Communicative Strategies of Professional Development of a TV and Radio Journalist: Psychotypology and Social Model

The whole world undergoes significant changes in communication, television and radio. Therefore, journalism education also alters. Television companies and radio stations hire former students, who already perceive the development of modern media in a different way, and thus try to communicate differently and influence large audiences. It is applied to all societies and countries developing their own media and caring about the future of television and radio industry. Such a new complex problem on communication via television and radio is caused primarily by the changes of information technology and communicative strategies in the field of media, online educational techniques in world schools of journalism, and is now being discussed by theorists and practitioners of journalism on various media platforms or global forums. The purpose of the article, that is based on the long-term research of scientists at Taras Shevchenko National University of Kyiv, is to set and prove the hypothesis about the future of television and radio broadcasting, in particular, those who will come to work on television or are already working, combining studying with practical activity. Within the period of 2012-2019 the authors of the article interviewed 760 students of the Institute of Journalism, Taras Shevchenko National University of Kyiv, on the basis of their statements about the choice of specialization, and collected the data on their attitude to modern media, including television and radio. As a result of the research, the authors have developed the psychotypology of students who will work for television and radio companies in Ukraine, and form the public opinion on social, sociocultural and political processes in the country. Consequently, this psychotypology (classics, jazzmen, rockers and conformists) can be used in schools of journalism in other countries as a technological approach to model the matrices of the educational process for training the TV and radio journalists.