The article is devoted to the study of theoretical aspects of professional training of educational managers within the requirements of modern transformational society. In the conditions of the prevailing postmodernism new requirements to the manager of education as the specialist and as the person are allocated, according to what the emphasis on the influence of such processes as globalization, informatization, and innovative development on the preparation of modern experts in management is made. Changes in the educational paradigm indicate the need for a specialist with universal abilities, able to quickly adapt to new socio-economic and social changes and effectively perform their professional duties. The analysis of the newest tendencies in pedagogical education proves the growth of requirements to professionally significant qualities of the head of a modern educational institution. Based on a thorough analysis, the features of professional competence of education managers, their professionally important and personal qualities that determine their professional activity are determined. Among the main professionally significant qualities of an education manager are such as strategic thinking, readiness for self-development, ability to make operational decisions, special and general abilities, positive motivation of professional activity, cross-cultural competence, emotional intelligence and cognitive empathy, effective time management. It is established that the effectiveness of management activities of a modern education manager is determined by his ability to properly assess the business environment, set complex but achievable goals, organize staff for their implementation.

Постановка проблеми в загальному вигляді.Сполучені Штати Америки (далі -США) -світовий лідер у галузі медіакультури й експорту медіапродуктів. Засоби масової інформації (далі -ЗМІ) пронизують американську культуру наскрізно. Американці використовують відеоігри, радіо, CD-програвачі та смартфони; вони підписуються на журнали та газети, знімають відео, відвідують кінотеатри та проводять час в Інтернеті. ЗМІ, особливо в минулому столітті, розширили уявлення про грамотність та способи навчання людей. Наприклад, К. Тайнер (1998 р.) зазначає, що «існує багато напрямів грамотності -у широкому розумінні, усному, друкованому й електронному форматі -є кілька нерозривних процесів грамотності, які варто враховувати» [25, c. 38]. Усе більше вчених обговорюють багатошаровість грамотності й ідею, що традиційних читання і письма, що є основою грамотності, нині недостатньо для теперішніх американських учнів (див.: Морріс&Чуді, "The New

Media literacy deserves a special place in teacher education, as it stimulates critical thinking, including a variety of reading, writing and speaking skills, the use of computer technology and the decoding of various types of information. In the article, the author analyzes the features of teacher training for media education of students in developed English-speaking countries. Media literacy, introduced into training programs, can be very useful and effective. Preparation for the development of media literacy of teachers can be carried out in the process of advanced training, educational psychology courses, basic training courses and teaching practice. Media literacy contributes to critical thinking, focusing on social issues, understanding the branches of knowledge and children, and shaping teacher professionalism. Media literacy offers prospective teachers new opportunities to succeed and improve school performance. The Canadian, British, Australian, American colleges and universities train teachers in media education. They are acquainted with the media education theory and practice, modern technologies of media education on the system of «key concepts», possibilities of using digital technologies in the process of media education of students. The National Media Education Associations offer vocational courses and media workshops for teachers. One of the most popular ways to improve the qualification and self-education of teachers is MOOC (Futurelearn, Coursera, EdX).