MEDIАLOGY IN MODERN KNOWLEDGE: PROFESSIONAL PERCEPTION AND DEVELOPMENT PROSPECTS
Abstract
The article offers an interdisciplinary analysis of scholarly approaches to understandingmedia reality, situated at the intersection of humanitarian, social, technological, and communicationknowledge. It outlines research domains that may serve as an intellectual foundation forthe development of mediаlogy as an integrative metatheory. Particular attention is given to thereconfiguration of mediаlogy’s core subject area, which entails an expansion of its conceptualframework and categorical apparatus in response to the challenges of the digital age. The theoreticalinsights are complemented by an empirical component – an online survey of Ukrainianmedia professionals – whose results revealed both a fragmented understanding of the termmediаlogy and a clear demand for greater professional awareness in media literacy, mediahygiene, media deontology, and media psychology. These findings have informed the author’sinterpretation of mediаlogy as a multilevel system of knowledge that unites analytical reflectionwith practical applicability, functioning simultaneously as a tool for critical media analysis andas a resource for fostering responsible media practices on both global and individual levels.
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