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378 Указатель терминов и названий на английском язы sleeper effect 302 slick, slickmagazine 302 slide 101 slogan 303 slot 62 slot on the broadcasting schedule 62 slug 303 slugline 303 small computer 73 smart card 303 smart set 303 smart television 303 smart terminal 303 snail mail 303 soap opera (soaper) 300 social 303-304 social behaviour 304 social ecology 304 social institutions 304 social interaction throgh messages 66 socialization elfects 304 socialization function 304 social life 304 social noises 329 social order 303 social responsibility 304 social responsibility paradigm 339 social responsibility Uieory 134 social services 304 social unit 303—304 social welfare 304, 350 sociolinguistics 304 sociology of mass communi­ cations 305 soft news 305 software 204, 305 software installation i70 solidarity-liability approach 305 sound 306 sound-bile 306 sound editing 306 sound elfects 306 sound film 306 sound-insulation 171 sound record 281 sound recorder 306 sound stage, sound studio 306 space 306 space broadcasting 306 space buyer 20, 306 space charge 306 space offlows 306 space opera 306 space rate 306 space-lime compression 306 space writer 306 speaker 306 special character ofthe elec­ tromagnetic spectrum 306 special glasses 33 special interest group 307 specialty advertising 20 speech writer 307 spin 307 spin control 307 spin doctor 307 spin-oif 307 spiral of silence theory 307 spirit of i nformation a lism 307 sponsor 3 0 7 - 3 0 8 sponsored film 307 sponsored program 307 sponsored television 307 sponsor's message 308 sponsorship 308 sportscast 308 sportscaster 308 sportsline 308 sports programs 270 spot 308 short film 299 shorthand 299 short nm production 299 short-time 299 short-wave set 299 shot 299 shotgun interview 299 show 299 show bill 299 showboard 299 show boating 299 show business (show biz) 299 show card 299 show-case 299 showroik299 showgirl 299 show-glass 299 showground 299 sign 299 signature 300 signature tune 300 significance 300 signification 300 Silence 300 silent (ilm300 silent screen 300 silent zone 300 silicon civilization 300 simulation 301 simulator 301 simulcast, simulcasting 301 single 301 single-address instmction 301 single aperture model 301 single-space 301 single-step 301 single task syslem 301 single-volumed set 301 siphoning 301 sitcom 302 site 302 situation 302 situation comedy 302 situationer 302 situation report 302 situation show 302 skin nick302 skin house 302 skin show 302 slander 97 slate 302 sleeper 302 spot advertising 308 spot announsement 308 spot buy 308 spot jamming 178 spotlight news 308 spot load 308 spot news 308 spot television 308 spread 308 spreadsheet 308 staging 288 standartization 308 standup, slandupper 308 star topology 225 station 309 station identification 309 station line-up 309 station option time 309 station representative 309 status quo theory 309