FROM MEDIATEXT TO MEDIABRAND: ON THE PROBLEM OF JOURNALISM, ADVERTISING AND PR INTERACTION IN MEDIA CONVERGENCE
The article examines theoretical approaches to the correlation of such concepts as«media», «media content», «media products» and «mediabrand» from the point of view of journalism, advertising and PR interaction in media convergence. The research base is advertising and PR-materials posted on TV, radio, newspapers and online magazines. Theauthors emphasize that the present media text (in journalism, advertising and PR) is considered to be the basic element among the concepts mentioned above, and thus it has gained the rapid development within the creolized structure. The study of these concepts has allowed the authors to single out cross points of journalism, advertising and PR in me-dia convergence interaction that can be identified as communicative, content-design and marketing approaches.