SCIENTIFIC VS ENTERTAINMENT CONTENT IN UKRAINIAN ENVIRONMENTAL TV DISCOURSE: PROBLEMS AND FEATURES

Abstract

The article explores the coverage of topics of ecology in the news programs of Ukrainian television. Based on the study of news releases on the all-Ukrainian TV channel “1+1” and the specialized TV channel “ECO TV”, it emphasizes the importance of media discourse for the promotion of ecological knowledge in order to form a general environmental culture, environmental awareness and pro-ecological behavior. In general, there is a segment of scientific content in the modern Ukrainian environmental discourse, but its volume is insignificant compared to entertainment. Topics of ecology require more attention, as well as greater efforts of national and specialized media for the quantitative and qualitative development of eco-journalism, improving scientific and ecological literacy of citizens. The relevance of the study is determined by the fact that the media significantly expand the public understanding of ecology as an environmental science and draw public attention to environmental issues. Today’s frequent environmental disasters and catastrophes, rising levels of environmental pollution resulted in enhanced awareness of the need to save resources, create environmentally friendly, low-waste and waste-free technologies, reduce emissions and, most importantly, in adverting more public attention to environmental media discourse. The media plays an important role in molding public opinion on the environment and dissemination of ecological knowledge to a mass audience. Therefore, at present, it is more necessary than ever before to present environmental issues in the mass media and form a high environmental awareness of the public.