MEDIA TEXTS: FUSION OF JOURNALISTIC, ADVERTISING AND PR TEXTS UNDER CONDITIONS OF MEDIA CONVERGENCE

The paper considers transformations in the field of journalism due to the fact that media texts are being singled out as a separate notion within the general notion of text universally accepted in the humanities. We examine the process of creating media texts, which incorporates the elements of various forms of creative writing such as journalistic texts, advertising and PR that used to be clearly distinguished. Nowadays the traditional journalistic text being transformed into media texts expands its functions acquiring additional features, in particular, characteristic of PR and advertising. Since the media texts phenomenon is inextricably connected to the notion of "multimedia" or "convergent mass media", the competence of journalists working in the field of multimedia has drawn scientists' attention. The hypothesis behind this study is that such a journalist needs in-depth knowledge of all media text formats related to verbal content as well as general knowledge of other formats requiring specific professional training. The paper presents classification of the two above mentioned categories of formats. The growing complexity of journalism is caused by the evolution of the traditional journalistic text becoming a media text, which requires new skills of convergent media specialists. The continued media text transformation gives rise to the necessity of studying those changes in the field of journalism and journalistic ethics that this global process causes.