Abstract: The subject of research in this article is the plot organization of a literary work, considered from a hermeneutic perspective, namely as one of the aspects of actualizing the meaning of a literary work. In the work, based on the material of a number of works related to the epic kind of literature, the semantic parameters of the plot-event organization of the work are investigated. The article identifies and describes the differences between the vital ethical way of understanding the plot, associated with the value position of the characters, and the aesthetic way of understanding the plot, associated with the values of the author and recipient. In the latter case, the plot is understood as a dynamic aspect of the incarnation (embodiment) of artistic meaning.   The scientific novelty of the article is determined by the fact that for the first time the plot-event organization of a literary work is considered in connection with a specific way of actualizing the artistic meaning, defined in this work as an incarnation. The incarnation of meaning in the article is understood as its "transformation" into the being (life) of the hero as a whole. If in the life context of comprehension, the sequence of events (the "plot" of life) is correlated by the character with the private and incomplete horizon of the semantic future, then in the aesthetic context of comprehension, the plot acts as an articulation of the integral meaning of the hero's being, as his "fate". As a result of the interpretation of the text of the Grimm brothers' fairy tale "Hansel and Gretel", as well as E. A. Poe's novella "The Mask of the Red Death", the author of the article shows that through plot articulation in the aesthetic semantic "dimension" of the work, heterogeneous moments of meaning are collected, linked into a consistent unity.

Keywords: incarnation, hermeneutics, artistry, epic, author, character, event, plot, meaning, interpretation

Abstract: The subject of the study is the university press of US universities that are part of the so-called "Ivy League" - an informal association of the oldest higher education institutions in the country. The object of the research is the media management of corporate media of universities as a tool of public relations among students, graduates and potential applicants. The authors consider in detail such aspects of the topic as ways of forming an individual profile of a particular media outlet, as well as its contribution to the image of a particular university. Particular attention is paid to the formation of the content of university media and their interaction with the traditional media system, as well as options for their development in a broader media profile.   The main conclusions of the study are the data obtained during the comparison of Ivy League university press samples on the patterns of formation of the image of a typical student and a graduate of a university. A special contribution of the authors to the research of the topic is the development of specific recommendations on the media management of corporate publications on the example of the university press, which can be applied in domestic practice. The novelty of the research lies in the generalization of the media practices of the university press of the USA and the formulation of recommendations for creating the image of a student, graduate and teacher on the pages of the university press. Also of particular interest is the practice of creating a modern convergent media based on the traditional format of the press that has existed since the XIX century.

Keywords: public relations, convergent edition, covergent mass media, student mass media, Ivy League, USA press, mediamanagement, image, corporate press, university press