THE PROBLEMATIC OF THE “FACE OF THE NEWSPAPER” IN THE WORKS OF MOSCOW NEWSPAPER SCIENTISTS

In the article, the author gives a brief outline of the creative achievements of Soviet newspaper scientists who devoted themselves to the design of periodicals. It is made in the context of a description of the scientific and educational initiatives and projects of the newspaper science profile implemented in Moscow. Among the research institutions, the author draws attention to the Research Office at the Central Bureau of the Press Workers Section at trade unions (1926-1931) and the Research Office of the Journalism State Institute (1929-1931). Despite the difference in funding (the first office worked on self-supporting terms, the second office was funded by Glavnauka), they were similar structures organizationally: they worked on the basis of thematic commissions / sections, including those devoted to the design of newspapers. Among the educational projects that taught periodicals design, the author highlights the Journalism Institute in Moscow (1921-1938) and regional Moscow School of Newspaper Apprenticeship (gazetouch), established in 1926. The main part of the article is an analysis of the creative path of three the most important scientists and practitioners in the field of newspaper design: M. I. Shchelkunov (1884-1938), I. I. Starobogatov (1886-1964) and S. N. Sredinsky (the years of birth and death have not been established). The author refers them to the Moscow school of newspaper studies because they worked in the capital’s specialized institutions during the best period of the school of newspaper studies (1920s). Reproducing the little-known biographical data of Sredinsky, Starobogatov and Shchelkunov, the author draws attention to the drama of their fates during the period of Stalinistrepression, and also analyzes the content of their most important works on newspaper design.