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Î.Â. ÇÅÐÍÅÖÜÊÀ
ÃËÎÁÀËÜÍÀ
ÊÎÌÓͲÊÀÖ²ß
ÏÐÎÅÊÒ
«ÍÀÓÊÎÂÀ ÊÍÈÃÀ»
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ÓÄÊ 316.774:94(100)
Ð å ö å í ç å í ò è:
².Ä. Äóäêî, äîêòîð ïîë³òè÷íèõ íàóê, ïðîôåñîð,
Êè¿âñüêèé íàö³îíàëüíèé åêîíîì³÷íèé óí³âåðñèòåò
³ìåí³ Âàäèìà Ãåòüìàíà,
Ã.². Çåëåíüêî, äîêòîð ïîë³òè÷íèõ íàóê, ïðîôåñîð,
²íñòèòóò âñåñâ³òíüî¿ ³ñòî𳿠ÍÀÍ Óêðà¿íè
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Ç Ì ² Ñ Ò
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Çì³ñò
ÃËÎÁÀËÜÍÀ ÊÎÌÓͲÊÀÖ²ß –
ÍÅÐÂÎÂÀ ÑÈÑÒÅÌÀ ÃËÎÁÀ˲ÇÀÖ²¯
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Ïåðåäìîâà
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Ïåðåäìîâà
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Ïåðåäìîâà
²ÑÒÎÐ²ß ÒÀ ÒÅÎвß
ÃËÎÁÀËÜÍί ÊÎÌÓͲÊÀÖ²¯
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Ð î ç ä ³ ë 1. ²ñòîð³ÿ òà òåîð³ÿ ãëîáàëüíî¿ êîìóí³êàö³¿
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1.1. Ç ³ñòî𳿠ãëîáàëüíî¿ êîìóí³êàö³¿
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Ð î ç ä ³ ë 1. ²ñòîð³ÿ òà òåîð³ÿ ãëîáàëüíî¿ êîìóí³êàö³¿
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1.1. Ç ³ñòî𳿠ãëîáàëüíî¿ êîìóí³êàö³¿
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Ð î ç ä ³ ë 1. ²ñòîð³ÿ òà òåîð³ÿ ãëîáàëüíî¿ êîìóí³êàö³¿
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1.1. Ç ³ñòî𳿠ãëîáàëüíî¿ êîìóí³êàö³¿
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Ð î ç ä ³ ë 1. ²ñòîð³ÿ òà òåîð³ÿ ãëîáàëüíî¿ êîìóí³êàö³¿
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1.1. Ç ³ñòî𳿠ãëîáàëüíî¿ êîìóí³êàö³¿
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Ð î ç ä ³ ë 1. ²ñòîð³ÿ òà òåîð³ÿ ãëîáàëüíî¿ êîìóí³êàö³¿
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1.1. Ç ³ñòî𳿠ãëîáàëüíî¿ êîìóí³êàö³¿
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Ð î ç ä ³ ë 1. ²ñòîð³ÿ òà òåîð³ÿ ãëîáàëüíî¿ êîìóí³êàö³¿
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1.1. Ç ³ñòî𳿠ãëîáàëüíî¿ êîìóí³êàö³¿
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Ð î ç ä ³ ë 1. ²ñòîð³ÿ òà òåîð³ÿ ãëîáàëüíî¿ êîìóí³êàö³¿
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1.1. Ç ³ñòî𳿠ãëîáàëüíî¿ êîìóí³êàö³¿
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Ð î ç ä ³ ë 1. ²ñòîð³ÿ òà òåîð³ÿ ãëîáàëüíî¿ êîìóí³êàö³¿
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1.1. Ç ³ñòî𳿠ãëîáàëüíî¿ êîìóí³êàö³¿
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Ð î ç ä ³ ë 1. ²ñòîð³ÿ òà òåîð³ÿ ãëîáàëüíî¿ êîìóí³êàö³¿
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1.1. Ç ³ñòî𳿠ãëîáàëüíî¿ êîìóí³êàö³¿
Îïòè÷íî-âîëîêîíí³ êàáåë³
ßê ìè çàçíà÷àëè âèùå, ïåðøèé ìîðñüêèé òåëåãðàôíèé êàáåëü
áóâ ïðîêëàäåíèé 1850 ð. ÷åðåç ïðîòîêó Ïà-äå-Êàëå (ë³í³ÿ Ïà-äå-
Êàëå – Äóâð). Òðàíñàòëàíòè÷íèé êàáåëü ì³æ ²ðëàí䳺þ ³ Íüþôàóíä-
ëåíäîì ìàâ äîâæèíó 3750 êì òà áóâ ïðîêëàäåíèé 1858 ð., ï³äâîä-
íèé òðàíñàòëàíòè÷íèé êàáåëü ì³æ ªâðîïîþ òà Àìåðèêîþ ïî÷àâ
ä³ÿòè 1866 ð. Ïî÷èíàþ÷è ç 1943 ð., ââåäåííÿ ïðîì³æíèõ ï³äñè-
ëþâà÷³â äàëî çìîãó ïåðåéòè äî ïðîêëàäàííÿ ï³äâîäíèõ òåëåêî-
ìóí³êàö³éíèõ ë³í³é ïðàêòè÷íî íåîáìåæåíî¿ äîâæèíè. Äëÿ öüîãî,
íàïðèêëàä, àìåðèêàíñüêà òðàíñàòëàíòè÷íà êîìïàí³ÿ AT&T ìàº
ôëîò ³ç 6 êîðàáë³â äëÿ ïðîêëàäàííÿ ï³äâîäíèõ êàáåë³â. Âèñîêî-
÷àñòîòíà òåëåôîííà êàáåëüíà ë³í³ÿ áóëà ââåäåíà â åêñïëóàòàö³þ
1956 ð. ̳æ Êàíàäîþ òà Àâñòðà볺þ ó 1962–1963 ðîêàõ áóëà ïðî-
êëàäåíà Òèõîîêåàíñüêà êàáåëüíà ñèñòåìà äîâæèíîþ 15 òèñ. êì. Àëå
âñå öå â³äáóâàëîñÿ ùå çà åðè êîàêñ³àëüíèõ êàáåë³â.
Ðåâîëþö³îí³çóþ÷îþ ïî䳺þ â ñôåð³ òåëåêîìóí³êàö³é ñòàâ âè-
íàõ³ä îïòè÷íî-âîëîêîííîãî êàáåëþ. Îñíîâí³ åòàïè ðîçâèòêó òåõíî-
ëî㳿 îïòè÷íî-âîëîêîííîãî êàáåëþ ïîä³ëåí³ íà òàê³ ïåð³îäè: åâî-
ëþö³þ éîãî ðîçâèòêó íà ñòà䳿 çàðîäæåííÿ âîëîêîííî¿ îïòèêè ïðè-
éíÿòî ðîçïîä³ëÿòè ïî ðîêàõ, à íà ñòà䳿 ïîäàëüøîãî ¿¿ ðîçâèòêó –
ïî åòàïàõ.
Îòæå, 1960 ð³ê – öå ÷àñ, êîëè áóâ âèíàéäåíèé ³ ïðîäåìîíñò-
ðîâàíèé ïåðøèé ëàçåð.
Ó 1966 ð. çàâäÿêè âèïðîáóâàííÿì ïåðøèõ ëàçåð³â áóëî âñòà-
íîâëåíî, ùî âîíè ìîæóòü áóòè êðàùèì âèáîðîì äëÿ îïòè÷íî-
âîëîêîííèõ ñèñòåì çâ’ÿçêó. Ïðîòå íà òîé ÷àñ íå áóëî âèíàéäåíî
íàä³éíîãî îïòè÷íîãî âîëîêíà.
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Ð î ç ä ³ ë 1. ²ñòîð³ÿ òà òåîð³ÿ ãëîáàëüíî¿ êîìóí³êàö³¿
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1.1. Ç ³ñòî𳿠ãëîáàëüíî¿ êîìóí³êàö³¿
ϳäâîäí³ êàáåë³
ϳäâîäí³ êàáåë³ áóâàþòü ð³÷êîâ³ òà ìîðñüê³. Çà êîíñòðóêö³ºþ
âîíè äóæå â³äð³çíÿþòüñÿ â³ä ï³äçåìíèõ. Ìîðñüê³ êàáåë³ ïîä³ëÿ-
þòüñÿ íà áåðåãîâ³, ïðèáåðåæí³ òà ãëèáîêîâîäí³. Ãîëîâíà ð³çíèöÿ
ïîëÿãຠâ çàõèñíèõ îáîëîíêàõ. Îñîáëèâî ñêëàäíîþ º êîíñòðóêö³ÿ
áåðåãîâîãî êàáåëþ, îñê³ëüêè éîãî îáîëîíêà ìຠâèòðèìàòè ïðè-
ïëèâè òà â³äïëèâè. Ó íüîãî ïîäâ³éíå áðîíüîâàíå ïîêðèòòÿ. Ïðè-
áåðåæíèé êàáåëü ïîêðèòèé îäíèì øàðîì ñòàëüíîãî äðîòó. Âåëèê³
(ä³àìåòðîì 6 ìì) ãëèáîêîâîäí³ êàáåë³ ïðîêëàäàþòüñÿ íà ãëèáèí³
á³ëüø í³æ 700 ì ³ ìàþòü áðîíþ ç äðîò³â òà çàõèñíó ñòð³÷êó ç³ ñòàë³,
ÿêà çàõèùຠêàáåëü â³ä òèñêó âîäè íà âåëèêèõ ãëèáèíàõ.
ϳäâîäí³ êàáåë³ íàïðèê³íö³ 2011 ð. ìàëè äîâæèíó 21 òèñ. êì.
Âîíè ïåðåíîñÿòü òåðàá³ò ³íôîðìàö³¿ ç îäíîãî ê³íöÿ ïëàíåòè â
³íøèé ç³ øâèäê³ñòþ, áëèçüêîþ äî øâèäêîñò³ ñâ³òëà. Íèí³ ï³äâîäí³
êàáåë³ ïðîêëàäåí³ â Àòëàíòè÷íîìó, Òèõîìó, ²íä³éñüêîìó ³ íàâ³òü
ó ϳâí³÷íîìó Ëüîäîâèòîìó îêåàíàõ. Çàâäÿêè ¿ì äî ìåðåæ³ ²íòåðíåò
ï³äêëþ÷åí³ âñ³ êîíòèíåíòè, êð³ì Àíòàðêòèäè, îñê³ëüêè òàì íàäòî
íèçüêà òåìïåðàòóðà ³ ðóõ øåëüôîâîãî ëüîäîâèêà – äî 10 ì íà
ð³ê – ñòâîðþº íåçäîëàíí³ òðóäíîù³. ²ñíóþòü êàðòè òðàíñàòëàí-
òè÷íèõ, òðàíñòèõîîêåàíñüêèõ òà ³íøèõ ï³äâîäíèõ êàáåë³â, àëå íà
íèõ ïîçíà÷åí³ ìàðøðóòè íå âñ³õ íàÿâíèõ êàáåë³â. ßê ïðàâèëî,
ïîçíà÷àþòü êîìåðö³éí³ êàáåë³. ϳäâîäí³ êàáåë³, ÿê³ íàëåæàòü
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Ð î ç ä ³ ë 1. ²ñòîð³ÿ òà òåîð³ÿ ãëîáàëüíî¿ êîìóí³êàö³¿
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1.1. Ç ³ñòî𳿠ãëîáàëüíî¿ êîìóí³êàö³¿
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Ð î ç ä ³ ë 1. ²ñòîð³ÿ òà òåîð³ÿ ãëîáàëüíî¿ êîìóí³êàö³¿
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1.2. Ãëîáàëüíå ²íòåðíåò-ñåðåäîâèùå: ðóõ ñìèñë³â
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Ð î ç ä ³ ë 1. ²ñòîð³ÿ òà òåîð³ÿ ãëîáàëüíî¿ êîìóí³êàö³¿
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1.2. Ãëîáàëüíå ²íòåðíåò-ñåðåäîâèùå: ðóõ ñìèñë³â
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Ð î ç ä ³ ë 1. ²ñòîð³ÿ òà òåîð³ÿ ãëîáàëüíî¿ êîìóí³êàö³¿
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1.2. Ãëîáàëüíå ²íòåðíåò-ñåðåäîâèùå: ðóõ ñìèñë³â
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Ð î ç ä ³ ë 1. ²ñòîð³ÿ òà òåîð³ÿ ãëîáàëüíî¿ êîìóí³êàö³¿
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1.2. Ãëîáàëüíå ²íòåðíåò-ñåðåäîâèùå: ðóõ ñìèñë³â
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Ð î ç ä ³ ë 1. ²ñòîð³ÿ òà òåîð³ÿ ãëîáàëüíî¿ êîìóí³êàö³¿
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1.2. Ãëîáàëüíå ²íòåðíåò-ñåðåäîâèùå: ðóõ ñìèñë³â
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Ð î ç ä ³ ë 1. ²ñòîð³ÿ òà òåîð³ÿ ãëîáàëüíî¿ êîìóí³êàö³¿
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1.2. Ãëîáàëüíå ²íòåðíåò-ñåðåäîâèùå: ðóõ ñìèñë³â
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Ð î ç ä ³ ë 1. ²ñòîð³ÿ òà òåîð³ÿ ãëîáàëüíî¿ êîìóí³êàö³¿
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1.3. Âèçíà÷åííÿ òà îñíîâí³ êîíöåïòè ãëîáàëüíî¿ êîìóí³êàö³¿
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Ð î ç ä ³ ë 1. ²ñòîð³ÿ òà òåîð³ÿ ãëîáàëüíî¿ êîìóí³êàö³¿
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1.3. Âèçíà÷åííÿ òà îñíîâí³ êîíöåïòè ãëîáàëüíî¿ êîìóí³êàö³¿
³íòðàãðóïîâà êîìóí³êàö³ÿ;
³íòåðãðóïîâà êîìóí³êàö³ÿ;
³íñòèòóö³éíà/îðãàí³çàö³éíà êîìóí³êàö³ÿ;
ïîøèðåíà íà âñå ñóñï³ëüñòâî (ìàñîâà) êîìóí³êàö³ÿ.
²íòðàïåðñîíàëüíà êîìóí³êàö³ÿ – öå òå, ùî â³äáóâàºòüñÿ, êîëè
ëþäèíà «ñï³ëêóºòüñÿ» ñàìà ç ñîáîþ: âíóòð³øí³ äóìêè, ïî÷óòòÿ,
ñïîãàäè âçàºìîä³þòü ç³ ñòèìóëàìè çîâí³øíüîãî ñâ³òó, ïî÷èíàþ÷è
â³ä äóìîê ïðî ñâîþ çîâí³øí³ñòü, ÿêó â³äáèâຠäçåðêàëî, êàðòèíè
íà ñò³í³, àðîìàòó êâ³ò³â, ÷óäîâîãî ëàíäøàôòó, âèäîâèùà íàòîâïó
ç â³êíà, ïîãàíîãî àáî ãàðíîãî íàñòðîþ äðóãà, – âñå öå ñòâîðþº
ìîâ÷àçíèé äèñêóðñ, ÿêèé ïîñò³éíî çì³íþºòüñÿ ³ ïîíîâëþºòüñÿ òà
âïëèâຠíà â³ä÷óòòÿ ñàìîãî ñåáå òà ñâ³òó.
²íòåðïåðñîíàëüíà êîìóí³êàö³ÿ â³äáóâàºòüñÿ ì³æ äâîìà àáî á³ëü-
øîþ ê³ëüê³ñòþ îñ³á.
²íòðàãðóïîâà êîìóí³êàö³ÿ – öå êîìóí³êàö³ÿ ó ãðóï³, ÿêà â³ä÷ó-
âຠñåáå ºäèíèì îðãàí³çìîì ñîö³óìó (íàïðèêëàä ñ³ì’ÿ).
²íòåðãðóïîâà êîìóí³êàö³ÿ – êîìóí³êàö³ÿ ó á³ëüø-ìåíø óñòà-
ëåíèõ ãðóïàõ – â³ä òóðèñòè÷íî¿ ãðóïè äî ëîêàëüíîãî îñåðåäêó,
îäíîñåëüö³â òîùî.
²íñòèòóö³éíà/îðãàí³çàö³éíà êîìóí³êàö³ÿ îõîïëþº ð³âí³ êîìóí³-
êàö³¿ â³ä ô³ðì ³ êîìïàí³é äî îá’ºäíàíü ³ ðóõ³â. Íàïðèêëàä, äî
öüîãî ð³âíÿ íàëåæèòü ïîë³òè÷íà ñèñòåìà.
Ìàñîâà êîìóí³êàö³ÿ îõîïëþº ñóñï³ëüñòâà.
