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128 ÌÅÄ²À-ÑÓ×ÀÑÍ²ÑÒÜ ³äåíòèô³êóþòü ñåáå íà òë³ «îñîáëèâîãî» ñòàâëåííÿ äî ðîñ³ÿí. Íà ð³âí³ ³íòåðòåêñòó öå âèÿâëÿºòüñÿ ó êàòåãîðè÷íîìó íåïðèéíÿò³ «îë³ãîôðåí³÷íî¿ ìîñêîâñüêî¿ ïîïñè» [1, 197], ³ðîí³¿ ñòîñîâíî ëþáîâ³ ðîñ³ÿíèíà äî «ïîþùåé è ïëÿøóùåé Ìàëîðîññèè» [1, 204], âèêîðèñòàíí³ æàðãîí³çì³â ðàäÿíñüêî¿ åïîõè. Äî îñòàíí³õ, íàïðèêëàä, íàëåæèòü ñëîâî «øìóðäÿê» (êð³ïëåíå âèíî), ç ÿêèì àâòîð ïîâ’ÿçàâ ñìàêè ðîñ³ÿí («ß âñå-òàêè âçÿâ ñâî¿ ñóõ³ âèíà é õóòåíüêî âèá³ã ³ç êðàìíèö³. Àëå äîñ³ çâîðóøåíî çãàäóþ òîãî äÿäå÷êà — ÿê ñèìâîë Ðîñ³¿, êîòðà âñ³ì íàì áàæàº äîáðà ³ ïðîïîíóº ñâîº «ñëàäåíüêîå», à íàñ, äóðíèõ óêðà¿íö³â, ÷îìóñü óñå òÿãíå íà ºâðîïåéñüêèé êèñëÿê» [1, 200]). Öÿ çäàòí³ñòü Ðÿá÷óêà ÿê êîëóìí³ñòà ìåòàôîðèçóâàòè æàðãîííó ñåìàíòèêó â³äïîâ³äíî âïëèâàº íà ôîðìóâàííÿ ÷èòàöüêîãî êîëà, çàëó÷àþ÷è äî íüîãî ÷èòà÷à ìèñëÿ- ÷îãî, çäàòíîãî àäåêâàòíî ïðî÷èòóâàòè íåïðîñò³ ³íòåðòåêñòóàëüí³ êîäè æóðíàë³ñòà. Îêðåñëåí³ íàìè ÷èòàöüê³ ãðóïè (çâè÷àéíî, ç ïåâíîþ äîëåþ óìîâíîñò³) íàãëÿäíî äåìîíñòðóþòü ôóíêö³îíàëüíèé çì³ñò ³íòåðòåêñòó â êîëóìí³ñòè÷íîìó òâîð³. Ç îäíîãî áîêó, ³íòåðòåêñò äàº çìîãó àâòîðîâ³ îðèã³íàëüíî âèðàæàòè ñâîþ ïîçèö³þ. Ïðàãíåííÿ êîëóìí³ñòà äî ñàìîâèðàæåííÿ ïðèçâîäèòü äî ³íòåðòåêñòóàëüíî¿ åêñïðåñèâíîñò³. Â³äòàê ïåðåä ÷èòà÷àìè ïîñòàþòü ð³çí³ êîëóìí³ñòè÷í³ õàðàêòåðè — ë³ðè÷íèé Â³òàë³é Æåæåðà, ³ðîí³÷íà Ñâ³òëàíà Ïèðêàëî, ùèðèé Àíäð³é Áîíäàð, ñòðèìàíèé Ìèêîëà Ðÿá÷óê. Ç ³íøîãî áîêó, ³íòåðòåêñò ôîðìóº ÷èòàöüêó àóäèòîð³þ, çäàòíó ðîçï³çíàòè ³íòåðòåêñòóàëüíå ïîñèëàííÿ àâòîðà. Öÿ ðîçï³çíàâàëüíà ôóíêö³ÿ äàº çìîãó çîð³ºíòóâàòè àâòîðñüêèé çàäóì íà êîíêðåòíîãî àäðåñàòà — òîãî, õòî â çìîç³ íå ïðîñòî «ïðî÷èòàòè» ïåâíå ïîñèëàííÿ, à é îö³íèòè éîãî õóäîæíº íàïîâíåííÿ. Îòæå, äëÿ ðåäàêòîðà óñâ³äîìëåííÿ öèõ ôóíêö³é ³íòåðòåêñòó îñîáëèâî âàæëèâå, îñê³ëüêè ïåðåäáà÷åííÿ «ïåðåòèí³â» àâòîðñüêîãî ñâ³òó ³ ÷èòàöüêîãî ñïðèéíÿòòÿ áà÷èòüñÿ îäíèì ³ç ãîëîâíèõ çàâäàíü ðåäàêòîðñüêî¿ ðîáîòè ç êîëóìí³ñòèêîþ. Á²ÁË²ÎÃÐÀÔ²ß 