Media & Mass Communication, Volume 1, 2012

Rezumat: The author of the article appeals to multiple-aspect problem. It has got political character, as it directly searches the problem of choice and self-definition in search of the optimal model of national politics. The problem of journalist social roles is analysed in connection with the motivational system of the journalistic professional activity. Use of a social role-playing conception leads to anthropological conclusion about the basics of existence of modern human in the world of intensive communications. Institutional and functional characteristics of journalism depends on and make conditional to human factor. The author offers a new interpretation of the journalist role-playing. He uses sociological understanding of the status and role formed in the frames of functional theoretical conception adding ideological component.