Ãëîáàë³çàö³éí³ ïðîöåñè, ùî ðîçãîðòàþòüñÿ ç ê³íöÿ ÕÕ ñò. ³
ñòð³ìêî íàáóâàþòü îáåðò³â íèí³, äàþòü çìîãó ãîâîðèòè ïðî òàê³
ð³âí³ êîìóí³êàö³¿, ÿê ì³æíàðîäíèé, òðàíñíàö³îíàëüíèé ³ ãëîáàëüíèé.
Ñòîñîâíî ³ñòî𳿠âèâ÷åííÿ ì³æíàðîäíî¿ êîìóí³êàö³¿ ñë³ä çà-
çíà÷èòè, ùî Ñïîëó÷åí³ Øòàòè âåëè â öüîìó ïåðåä. Ïåðøèì íàó-
êîâèì îñåðåäêîì äëÿ çä³éñíåííÿ äîñë³äæåííÿ ì³æíàðîäíî¿ êî-
ìóí³êàö³¿ áóâ Öåíòð ì³æíàðîäíèõ ñòóä³é Ìàññà÷óñåòñüêîãî òåõ-
íîëîã³÷íîãî ³íñòèòóòó, äå â 1950–1960-ò³ ðîêè áóëè ç³áðàí³ ïðî-
â³äí³ àìåðèêàíñüê³ â÷åí³ â ãàëóç³ ñîö³àëüíèõ íàóê. ijÿëüí³ñòü
öåíòðó ðîçïî÷àëàñÿ 1952 ð., êîëè ôîíä Ôîðäà âèä³ëèâ Öåíòðó
ãðàíò íà ñóìó 875 òèñ. äîë. ÑØÀ äëÿ âèêîíàííÿ äîñë³äíèöüêî¿
ïðîãðàìè ç ì³æíàðîäíî¿ êîìóí³êàö³¿. Íà òîé ÷àñ öå áóëà íåéìî-
â³ðíà ñóìà, ùî ï³äòâåðäæóâàëî ðåàëüí³ñòü ïåðøî¿ ñïðîáè Ñïîëó-
÷åíèõ Øòàò³â ï³ñëÿ Äðóãî¿ ñâ³òîâî¿ â³éíè ñèñòåìàòèçóâàòè òà
ïðîàíàë³çóâàòè ì³æíàðîäíó êîìóí³êàö³þ ÿê ïîëå íàóêîâîãî äî-
ñë³äæåííÿ òà ïîë³òèêè. ̳æ 1952 òà 1956 ðîêàìè Öåíòð âèïóñòèâ
áàãàòî ñòóä³é ç ïèòàíü ì³æíàðîäíî¿ êîìóí³êàö³¿. ×èìàëî ç íèõ
âêëþ÷àëè òàê³ òåìè, ÿê òåõí³êè âïëèâó, ðåêëàìà, äîïèòè, îïèòó-
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Ð î ç ä ³ ë 1. ²ñòîð³ÿ òà òåîð³ÿ ãëîáàëüíî¿ êîìóí³êàö³¿
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1.3. Âèçíà÷åííÿ òà îñíîâí³ êîíöåïòè ãëîáàëüíî¿ êîìóí³êàö³¿
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Ð î ç ä ³ ë 1. ²ñòîð³ÿ òà òåîð³ÿ ãëîáàëüíî¿ êîìóí³êàö³¿
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1.3. Âèçíà÷åííÿ òà îñíîâí³ êîíöåïòè ãëîáàëüíî¿ êîìóí³êàö³¿
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Ð î ç ä ³ ë 1. ²ñòîð³ÿ òà òåîð³ÿ ãëîáàëüíî¿ êîìóí³êàö³¿
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1.3. Âèçíà÷åííÿ òà îñíîâí³ êîíöåïòè ãëîáàëüíî¿ êîìóí³êàö³¿
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Ð î ç ä ³ ë 1. ²ñòîð³ÿ òà òåîð³ÿ ãëîáàëüíî¿ êîìóí³êàö³¿
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1.3. Âèçíà÷åííÿ òà îñíîâí³ êîíöåïòè ãëîáàëüíî¿ êîìóí³êàö³¿
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Ð î ç ä ³ ë 1. ²ñòîð³ÿ òà òåîð³ÿ ãëîáàëüíî¿ êîìóí³êàö³¿
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1.4. Îñíîâí³ åòàïè ðîçâèòêó íàóêîâî¿ ïàðàäèãìè ãëîáàëüíî¿ êîìóí³êàö³¿
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Ð î ç ä ³ ë 1. ²ñòîð³ÿ òà òåîð³ÿ ãëîáàëüíî¿ êîìóí³êàö³¿
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1.4. Îñíîâí³ åòàïè ðîçâèòêó íàóêîâî¿ ïàðàäèãìè ãëîáàëüíî¿ êîìóí³êàö³¿
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Ð î ç ä ³ ë 1. ²ñòîð³ÿ òà òåîð³ÿ ãëîáàëüíî¿ êîìóí³êàö³¿
60
1.4. Îñíîâí³ åòàïè ðîçâèòêó íàóêîâî¿ ïàðàäèãìè ãëîáàëüíî¿ êîìóí³êàö³¿
61
Ð î ç ä ³ ë 1. ²ñòîð³ÿ òà òåîð³ÿ ãëîáàëüíî¿ êîìóí³êàö³¿
62
1.4. Îñíîâí³ åòàïè ðîçâèòêó íàóêîâî¿ ïàðàäèãìè ãëîáàëüíî¿ êîìóí³êàö³¿
63
Ð î ç ä ³ ë 1. ²ñòîð³ÿ òà òåîð³ÿ ãëîáàëüíî¿ êîìóí³êàö³¿
64
1.4. Îñíîâí³ åòàïè ðîçâèòêó íàóêîâî¿ ïàðàäèãìè ãëîáàëüíî¿ êîìóí³êàö³¿
65
Ð î ç ä ³ ë 1. ²ñòîð³ÿ òà òåîð³ÿ ãëîáàëüíî¿ êîìóí³êàö³¿
66
1.4. Îñíîâí³ åòàïè ðîçâèòêó íàóêîâî¿ ïàðàäèãìè ãëîáàëüíî¿ êîìóí³êàö³¿
67
Ð î ç ä ³ ë 1. ²ñòîð³ÿ òà òåîð³ÿ ãëîáàëüíî¿ êîìóí³êàö³¿
68
1.4. Îñíîâí³ åòàïè ðîçâèòêó íàóêîâî¿ ïàðàäèãìè ãëîáàëüíî¿ êîìóí³êàö³¿
69
Ð î ç ä ³ ë 1. ²ñòîð³ÿ òà òåîð³ÿ ãëîáàëüíî¿ êîìóí³êàö³¿
70
1.4. Îñíîâí³ åòàïè ðîçâèòêó íàóêîâî¿ ïàðàäèãìè ãëîáàëüíî¿ êîìóí³êàö³¿
71
Ð î ç ä ³ ë 1. ²ñòîð³ÿ òà òåîð³ÿ ãëîáàëüíî¿ êîìóí³êàö³¿
72
1.4. Îñíîâí³ åòàïè ðîçâèòêó íàóêîâî¿ ïàðàäèãìè ãëîáàëüíî¿ êîìóí³êàö³¿
73
Ð î ç ä ³ ë 1. ²ñòîð³ÿ òà òåîð³ÿ ãëîáàëüíî¿ êîìóí³êàö³¿
74
1.4. Îñíîâí³ åòàïè ðîçâèòêó íàóêîâî¿ ïàðàäèãìè ãëîáàëüíî¿ êîìóí³êàö³¿
75
Ð î ç ä ³ ë 1. ²ñòîð³ÿ òà òåîð³ÿ ãëîáàëüíî¿ êîìóí³êàö³¿
76
1.4. Îñíîâí³ åòàïè ðîçâèòêó íàóêîâî¿ ïàðàäèãìè ãëîáàëüíî¿ êîìóí³êàö³¿
77
Ð î ç ä ³ ë 1. ²ñòîð³ÿ òà òåîð³ÿ ãëîáàëüíî¿ êîìóí³êàö³¿
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Ð Î Ç Ä ² Ë 2
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ÃËÎÁÀËÜÍί ÊÎÌÓͲÊÀÖ²¯
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Ð î ç ä ³ ë 2. Ó ñèëîâîìó ïîë³ ãëîáàëüíî¿ êîìóí³êàö³¿
88
2.1. Íàö³îíàëüíà ³äåíòè÷í³ñòü ³ ãëîáàëüíà êóëüòóðà
89
Ð î ç ä ³ ë 2. Ó ñèëîâîìó ïîë³ ãëîáàëüíî¿ êîìóí³êàö³¿
90
2.1. Íàö³îíàëüíà ³äåíòè÷í³ñòü ³ ãëîáàëüíà êóëüòóðà
91
Ð î ç ä ³ ë 2. Ó ñèëîâîìó ïîë³ ãëîáàëüíî¿ êîìóí³êàö³¿
92
2.1. Íàö³îíàëüíà ³äåíòè÷í³ñòü ³ ãëîáàëüíà êóëüòóðà
93
Ð î ç ä ³ ë 2. Ó ñèëîâîìó ïîë³ ãëîáàëüíî¿ êîìóí³êàö³¿
94
2.2. Ãîëîâí³ àêòîðè ãëîáàëüíî¿ êîìóí³êàö³¿
95
Ð î ç ä ³ ë 2. Ó ñèëîâîìó ïîë³ ãëîáàëüíî¿ êîìóí³êàö³¿
96
2.2. Ãîëîâí³ àêòîðè ãëîáàëüíî¿ êîìóí³êàö³¿
97
Ð î ç ä ³ ë 2. Ó ñèëîâîìó ïîë³ ãëîáàëüíî¿ êîìóí³êàö³¿
98
2.2. Ãîëîâí³ àêòîðè ãëîáàëüíî¿ êîìóí³êàö³¿
99
Ð î ç ä ³ ë 2. Ó ñèëîâîìó ïîë³ ãëîáàëüíî¿ êîìóí³êàö³¿
100
2.2. Ãîëîâí³ àêòîðè ãëîáàëüíî¿ êîìóí³êàö³¿
101
Ð î ç ä ³ ë 2. Ó ñèëîâîìó ïîë³ ãëîáàëüíî¿ êîìóí³êàö³¿
102
2.2. Ãîëîâí³ àêòîðè ãëîáàëüíî¿ êîìóí³êàö³¿
103
Ð î ç ä ³ ë 2. Ó ñèëîâîìó ïîë³ ãëîáàëüíî¿ êîìóí³êàö³¿
104
2.2. Ãîëîâí³ àêòîðè ãëîáàëüíî¿ êîìóí³êàö³¿
105
Ð î ç ä ³ ë 2. Ó ñèëîâîìó ïîë³ ãëîáàëüíî¿ êîìóí³êàö³¿
106
2.2. Ãîëîâí³ àêòîðè ãëîáàëüíî¿ êîìóí³êàö³¿
107
Ð î ç ä ³ ë 2. Ó ñèëîâîìó ïîë³ ãëîáàëüíî¿ êîìóí³êàö³¿
108
2.2. Ãîëîâí³ àêòîðè ãëîáàëüíî¿ êîìóí³êàö³¿
109
Ð î ç ä ³ ë 2. Ó ñèëîâîìó ïîë³ ãëîáàëüíî¿ êîìóí³êàö³¿
110
2.2. Ãîëîâí³ àêòîðè ãëîáàëüíî¿ êîìóí³êàö³¿
111
Ð î ç ä ³ ë 2. Ó ñèëîâîìó ïîë³ ãëîáàëüíî¿ êîìóí³êàö³¿
112
2.3. Òèïîëîã³ÿ ãëîáàëüíî¿ ìåä³àêðàò³¿
113
Ð î ç ä ³ ë 2. Ó ñèëîâîìó ïîë³ ãëîáàëüíî¿ êîìóí³êàö³¿
114
2.3. Òèïîëîã³ÿ ãëîáàëüíî¿ ìåä³àêðàò³¿
115
Ð î ç ä ³ ë 2. Ó ñèëîâîìó ïîë³ ãëîáàëüíî¿ êîìóí³êàö³¿
116
2.3. Òèïîëîã³ÿ ãëîáàëüíî¿ ìåä³àêðàò³¿
117
Ð î ç ä ³ ë 2. Ó ñèëîâîìó ïîë³ ãëîáàëüíî¿ êîìóí³êàö³¿
118
2.3. Òèïîëîã³ÿ ãëîáàëüíî¿ ìåä³àêðàò³¿
119
Ð î ç ä ³ ë 2. Ó ñèëîâîìó ïîë³ ãëîáàëüíî¿ êîìóí³êàö³¿
120
2.3. Òèïîëîã³ÿ ãëîáàëüíî¿ ìåä³àêðàò³¿
121
Ð î ç ä ³ ë 2. Ó ñèëîâîìó ïîë³ ãëîáàëüíî¿ êîìóí³êàö³¿
122
2.3. Òèïîëîã³ÿ ãëîáàëüíî¿ ìåä³àêðàò³¿
123
Ð î ç ä ³ ë 2. Ó ñèëîâîìó ïîë³ ãëîáàëüíî¿ êîìóí³êàö³¿
124
2.3. Òèïîëîã³ÿ ãëîáàëüíî¿ ìåä³àêðàò³¿
125
Ð î ç ä ³ ë 2. Ó ñèëîâîìó ïîë³ ãëîáàëüíî¿ êîìóí³êàö³¿
126
2.3. Òèïîëîã³ÿ ãëîáàëüíî¿ ìåä³àêðàò³¿
127
Ð î ç ä ³ ë 2. Ó ñèëîâîìó ïîë³ ãëîáàëüíî¿ êîìóí³êàö³¿
128
2.3. Òèïîëîã³ÿ ãëîáàëüíî¿ ìåä³àêðàò³¿
129
Ð î ç ä ³ ë 2. Ó ñèëîâîìó ïîë³ ãëîáàëüíî¿ êîìóí³êàö³¿
130
2.3. Òèïîëîã³ÿ ãëîáàëüíî¿ ìåä³àêðàò³¿
131
Ð î ç ä ³ ë 2. Ó ñèëîâîìó ïîë³ ãëîáàëüíî¿ êîìóí³êàö³¿
132
2.3. Òèïîëîã³ÿ ãëîáàëüíî¿ ìåä³àêðàò³¿
ðîäèâñÿ â 1928, ïîìåð ó 2003 ð.) âñå áóëî ³íàêøå. Ïåðåäóñ³ì â³í
â³äîìèé ÿê ìóëüòèì³ëüÿðäåð, ÿêèé íàðîäèâñÿ â ñåë³ Îá’º, ó Ãàñ-
êîí³ (Ôðàíö³ÿ), ³ ëþáèâ ñåáå ïîð³âíþâàòè ³ç øåâàëüº Ëàãàðäå-
ðîì – ãåðîºì, áëèñêó÷å âò³ëåíèì íà åêðàí³ Æàíîì Ìàðå ó ïî-
ïóëÿðí³é ñòð³÷ö³ «Ãîðáóí». Æ.-Ë. Ëàãàðäåð óâ³éøîâ â ³ñòîð³þ
ïåðø çà âñå ÿê ëþäèíà, ÿêà ïîáóäóâàëà âåëè÷åçíó ³íäóñòð³àëüíó
³ìïåð³þ òà áóëà ðóø³éíîþ ñèëîþ ó ñòâîðåíí³ European Aero-
nautic Defence and Space Company (EADS) ç ð³÷íèì îáîðîòîì
13,2 ìëðä ºâðî88. EADS – òðàíñ’ºâðîïåéñüêèé àâ³àêîñì³÷íèé
«áåãåìîò», ÿêèé äî òîãî æ âèïóñêຠë³òàêè-àåðîáóñè («áåãåìîòà-
ìè» íà Çàõîä³ íàçèâàþòü íàéá³ëüø³ òðàíñíàö³îíàëüí³ êîðïîðàö³¿
ñâ³òó. Ñëîâî, íå âòðà÷àþ÷è ìåòàôîðè÷íîñò³, ñòàëî øèðîêî âèêî-
ðèñòîâóâàòèñÿ áåç ëàïîê íå ò³ëüêè ó ñâ³òîâ³é ô³íàíñîâ³é ïðåñ³,
àëå é âæèâàºòüñÿ ó òàêîìó ïîâàæíîìó âèäàíí³, ÿê «Encyclopedia
Britannica». – Àâò.).
