Genre variability of modern PR-communication in the cultural and artistic sphere
DOI:
https://doi.org/10.17721/APULTP.2025.51.61-74Keywords:
PR communication, PR genre, genre variety, media genres, Internet genres, verbal means, non-verbal meansAbstract
The article formulates the main directions and aspects of the topical and unexplored problem of genre implementation of PR communication and its variability in the cultural and artistic sphere in the Ukrainian humanities. Based on the texts of the National Art Museum of Ukraine, the Museum of the History of the City of Kyiv, the Kyiv National Academic Young Theater, the Kyiv Academic Drama Theater on Podil, the National Cultural, Art and Museum Complex "Mystetsky Arsenal", the Kyiv International Film Festival "Molodist", published on their official websites, pages on Instagram, Facebook, and the video hosting Youtube, an analysis of existing genres, their invariants and varieties that implement PR functions and proposals in accordance with the main goals and objectives in the most appropriate ways using verbal and non-verbal means, taking into account the object (art, culture), the heterogeneity of recipients, and the requirements of the modern digital environment is carried out. It was found that since the cultural and artistic product is highly emotional and socially significant, the genres of PR texts should reflect informativeness (press release, post-release, reportage, etc.), analyticalness (article, review, comment, etc.) and emotionality (stories, reels, etc.), influentialness / manipulativeness (advertising genres), aesthetics (the studied sphere of social activity largely meets these needs of recipients). It was found that the genre system of PR in the cultural and artistic sphere is open and dynamic, consisting of three main groups that function simultaneously, ensuring integrated communication: traditional PR genres, media genres and Internet genres. The transformation of traditional genres, the emergence of new ones and their combination are due to "economy of attention and language resources", dialogicity and interactivity, creolization. Research into the effectiveness of individual genres at different language levels and the use of artificial intelligence (AI) for generating PR texts in this area have been identified as perspective.
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