Роль режисури у процесі впливу телевізійної естради на глядача
The role of the direction in the influence of the television variety on the spectator

Summary/Abstract: In the article the question about the role and place of the television directors in the artistic and aesthetic impact of the television variety to the mass audience is highlighted. The author showed the specificity of the spectator’s perception of the stage action on the TV screen and the features of television shooting of the variety show, concerts, etc. as independent samples of the television arts. The rapid globalization of the modern civilized world facilitates links between the regions of the world and contributes the spread of the technologies, the stereotypes of the culture, values, and so on over the world. This phenomenon objectively determines the processes of the massovization of the culture in their contradictory range: from the orientation of the spiritual production for the “average” consumer through the wide dissemination of the unequal artistic product to the realization of the mass culture function of the mediator between the common values of the world culture, modern art and traditional national cultures. Being understandable and accessible to all age groups and segments of the population, the variety art belongs to the most popular component of modern mass culture. The variety is the programmed individual performance of one or more artists on the stage (recitation-reciter, coupletists, entertainers, singers, jugglers, acrobats, musicians, trainers, etc.) or conceptual combination in the concert program of the series of the stage numbers. A separate niche in the system of the variety art is occupied by pop art, in particular the broadcasted by means of the television programs the theaters of miniatures (the very popular in 1960-80 meetings in the “Pub 13 chairs” to TV presentation in the format of the “Evening quarter”. The powerful popularization of pop art became a reality due to the technical means and ethereal capabilities of the television audience of millions who, through pop art can realize their recreational needs. Effective interaction of television and variety related to the development of the market processes in the media and communications, led not only to a positive economic results, but also contributed to significant artistic achievements as the knowledge of the needs of the mass audience of the viewers determined the directing strategies of the variety work. In addition, the specificity of the work of art’s performance by means of the television is the opportunity to see again the variety and entertainment program at any time and under any circumstances, to remember the favourite characters again, to feel the positive emotional responses, which together help to reduce the social tensions. The value of the art works are grafted to the viewer by means of the artistic television, especially in the translation process of the philharmonic and variety concerts involving various figurative-expressive techniques. Objectification of spiritual and artistic values, using the capabilities of the modern television, requires an organic combination of the implementation of the artistic and aesthetic needs of the mass audience and the needs of its culturally rich relaxation in the general context of the organized leisure. The TV director should have a generous organizational and stage talent, visionary, original creative thinking, high erudition and communication skills, ambition and maximum of the working capacity. The TV director also should be a deep psychologist, with a personal approach to their employees and the subtle sense of the mottled audience mood of. Looking at the successful promotion of the achievements of the modern domestic variety and the opposition against TV “intervention”, we can state that on the Ukrainian channels are still massively extend the foreign artistic products, values and norms for the Ukrainian youth audience. Ukrainians should make fuller use the information and educational potential of the television, and the television variety direction is the most important in this aspect. We note with regret the prevalence of the monotonous repertoire, the constant references to the same author and the performing names, the continued standardization of the music variety. The artistic plastic on the stage, the manner of their artistic language and behavior before the television camera are mostly poor. Television variety became the artistic phenomenon in popular culture, with their differences, and the immediate presence of the spectators in the hall. And television filming makes a significant impact on the staging and scenography. Given the characteristics of the television filming of the variety shows, concerts, for the modern filmmakers extremely important is to show the further development of the new technologies of the television broadcasting of the variety achievements, which cover the millions of the viewers.

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