MULTIMEDIA STORITELLING AS A FORM OF REVIVAL OF MYTHO-FOLKLOR COMMUNICATION UNDER THE CONDITIONS OF MODERN MEDIA SPACE (WITHIN THE FRAMEWORK OF THEORY G.M. MCLUEN)

Rapidly changing media dictate the need for constant theoretical understanding of the new conditions in which journalists are forced to work and live a society. The transformation of the media, the congestion of the information space, new digital technologies, the development of network media - all this necessitates the search for new approaches, the development of traditional methods in order to effectively convey information to the audience. In this context, the interest is the concept of G.M. McLuhan on the revival of the old mytho-folklore communication based on new electronic (digital) technologies. For these reasons, the topic of this article seems to us very relevant. Myth-folklore communication contains a certain experience that must be used in the preparation of materials in new digital, multimedia formats, which is multimedia storytelling. This article is devoted to solving the problem of substantiating the similarity of myth-folklore communication and the similarity of modern multimedia storytelling in the modern media space. This problem is solved by analyzing the manifestations of the modern media environment, as well as correlating the characteristics of the myth with materials in the storytelling format. As a result of the study, a number of criteria were identified by which it is possible to compare two phenomena, two types of communication. The main conclusion: in a modern, constantly changing, information-filled media space, it is possible to use the techniques, approaches and methods of myth-folklore communication in order to achieve the attention of the audience, as well as its maximum involvement, especially in large-scale journalistic materials, such as those presented in the format multimedia storytelling.