Ëàãàðäåð îòðèìàâ âèùó îñâ³òó â óí³âåðñèòåò³ çà ôàõîì «³íæå-
íåð» ³ ç 1951 ð. ïî÷àâ ïðàöþâàòè â àâ³àáóä³âåëüí³é ô³ðì³ Avions
Marcel Dassault. 1963 ð. éîãî çàïðîñèëè íà ïîñàäó âèêîíàâ÷îãî
äèðåêòîðà êîìïàí³¿ Matra, ùî ñïåö³àë³çóâàëàñÿ íà âèðîáíèöòâ³
çáðî¿, ÿêó â³í çãîäîì äèâåðñèô³êóâàâ ó òàê³ ãàëóç³, ÿê îñâîºííÿ
êîñìîñó òà àâòîìîá³ëåáóäóâàííÿ, ³ â 1977 ð. ñòàâ ¿¿ äèðåêòîðîì.
Öÿ ïîñàäà íàäàëà éîìó øèðîê³ ìîæëèâîñò³ äëÿ ñï³ëêóâàííÿ íå ëè-
øå ç ôðàíöóçüêîþ ïðîìèñëîâîþ ³ ô³íàíñîâîþ åë³òàìè, à é ç³ ñâ³òî-
âèìè ë³äåðàìè äåðæàâ. Òàê, â³í áóâ äîáðå çíàéîìèé ç Î. Êîñèã³íèì.
Ðîçáóäîâóþ÷è ñâîþ ³ìïåð³þ, 1980 ð. Ëàãàðäåð ïðèäáàâ âèäàâ-
íè÷ó êîìïàí³þ Hachette – îäíó ç íàéá³ëüøèõ ó ñôåð³ âèäàâíèöòâà
æóðíàë³â, ñåðåä ÿêèõ òàê³ âñåñâ³òíüî â³äîì³ íàçâè, ÿê «Paris Match»,
«Elle», «Woman’s Day», «Car and Driver», ³ òàêèì ÷èíîì ñòàâ ùå é
ìåä³à-ìàãíàòîì. Ó êîëî éîãî ³íòåðåñ³â âõîäèëî é òåëåáà÷åííÿ,
òîìó 1990 ð. â³í êóïèâ ôðàíöóçüêèé òåëåâ³ç³éíèé êàíàë «La Cing»,
ÿêèé ÷åðåç äâà ðîêè çáàíêðóòóâàâ. Âðÿòóâàëî ñèòóàö³þ ð³øåííÿ
Ëàãàðäåðà ïðî çëèòòÿ ñâî¿õ êîìïàí³é Hachette ³ Matra. Òàêèì
÷èíîì 1993 ð. óòâîðèëàñÿ ãðóïà LagardPre SCA. ϳêîì éîãî ï³ä-
ïðèºìíèöüêî¿ ä³ÿëüíîñò³ ñòàëî çëèòòÿ êîìïàí³¿ Matra ç äåðæàâ-
íîþ àâ³àêîñì³÷íîþ êîìïàí³ºþ AJrospatial òà ºâðîïåéñüêèìè àâ-
òîìîá³ëüíèìè ã³ãàíòàìè – í³ìåöüêîþ Daimler-Chrysler òà ³ñïàí-
ñüêîþ Casa89, ùî é ñôîðìóâàëî ìîãóòí³é òðàíñ’ºâðîïåéñüêèé
«áåãåìîò» EADS.
Éîãî ìåä³à-á³çíåñ, ï³äòðèìàíèé ìîãóòí³ì â³éñüêîâî-ïðîìèñ-
ëîâèì òà àåðîêîñì³÷íèì êîìïëåêñîì ºâðîïåéñüêîãî ìàñøòàáó,
íàáóâ òàêèõ ñàìèõ âåëåòåíñüêèõ ðîçì³ð³â. Àäæå òàê³ ïîïóëÿðí³
133
Ð î ç ä ³ ë 2. Ó ñèëîâîìó ïîë³ ãëîáàëüíî¿ êîìóí³êàö³¿
134
2.3. Òèïîëîã³ÿ ãëîáàëüíî¿ ìåä³àêðàò³¿
135
Ð î ç ä ³ ë 2. Ó ñèëîâîìó ïîë³ ãëîáàëüíî¿ êîìóí³êàö³¿
136
2.3. Òèïîëîã³ÿ ãëîáàëüíî¿ ìåä³àêðàò³¿
137
Ð î ç ä ³ ë 2. Ó ñèëîâîìó ïîë³ ãëîáàëüíî¿ êîìóí³êàö³¿
138
2.4. Åêñïàíñ³ÿ ìåä³à-³ìïåð³é
139
Ð î ç ä ³ ë 2. Ó ñèëîâîìó ïîë³ ãëîáàëüíî¿ êîìóí³êàö³¿
140
2.4. Åêñïàíñ³ÿ ìåä³à-³ìïåð³é
141
Ð î ç ä ³ ë 2. Ó ñèëîâîìó ïîë³ ãëîáàëüíî¿ êîìóí³êàö³¿
142
2.4. Åêñïàíñ³ÿ ìåä³à-³ìïåð³é
1
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2
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3
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4
Steger M. Globalization. New York: Stirling Publishing, 2009. 376 ð.
5
Stiglitz J.E. Globalization and Its Discontents. New York: W.W. Norton,
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7
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8
Globalization Theory: Approaches and Controversies / ed. by D. Held &
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Ð î ç ä ³ ë 2. Ó ñèëîâîìó ïîë³ ãëîáàëüíî¿ êîìóí³êàö³¿
10
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31
Ibid.
32
Ibid. P. 54.
33
Ãëîáàëüíèé êîíêóðåíòíèé ïðîñò³ð: [ìîíîãðàô³ÿ] / Î.Ã. Á³ëîðóñ, Î.Â. Ãàâ-
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58
Ibid. P. 12.
59
Äèâ.: Çåðíåöüêà Î.: 1) Televisa: íàö³îíàëüí³ òà ãëîáàëüí³ ñòðàòå㳿 êîí-
êóðåíòîñïðîìîæíîñò³ // ³ñíèê Íàö³îíàëüíî¿ Ðàäè ç ïèòàíü òåëåáà÷åííÿ ³
ðàä³îìîâëåííÿ. 2003. ¹ 5 Ñ. 76–80; 2) Òåêòîí³÷í³ çðóøåííÿ â ºâðîïåéñüêî-
ìó ìåä³à-ëàíäøàôò³ // Àêòóàëüí³ ïðîáëåìè ì³æíàðîäíèõ â³äíîñèí / ²í-ò
ì³æíàð. â³äíîñèí Êè¿â. óí-òó ³ì. Ò. Øåâ÷åíêà. 2003. Âèï. 44, ÷. 1. Ñ. 9–13;
3) Ìàãíàòè ³ ³ìïåð³¿: Ðóïåðò Ìåðäîê // Âñåñâ³ò. 1998. ¹ 3. Ñ. 174–177;
4) Ìàãíàòè ³ ³ìïåð³¿: Ôåíîìåí Áåðëóñêîí³ // Âñåñâ³ò. 1998. ¹ 5/6. Ñ. 180–183;
5) Ìàãíàòè ³ ³ìïåð³¿: Televisa i TV Globo // Âñåñâ³ò. 1998. ¹ 11. Ñ. 151–155.
60
Suleiman E., Courty G. L’âge d’or de l’État: une métamorphose annoncée.
Paris: Seuil, 1997. 384 p.
61
Íåñòåðîâà Ô. Åâðîïà ïëþñ Åâðîïà // Àðãóìåíòû è ôàêòû â Óêðàèíå.
2005. ¹ 12.
62
Äîëãîøååâà Å., Êîðþêèí Ê. Åâðîïà íà ñåìè õîëìàõ // Âåäîìîñòè. 2006.
23 ÿíâàðÿ.
63
Hall P. The Role of Interest, Institutions, and Ideas in the Comparative
Political Economy of the Industrialized Nations // Comparative Politics: Rationality,
Culture, and Structure / ed. by M.I. Lichbach, A.S. Zuckerman. Cambridge University
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64
Aberbach J.D., Putnam R.D., Rockman B. Bureaucrats and Politicians in
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65
Liberal Media Elite [Electronic resource] // Conservapedia: The Trustworthy
Encyclopedia. Access mode: http://www.conservapedia.com/Liberal_media_elite.
66
The Great Inheritor // The Economist. 2006. January 17. P. 59.
67
Kerry Packer // The Economist. 2006. January 17. P. 80.
68
Ibid.
146
2.4. Åêñïàíñ³ÿ ìåä³à-³ìïåð³é
69
James Packer [Electronic resource] // Forbes. Access mode: http://www.
forbes.com/profile/james-packer.
70
Murdoch R. Remarks on News Corporation and the Media Industry // Wert-
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Mai. P. 7.
71
Ibid.
72
Arsenault A., Castells M. Switching Power: Rupert Murdoch and the Global
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2009. Vol. 23 (4). P. 488.
73
Ibid. P. 489.
74
Ibid. P. 500.
75
Ïîðòíèêîâ Â. Èòîãè ñ Ðóïåðòîì Ìåðäîêîì // Çåðêàëî íåäåëè. 2000.
21 îêòÿáðÿ.
76
Grover R. Throwing Knives at Rupert Murdock // BusinessWeek. 2002. De-
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77
Stern S. Family Ties that Can Strangle Heirs // Financial Times. 2005.
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78
Fontoveccia A. Rupert Murdoch to Step Down as Sons James and Lachlan
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79
The European Multimedia News Landscape / R. de Aguino, J. Bierhoff,
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80
Jansen B., Klönne A. Imperium Springer: Macht und Manipulation. Köln:
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81
100 years on [Electronic resource] / Hubert Burda Media. Access mode:
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82
Çåðíåöüêà Î.Â. Íîâ³ çàñîáè ìàñîâî¿ êîìóí³êàö³¿ (ñîö³îêóëüòóðíèé àñ-
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83
Johanson B. Images of Media-Power: The Third-Person Effect and the
Shaping of Political Attitudes [Electronic resource // Paper Presented at the 23
Conference and General Assembly IAMCR, 21–26 of July, 2002. Access mode:
http://www.portalcomunicacion.com/bcn2002/n_eng/programme/prog_ind/papers
/0_arribats_peremail/abans_07_2002/pdf/johansson.pdf; Discrepancy Between
Perceived First-Person and Third Person Effects / J.T. Tiedge, A. Silverblatt,
M.J. Havice, R. Rosenfeld // Journalism Quarterly. 1991. Vol. 68. P. 141–154.
84
Bill Gates [Electronic resource] // Forbes. Access mode: http://www.forbes.
com/profile/bill-gates.
85
Gates B. Business & the Speed of Thought: Using a Digital Nervous System.
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86
Bangemann Report: Europe and the Global Information Society: Recom-
mendations to the European Council [Electronic resource] / Bangemann Com-
mission. Brussels, 1994, May. 158 p. Access mode: http://www.cyber-rights.org/
documents/bangemann.htm.
87
Europe’s Way to the Information Society: An Action Plan : Communication from
the Commission to the Council and the European Parliament and to the Economic and
147
Ð î ç ä ³ ë 2. Ó ñèëîâîìó ïîë³ ãëîáàëüíî¿ êîìóí³êàö³¿
ÃËÎÁÀËÜͲ ÌÅIJÀ
Ó ÏÎ˲ÒÈ×Í²É ÊÎÌÓͲÊÀÖ²¯
150
3.1. Ñóïóòíèêîâ³ íîâèíè – íîâèé åòàï ãëîáàëüíî¿ êîìóí³êàö³¿
151
Ð î ç ä ³ ë 3. Ãëîáàëüí³ ìåä³à ó ïîë³òè÷í³é êîìóí³êàö³¿
152
3.1. Ñóïóòíèêîâ³ íîâèíè – íîâèé åòàï ãëîáàëüíî¿ êîìóí³êàö³¿
153
Ð î ç ä ³ ë 3. Ãëîáàëüí³ ìåä³à ó ïîë³òè÷í³é êîìóí³êàö³¿
154
3.1. Ñóïóòíèêîâ³ íîâèíè – íîâèé åòàï ãëîáàëüíî¿ êîìóí³êàö³¿
155
Ð î ç ä ³ ë 3. Ãëîáàëüí³ ìåä³à ó ïîë³òè÷í³é êîìóí³êàö³¿
156
3.1. Ñóïóòíèêîâ³ íîâèíè – íîâèé åòàï ãëîáàëüíî¿ êîìóí³êàö³¿
157
Ð î ç ä ³ ë 3. Ãëîáàëüí³ ìåä³à ó ïîë³òè÷í³é êîìóí³êàö³¿
158
3.2. Âèíèêíåííÿ áëîãîñôåðè – àðåíè ïîë³òè÷íèõ çìàãàíü
159
Ð î ç ä ³ ë 3. Ãëîáàëüí³ ìåä³à ó ïîë³òè÷í³é êîìóí³êàö³¿
160
3.2. Âèíèêíåííÿ áëîãîñôåðè – àðåíè ïîë³òè÷íèõ çìàãàíü
161
Ð î ç ä ³ ë 3. Ãëîáàëüí³ ìåä³à ó ïîë³òè÷í³é êîìóí³êàö³¿
162
3.2. Âèíèêíåííÿ áëîãîñôåðè – àðåíè ïîë³òè÷íèõ çìàãàíü
163
Ð î ç ä ³ ë 3. Ãëîáàëüí³ ìåä³à ó ïîë³òè÷í³é êîìóí³êàö³¿
164
3.2. Âèíèêíåííÿ áëîãîñôåðè – àðåíè ïîë³òè÷íèõ çìàãàíü
165
Ð î ç ä ³ ë 3. Ãëîáàëüí³ ìåä³à ó ïîë³òè÷í³é êîìóí³êàö³¿
166
3.2. Âèíèêíåííÿ áëîãîñôåðè – àðåíè ïîë³òè÷íèõ çìàãàíü
167
Ð î ç ä ³ ë 3. Ãëîáàëüí³ ìåä³à ó ïîë³òè÷í³é êîìóí³êàö³¿
168
3.2. Âèíèêíåííÿ áëîãîñôåðè – àðåíè ïîë³òè÷íèõ çìàãàíü
169
Ð î ç ä ³ ë 3. Ãëîáàëüí³ ìåä³à ó ïîë³òè÷í³é êîìóí³êàö³¿
170
3.3. Âèáîðè ó Âåëèê³é Áðèòàí³¿ ³íôîðìàö³éíî¿ äîáè
171
Ð î ç ä ³ ë 3. Ãëîáàëüí³ ìåä³à ó ïîë³òè÷í³é êîìóí³êàö³¿
172
3.3. Âèáîðè ó Âåëèê³é Áðèòàí³¿ ³íôîðìàö³éíî¿ äîáè
173
Ð î ç ä ³ ë 3. Ãëîáàëüí³ ìåä³à ó ïîë³òè÷í³é êîìóí³êàö³¿
174
3.3. Âèáîðè ó Âåëèê³é Áðèòàí³¿ ³íôîðìàö³éíî¿ äîáè
175
Ð î ç ä ³ ë 3. Ãëîáàëüí³ ìåä³à ó ïîë³òè÷í³é êîìóí³êàö³¿
176
3.3. Âèáîðè ó Âåëèê³é Áðèòàí³¿ ³íôîðìàö³éíî¿ äîáè
177
Ð î ç ä ³ ë 3. Ãëîáàëüí³ ìåä³à ó ïîë³òè÷í³é êîìóí³êàö³¿
178
3.3. Âèáîðè ó Âåëèê³é Áðèòàí³¿ ³íôîðìàö³éíî¿ äîáè
179
Ð î ç ä ³ ë 3. Ãëîáàëüí³ ìåä³à ó ïîë³òè÷í³é êîìóí³êàö³¿
180
3.4. Ðîëü áëîãîñôåðè ó ïåðåìîç³ Áàðàêà Îáàìè íà âèáîðàõ
181
Ð î ç ä ³ ë 3. Ãëîáàëüí³ ìåä³à ó ïîë³òè÷í³é êîìóí³êàö³¿
182
3.4. Ðîëü áëîãîñôåðè ó ïåðåìîç³ Áàðàêà Îáàìè íà âèáîðàõ
183
Ð î ç ä ³ ë 3. Ãëîáàëüí³ ìåä³à ó ïîë³òè÷í³é êîìóí³êàö³¿
184
3.4. Ðîëü áëîãîñôåðè ó ïåðåìîç³ Áàðàêà Îáàìè íà âèáîðàõ
185
Ð î ç ä ³ ë 3. Ãëîáàëüí³ ìåä³à ó ïîë³òè÷í³é êîìóí³êàö³¿
186
3.5. Ïðåçèäåíòñüê³ âèáîðè â ÑØÀ ï³ä êóòîì çîðó áðèòàíñüêèõ îíëàéíîâèõ ìåä³à
187
Ð î ç ä ³ ë 3. Ãëîáàëüí³ ìåä³à ó ïîë³òè÷í³é êîìóí³êàö³¿
188
3.5. Ïðåçèäåíòñüê³ âèáîðè â ÑØÀ ï³ä êóòîì çîðó áðèòàíñüêèõ îíëàéíîâèõ ìåä³à
189
Ð î ç ä ³ ë 3. Ãëîáàëüí³ ìåä³à ó ïîë³òè÷í³é êîìóí³êàö³¿
190
3.5. Ïðåçèäåíòñüê³ âèáîðè â ÑØÀ ï³ä êóòîì çîðó áðèòàíñüêèõ îíëàéíîâèõ ìåä³à
191
Ð î ç ä ³ ë 3. Ãëîáàëüí³ ìåä³à ó ïîë³òè÷í³é êîìóí³êàö³¿
192
3.5. Ïðåçèäåíòñüê³ âèáîðè â ÑØÀ ï³ä êóòîì çîðó áðèòàíñüêèõ îíëàéíîâèõ ìåä³à
193
Ð î ç ä ³ ë 3. Ãëîáàëüí³ ìåä³à ó ïîë³òè÷í³é êîìóí³êàö³¿
194
3.5. Ïðåçèäåíòñüê³ âèáîðè â ÑØÀ ï³ä êóòîì çîðó áðèòàíñüêèõ îíëàéíîâèõ ìåä³à
195
Ð î ç ä ³ ë 3. Ãëîáàëüí³ ìåä³à ó ïîë³òè÷í³é êîìóí³êàö³¿
196
3.5. Ïðåçèäåíòñüê³ âèáîðè â ÑØÀ ï³ä êóòîì çîðó áðèòàíñüêèõ îíëàéíîâèõ ìåä³à
9
Kavanagh T. BBC News, Brussels. 19 October 2012. Voices: How Europe’s
Media Report Euro Crisis [Electronic resource]. Access mode: http://www.bbc.co.uk/
news/world-europe-20001940.
