Sociocultural Background of the Creation and Functioning of Hybrid Texts in Electronic Media Production

Authors:

Pages: 93-107
DOI: https://doi.org/10.54664/DXZZ1771

Abstract:

Views of the criterion of genre as a “clear concept”, “text-creation rules” are much looser in the current programming of electronic media: in today’s radio, but especially in television and drama, there are increasingly frequent initiatives that combine different and seemingly incompatible genres into one. The tendency to combine multiple and incompatible elements of the structure of electronic media text into one unit is possible in today’s programming. The paper presents a comparison between syncretic and hybrid approaches to creating new texts in programming. Hybridization can be perceived – especially from the perspective of programming – as a thoroughly thought-out marketing strategy: by blending and crossing traditional genres the audience influences the attractiveness of such programs.

Keywords:

electronic media, syncretic and hybrid text, popular culture

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