1. Æåæåðà Â. Àâòîðñüêà êîëîíêà: [çá³ðêà] / Â. Æåæåðà, Ñ. Ïèðêàëî, À. Áîíäàð, Ì. Ðÿá÷èê. — Ê. : Íîðà-Äðóê, 2007. — 208 ñ. 2. Ãàëè÷ Â. Ì. Êîëîíêà ÿê æàíð / Â. Ì. Ãàëè÷ // Â³ñíèê Ëóãàíñüêîãî íàö³îíàëüíîãî óí³âåðñèòåòó ³ìåí³ Òàðàñà Øåâ÷åíêà : Ô³ëîëîã³÷í³ íàóêè / [â³äï. çà âèïóñê ïðîô. Ãàëè÷ Î. À., äîö. Áîéöóí ². ª.] — Ëóãàíñüê : Âèäàâíèöòâî
Í. Ôåíüêî. ²íòåðòåêñò àâòîðñüêî¿ êîëîíêè òà ÷èòàöüêå êîëî 129 äåðæàâíîãî çàêëàäó «Ëóãàíñüêèé íàö³îíàëüíèé óí³âåðñèòåò ³ìåí³ Ò. Øåâ- ÷åíêà», 2009. — ¹ 3 (166), ×.1. — Ñ. 223–233. 3. ×åðíûøîâà Ò. Â. Îñîáåííîñòè êîììóíèêàòèâíîãî âçàèìîäåéñòâèÿ àâòîðà è àäðåñàòà ÷åðåç òåêñò â ñôåðå ãàçåòíîé ïóáëèöèñòèêè / Ò. Â. ×åðíûøîâà // Ôèëîëîãè÷åñêèå íàóêè. — 2003. — ¹ 4. — Ñ. 94–103.
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Ì²Í²ÑÒÅÐÑÒÂÎ ÎÑÂ²Ò
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3 ÇÌ²ÑÒ ÌÅÄ²À-ÐÅÊËÀ
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5 Òåòÿíà Àíäð³ÿø. Äè
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Í. Êóòóçà. Ïîë³òè÷í
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Ë. Åãîðîâà. Äèñêóðñ
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À. Ê³ñåëüîâà. ²ì³äæ
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37 ÓÄÊ 007 : 304 : 004.9 Ìàê
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Ì. Äåì÷åíêî. Ðåêëàì
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À. Áàøóê. ²äåîëîã³÷
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55 ÓÄÊ 007 : 304 : 070 Ñâ³ò
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Ñ. Áåëüêîâà. Ïðîáëå
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65 ÓÄÊ 007 : 304 : 070 : 047.1
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Ï. Ì³ðîøíè÷åíêî. Àâ
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Ã. Ñèíè÷è÷, À. ßöåíê
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Í. Ñèäîðåíêî, Â. Ñàä
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Ä³àëîã : Ìåä³à-ñòóä
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