THEORETICAL FUNDAMENTALS OF MEDIA ANALYTICAL PROFESSION: FROM ANALYSIS OF INFORMATION FLOWS TO ENGLISH COMPETENCE
The article describes the professional requirements for media analysts, which allow them to analyze the media, work productively and effectively in companies of this type – correctly and in time fulfill customer requests and generate relevant informational content. Media monitoring, informational and communicational analysis and media audit, information field formation, creation of secondary analytical documents, assessment of reputational risks and prediction of the situation around the subject of analysis are the main, but not exhaustive, list of competencies of media analysts, described in our research paper. The genres of analytical documents that professionals deal with every day are discussed in detail. Emphasis is made on the nessesity of English language knowledge for professional purposes, like professional terminology and linguistic means (emotional, syntactic, phraseological), as well as the ability to describe information flows from the original foreign language speakers.
It is noted that Ukraine lacks highly qualified media analysts, so the pedagogical aspect of the issue is very important. To train such professionals, you need to use specialized specialities (journalism, information analytics and reference activities, etc.) as a learning environment to acquire the necessary competencies. Self trainings and different courses are also justified.