Television advertising media text as a method for creation of media linguistic competence in students of language faculties

Current transition of the modern system of language education to a new anthropocentric paradigm makes topical a necessity of training of competitive experts with a set of competences in various fields. Thereupon, the issues of formation of the secondary language person hold a prominent place in the numerous linguistic-methodological researches. For the purpose of the competence-based approach the person is characterized by formed intercultural communicative competence as an integrative parameter of quality of training of the secondary language person. The modern system of language education with its commitment to the competence-based approach places heavy demands to the creation of the secondary language person of the future foreign language teacher, capable of intercultural communication in the common information space. The carried out analysis of researches resulted in the following conclusion: creation of the secondary language person cannot be made without inclusion of one more component in the structure of in-tercultural communicative competence as an integrative parameter of quality of training of the secondary language person, namely: media linguistic competence which can be considered as a complex personal education including readiness and ability to knowledgeable interaction, and a set of media communicative knowledge and media communicative abilities which make possible intercultural communications and interaction with media and information channels, carrying out selection, critical analysis, assessment, creation and transfer of media texts of various kinds, forms and genres. The central category of the media linguistic competence is the media text. In the article an integration of media education into the foreign language practical course is shown as use of television advertising media texts, in particular video advertisements, as a foreign language tutorial and simultaneously as an object of study. The prominent features of advertising media texts in the article and the linguo-didactic features of video advertisements have resulted in the creation of a list of media communicative abilities formed in the course of integrated development of the intercultural communicative competence and media linguistic competence. The article emphasizes that the creation of the media linguistic competence is carried out through a multistage integration analysis of the television advertising media texts promoting knowledgeable interaction with streams of media information, development of critical thinking and creative potential of students, formation of independent conceptual judgments, for the purpose of protection against possible manipulative media influences, and interpretation of phenomena of foreign culture represented in television advertising media texts.

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