10
Chouliaraki L. Global Dividies in Transnational Media. Media and Global
Divides // Nordicom Review. 2009. Vol. 30. P. 84.
11
The New York Times. 2003. February 21.
12
Newsweek. 2007. January 14.
13
Pieterse J.N. Representing the Rise of the Rest as Threat. Media and Global
Divides // Nordicom Review. 2009. Vol. 30. P. 64.
14
Blog [Electronic resource]. Access mode: https://en.wikipedia/org/wiki/Blog.
15
Access mode: http://newsvote.bbc.co.uk/mpapps/paetools/print/news/bbc/
co/uk/1/hi/tech…/4965500.st.
16
The Economist. 2008. June 21st . P. 61.
17
Baker S., Green H. Beyond Blogs // BusinessWeek. 2008. June 2. P. 47.
18
Blogosphere [Electronic resource]. Access mode: https://en.wikipedia/org/
wiki/Blogosphere.
19
Data Memo [Electronic resource]. Access mode: http://www.pewinternet.
org/ppr/r/144/report display.asp.
20
Áëî´ [Electronic resource]. Access mode: htth://go.reuters.com.newsAr-
ticle.j.html?type=technology/News&Story/D/1288658789rc=rss/Áëî´ Kirchhoff – te-
chnology/News.
21
Áëîã [Electronic resource]. Access mode: http://en.wikipedia/org/wiki/
%D0%91%D0%BB%D0%BE%D2%91.
22
Kirchhoff L., Bruns A., Nicolai T. Investigating the Impact of the Blo-
gosphere: Using Pagerank to Determine the Distribution of Attention [Electronic
resource]. Access mode: http://wwwalexandria.using.ch./EXPORT/DL/38960.pdf.
23
Reuters News [Electronic resource]. Access mode: http://go.reurters.com.news
Artile.j.html?type=technology/News&Story/D/1288658789rc=rss/technology/News.
24
Äèâ.: Reynolds P. Blogs: To Trust or not to Trust? [Electronic resource].
Access mode: http://newsvote.bbc.co.uk/mpapps/paetools/print/news/bbc/co/uk/
1/hi/tech…/4965500.
25
Lawford D. We still want your views [Electronic resource]. Access mode:
http://www.bbc.co.uk/blogs/theeditors/. P. 17.
26
Íartman R. BBC on a Bus and on a Box Road Trip [Electronic resource].
Access mode: http://www.bbc.co.uk/blogs/theeditors/. P. 3.
27
Çåðíåöüêà Î.: 1) Óðîêè Áðèòàí³¿. Ðîëü ³ ì³ñöå PR i media ó âèáîðàõ //
Ïðåçèäåíòñüêèé â³ñíèê. 2001. 27 ÷åðâíÿ; 2) «Áèòâà ðîçêðóòîê» ³ íå ò³ëüêè.
Áðèòàíñüê³ âèáîðè – 2001 â óìîâàõ ³íôîðìàö³éíî¿ äîáè // ³÷å. 2002.
¹ 2/119. Ñ. 12–16.
28
Rogers R. Old and New Media: Competition and Political Space [Electronic
resource] // Theory and Event. 2005. Vol. 8. 2. Access mode: http://muse.jhu.
tdu/login?uri=/journals/theory_and_event?v008/8.2rogers.html. P. 4.
29
Access mode: http://news8/thdo.bbc/uk/vote2001/hi/english/talking_point/
defolt/stm.
30
Stott P. Buying Votes // The Guardian. 2001. May 21.
31
Aitken I. Vote Labour to Keep Tory Alive // Ibid.
32
Ibid.
197
Ð î ç ä ³ ë 3. Ãëîáàëüí³ ìåä³à ó ïîë³òè÷í³é êîìóí³êàö³¿
33
Ibid.
34
Champaigne and Ashes. Celebrate Victory: Be Alarmed by Apathy // The
Guardian. 2001. June 9.
35
Ibid.
36
Access mode: http://news8/thdo.bbc/uk/vote2001/hi/english/talking_point/
defolt/stm-18/06/2001.
37
Philip R. MP’s Loose Commons Touch // The Guardian. 2001. June 9.
38
Lawson M. Political Journalism World Cup // Ibid.
39
Sullivan A. Barack Obama is Master of New Facebook Politics [Electronic
resource] // Times Online. 2008. May 25. Access mode: http://www.timesonline.
co.uk/tol/comment/columnists/andrew_sullivan/article3997523.ece.
40
Tumulty R. Obama’s Viral Marketing Campaign [Electronic resource] //
Time. 2007. July 05. Access mode: http://www.time.com/time/printout/
0’8816,1640402,00.html. P. 1.
41
Sullivan A. Barack Obama is Master of New Facebook Politics [Electronic
resource] // Times Online. 2008. May 25. Access mode: http://www.timesonline.
co.uk/tol/comment/columnists/andrew_sullivan/article3997523.ece. P. 2.
42
Çåðíåöüêà Î. Ïåðåìîæíà çáðîÿ íîâîãî õàçÿ¿íà Á³ëîãî Äîìó // UA Fo-
reign Affairs / Çîâí³øí³ ñïðàâè. 2008. ¹ 12. C. 24–28.
43
Loury T. Obama’s Secret Digital Weapon // BusinessWeek. 2008. July 7.
P. 56–57.
44
Çåðíåöüêà Î. Ïîë³òè÷íà ñêëàäîâà àíòèêðèçîâèõ ñòðàòåã³é ãëîáàëüíèõ
ìåä³à-êîíãëîìåðàò³â // Ïîë³òè÷íèé ìåíåäæìåíò. 2012. ¹ 5–6. Ñ. 254–257.
45
BBC News Online [Electronic resource]. Access mode: http://en.wikipedia.
org/wiki/BBC_News_Online.
46
Hebblethwaite Ñ. US election: How can it cost $6bn? [Electronic resource].
Access mode: http://www.bbc.co.uk/news/magazine-19052054.
47
Glossary: US Elections [Electronic resource]. Access mode: http://www.
bbc.co.uk/news/world-us-canada-15730790.
48
Electoral College (United States) [Electronic resource]. Access mode:
http://en.wikipedia.org/wiki/Electoral_College_(United_States).
49
Electoral college [Electronic resource]. Access mode: https://en.wikipedia.org/
wiki/Electoral_college.
50
Glossary: US Elections.
51
Electoral College (United States).
52
Glossary: US Elections.
53
Hebblethwaite Ñ. Op. cit.
54
Glossary: US Elections.
55
Hebblethwaite Ñ. Op. cit.
Ð Î Ç Ä ² Ë 4
ÃËÎÁÀËÜÍÀ ÊÎÌÓͲÊÀÖ²ß
ÒÀ ÃËÎÁÀËÜÍÀ Ô²ÍÀÍÑÎÂÎ-
ÅÊÎÍÎ̲×ÍÀ ÊÐÈÇÀ:
ÑÒÐÀÒÅò¯ ÂÈÆÈÂÀÍÍß
200
4.1. Âèñâ³òëåííÿ ãëîáàëüíî¿ ô³íàíñîâî-åêîíîì³÷íî¿ êðèçè íàö³îíàëüíèìè ìåä³à
201
Ð î ç ä ³ ë 4. Ãëîáàëüíà êîìóí³êàö³ÿ òà ãëîáàëüíà ô³íàíñîâî-åêîíîì³÷íà êðèçà
202
4.1. Âèñâ³òëåííÿ ãëîáàëüíî¿ ô³íàíñîâî-åêîíîì³÷íî¿ êðèçè íàö³îíàëüíèìè ìåä³à
203
Ð î ç ä ³ ë 4. Ãëîáàëüíà êîìóí³êàö³ÿ òà ãëîáàëüíà ô³íàíñîâî-åêîíîì³÷íà êðèçà
204
4.1. Âèñâ³òëåííÿ ãëîáàëüíî¿ ô³íàíñîâî-åêîíîì³÷íî¿ êðèçè íàö³îíàëüíèìè ìåä³à
5,9 %), Âåëèêà Áðèòàí³ÿ (5,2 %), Àâñòðàë³ÿ (4,6 %), Êàíàäà (4,0 %),
Ãîíêîíã (3,7 %), Ðîñ³ÿ (3,5 %), ²íä³ÿ (3,4 %), Ñèíãàïóð (2,5 %),
Ðåñïóáë³êà Êîðåÿ (2,0 %), ²òàë³ÿ (1,9 %), Áåëüã³ÿ (1,8 %), ²ñïàí³ÿ
(0,7 %). Ïðèêìåòíî, ùî, õî÷à äðóêîâàí³ äæåðåëà ç Ðîñ³¿ òà Êè-
òàþ íå ââ³éøëè äî ÷èñëà òèõ, ÿê³ ï³ääàâàëèñÿ îáðîáö³, ñàì³ êðà¿-
íè âåëèêîþ ì³ðîþ áóëè ïðèñóòí³ ó ãëîáàëüí³é òà íàö³îíàëüí³é
ïðåñ³, ïðèñâÿ÷åí³é êðèç³.
Ö³êàâèé òîé ôàêò, ùî âèñâ³òëåííÿ êðèçè ó äðóêîâàíèõ âè-
äàííÿõ ñâ³òó ïî÷àëîñÿ îäíî÷àñíî ó âåðåñí³ 2008 ð. Öå ìàëî òàêèé
âèãëÿä, íà÷åáòî ô³íàíñîâî¿ êðèçè äî öüîãî ÷àñó íå ³ñíóâàëî. Öÿ
ô³íàíñîâà êðèçà çäåá³ëüøîãî íå âèçíàâàëàñÿ ìåä³à ÿê ïîòåíö³éíà
ïðîáëåìà, íàâ³òü çà òèõ îáñòàâèí, ùî ô³íàíñîâ³ òðóäíîù³ áóëè
î÷åâèäíèìè âæå â ñåðïí³ 2007 ð.
Ïðîâåäåí³ íàìè ïîøóêè ñïðàâæíüî¿ äàòè ïî÷àòêó ô³íàíñîâî-
åêîíîì³÷íî¿ êðèçè ó ÑØÀ, ùî ìèòòºâî ïåðåðîñëà ó êðèçó ãëîáàëü-
íó, ïðèâåëè äî òàêèõ ðåçóëüòàò³â. Ó Ñïîëó÷åíèõ Øòàòàõ ³ñíóº
ñïåö³àëüíà óñòàíîâà – The National Bureau of Economic Research
(Íàö³îíàëüíå áþðî åêîíîì³÷íèõ äîñë³äæåíü, ÿêå ó ñâîºìó ñêëàä³
ìຠñïåö³àëüíèé êîì³òåò, ùî â³äñòåæóº á³çíåñîâ³ öèêëè, – Business
Cycle Dating Committee). ³äïîâ³äíî äî éîãî äîñë³äæåíü «ñó÷àñíà
ðåöåñ³ÿ îô³ö³éíî ïî÷àëàñÿ ó ãðóäí³ 2007 ð. (êóðñèâ ì³é. – Àâò.),
õî÷à òåõí³÷íî öå áóëî îãîëîøåíî ðîêîì ï³çí³øå». ² ùî òåæ çà-
ñëóãîâóº íà óâàãó, òàê öå òîé ôàêò, ùî ö³ äàí³ áóëè îïðèëþäíåí³
âïëèâîâèì àìåðèêàíñüêèì ä³ëîâèì æóðíàëîì «Bloomberg Business-
week» ëèøå íàïðèê³íö³ êâ³òíÿ 2010 ð.8
×èì æå ìîæíà ïîÿñíèòè öå çâîë³êàííÿ ç îãîëîøåííÿì ô³-
íàíñîâî-åêîíîì³÷íî¿ êðèçè ó ÑØÀ? Ââàæàºìî, ùî òîä³ ä³ÿëî
â³äðàçó ê³ëüêà ôàêòîð³â. ² öå áóëè íå ò³ëüêè ïðîáëåìè íà ðèíêó
íåðóõîìîñò³, êðèçîâ³ ñèòóàö³¿ ó áàíê³âñüêîìó ñåêòîð³ Ñïîëó÷åíèõ
Øòàò³â, çðîñòàííÿ äî êàðêîëîìíèõ öèôð íàö³îíàëüíîãî áîðãó
ÑØÀ, à òàêîæ íèçêà ïðîáëåì ñîö³àëüíî-åêîíîì³÷íîãî õàðàêòå-
ðó, íà ÿêèõ ìè äîêëàäí³øå çóïèíèìîñÿ äàë³. Íà íàø ïîãëÿä, ñè-
òóàö³ÿ ç ð³÷íèì çâîë³êàííÿì ïðî îãîëîøåííÿ êðèçè ó ÑØÀ òà
ðîëü ó öüîìó íàö³îíàëüíèõ ³ ãëîáàëüíèõ ìåä³à, çîêðåìà, ïîâ’ÿçà-
í³ ³ ç ïðè÷èíàìè ïîë³òè÷íîãî ´àòóíêó. Ïðè÷îìó òðåáà âçÿòè äî
óâàãè ÿê çîâí³øíüîïîë³òè÷í³ ôàêòîðè (éøëà â³éíà â ²ðàêó, íà
ÿêó âèòðà÷àëèñÿ âåëè÷åçí³ êîøòè, à ¿¿ ðåçóëüòàòè íå áóëè çàäîâ³ëü-
íèìè äëÿ ÑØÀ), òàê ³ ôàêòîðè âíóòð³øíüîïîë³òè÷íîãî æèòòÿ: ó
êðà¿í³ â³äáóâàëèñÿ ïåðåäâèáîðí³ ïðåçèäåíòñüê³ ïåðåãîíè. Òî÷è-
ëàñÿ ãîñòðà áîðîòüáà ì³æ ðåñïóáë³êàíöÿìè, ÿê³ íå õîò³ëè ïîñòó-
ïàòèñÿ âëàäîþ, òà äåìîêðàòàìè, êîòð³ áóëè ð³øó÷å íàëàøòîâàí³
205
Ð î ç ä ³ ë 4. Ãëîáàëüíà êîìóí³êàö³ÿ òà ãëîáàëüíà ô³íàíñîâî-åêîíîì³÷íà êðèçà
206
4.1. Âèñâ³òëåííÿ ãëîáàëüíî¿ ô³íàíñîâî-åêîíîì³÷íî¿ êðèçè íàö³îíàëüíèìè ìåä³à
207
Ð î ç ä ³ ë 4. Ãëîáàëüíà êîìóí³êàö³ÿ òà ãëîáàëüíà ô³íàíñîâî-åêîíîì³÷íà êðèçà
208
4.1. Âèñâ³òëåííÿ ãëîáàëüíî¿ ô³íàíñîâî-åêîíîì³÷íî¿ êðèçè íàö³îíàëüíèìè ìåä³à
209
Ð î ç ä ³ ë 4. Ãëîáàëüíà êîìóí³êàö³ÿ òà ãëîáàëüíà ô³íàíñîâî-åêîíîì³÷íà êðèçà
210
4.2. Àãðåñèâí³ ñòðàòå㳿 â àíòèêðèçîâ³é áîðîòüá³
211
Ð î ç ä ³ ë 4. Ãëîáàëüíà êîìóí³êàö³ÿ òà ãëîáàëüíà ô³íàíñîâî-åêîíîì³÷íà êðèçà
212
4.2. Àãðåñèâí³ ñòðàòå㳿 â àíòèêðèçîâ³é áîðîòüá³
213
Ð î ç ä ³ ë 4. Ãëîáàëüíà êîìóí³êàö³ÿ òà ãëîáàëüíà ô³íàíñîâî-åêîíîì³÷íà êðèçà
214
4.3. Ìåä³à-³ìïå𳿠â ñèòóàö³¿ êðèçè: ìîäåë³ âèæèâàííÿ
215
Ð î ç ä ³ ë 4. Ãëîáàëüíà êîìóí³êàö³ÿ òà ãëîáàëüíà ô³íàíñîâî-åêîíîì³÷íà êðèçà
216
4.3. Ìåä³à-³ìïå𳿠â ñèòóàö³¿ êðèçè: ìîäåë³ âèæèâàííÿ
217
Ð î ç ä ³ ë 4. Ãëîáàëüíà êîìóí³êàö³ÿ òà ãëîáàëüíà ô³íàíñîâî-åêîíîì³÷íà êðèçà
218
4.3. Ìåä³à-³ìïå𳿠â ñèòóàö³¿ êðèçè: ìîäåë³ âèæèâàííÿ
219
Ð î ç ä ³ ë 4. Ãëîáàëüíà êîìóí³êàö³ÿ òà ãëîáàëüíà ô³íàíñîâî-åêîíîì³÷íà êðèçà
220
4.3. Ìåä³à-³ìïå𳿠â ñèòóàö³¿ êðèçè: ìîäåë³ âèæèâàííÿ
221
Ð î ç ä ³ ë 4. Ãëîáàëüíà êîìóí³êàö³ÿ òà ãëîáàëüíà ô³íàíñîâî-åêîíîì³÷íà êðèçà
222
4.4. Îñîáëèâîñò³ ëàòèíîàìåðèêàíñüêîãî ³íôîðìàö³éíî-êîìóí³êàö³éíîãî ïðîñòîðó…
223
Ð î ç ä ³ ë 4. Ãëîáàëüíà êîìóí³êàö³ÿ òà ãëîáàëüíà ô³íàíñîâî-åêîíîì³÷íà êðèçà
ñâ³òó ïî÷àòêó ÕÕI ñò., íàâ’ÿçóº íàì âëàñíå áà÷åííÿ ñâ³òîâèõ ïî-
ä³é, à ç ³íøîãî áîêó, âîíà ñàìà çàëó÷åíà ó ãëîáàëüí³ åêîíîì³÷í³
ïðîöåñè, îñê³ëüêè º ¿õíüîþ âàæëèâîþ ñêëàäîâîþ.
