MEDIA IMAGE IN MASS MEDIA: FROM POLARIZATION TO DIALOGUE
Olga V. Korzheneva
Pages: 231-240
Published: 1 Jan 2012
Views: 282
Downloads: 20
Abstract: Social institutes and public life phenomena reflected in media by different methods. One of them is personification. In its basis – impossibility of personality direct functioning in media reality. The personality should be mediated by its media image with any valuable contents. The media image develops in interaction of three components: first, media projection of "person"; secondly, a media projection of consciousness of audience with its attitudes and valuable orientations; thirdly, journalistic interpretation of the personality as prototype of a media image. Such interpretation is always focused on values and can conduct or to a public consent, or to an aggravation of confrontation of social groups. Therefore, search of socially significant values stimulating dialogue in society in media reality is in interests of society.
Keywords: personification, mass media, media reality, value, attitudes, media image
Cite this article: Olga V. Korzheneva. MEDIA IMAGE IN MASS MEDIA: FROM POLARIZATION TO DIALOGUE. Journal of International Scientific Publications: Media & Mass Communication 1, 231-240 (2012). https://www.scientific-publications.net/en/article/1003030/
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