4.9 EDN: BQMFZX
Аннотация
В статье рассмотрены способы и приёмы, используемые филлипинскими медиа различных поколений для достижения комического эффекта. Авторы основываются на том, что юмор, присущий каждой культуре, обусловлен коллективным опытом, пережитым её представителями; влияние отдельных событий (политических потрясений, социальных перемен, технологических трансформаций) – столь велико, что разница в представлении и понимании юмористического контента может быть значимой даже между соседними поколениями. В рамках проведённого исследования авторы разбирают трансформацию медийных форматов, произошедших с массовым распространением интернета. В основе исследования лежит сравнение отдельных визуальных юмористических медиа-форм двух поколений филиппинцев (комиксы, реклама, киноафиши). В принятой авторами классификации одно из этих поколений (1946-1964 годов рождения) определяется как «политическое»; второе (1965-1980 годов рождения) – как технологическое/цифровое. В исследовании использовался целенаправленный отбор материалов, относящихся к медиа-формам разных поколений, и применялся контент-анализ изменений в юморе поколений. Было отобрано по три материала каждой медиа-формы, выделенные по следующим критериям: они были либо сделаны/срежиссированы филиппинцем, их создание относилось к периоду рассматриваемых поколений. Тематическое содержание материалов не ограничивалось политикой или популярной культурой. Отобранные материалы были сопоставлены с аналогами из других стран, что помогло бы подтвердить изменения в юморе поколений в глобальном контексте. Понимание взаимосвязи между форматами медиа-передачи и идеологией имеет решающее значение для понимания того, как медиа формируют социальный и политический ландшафт. Понимая динамическую природу медиа-форматов и идеологических влияний, заложенных в них, мы сможем более тонко понять роль медиа в формировании нашей социальной и политической реальности.
Ключевые слова:
медиа-форма, комедия, юмористический стиль, политический юмор, комический эффект
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41. Vásquez C., Aslan E. “Cats be outside, how about meow”: Multimodal humor and creativity in an internet meme. Journal of Pragmatics. 2021;171:101–117. DOI 10.1016/j.pragma.2020.10.006. EDN HZMIJB.
42. Facchinetti R. News discourse and the dissemination of knowledge and perspective: From print and monomodal to digital and multisemiotic. Journal of Pragmatics. 2021;175:195–206. DOI 10.1016/j.pragma.2021.01.015. EDN AHYIGB.
43. Jiang T., Li H., Hou Y. Cultural differences in humor perception, usage, and implications. Frontiers in psychology. 2019;10:123. DOI 10.3389/fpsyg.2019.00123.
44. Hoffmann S., Schwarz U., Dalicho L., Hutter K. Humor in cross-cultural advertising: A content analysis and test of effectiveness in German and Spanish print advertisements. Procedia – Social and Behavioral Sciences. 2014;148:94–101. DOI 10.1016/j.sbspro.2014.07.022.
45. Dimitrieska S., Koneska L., Kozareva K. G., Teofilovska J. The power of private brands. CBU International Conference Proceedings. 2017;5:114–119. DOI 10.12955/cbup.v5.911.
46. Speck P. S., Schumann D. W., Thompson C. Celebrity endorsements-scripts, schema and roles: Theoretical framework and preliminary tests. Advances in consumer research. 1988;15(1):69–76.
47. Catanescu C., Tom G. Types of humor in television and magazine advertising. Review of business. 2001;22:92–95.
48. Hoang H., Antoncic B. Network-based research in entrepreneurship: A critical review. Journal of business venturing. 2003;18(2):165–187. DOI 10.1016/S0883-9026(02)00081-2. EDN BGEOJP.
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Статья
Поступила: 12.07.2024
Опубликована: 20.12.2024
Форматы цитирования
Другие форматы цитирования:
APA
Велес, Д. А., Салдуа, Л. К., Морено, А. Ш., Сантандер, Э. Э., & Гамос, В. Э. (2024). Комедийные стили в медиа-форматах разных поколений (на примере Филиппин). Наука. Культура. Общество, 30(4), 134-149. https://doi.org/10.19181/nko.2024.30.4.9
Раздел
Глобальные и локальные тенденции культурного развития
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Издатель: Институт социально-политических исследований Федерального государственного бюджетного учреждения науки