THE MODEL-CONSTRUCT OF AN INTERACTIVE MODULAR TEXTBOOK (TRAINING PROFILE “ADVERTISING AND PUBLIC RELATIONS”)

The object of this study is educational literature, which forms the profile of a graduate (bachelors program focusing on the “Advertising and PR”). The subject are the principles and methods of organization of educational content, that increase the efficiency of interaction of students with educational literature. The aim of the research – to prepare a comprehensive description of the model-scheme profile of a textbook on socio-humanitarian disciplines. Problems that are solved: 1) identification of the relevant parameters of the methamodel of a modern active high school textbook, 2) development of a model-construct of the textbook, preparing future advertising specialists for project work, and 3) an experimental realization of the model-construct in the format of the training manual for a specific contingent. The purpose of the article – for the model constructs to reveal the potential of modularity in the organization of content in an interactive traditional format textbook. We believe that the developed model-scheme of a modular textbook will allow using its informational and didactic components optimally. Methodology of the Research. As a methodological framework for the creation of the model-construction we used the recommendations in optimization of textbook as a carrier of information, developing “mental activity” of student, his professional and personal competence, motivation, personal activities and communicative reflection (Antonova, 2004; Buga, 1987; Kanke 2007; and others). Results of the Research. The model of the textbook is developed on the basis of an approved modular training manual on the working-out of an advertising product (Kravchenko 2004, 2006; Kravchenko, Novikova 2008). The use of modules allows providing a wide range of multi-level training information. We highlight four content levels: two structurally indicative (1, 2), informative (3) and referential (4). The first level deals with the means of navigation in the structure of the textbook – headings and subheadings. The second level is represented by operators – the system of “keywords”, which follow in a particular order and have the orienting function: clarify the concept, authoritative opinion, research, interesting facts, trends, discussion, master-class etc. A certain mini-module stands behind each operator – the actual information (the third level). The function of the fourth level is references to various sources for further independent work (referential part of the textbook). Discussion. A modular textbook is chosen as an optimal model of a new-generation secondary school textbook. The main attention is focused on the principles of clarity and fixed format. In this article the idea of modularity has been developed further in the aspect of optimization of the content of the high school interactive textbook. Conclusions. The main advantages of the developed model-constructor of a modular textbook are: compactness, optionality, interactiveness, regulated access to informational resources, and a possibility of developing an individual cognitive style, student's mobility and adaptability.