Ñâ³òîâà ãëÿäàöüêà àóäèòîð³ÿ çâè÷íî ïîâ’ÿçóº ãëîáàëüí³ áðåíäè
Walt Disney, News Corporation, Viacom, Time Warner, Vivendi, Google
ç ìåä³à-³ìïåð³ÿìè, ÿê³ ïîñòà÷àþòü ðîçâàãè òà êîìóí³êàö³¿. Íà-
ñïðàâä³ öå íå çîâñ³ì òàê. Ìåä³à òàêîãî ´àòóíêó – öå íàéïîòóæ-
í³ø³ åêîíîì³÷íî òà íàéâïëèâîâ³ø³ ïîë³òè÷íî ãëîáàëüí³ ³ìïåð³¿.
¯ì âëàñòèâ³ øèðîêà åêñïàíñ³ÿ ³ øàëåí³ òåìïè çðîñòàííÿ êàï³òàëó.
Íåâèïàäêîâî îäíå ç ÷³ëüíèõ ì³ñöü ó ñïèñêó ñóïåðì³ëüÿðäåð³â
íàøî¿ ïëàíåòè çàéìຠìåêñèêàíåöü Êàðëîñ Ñë³ì Åëó. Ó éîãî ðóêàõ
òåëåêîìóí³êàö³¿, â³í çàáåçïå÷óº ôóíêö³îíóâàííÿ êàáåëüíîãî ³ ñó-
ïóòíèêîâîãî òåëåáà÷åííÿ òà ñò³ëüíèêîâèõ ìåðåæ ó 18 êðà¿íàõ Ëà-
òèíñüêî¿ Àìåðèêè, ÷àñòêîâî – ÑØÀ ³ íàâ³òü ªâðîï³21. Çà äàíè-
ìè æóðíàëó «Forbes», íà áåðåçåíü 2016 ð. â³í ïîñ³äàâ 6 ì³ñöå ó
ðåéòèíãó. Íà ïåðøîìó ì³ñö³ ó 2016 ð. – Á³ëë Ãåéòñ ç êàï³òàëîì ó
81 ìëðä äîë. ÑØÀ, ÿêèé â³í îòðèìàâ â³ä çàñíîâàíî¿ íèì êîìïàí³¿
Microsoft, íà òðåòüîìó – Äæåôô Áåçîñ, ãîëîâà êîìïàí³¿ Ama-
zon.com ç êàï³òàëîì 65 ìëðä äîë. ÑØÀ, íà ï’ÿòîìó – Ìàðê Öó-
êåðáåðã ³ç êàï³òàëîì 51 ìëðä äîë. ÑØÀ, íà øîñòîìó – Êàðëîñ
Ñë³ì Åëó ç êàï³òàëîì 50 ìëðä äîë. ÑØÀ, íà ñüîìîìó – Ëàðð³
Åëë³ñîí ç êàï³òàëîì 50 ìëðä äîë. ÑØÀ, ãîëîâà êîìïàí³¿ Oracle.
Çàãàëîì ³ç 14 íàéáàãàòøèõ ì³ëüÿðäåð³â ñâ³òó 8 º ïðåäñòàâíèêàìè
ìåä³à-á³çíåñó. Çàãàëüíà ðèíêîâà îö³íêà ¿õí³õ êàï³òàë³â ñòàíîâèòü
371 ìëðä äîë. ÑØÀ.
Ìîæíà çàïåðå÷èòè, ùî íå çàâæäè ïåðñîíàëüíà ô³íàíñîâà ìîãóò-
í³ñòü ì³ëüÿðäåðà çá³ãàºòüñÿ ç éîãî ðåàëüíîþ âëàäîþ. Öå ñïðàâä³
òàê. ßêùî ïðîàíàë³çóâàòè ñïèñîê æóðíàëó «Forbes» «The World’s
Most Powerful People. The 70 Who Matter» çà 2015 ð., äå ïåðøó
ïîçèö³þ çàéìຠÁàðàê Îáàìà, à äðóãó – Âîëîäèìèð Ïóò³í, òî íà
ï’ÿòîìó ì³ñö³ – Á³ëë Ãåéòñ, íà äåâ’ÿòîìó – Ìàðê Öóêåðáåðã
(çàñíîâíèê Facebook), íà ñ³ìíàäöÿòîìó – Ìàéêë Áëóìáåðã, íà
äâàäöÿòü ïåðøîìó – Ñ³ëüâ³î Áåðëóñêîí³, ³ ò³ëüêè äâàäöÿòü òðåòº
íàëåæèòü íàéáàãàòø³é ëþäèí³ ñâ³òó – Êàðëîñó Ñë³ìó Åëó. Íà-
ñòóïíèì çà íèì ó ñïèñêó ñòî¿òü Ðóïåðò Ìåðäîê, ïåðñîíàëüíèé
êàï³òàë ÿêîãî íåçð³âíÿííî ìåíøèé â³ä êàï³òàëó éîãî ïîïåðåäíè-
êà – «ëèøå» 8,3 ìëðä äîë. ÑØÀ22.
Ó ö³ëîìó æ ³ç 70 îñ³á ó ñâ³ò³, ÿê³ ìàþòü íàéá³ëüøó âëàäó, 14 –
âëàñíèêè ìåä³à-³ìïåð³é – òàê çâàíà ìåä³àêðàò³ÿ. Âîíà ñòàíîâèòü
20 % ñïèñêó ñâ³òîâèõ ìîæíîâëàäö³â. ßêùî æ óñâ³äîìëþâàòè ³
òîé ôàêò, ùî ïðåçèäåíòè òà ïðåì’ºð-ì³í³ñòðè ïðîâ³äíèõ äåðæàâ
ñâ³òó ïî îáèäâà áîêè Àòëàíòè÷íîãî îêåàíó, ÿê³ º ó öüîìó ñïèñêó,
224
4.4. Îñîáëèâîñò³ ëàòèíîàìåðèêàíñüêîãî ³íôîðìàö³éíî-êîìóí³êàö³éíîãî ïðîñòîðó…
225
Ð î ç ä ³ ë 4. Ãëîáàëüíà êîìóí³êàö³ÿ òà ãëîáàëüíà ô³íàíñîâî-åêîíîì³÷íà êðèçà
226
4.4. Îñîáëèâîñò³ ëàòèíîàìåðèêàíñüêîãî ³íôîðìàö³éíî-êîìóí³êàö³éíîãî ïðîñòîðó…
227
Ð î ç ä ³ ë 4. Ãëîáàëüíà êîìóí³êàö³ÿ òà ãëîáàëüíà ô³íàíñîâî-åêîíîì³÷íà êðèçà
228
4.4. Îñîáëèâîñò³ ëàòèíîàìåðèêàíñüêîãî ³íôîðìàö³éíî-êîìóí³êàö³éíîãî ïðîñòîðó…
229
Ð î ç ä ³ ë 4. Ãëîáàëüíà êîìóí³êàö³ÿ òà ãëîáàëüíà ô³íàíñîâî-åêîíîì³÷íà êðèçà
230
4.4. Îñîáëèâîñò³ ëàòèíîàìåðèêàíñüêîãî ³íôîðìàö³éíî-êîìóí³êàö³éíîãî ïðîñòîðó…
Åêñïîðò ïðîãðàì 6 8
Ìåðåæ³ ïëàòíîãî òåëåáà÷åííÿ 6 7
Ñóïóòíèêîâ³ êàíàëè 20 23
Êàáåëüíå òåëåáà÷åííÿ ³ òåëåêîìóí³êàö³¿ 21 23
Âèäàâíè÷à ñïðàâà 5 2
231
Ð î ç ä ³ ë 4. Ãëîáàëüíà êîìóí³êàö³ÿ òà ãëîáàëüíà ô³íàíñîâî-åêîíîì³÷íà êðèçà
232
4.5. Ìåðåæà ²íòåðíåò – «ÿáëóêî ðîçáðàòó» â êðèçîâ³é ñèòóàö³¿
233
Ð î ç ä ³ ë 4. Ãëîáàëüíà êîìóí³êàö³ÿ òà ãëîáàëüíà ô³íàíñîâî-åêîíîì³÷íà êðèçà
234
4.5. Ìåðåæà ²íòåðíåò – «ÿáëóêî ðîçáðàòó» â êðèçîâ³é ñèòóàö³¿
235
Ð î ç ä ³ ë 4. Ãëîáàëüíà êîìóí³êàö³ÿ òà ãëîáàëüíà ô³íàíñîâî-åêîíîì³÷íà êðèçà
236
4.5. Ìåðåæà ²íòåðíåò – «ÿáëóêî ðîçáðàòó» â êðèçîâ³é ñèòóàö³¿
237
Ð î ç ä ³ ë 4. Ãëîáàëüíà êîìóí³êàö³ÿ òà ãëîáàëüíà ô³íàíñîâî-åêîíîì³÷íà êðèçà
238
4.5. Ìåðåæà ²íòåðíåò – «ÿáëóêî ðîçáðàòó» â êðèçîâ³é ñèòóàö³¿
239
Ð î ç ä ³ ë 4. Ãëîáàëüíà êîìóí³êàö³ÿ òà ãëîáàëüíà ô³íàíñîâî-åêîíîì³÷íà êðèçà
240
4.5. Ìåðåæà ²íòåðíåò – «ÿáëóêî ðîçáðàòó» â êðèçîâ³é ñèòóàö³¿
241
Ð î ç ä ³ ë 4. Ãëîáàëüíà êîìóí³êàö³ÿ òà ãëîáàëüíà ô³íàíñîâî-åêîíîì³÷íà êðèçà
242
4.6. Íîâèé ìåãàòðåíä êîíêóðåíòíî¿ áîðîòüáè ó ìåðåæ³ ²íòåðíåò: Ñloud Computing
243
Ð î ç ä ³ ë 4. Ãëîáàëüíà êîìóí³êàö³ÿ òà ãëîáàëüíà ô³íàíñîâî-åêîíîì³÷íà êðèçà
244
4.6. Íîâèé ìåãàòðåíä êîíêóðåíòíî¿ áîðîòüáè ó ìåðåæ³ ²íòåðíåò: Ñloud Computing
245
Ð î ç ä ³ ë 4. Ãëîáàëüíà êîìóí³êàö³ÿ òà ãëîáàëüíà ô³íàíñîâî-åêîíîì³÷íà êðèçà
246
4.6. Íîâèé ìåãàòðåíä êîíêóðåíòíî¿ áîðîòüáè ó ìåðåæ³ ²íòåðíåò: Ñloud Computing
247
Ð î ç ä ³ ë 4. Ãëîáàëüíà êîìóí³êàö³ÿ òà ãëîáàëüíà ô³íàíñîâî-åêîíîì³÷íà êðèçà
248
4.6. Íîâèé ìåãàòðåíä êîíêóðåíòíî¿ áîðîòüáè ó ìåðåæ³ ²íòåðíåò: Ñloud Computing
249
Ð î ç ä ³ ë 4. Ãëîáàëüíà êîìóí³êàö³ÿ òà ãëîáàëüíà ô³íàíñîâî-åêîíîì³÷íà êðèçà
250
4.6. Íîâèé ìåãàòðåíä êîíêóðåíòíî¿ áîðîòüáè ó ìåðåæ³ ²íòåðíåò: Ñloud Computing
251
Ð î ç ä ³ ë 4. Ãëîáàëüíà êîìóí³êàö³ÿ òà ãëîáàëüíà ô³íàíñîâî-åêîíîì³÷íà êðèçà
252
4.7. Ñèñòåìè ìåä³à òà ³íôîðìàö³éíî-êîìóí³êàö³éíèõ òåõíîëîã³é â Óêðà¿í³ …
253
Ð î ç ä ³ ë 4. Ãëîáàëüíà êîìóí³êàö³ÿ òà ãëîáàëüíà ô³íàíñîâî-åêîíîì³÷íà êðèçà
254
4.7. Ñèñòåìè ìåä³à òà ³íôîðìàö³éíî-êîìóí³êàö³éíèõ òåõíîëîã³é â Óêðà¿í³ …
255
Ð î ç ä ³ ë 4. Ãëîáàëüíà êîìóí³êàö³ÿ òà ãëîáàëüíà ô³íàíñîâî-åêîíîì³÷íà êðèçà
256
4.7. Ñèñòåìè ìåä³à òà ³íôîðìàö³éíî-êîìóí³êàö³éíèõ òåõíîëîã³é â Óêðà¿í³ …
257
Ð î ç ä ³ ë 4. Ãëîáàëüíà êîìóí³êàö³ÿ òà ãëîáàëüíà ô³íàíñîâî-åêîíîì³÷íà êðèçà
258
4.7. Ñèñòåìè ìåä³à òà ³íôîðìàö³éíî-êîìóí³êàö³éíèõ òåõíîëîã³é â Óêðà¿í³ …
259
Ð î ç ä ³ ë 4. Ãëîáàëüíà êîìóí³êàö³ÿ òà ãëîáàëüíà ô³íàíñîâî-åêîíîì³÷íà êðèçà
260
4.7. Ñèñòåìè ìåä³à òà ³íôîðìàö³éíî-êîìóí³êàö³éíèõ òåõíîëîã³é â Óêðà¿í³ …
261
Ð î ç ä ³ ë 4. Ãëîáàëüíà êîìóí³êàö³ÿ òà ãëîáàëüíà ô³íàíñîâî-åêîíîì³÷íà êðèçà
262
4.7. Ñèñòåìè ìåä³à òà ³íôîðìàö³éíî-êîìóí³êàö³éíèõ òåõíîëîã³é â Óêðà¿í³ …
1
Fine J. The Small Street Journal // BusinessWeek. 2006. December 18. P. 32.
