АВТОРСЬКА КОЛОНКА В ЖАНРОВІЙ ПАРАДИГМІ СУЧАСНИХ ЗМІ

The purpose of the study is to analyze the impact of the author's column on the image of a modern newspaper.Research methodology . The basis of the study is informational, axiological, culturological, systemic, active approaches; the following methods were used: analysis, synthesis, generalization – to clarify the author’s intension, which appears in media text and correlates with the standards of journalism.Results. The articleoutlines the features of the materials of the author’s column in the genre paradigm of modern media. The theoretical basis for the formation and figuring of a column in a genre paradigm with the practical implementation of this text form in the media space  is investigated. It is emphasized that today the author's column is one of the most popular text forms on the media pages, which fully reflects the processes taking place in the modern information space, і t absorbs elements of different genres, trying to find its niche. It is clear that the specifics of the column are in the author's reflection on which the story is kept. The author, who leads the column, can choose a convenient form of self-expression, and quite often this form is dictated by the process of genre diffusion. A column as a genre has its own characteristics: the subject of the column, function, method, content and form.Novelty. The author’s intension of Vitaliy Zhezhera («Gazeta.ua» information portal) was formulated when writing a column, as well as the means of expressiveness of the artistic text he created was characterizd.Practical significance. The results of the study can be used in practical media activities and in the process of studying professionally oriented courses of the «Journalism» specialty.Keywords: author's column, information genres, domestic column science, media text.