GENRE SPECIFICITY OF DIALOGUE OF THE JOURNALS "VESY" AND "ZOLOTOYE RUNO" - SUCCESSORS TO THE JOURNAL "MIR ISKUSSTVA"
The article is devoted to study of the impact of the controversy between the central journals-manifestoes that have adopted the experience and logic of development of “Mir iskusstva”, “Vesy” and “Zolotoye runo” on their typological model and, in particular, on their genre structure. “Vesy” was the title journal of a fairly narrow direction - the Petersburg group of symbolists, which ensured a certain ideological unity inside the publication. In fact, this journal became the first full-fledged journal-manifesto after “Mir iskusstva”. The source of “Zolotoye runo” origin is the cultural ambitions of a low educated bourgeois. Corresponding by formal features to the model journal-manifesto, “Zolotoye runo” in fact was not such kind of periodical. The journal copied “Mir iskusstva”, but it had neither art concept, nor specific publishing institution, typical for journals-manifestoes. However, due to good funding, the design of the “Zolotoye runo” was largely superior in comparison with “Vesy”. These journals are subjected to genre and typological analysis; the factors distorting the functions of genres in the journals and consequently affecting the quality of informing audiences are revealed. The appearance of rival periodicals activates the polemical functions of the journals. In general, erupted controversy reflected the contradictions between the publishing groups, but in many respects, it was caused by journal conjuncture and personal relationships of the authors. Therefore, the journals sometimes were used as tools of manipulation of audiences to achieve goals of local associations and individual personalities. This has a detrimental effect on the quality of information and genres of considered publications: in a biased polemic, genres begin to perform non-core functions, the authors apply different techniques of information manipulation, even ones that are close to propaganda. Distortion of generic polemical function of a journal (from principled polemics directions to the local debate groups) leads to the fact that publications are moving away from typological models of journal-manifesto.