Art criticism-cultural component of professional media educational activity

Abstract

The article presents a theoretical and methodological justification for the formation of the structural and content basis of the art and cultural competency of future communicators in the system of professional media education. The aim of the research is to integrate the art–cultural component into the creative training of bachelors and masters of advertising and public relations for professional activity in the art industry in the conditions of artistic and aesthetic communication in advertising and public relations, interaction of communicative and artistic practices, creation of cultural products in advertising and public relations. The author identifies the main functions of a professional communicator in the art environment and the elements of the communicator's art and cultural competency, determines the criteria for assessing the level of its formation; analyzes the conditions for the introduction, practical implementation of the art and cultural component in the professional and creative media educational environment.

On the basis of media pedagogical experience, the expediency of using the art-cultural approach as a methodological basis for the formation of the content of the creative training of the communicator in the process of classroom and extracurricular activities in the system of professional media education is substantiated. Creative forms of students' development are proposed, which contribute to the acquisition of art and cultural experience.