SPECIFICITY OF FORMATION OF THE POWER IMAGE IN MASS MEDIA (EXAMPLIFIED BY CHELYABINSK REGION)

Abstract

Purpose. Study of specificity of making power image using mass media in conditions of transformation of political processes in Chelyabinsk region. Methods. The authors used comparative and contrastive method (formation of power image on federal, regional, municipal levels); method of scientific abstraction which is necessary for making theoretical models in PR sphere. They also used content-analysis method which is used for analyzing materials of print and audio-visual mass media; method of classical logics. Results. Proceeding from the existing empirical data on forming the power image by mass media the author makes a conclusion about a new stage in the development of journalism as a profession and development of mass media institute itself in the sphere of power image formation. The appeared trends are connected with search of the Russian PR self-identification and also political trends appeared in the Russian reality. Scientific novelty. Scientific novelty is in research of specific features in building power image in regional and municipal mass media, their relations between them and divergences of principles. It’s the first time of analyzing materials of election campaign of two executives from different power levels, but with similar starting points.