Media communication in the system of higher education as a modern technological component of students’ vocational training.

Abstract

The article reveals the students’ training to professional communication in the context of the expansion of new and traditional media through the transformation of information into knowledge. Understanding of media communication as an exchange of information with a help of various communication channels, communication forms (audio, visual, audiovisual) on different levels has been substantiated. The efficiency of the method of media texts interpretation in the formation of students’ media competence at institutions of higher education has been examined. The fact of interaction of text with other texts on the level of context and form has been confirmed, the interpretational strategies (intertextuality, intermediality) of various kinds of messages, in particular artistic ones, have been defined.