2
Starkman D. The WSJ Pulitzer Shutout is Bad for the Country // Columbia
Journalism Review. 2010. April 13. P. 4.
3
Çåðíåöüêà Î.Â. Ñòðàòå㳿 êîíêóðåíòíî¿ áîðîòüáè ï³ä ÷àñ ãëîáàëüíî¿ êðè-
çè // ªâðîÀòëàíòèêà. 2010. ¹ 1. Ñ. 72–75.
4
Çåðíåöüêà Î.Â. Íàö³îíàëüí³ àíòèêðèçîâ³ ñòðàòå㳿 ³ ãðîìàäñüêå òåëåðàä³îìîâ-
ëåííÿ (äîñâ³ä ÑØÀ) // Åêîíîì³÷íèé ÷àñîïèñ – ÕÕI. 2010. ¹ 3/4. Ñ. 38–41.
5
Pujol F. Economic Crisis and the Media [Electronic resource]. Access mode:
http://www.univ.es/econom/sport/files/resourcesmodule/@random45.
6
Reffing the Recovery // Bloomberg Businessweek. 2010. April 25. P. 6.
7
Dickey Ch. America Turns Inward // Newsweek. 2010. November 1. Ð. 23.
8
Reffing the Recovery. P. 6.
9
Bailout [Electronic resource] // AllBuisiness.com. Access mode: http://www.
allbusiness.com/glossaries/bailout/4951799-1.html.
10
Bailout [Electronic resource] // Economyhedia. Access mode: http://www.
economyhedia.com/wiki/index.php?title=Bailout.
11
LIBOR [Åëåêòðîííèé ðåñóðñ] // ³ê³ïåä³ÿ: â³ëüíà åíöèêëîïåä³ÿ. Ðåæèì
äîñòóïó: http://uk.wikipedia.org/wiki/LIBOR.
12
How to Fix the Economy // Bloomberg Businessweek. 2010. September 28.
P. 60.
13
Íîâàÿ ýðà íà ìîáèëüíîì ðûíêå [Ýëåêòðîííûé ðåñóðñ] // Âîêðóã è
îêîëî êîìïüþòåðà..: èíòåðåñíûå óñòðîéñòâà è ñîáûòèÿ. Ðåæèì äîñòóïà:
http://eduska.ru/index.php/tag/sud-apple-i-samsung.
14
Êèðüÿíîâ Î. Samsung ïîäàåò â ñóä [Ýëåêòðîííûé ðåñóðñ] // Ðîññèéñêàÿ
ãàçåòà. Ðåæèì äîñòóïà: http://www.rg.ru/2012/09/20/isk-site.html.
15
Òàì æå.
16
The Walt Disney Company [Electronic resource] // LinkedIn SlideShare.
Access mode: http://www.slideshare.net/ptoelle81/the-walt-disney-company-7236157.
17
Global Top 500 Companies [Electronic resource] // Forbes. Access mode:
http://search.forbes.com/search/find?MT=Global+500+Top+Companies.
18
Ibid.
19
Barns B., Stelter B. Time Warner Cable and Disney are Near a Deal on
Fees // The New York Times. 2012. July 19.
263
Ð î ç ä ³ ë 4. Ãëîáàëüíà êîìóí³êàö³ÿ òà ãëîáàëüíà ô³íàíñîâî-åêîíîì³÷íà êðèçà
20
Ahrens F. Dow Jones, Murdoch Reach a Deal. [Electronic resource] // The
Washington Post. Access mode: http://www.washingtonpost.com/wp-dyn/content/
article/2007/07/16/AR2007071602075.html.
21
The World’s Billionaries [Electronic resource] // Forbes. Access mode:
http://www.forbes.com.
22
The World’s Most Powerful People 2015. The 70 Who Matter [Electronic
resource] // Forbes. Access mode: http://www.forbes.com/powerful-people.
23
Çåðíåöüêà Î.Â. Televisa: íàö³îíàëüí³ òà ãëîáàëüí³ ñòðàòå㳿 êîíêóðåíòî-
ñïðîìîæíîñò³ // ³ñíèê Íàö³îíàëüíî¿ ðàäè Óêðà¿íè ç ïèòàíü òåëåáà÷åííÿ ³
ðàä³îìîâëåííÿ. 2003. ¹ 4. Ñ. 76–81.
24
Grupo Televisa: History [Electronic resource] // Televisia Investor Rela-
tions. Access mode: http://www.televisair.com/history.
25
Televisa: Press Release [Åëåêòðîííèé ðåñóðñ] // Televisia. Access mode:
http://www.televisa.com.
26
NBC Universal [Electronic resource] // NBCUniversal. Access mode: http://
www.nbcuni.com/corporate.
27
Televisa Final Report 2011 [Electronic resource] // Televisia.com. Access
mode: http://i2.esmas.com/documents/2012/05/04/2487/business-description.pdf.
28
Televisa ²nvests US 1,6 Billion in Iusacell [Electronic resource] // Iusacell.
Access mode: http://www.iusacell.com.mx.
29
Çåðíåöüêà Î.Â. Ïåðåìîæíà çáðîÿ íîâîãî õàçÿ¿íà Á³ëîãî Äîìó // Çîâ-
í³øí³ ñïðàâè. 2008. ¹ 12. Ñ. 24–26; Stone B., Sheridan B. The Retailer’s
Clever Little Helper // Bloomberg Businessweek. 2010. September 6–12. P. 32.
30
List of mergers and acquisitions by Alphabet [Electronic resourse] //
Wikipedia, the free encyclopedia. Access mode: https://en.wikipedia.org/wiki/
List_of_mergers_and_acquisitions_by_Alphabet.
31
MacMillan D. Murdoch vs. Google // BusinessWeek. 2009. December 9. P. 26.
32
Ìóòîâêèíà Ä. Àóäèòîðèè Google õâàòèò íà òðè ïîèñêà Bing+Yahoo
[Ýëåêòðîííûé ðåñóðñ] // SEOnews. Ðåæèì äîñòóïà: http://www.seonews.ru/
events/auditorii-google-hvatit-na-tri-poiska-bing-yahoo-.
33
Ïðîáëåìû Google è ïîñëåäñòâèÿ äëÿ ìàðêåòîëîãîâ [Ýëåêòðîííûé ðå-
ñóðñ] // Optimization.ru: ïîèñêîâàÿ îïòèìèçàöèÿ è ïðîäâèæåíèå ñàéòîâ â
Èíòåðíåòå. Ðåæèì äîñòóïà: http://optimization.ru/subscribe/320.html.
34
Çåðíåöüêà Î.Â. Ñòðàòå㳿 êîíêóðåíòíî¿ áîðîòüáè ï³ä ÷àñ ãëîáàëüíî¿
êðèçè // ªâðîÀòëàíòèêà: ÷àñîïèñ ²íñòèòóòó ºâðîàòëàíòè÷íîãî ñï³âðîá³òíèö-
òâà. 2010. ¹ 1. Ñ. 72–75.
35
Stone B., Shields T. The FCC Crusade to Keep the Internet Free //
Bloomberg Businessweek. 2010. August 16–20. P. 32.
36
Îá÷èñëåííÿ ó õìàðàõ [Åëåêòðîííèé ðåñóðñ] // UkrArticles: òåìàòè÷íèé
àðõ³â ñòàòåé. Ðåæèì äîñòóïó: http://ukrartikles.pp.ua/pk-internet/7669-vyichis-
lenia-v-oblakax.html.
37
Cloud Computing [Åëåêòðîííèé ðåñóðñ] // Ðîñ³éñüêî-óêðà¿íñüê³ ñëîâ-
íèêè [³íòåðíåò-ôîðóì ñàéòó]. Ðåæèì äîñòóïó: http://r2u.org.ua/forum/view-
topic.php?f=6&t=37—.
38
³ê³ïåä³ÿ: Ïåðåéìåíóâàííÿ ñòàòåé / õìàðí³ îá÷èñëåííÿ – Õìàðîïîä³á-
í³ îá÷èñëåííÿ [Åëåêòðîííèé ðåñóðñ] // ³ê³ïåä³ÿ â³ëüíà åíöèêëîïåä³ÿ. Ðå-
æèì äîñòóïó: https://uk.wikipedia.org/wiki/³ê³ïåä³ÿ:Ïåðåéìåíóâàííÿ_ñòàòåé/
Õìàðí³_îá÷èñëåííÿ_→_Õìàðîïîä³áí³_îá÷èñëåííÿ.
264
4.7. Ñèñòåìè ìåä³à òà ³íôîðìàö³éíî-êîìóí³êàö³éíèõ òåõíîëîã³é â Óêðà¿í³ …
39
Êëèåíòñêîå ðåøåíèå IBM Open Collaboration: Àðõèòåêòóðíûå ðåøåíèÿ
è âàðèàíòû ðåàëèçàöèè äëÿ îòêðûòîãî âèðòóàëüíîãî êëèåíòà IBM [Ýëåêò-
ðîííûé ðåñóðñ] / Ô. Êëþèñ, Ý. Ñàòüÿäàñ, È. Òîððåñ [è äð.] // IBM develo-
perWorks. Ðåæèì äîñòóïà: http://www.ibm.com/developerworks/ru/library/ ls-occs-pt5.
40
Cloud Computing è Linux [Ýëåêòðîííûé ðåñóðñ] // IBM developerWorks.
Ðåæèì äîñòóïà: https://www.ibm.com/developerworks/ru/library/l-cloud-computing.
41
Ìàéêë Äåëë çíàº, ÿê çåêîíîìèòè $ 200 ì³ëüÿðä³â [Åëåêòðîííèé ðå-
ñóðñ] // ̳ðî̲ÊÑ Þíàéòåä. Ðåæèì äîñòóïó: http://www.miromix.com.ua/
ua/news/135.
42
Cloud Computing [Electronic resource] // Wikinvest. Access mode:
http://www.wikinvest.com/concept/Cloud_Computing.
43
Culpan T. ...And Finally, My New No. 2 Is Way Better Than Yours //
Bloomberg Businessweek. 2010. October 11–17. P. 36.
44
A Field Guide to Silicon Valley Takeover Bait // Bloomberg Businessweek.
2010. October 11–17. P. 37.
45
Geelan J. The Top 150 Players in Cloud Computing [Electronic resource] //
@CloudExpo. Access mode: http://cloudcomputing.sys-con.com/node/770174.
46
Êîìïàíèè [Ýëåêòðîííûé ðåñóðñ] // Cloudzone.ru – â ìèðå îáëà÷íûõ
òåõíîëîãèé. Ðåæèì äîñòóïà: http://cloudzone.ru/companies/alphabet/a.html.
47
Orange Business Services, Cisco, EMC è VMware ãîòîâÿò ïî÷âó äëÿ ëåã-
êîãî ïåðåõîäà ê îáëà÷íûì âû÷èñëåíèÿì [Ýëåêòðîííûé ðåñóðñ] // Lenta.ru.
Ðåæèì äîñòóïà: http://www.lenta.ru/news2/2010/09/29/orange.
48
Îá÷èñëåííÿ ó õìàðàõ [Åëåêòðîííèé ðåñóðñ] // UkrArticles: òåìàòè÷íèé
àðõ³â ñòàòåé. Ðåæèì äîñòóïó: http://ukrarticles.pp.ua/pk-internet/7669-bychis-
lenia-v-oblakax.html.
49
Àêñàê Â. Òóìàííà õìàðí³ñòü â... ²íòåðíåò³ [Åëåêòðîííèé ðåñóðñ] // ZN,UA.
Ðåæèì äîñòóïó: http://gazeta.dt.ua/SCIENCE/tumanna_hmarnist_v_interneti.html.
50
Venezia P. Cloud Computing Makes Users of Us All [Electronic re-
source] // InfoWorld. Access mode: http://www.infoworld.com/article/2625457/iaas/
cloud-computing-makes-users-of-us-all.html.
51
Ýêñïåðòû: Çàêîí î ïðîçðà÷íîñòè ÑÌÈ íå ñäåëàåò èõ ñîáñòâåííèêîâ
áîëåå îòâåòñòâåííûìè [Ýëåêòðîííûé ðåñóðñ] // Impress.ua. Ðåæèì äîñòóïà:
http://inpress.ua/ru/politics/13682-eksperty-zakon-o-prozrachnosti-smi-ne-sdelaet-ikh-
sobstvennikov-bolee-moralnymi.
52
Âñåóêðà¿íñüêà àñîö³àö³ÿ ðåêëàìîäàâö³â [Åëåêòðîííèé ðåñóðñ] // Âñå-
óêðà¿íñüêà ðåêëàìíà êîàë³ö³ÿ. Ðåæèì äîñòóïó: http://www.adcoalition.org.ua/
ru/news/view/29.
53
Äìèòðåíêî Î. Ðèíîê ìåä³éíî¿ ³íòåðíåò-ðåêëàìè â Óêðà¿í³ â 2015 ðîö³
çð³ñ íà 27 % [Åëåêòðîííèé ðåñóðñ] // Watcher. Ðåæèì äîñòóïó: http://
watcher.com.ua/2016/02/12/rynok-mediynoyi-internet-reklamy-v-ukrayini-v-2015-
rotsi-zris-na-27.
54
Ãîðîõîâñüêèé Î. ϳäñóìêè-2015: ÿêèì áóâ ðåêëàìíèé ðèíîê ðîêó, ùî
ìèíຠ[Åëåêòðîííèé ðåñóðñ] // Forbes Óêðà¿íà. Ðåæèì äîñòóïó: http://
forbes.net.ua/ua/opinions/1408278-pidsumki-2015-yakim-buv-reklamnij-rinok-roku-
shcho-minae.
55
Þðàñîâ Ñ. 20 óêðàèíñêèõ ñàéòîâ íà÷àëè ðàçìåùàòü ëåãàëüíûé òåëåâè-
çèîííûé êîíòåíò [Ýëåêòðîííûé ðåñóðñ] // Êàïèòàë. Ðåæèì äîñòóïà:
265
Ð î ç ä ³ ë 4. Ãëîáàëüíà êîìóí³êàö³ÿ òà ãëîáàëüíà ô³íàíñîâî-åêîíîì³÷íà êðèçà
http://www.capital.ua/ru/news/6516-20-ukrainskikh-saytov-nachali-razmeschat-
legalnyy-televizionnyy-kontent.
56
Òàì æå.
57
Äàíüêîâà Í. Çàìàíèòè ñïîíñîðà øîó: äîñâ³ä FremantleMedia [Åëåêòðîí-
íèé ðåñóðñ] // Òåëåêðèòèêà. Ðåæèì äîñòóïó: http://www.telekritika.ua/tele-
bachennya/2012-06-11/72521.
58
Ýêñïåðòû: Çàêîí î ïðîçðà÷íîñòè ÑÌÈ íå ñäåëàåò ...
59
Çàòâåðäæåíî òà âèíåñåíî íà ãðîìàäñüêå îáãîâîðåííÿ ïðîåêò íîâî¿ ðå-
äàêö³¿ Ïëàíó ðîçâèòêó íàö³îíàëüíîãî òåëåðàä³î³íôîðìàö³éíîãî ïðîñòîðó
[Åëåêòðîííèé ðåñóðñ] // Íàö³îíàëüíà ðàäà Óêðà¿íè ç ïèòàíü òåëåáà÷åííÿ ³
ðàä³îìîâëåííÿ. Ðåæèì äîñòóïó: http://www.nrada.gov.ua/ua/news/radanews/
20653.html.
60
Òàì ñàìî.
61
Òàì ñàìî.
62
Ïëàí ðîçâèòêó íàö³îíàëüíîãî òåëåðàä³î³íôîðìàö³éíîãî ïðîñòîðó (íî-
âà ðåäàêö³ÿ) [Åëåêòðîííèé ðåñóðñ] // Íàö³îíàëüíà ðàäà Óêðà¿íè ç ïèòàíü
òåëåáà÷åííÿ ³ ðàä³îìîâëåííÿ. Ðåæèì äîñòóïó: http://www.nrada.gov.ua/ua/
proektydlyahromadskogoobgovorennya/20616.html.
63
Ãðîéñìàí ï³äïèñàâ çì³íè äî çàêîíó ïðî Ñóñï³ëüíå ìîâëåííÿ ³ ïåðåäàâ
íà ï³äïèñ Ïðåçèäåíòó (òåêñò çàêîíó) [Åëåêòðîííèé ðåñóðñ] // Ñóñï³ëüíå
ìîâëåííÿ. Ðåæèì äîñòóïó: http://stv.mediasapiens.ua/zakonodavstvo/zminy/
groysman_pidpisav_zmini_do_zakonu_pro_suspilne_movlennya_i_peredav_na_
pidpis_prezidentu_tekst_zakonu.
