Szukana fraza: [Abstract = A didactic prospect of an inspection of this problem inclines to look at mass communication as well as at school, as on the source of attitudes of readers in the process of literary communication. Putting to good account theoretical subsidiaries of the conception of attitude, an analysis was executed of attitude\-forming factors, typical for the mentioned institution. Therefore the author treats on the matter of characteristicjustificated subsidiaries for both institutions, shaping specified expectations intended for literature, of the characteristic structure of norms, percepting and forming the conviction about the meaning of literature and of behaviourist norms, telling us how to behave towards it.]

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