http://eprints.zu.edu.ua/22277/ The Culture Based Political Programs: Impact of Talk Show on the Audience Tsybko, А. V. LB Theory and practice of education Most of the research in these fields focuses on the structural or entertainment dimensions and / or on audience research, but there are only a few research projects concerned with the culture based political programs in Spain. Richardson and Meinhof (1999) contributed to filling the gap with a series of comparative case studies on satellite television programs proposed by news channels addressing a global audience (News Corp‘s Sky News and Germany‘s n.tv), local TV channels in Germany and Britain, and the European TV experience (ARTE, Euro-News), drawing on discourse analysis, applied linguistics, and social semiotics but there is a big gap in investigation of Spanish political talk show and its impact on the audience. Cultural diversity is the central issue of our times although with different emphases on MEDIA context. Media and communication studies have begun to draw on work in TV programs with the retrospect of political talk shows to understand how diversity is experienced across Spanish culture. Analyses are required as for the transnational entities of the European Unity, in our case culture in Spain. The topic is of the increasing importance because of the talk show impact on the audience as emotionally as individual nation and region face the challenge of globalization and the propaganda of media content. The essay draws on cultural and media policy analyses. In short, late night entertainment talk shows or other soft news programs afford politicians one of their best opportunities to reach a large group of potentially persuadable voters in a relatively sympathetic venue. The increasing frequency of presidential candidate appearances on daytime and late night talk shows (Baum 2003a, 2005; Gold 2007) strongly suggests they believe such appearances are politically beneficial. The previous discussion illustrates the importance of drawing clear distinctions between different types of media outlets and content aimed at distinct audiences. Most research into the effects of soft news on public opinion finds any such effects to be contingent on media venue, topic, and audience characteristics. Such venues vary in the sophistication of their content and hence the likely learning effects among different types of viewers, while some issues are more easily framed in accessible terms than others. Moreover, different types of viewers differ in their propensity to learn about politics via such outlets. Scholars have only partially disentangled these distinctions. Much of the research in this area thus suffers from imprecise definitions of the independent (soft news exposure) and / or dependent (public opinion) variables. The study investigates the awareness level of public through TV talk shows (political). Вид-во ЖДУ ім. І.Франка 2016 Article PeerReviewed text uk http://eprints.zu.edu.ua/22277/1/3.pdf Tsybko, А. V. (2016) The Culture Based Political Programs: Impact of Talk Show on the Audience. Вісник Житомирського державного університету імені Івана Франка (2 (84)). pp. 5-8. ISSN 2076-6173 english