64
Ïîðîøåíêî ï³äïèñàâ çàêîí ïðî ñóñï³ëüíå ìîâëåííÿ, âîíî óæå â åô³ð³
[Åëåêòðîííèé ðåñóðñ] // Óêðà¿íñüêà ïðàâäà. Ðåæèì äîñòóïó: http://www.
pravda.com.ua/news/2015/04/7/7063966.
65
Ñàëë³ Ì³êîâà: Ñóñï³ëüíå ìóñèòü ãîâîðèòè ìîâàìè ëþäåé, ÿê³ éîãî äèâ-
ëÿòüñÿ [Åëåêòðîííèé ðåñóðñ: áåñ³äà ç Ñ. ̳êîâîþ / çàïèñàëà Ä. Ïîëàäîâà] //
Ñóñï³ëüíå ìîâëåííÿ. Ðåæèì äîñòóïó: http://stv.mediasapiens.ua/dosvid/eks-
pertna_dumka/salli_mikova_suspilne_musit_govoriti_movami_lyudey_yaki_yogo
_divlyatsya.
Ð Î Ç Ä ² Ë 5
ʲÁÅÐÁÅÇÏÅÊÀ
ÅÐÈ ÃËÎÁÀËÜÍί ÊÎÌÓͲÊÀÖ²¯
267
Ð î ç ä ³ ë 5. ʳáåðáåçïåêà åðè ãëîáàëüíî¿ êîìóí³êàö³¿
268
5.1. Åâîëþö³ÿ ñòðàòåã³é ê³áåðáåçïåêè ÑØÀ
269
Ð î ç ä ³ ë 5. ʳáåðáåçïåêà åðè ãëîáàëüíî¿ êîìóí³êàö³¿
270
5.1. Åâîëþö³ÿ ñòðàòåã³é ê³áåðáåçïåêè ÑØÀ
271
Ð î ç ä ³ ë 5. ʳáåðáåçïåêà åðè ãëîáàëüíî¿ êîìóí³êàö³¿
272
5.1. Åâîëþö³ÿ ñòðàòåã³é ê³áåðáåçïåêè ÑØÀ
273
Ð î ç ä ³ ë 5. ʳáåðáåçïåêà åðè ãëîáàëüíî¿ êîìóí³êàö³¿
274
5.1. Åâîëþö³ÿ ñòðàòåã³é ê³áåðáåçïåêè ÑØÀ
275
Ð î ç ä ³ ë 5. ʳáåðáåçïåêà åðè ãëîáàëüíî¿ êîìóí³êàö³¿
276
5.1. Åâîëþö³ÿ ñòðàòåã³é ê³áåðáåçïåêè ÑØÀ
277
Ð î ç ä ³ ë 5. ʳáåðáåçïåêà åðè ãëîáàëüíî¿ êîìóí³êàö³¿
278
5.1. Åâîëþö³ÿ ñòðàòåã³é ê³áåðáåçïåêè ÑØÀ
279
Ð î ç ä ³ ë 5. ʳáåðáåçïåêà åðè ãëîáàëüíî¿ êîìóí³êàö³¿
280
5.1. Åâîëþö³ÿ ñòðàòåã³é ê³áåðáåçïåêè ÑØÀ
281
Ð î ç ä ³ ë 5. ʳáåðáåçïåêà åðè ãëîáàëüíî¿ êîìóí³êàö³¿
282
5.1. Åâîëþö³ÿ ñòðàòåã³é ê³áåðáåçïåêè ÑØÀ
283
Ð î ç ä ³ ë 5. ʳáåðáåçïåêà åðè ãëîáàëüíî¿ êîìóí³êàö³¿
284
5.2. Ñîö³àëüí³ ìåðåæ³ òà ê³áåðáåçïåêà ³íäèâ³äà
285
Ð î ç ä ³ ë 5. ʳáåðáåçïåêà åðè ãëîáàëüíî¿ êîìóí³êàö³¿
286
5.2. Ñîö³àëüí³ ìåðåæ³ òà ê³áåðáåçïåêà ³íäèâ³äà
287
Ð î ç ä ³ ë 5. ʳáåðáåçïåêà åðè ãëîáàëüíî¿ êîìóí³êàö³¿
288
5.2. Ñîö³àëüí³ ìåðåæ³ òà ê³áåðáåçïåêà ³íäèâ³äà
289
Ð î ç ä ³ ë 5. ʳáåðáåçïåêà åðè ãëîáàëüíî¿ êîìóí³êàö³¿
290
5.3. Êîìóí³êàö³ÿ íàóêè ç ñóñï³ëüñòâîì ÿê ôàêòîð ï³äâèùåííÿ …
291
Ð î ç ä ³ ë 5. ʳáåðáåçïåêà åðè ãëîáàëüíî¿ êîìóí³êàö³¿
292
5.3. Êîìóí³êàö³ÿ íàóêè ç ñóñï³ëüñòâîì ÿê ôàêòîð ï³äâèùåííÿ …
293
Ð î ç ä ³ ë 5. ʳáåðáåçïåêà åðè ãëîáàëüíî¿ êîìóí³êàö³¿
294
5.3. Êîìóí³êàö³ÿ íàóêè ç ñóñï³ëüñòâîì ÿê ôàêòîð ï³äâèùåííÿ …
295
Ð î ç ä ³ ë 5. ʳáåðáåçïåêà åðè ãëîáàëüíî¿ êîìóí³êàö³¿
296
5.3. Êîìóí³êàö³ÿ íàóêè ç ñóñï³ëüñòâîì ÿê ôàêòîð ï³äâèùåííÿ …
297
Ð î ç ä ³ ë 5. ʳáåðáåçïåêà åðè ãëîáàëüíî¿ êîìóí³êàö³¿
12
Chairman of the Joint Chiefs of Staff // The National Military Strategy of
the United States of America. Washington, DC: Joint Chiefs of Staff, 2004 [Electronic
resource] Access mode: http://www.defence.gov/news/mar2005/d20050318nms.pdf.
13
Ibid.
14
Chen T.N. Op. cit. P 5.
15
The National Military Strategy for Cyberspace Operations. Washington, DC:
Joint Chiefs of Staff, December 2006 [Electronic resource]. Access mode: http://
www.dod.mil/pubs/foi/joint_staff/jointStaff_jointOperations/07-F-2105doc1.pdf.
16
The Comprehensive National Initiative for Cybersecurity (CNCI). Wash-
ington, DC: The White House, March 2, 2010 [Electronic resource]. Access
mode: http://www.whitehouse.gov/sites/default/files/cybersecurity.pdf.
17
Information Operations: Department of Defense Directive. Washington,
DC. 2006. N DoDD 03600.01, August 14.
18
Powner D. National Cybersecurity Strategy: Key Improvements are Needed
to Strengthen the Nations Posture, GAO-09-432T. Washington, DC: Government
Accountability Office. 2009. March 10.
19
International Strategy For Cyberspace: Prosperity, Security and Openness in
a Networked World. Washington, DC: The White House, May 2011 [Electronic
resource]. Access mode: http://www.whitehouse.gov/sites/default/files/rss_viewer/
internationalstrategy_cyberspace.pdf.
20
Ibid.
21
Department of Defense Strategy for Operating in Cyberspace. Washington, DC:
Department of Defense, July 2011 [Electronic resource]. Access mode: http://
www.defense.gov/news/d20110714cyber.pdf.
22
Pellerin C. DOD Releases First Strategy for Operating in Cyberspace [Electronic
resource]. Access mode: http://archive.defense.gov/news/newsarticle.aspx?id=64686.
23
Department of Defense Strategy… P. 1.
24
Ibid.
25
Ibid. P. 2.
26
Ibid. P. 3.
27
Ibid.
28
Ibid.
29
Chen T.N. Op. cit. P. 11; Department of Defense Strategy…
30
Çåðíåöüêà Î.Â. Íîâèé âèòîê êîíêóðåíòíî¿ áîðîòüáè â ²íòåðíåò³: cloud
computing // Åêîíîì³÷íèé ÷àñîïèñ ÕÕI. 2011. ¹ 11–12. C. 61–64.
31
Department of Defense Strategy…
32
Ibid.
33
Department of Defense Appropriations Bill, 2015. Report of the Committee
of Appropriations. [Full Committee Print.] House of Representatives, 113 Con-
gress. 2d Session [Electronic resource]. Access mode: http://appropriations.
house.gov./uploadedfiles/hrpt-113-hr-fy2015-defense.pdf.
34
H.R.4870 – Department of Defense Appropriations Act, 2015 [Electronic
resource]. – Access mode: https://www.congress.gov/bill/113th-congress/house-
bill/4870.
35
Ibid.
36
Internet and Surveillance / ed. by C. Funch, K. Boersma, A. Albrechtslund
and M. Sandoval. New York: Routledge, 2011. 332 p.
298
5.3. Êîìóí³êàö³ÿ íàóêè ç ñóñï³ëüñòâîì ÿê ôàêòîð ï³äâèùåííÿ …
37
What is Social Networking? [Electronic resource]. Access mode: http://www.
whatissocialnetworking.com.
38
Social Sites That Help [Electronic resource]. Access mode: http://www.
whatissocialnetworking .com/Social_Sites_That_Help.html.
39
Êàê ïîâûñèòü áåçîïàñíîñòü âàøèõ ôîòîãðàôèé â «îáëàêå» («Atlantico»,
Ôðàíöèÿ) [Ýëåêòðîííûé ðåñóðñ]. Ðåæèì äîñòóïà: http://inosmi.ru/world/
20140904/222797438.html.
40
Ôåäåðàëüíûå âëàñòè è Yahoo! [Ýëåêòðîííûé ðåñóðñ]. Ðåæèì äîñòóïà:
Russian-bazar.com, 12 ñåíòÿáðÿ 2014, ¹ 1175498.
41
ʳðêïàòð³ê Ä. Åôåêò Facebook. Âíóòð³øíÿ ³ñòîð³ÿ êîìïàí³¿, ùî îá’ºä-
íóº ñâ³ò. Ê.: Òåìïîðà, 2013. 488 ñ.
42
Òàì ñàìî. Ñ. 276.
43
Òàì ñàìî. Ñ. 274.
44
Òàì ñàìî. Ñ. 446.
45
Gillmor D. The New Editors of the Internet // The Atlantic. 2014. August 24.
46
Public Space & Science Subject [Electronic resource]. Access mode: http://
www.yale.edu/enjneering/eng-info/mgs00851.html.
47
SciDev.Net [Electronic resource]. Access mode: http://www.scidev.net.
48
The case for a ‘deficit model’ of science communication [Electronic resource].
Access mode: http://www.scidev.net/global/communication/editorials/the-case-for-a-
deficit-model-of-science-communic.html.
49
Popper K. The Logic of Scientific Discovery. New York: Routledge, 1992.
50
The case for a ‘deficit model’ ... .
51
Government Office for Science [Electronic resource]. Access mode: https://
en.wikipedia.org/wiki/Government_Office_for_Science.
52
Stilgoe J. and Burall S. Windows or doors? Experts, publics and open policy //
Future Directions for Scientific Advice in Whitehall / ed. by R. Doubleday and
J. Wilsdon. London: Alliance for Useful Evidence; Institute for Government; CSaP;
Sciencewise Expert Resource Centre; University of Sussex. 2013. April. P 95 [Elec-
tronic resource]. Access mode: http://www.csap.cam.ac.uk/media/uploads/files/1/
fdsaw.pdf.
53
Future Directions for Scientific Advice in Whitehall / ed. by R. Doubleday
and J. Wilsdon. London: Alliance for Useful Evidence; Institute for Government;
CSaP; Sciencewise Expert Resource Centre; University of Sussex. 2013. April. 158 p.
[Electronic resource]. Access mode: http://www.csap.cam.ac.uk/media/uploads/
files/1/fdsaw.pdf.
54
Foreign Affairs. 2013. November – December.
55
Garrett L. Biology’s Brave new World: The Promise and Perils of the Syn-
bio Revolution // Foreign Affairs. 2013. November – Decembe. P. 28–46.
56
Google’s Original Õ-Man: A Conversation with Sebastian Thrun // Ibid. P. 2–8.
57
Schmidt E. and Cohen J. The New Digital Age: Reshaping the Future of
People, Nations and Business // Ibid. P. 178, 179.
Ð Î Ç Ä ² Ë 6
ÃËÎÁÀËÜÍÀ ÊÎÌÓͲÊÀÖ²ß
 ÊÎÍÒÅÊÑÒ² ÑÒÀËÎÃÎ ÐÎÇÂÈÒÊÓ
300
6.1. ²ñòîð³ÿ îäí³º¿ íàóêîâî¿ ìåòàôîðè («digital divide»)
301
Ð î ç ä ³ ë 6. Ãëîáàëüíà êîìóí³êàö³ÿ â êîíòåêñò³ ñòàëîãî ðîçâèòêó
302
6.1. ²ñòîð³ÿ îäí³º¿ íàóêîâî¿ ìåòàôîðè («digital divide»)
303
Ð î ç ä ³ ë 6. Ãëîáàëüíà êîìóí³êàö³ÿ â êîíòåêñò³ ñòàëîãî ðîçâèòêó
304
6.1. ²ñòîð³ÿ îäí³º¿ íàóêîâî¿ ìåòàôîðè («digital divide»)
305
Ð î ç ä ³ ë 6. Ãëîáàëüíà êîìóí³êàö³ÿ â êîíòåêñò³ ñòàëîãî ðîçâèòêó
306
6.1. ²ñòîð³ÿ îäí³º¿ íàóêîâî¿ ìåòàôîðè («digital divide»)
ðîçä³ëåííÿ (êóðñèâ ì³é. – Àâò.) ì³æ òàê çâàíèìè òèìè, õòî ìàº
³íôîðìàö³þ, ³ òèìè, õòî ³íôîðìàö³¿ íå ìàº. Ùî âðàæຠâ ö³é
äèñêóñ³¿ íàéá³ëüøå, òàê öå ñïðîùåííÿ ñóá’ºêòà îáãîâîðåííÿ,
ÿêèé íàñïðàâä³ äóæå ñêëàäíèé. Àäæå öå ñïðàâà ³íôîðìàö³éíî¿
íåð³âíîñò³, ùî ìóñèòü áóòè âèçíà÷åíà ÿê íåð³âí³ñòü ó âîëîä³íí³
òà âèêîðèñòàíí³ äæåðåë ³íôîðìàö³¿ ³ êîìóí³êàö³¿ â îêðåìîìó ñóñ-
ï³ëüñòâ³»11. Ðîçâèâàþ÷è ñâîþ äóìêó ³ ðîáëÿ÷è ³ñòîðè÷íèé åêñ-
êóðñ ùîäî ïèòàííÿ äèõîòî쳿 «³íôîðìàö³éíî áàãàò³» / «³íôîðìà-
ö³éíî á³äí³», äîêòîð âàí Äåéê çàçíà÷èâ, ùî öå âåëèêîþ ì³ðîþ
ôàëüøèâèé îáðàç äâîõ’ÿðóñíîãî ñóñï³ëüñòâà, îñê³ëüêè ñó÷àñíå
ñóñï³ëüñòâî õàðàêòåðèçóºòüñÿ äóæå ñêëàäíîþ äèôåðåíö³àö³ºþ. Öå
âêëþ÷ຠòàêîæ ïèòàííÿ äèñòðèáóö³¿ ðåñóðñ³â ³ âèêîðèñòàííÿ ³í-
ôîðìàö³¿ òà êîìóí³êàö³¿. ³í äîõîäèòü âèñíîâêó, ùî â ³íôîðìà-
ö³éíîìó ñóñï³ëüñòâ³ ³íôîðìàö³éíà íåð³âí³ñòü ì³æ ëþäüìè ò³ëüêè
ïîñèëèòüñÿ ³ äî óâàãè òðåáà áðàòè òàê³ ïàðàìåòðè, ÿê ¿õí³é â³ê,
îñâ³òà, ïðèáóòîê, ñòàòü, åòí³÷íà íàëåæí³ñòü ³ êðà¿íà ÷è ðåã³îí,
çâ³äêè âîíè ïîõîäÿòü.
Áëèçüêèì çà íèçêîþ ñìèñë³â äî òåðì³íà «information gap» º
òåðì³í «discursive gap», òîáòî «äèñêóðñèâíèé ðîçðèâ», «ðîçðèâ ó
äèñêóðñ³». Éîãî àâòîðîì º áðèòàíñüêèé ïðîôåñîð Ðîäæåð Ôàóëåð,
ÿêèé ââ³â éîãî äî íàóêîâîãî îá³ãó â 1991 ð. ó ìîíîãðàô³¿ «Ìîâà ó
íîâèíàõ: äèñêóðñ òà ³äåîëîã³ÿ ó ïðåñ³»12. Öèì ñëîâîñïîëó÷åííÿì,
ÿêå òåæ º ìåòàôîðîþ ³ ìîæå ïåðåêëàäàòèñÿ óêðà¿íñüêîþ ÿê «äèñ-
êóðñèâíèé ðîçðèâ» ÷è «äèñêóðñèâíèé ïðîâàë», Ôàóëåð ïîçíà÷èâ
òîé ðîçðèâ ó äèñêóðñ³ ïðåñè òà ÷èòà÷à, ùî ³ñíóº ì³æ ìîâîþ,
ÿêîþ ïðåñà çâåðòàºòüñÿ äî ÷èòà÷à (à âîíà çàçâè÷àé áþðîêðàòè÷-
íà, ôîðìàëüíà, ñïîâíåíà ïîë³òè÷íèõ øòàìï³â), òà ìîâîþ, ùî
âæèâàºòüñÿ â ñåðåäîâèù³ ÷èòà÷à (à âîíà, ÿê ïðàâèëî, íåôîðìàëüíà,
ïåðñîíàëüíà). Éäåòüñÿ íå ò³ëüêè ïðî ïðîáëåìè ðîçóì³ííÿ, ÿêèìè
çàéìàºòüñÿ ãåðìåíåâòèêà, íå ò³ëüêè ïðî ñìèñëè ïîâ³äîìëåíü, ùî
âòðà÷àþòüñÿ ÷åðåç öåé äèñêóðñèâíèé ïðîâàë, – òîáòî ïðî öàðèíó
ñåì³îòèêè. Àâòîð ââàæàº, ùî äëÿ ïîäîëàííÿ äèñêóðñèâíîãî ðîç-
ðèâó ïðåñà ìóñèòü óïðîâàäæóâàòè ìîäåë³ óñíîãî ìîâëåííÿ ó ìîâó
ïðåñè, ùî íàäàâàëî á ³ëþç³þ ðîçìîâè ïðî âàæëèâ³ òåìè, íàâêîëî
ÿêèõ ìຠáóòè ïîáóäîâàíèé ñóñï³ëüíèé êîíñåíñóñ. Íà äóìêó Ôàóëå-
ðà, öå çàâäàííÿ íå ëèøå ñòèë³ñòè÷íå, à é ³äåîëîã³÷íå, îñê³ëüêè
«³íñòèòóö³éí³ êîíöåïòè ìàþòü áóòè òðàíñëüîâàíèìè â îñîáèñòó
äóìêó ÷èòà÷à».
Ìîæíà ä³éòè âèñíîâêó, ùî íà ìîìåíò ââåäåííÿ â îá³ã òåðì³íà
«digital divide» ó ïîë³òè÷íèõ òà ìåä³à-ñòóä³ÿõ óæå ³ñíóâàëî ùîíàé-
ìåíøå äâà òåðì³íè, ÿê³ â ö³ëîìó îõîïëþâàëè ñåìàíòèêó òðåòüîãî,
307
Ð î ç ä ³ ë 6. Ãëîáàëüíà êîìóí³êàö³ÿ â êîíòåêñò³ ñòàëîãî ðîçâèòêó
308
6.1. ²ñòîð³ÿ îäí³º¿ íàóêîâî¿ ìåòàôîðè («digital divide»)
309
Ð î ç ä ³ ë 6. Ãëîáàëüíà êîìóí³êàö³ÿ â êîíòåêñò³ ñòàëîãî ðîçâèòêó
310
6.1. ²ñòîð³ÿ îäí³º¿ íàóêîâî¿ ìåòàôîðè («digital divide»)
311
Ð î ç ä ³ ë 6. Ãëîáàëüíà êîìóí³êàö³ÿ â êîíòåêñò³ ñòàëîãî ðîçâèòêó
312
6.1. ²ñòîð³ÿ îäí³º¿ íàóêîâî¿ ìåòàôîðè («digital divide»)
313
Ð î ç ä ³ ë 6. Ãëîáàëüíà êîìóí³êàö³ÿ â êîíòåêñò³ ñòàëîãî ðîçâèòêó
314
6.2. Âèêëèêè òà çàãðîçè ãëîáàëüíîãî äèäæèòàëüíîãî ðîçðèâó
315
Ð î ç ä ³ ë 6. Ãëîáàëüíà êîìóí³êàö³ÿ â êîíòåêñò³ ñòàëîãî ðîçâèòêó
316
6.2. Âèêëèêè òà çàãðîçè ãëîáàëüíîãî äèäæèòàëüíîãî ðîçðèâó
317
Ð î ç ä ³ ë 6. Ãëîáàëüíà êîìóí³êàö³ÿ â êîíòåêñò³ ñòàëîãî ðîçâèòêó
ϳâí³÷íà Àìåðèêà 5 11 11 5
Öåíòðàëüíà Àìåðèêà 3 3 3 3
ϳâäåííà Àìåðèêà 6 8 10 8
Çàõ³äíà ªâðîïà 6 13 10 8
Öåíòðàëüíà ³ Ñõ³äíà ªâðîïà 5 7 6 7
Áëèçüêèé Ñõ³ä 4 4 4 5
Öåíòðàëüíà Àç³ÿ 2 1 1 2
Ñõ³äíà Àç³ÿ 22 30 37 22
ϳâäåííà Àç³ÿ 23 8 6 18
ϳâäåííî-Ñõ³äíà Àç³ÿ 9 6 9 11
Àôðèêà 16 8 4 11
Îêåàí³ÿ 1 1 1 1
Ñêëàäåíà çà: Global Digital Statistics 2014 / US Ñensus Bureau, Facebook, ITU,
CIA. – P. 6
318
6.2. Âèêëèêè òà çàãðîçè ãëîáàëüíîãî äèäæèòàëüíîãî ðîçðèâó
319
Ð î ç ä ³ ë 6. Ãëîáàëüíà êîìóí³êàö³ÿ â êîíòåêñò³ ñòàëîãî ðîçâèòêó
320
6.2. Âèêëèêè òà çàãðîçè ãëîáàëüíîãî äèäæèòàëüíîãî ðîçðèâó
321
Ð î ç ä ³ ë 6. Ãëîáàëüíà êîìóí³êàö³ÿ â êîíòåêñò³ ñòàëîãî ðîçâèòêó
6.3. ÌÅIJÀ-ÔÎÐÌÀÒÓÂÀÍÍß
ÏÐÎÁËÅÌ ÑÒÀËÎÃÎ ÐÎÇÂÈÒÊÓ Ó ÃËÎÁÀËÜÍÎÌÓ
²ÍÔÎÐÌÀÖ²ÉÍÎ-ÊÎÌÓͲÊÀÖ²ÉÍÎÌÓ ÏÐÎÑÒÎв
Ñòàëèé ðîçâèòîê ÿê íîâà êîíöåïö³ÿ äëÿ ëþäñòâà ìóñèâ ïðîéòè
ïåâíèé øëÿõ ìåä³à-ôîðìàòóâàííÿ ó ãëîáàëüíîìó ³íôîðìàö³éíîìó
ïðîñòîð³ äëÿ ¿¿ àäåêâàòíîãî ðîçóì³ííÿ ³ ñïðèéíÿòòÿ ñâ³òîâîþ àóäè-
òîð³ºþ. Çà ñêëàäí³ñòþ òà áàãàòîêîìïîíåíòí³ñòþ âîíà áóëà ³ çà-
ëèøàºòüñÿ äóæå íåïðîñòîþ äëÿ âèñâ³òëåííÿ ¿¿ ó ìåä³à, íàäòî â
åëåêòðîííèõ ìåä³à, îñîáëèâî òåëåáà÷åííÿì. Äî òîãî æ öå íàãàëüíà
ñïðàâà, ÿêó ìîæíà òðàêòóâàòè ÿê îäèí ç ³ìïåðàòèâ³â ðîçâèòêó
ëþäñòâà. Âîíà ïîâ’ÿçàíà ³ç âò³ëåííÿì ê³ëüêîõ ñòðàòåã³é. Ïî-ïåðøå,
öå îçíàéîìëåííÿ ñâ³òîâî¿ ãðîìàäñüêîñò³ ç òèì, ùî ðîáèòüñÿ ÿê
íà ãëîáàëüíîìó, òàê ³ íà ì³ñöåâîìó òà ðåã³îíàëüíîìó ð³âíÿõ ùîäî
ðîçïîâñþäæåííÿ ³äåé ñòàëîãî ðîçâèòêó çàñîáàìè ìàñîâî¿ êîìó-
í³êàö³¿. Ïî-äðóãå, àêöåíòóâàííÿ óâàãè íà çàâäàííÿõ ãëîáàëüíîãî
çíà÷åííÿ, ÿê-îò ï³äïèñàíí³ òà âèêîíàíí³ Ê³îòñüêîãî ïðîòîêîëó
òîùî. Ïî-òðåòº, ïîïóëÿðèçàö³ÿ ïîçèòèâíîãî äîñâ³äó ð³çíèõ êðà¿í
ñâ³òó ó ãàëóç³ ñòàëîãî ðîçâèòêó. Ïî-÷åòâåðòå, ïðèâåðòàííÿ óâàãè
ñâ³òîâî¿ àóäèòî𳿠äî òèõ êðà¿í ³ ðåã³îí³â, ÿê³ ÷åðåç ð³çí³ îáñòàâè-
íè (ïîë³òè÷í³, åêîíîì³÷í³, ñîö³àëüí³, åêîëîã³÷í³, êóëüòóðí³, äå-
ìîãðàô³÷í³) ëèøàþòüñÿ îáàá³÷ öüîãî ïðîöåñó. Ïî-ï’ÿòå, âèêîðè-
ñòàííÿ ìåðåæ³ ²íòåðíåò òà ³íøèõ íåóðÿäîâèõ çàñîá³â ìàñîâî¿ êî-
ìóí³êàö³¿ äëÿ ³íòåðàêòèâíî¿ ä³ÿëüíîñò³ íåóðÿäîâèõ îðãàí³çàö³é (ÿê
ëîêàëüíèõ, òàê ³ ì³æíàðîäíèõ), ÿê³ ïðèñâÿ÷óþòü ñâîþ ä³ÿëüí³ñòü
çáåðåæåííþ íàâêîëèøíüîãî ñåðåäîâèùà, ï³äòðèìóþòü ³äå¿ ñòà-
ëîãî ðîçâèòêó, ïðàöþþòü íàä ïîäîëàííÿì äèäæèòàëüíî¿ ïð³ðâè.
Ïî-øîñòå, ôîðìóâàííÿ åêîëîã³÷íîãî ìèñëåííÿ íàñåëåííÿ ïëàíå-
òè ç ïåðñïåêòèâîþ âêëþ÷åííÿ éîãî ÿê âàæëèâîãî êîìïîíåíòà äî
ñóñï³ëüíî¿ ñâ³äîìîñò³ ëþäñòâà íà ïî÷àòêó ÕÕI ñò.
Íàøîþ ìåòîþ º äîñë³äèòè, ÿêó ðîëü â ³ìïëåìåíòàö³¿ öèõ âàæ-
ëèâèõ ö³ëåé â³ä³ãðàþòü íàö³îíàëüí³ òà ãëîáàëüí³ çàñîáè ìàñîâî¿
êîìóí³êàö³¿, íàäòî òåëåáà÷åííÿ ÿê íàéá³ëüø ðîçïîâñþäæåíèé ç
íèõ. Àäæå íà ïîðÿäêó äåííîìó ÕÕI ñò. – ðîçðîáêà òà âò³ëåííÿ
ñòðàòåã³é ãëîáàëüíîãî ñòàëîãî ðîçâèòêó. Ñåðåä ö³ëåé, ÿê³ áóëè
ïîñòàâëåí³ â îäíîéìåíí³é Äåêëàðàö³¿ ÎÎÍ ùîäî íàâêîëèøíüîãî
ñåðåäîâèùà ³ ðîçâèòêó, º òàê³ âàæëèâ³, ÿê ïðàâî íà ðîçâèòîê ç
îáîâ’ÿçêîâèì óðàõóâàííÿì ³íòåðåñ³â ³ ïîòðåá ìàéáóòí³õ ïîêîë³íü,
çáåðåæåííÿ íàâêîëèøíüîãî ñåðåäîâèùà ó ïðîöåñ³ ðîçâèòêó,
äåðæàâíå â³äøêîäóâàííÿ âòðàò, çàïîä³ÿíèõ ñòèõ³éíèìè ëèõàìè òà
òåõíîãåííèìè êàòàñòðîôàìè31. Ìè íàìàãàëèñÿ çàñîáàìè ìîí³òî-
322
6.3. Ìåä³à-ôîðìàòóâàííÿ ïðîáëåì ñòàëîãî ðîçâèòêó ó ãëîáàëüíîìó …
323
Ð î ç ä ³ ë 6. Ãëîáàëüíà êîìóí³êàö³ÿ â êîíòåêñò³ ñòàëîãî ðîçâèòêó
Ñêëàäåíî çà: Global Digital Statistics 2014 / US Ñensus Bureau, Facebook, ITU,
CIA. – P. 11
324
6.3. Ìåä³à-ôîðìàòóâàííÿ ïðîáëåì ñòàëîãî ðîçâèòêó ó ãëîáàëüíîìó …
325
Ð î ç ä ³ ë 6. Ãëîáàëüíà êîìóí³êàö³ÿ â êîíòåêñò³ ñòàëîãî ðîçâèòêó
326
6.3. Ìåä³à-ôîðìàòóâàííÿ ïðîáëåì ñòàëîãî ðîçâèòêó ó ãëîáàëüíîìó …
327
Ð î ç ä ³ ë 6. Ãëîáàëüíà êîìóí³êàö³ÿ â êîíòåêñò³ ñòàëîãî ðîçâèòêó
328
6.3. Ìåä³à-ôîðìàòóâàííÿ ïðîáëåì ñòàëîãî ðîçâèòêó ó ãëîáàëüíîìó …
329
Ð î ç ä ³ ë 6. Ãëîáàëüíà êîìóí³êàö³ÿ â êîíòåêñò³ ñòàëîãî ðîçâèòêó
330
6.3. Ìåä³à-ôîðìàòóâàííÿ ïðîáëåì ñòàëîãî ðîçâèòêó ó ãëîáàëüíîìó …
331
Ð î ç ä ³ ë 6. Ãëîáàëüíà êîìóí³êàö³ÿ â êîíòåêñò³ ñòàëîãî ðîçâèòêó
332
6.3. Ìåä³à-ôîðìàòóâàííÿ ïðîáëåì ñòàëîãî ðîçâèòêó ó ãëîáàëüíîìó …
333
Ð î ç ä ³ ë 6. Ãëîáàëüíà êîìóí³êàö³ÿ â êîíòåêñò³ ñòàëîãî ðîçâèòêó
334
6.3. Ìåä³à-ôîðìàòóâàííÿ ïðîáëåì ñòàëîãî ðîçâèòêó ó ãëîáàëüíîìó …
335
Ð î ç ä ³ ë 6. Ãëîáàëüíà êîìóí³êàö³ÿ â êîíòåêñò³ ñòàëîãî ðîçâèòêó
336
6.3. Ìåä³à-ôîðìàòóâàííÿ ïðîáëåì ñòàëîãî ðîçâèòêó ó ãëîáàëüíîìó …
337
Ð î ç ä ³ ë 6. Ãëîáàëüíà êîìóí³êàö³ÿ â êîíòåêñò³ ñòàëîãî ðîçâèòêó
13
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Wigel G. Hoping to Bridge a Different Divide // Newsweek. 2006. Decem-
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Van Dijk J., Hacker K. The Digital Divide as a Complex and Dynamic
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Mossberger K., Tolbert C.J., Stansbury M. Virtual Inequality: Beyond the
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Briges.org [Electronic resource]. Access mode: http://bridges.org/spanning/
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Peters T. Bridging the digital divide: Global Issues. The Evolving Internet
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Department for International Development UN ICT Task Force. New
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Ïîë³òè÷íå ïîñëàííÿ Êîì³òåòó ì³í³ñòð³â Óñåñâ³òíüî¿ çóñòð³÷³ íà íàéâè-
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Çåðíåöüêà Î.Â. Á³áë³îòåêè ÿê áóä³âíè÷³ ñóñï³ëüñòâà çíàíü // Á³áë³îòå÷-
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32
Çåðíåöüêà Î.Â. Çàñîáè ìàñîâî¿ êîìóí³êàö³¿ â ñó÷àñí³é ñâ³òîâ³é ïîë³-
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Çåðíåöüêà Î.Â. ²íôîðìàö³éíî-êîìóí³êàö³éíà ðåâîëþö³ÿ, ãëîáàë³çàö³ÿ ³
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