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Introduction. This article explains the peculiarities of the content constructing of the political media discourse of the Russian Internet resource sputniknews.com for September 2016, represented by English-language political media texts about events in Ukraine.Purpose. The purpose of the article is to disclose peculiarities of the content constructing of the political media discourse in question via the analysis of the cognitive plane of its objectification.Results. The article holds that the political media discourse is a complex phenomenon that has three planes of its objectification: cognitive, pragmatic, and communicative (linguistic). The analysis of its cognitive plane accomplished as the analysis of the content of its political media texts enables to disclose peculiarities of their content constructing. The article proves that this constructing is typically based on a purposeful manipulation of information on behalf of the message author (sender). It is done in different ways and by various means – by faking facts, by their partial distortion, by a shift within the concept semantic field, by the concept simplification, and by stereotyping. The very form of facts presentation also contributes to information distortion – it can be statement, repetition, fragmentation, breaking news, sensation, and non-alternativity (of information source or of view point). Such а content constructing, typical of the analyzed political media texts, enables the message author (sender) to present concrete facts, political events and the very social reality in the right light, suggesting or imposing on the message recipient a certain (necessary) understanding of what is perceived.Originality. Originality of this article is provided by a complex approach to the analysis of the political media discourse. The article contributes to the discourse analysis, in particular to the studies of its cognitive and linguistic-cognitive characteristics.The perspective of the problem under discussion can be seen in the analysis of interrelated pragmatic and communicative (linguistic) planes of the political media discourse objectification.Conclusion. Thus, according to the obtained data, the content constructing of English-language political media texts about events in Ukraine, which represent the political media discourse of the Russian Internet resource sputniknews.com for September 2016, is typically based on manipulation of information. Accomplished by the message author (sender) in different ways and by various means, manipulation of information results in various interpretations of concrete facts, political events and social reality with the purpose to suggest or impose on the message recipient a certain (necessary) understanding, which is, in fact, a manipulative impact on public consciousness.

Technological innovations, expansion of global media empires, an explosion of new media, and the unrestricted commercial targeting of children have all contributed to an environment where today's youth are growing up in a mediated world far different than any previous generation. While technological advancements have created new possibilities for the free flow of information, social networking and global activism, there is also the potential for corporations and governments to increase their control over media, restrict the flow of information, and appropriate these new tools for profit and control at the expense of free expression and democracy. In the second half of the XX century the media educational paradigm was strengthened in scientific discourse. It includes a set of values, methods, technical means, aimed at the formation of personality, able to adapt to the information society and to carry out a number of essential functions. Information and communication space of culture media is differently oriented to the discourses that influence the value system and concept of socio-cultural space. Therefore, in different countries there are different approaches to media culture and media education. This article analyzes the theoretical approaches to media education. The author analyzes the problem of the genesis of the basic theoretical concepts of media education in terms of goals, objectives, content components. Media education is the process through which individuals become media literate – able to critically understand the nature, techniques and impacts of media messages and productions. Media education is actively focused on the instructional methods and pedagogy of media literacy, integrating theoretical and critical frameworks rising from constructivist learning theory, media studies and cultural studies scholarship. The basic theories of media education are analyzed in this article: Semiotic Approach, Ideological Approach, Media as Popular Arts Approach, Practical Approach, Uses and Gratifications Approach, Protectionist Approach, Ethic Approach, Critical Thinking approach, Social and Cultural Approach, Media-didactic Approach. The abundance of theories suggests that almost of all media education concepts have practical approaches which balance media educational process. ; У науковому дискурсі другої половини XX століття зміцнилася медіаосвітня парадигма, що включає сукупність цінностей, методів, технічних засобів, спрямованих на формування особистості, здатної адаптуватися в інформаційному суспільстві й виконувати низку необхідних функцій. Стаття присвячена аналізу теоретичних підходів до медіаосвіти. Авторкою аналізуються проблеми генезису основних теоретичних медіаосвітніх концепцій із точки зору цілей, завдань, змістовних компонентів. Проаналізовано такі основні теорії медіаосвіти, як ін'єкційна, семіотична, культурологічна, практична, критична, естетична, соціокультурна, теологічна.

Introduction. This article gives reasons for recognizing the political media discourse a separate discourse type and it also examines linguistic realization of a manipulative function within the political media discourse. Purpose. The purpose of the article is to expose an integrative and complex nature of the political media discourse as a separate discourse type and to identify specificities of linguistic means used within it to exert a manipulative impact on the recipient. Results. The article holds that the political media discourse is a separate discourse type that, similar to any other type of the discourse, is a unity of the process and its result. Integrating typical features of the political and media discourses, it possesses a number of its own specific functional features, the main of which is instrumentality. Instrumentality is immediately connected with anguage – the main means (an instrument) of communication, which explains its paramount significance for formation of political media texts. Linguistic realization of the instrumental function molds in the receiver this or that emotional mood, thus affecting his/her train of thoughts in the way intended by the text producer. If such an impact on the receiver's mind is intentionally covert, it is qualified as manipulative, characteristic of political media texts. A manipulative impact is achieved by the use of pronouns: the personal pronouns "you","we", "they", when realizing their meaning of inclusiveness, create an illusion of positive and objective information; the personal pronouns "we" and "you", when realizing their meaning of generalization, create an illusion of a unified and commonly accepted opinion. A manipulative impact is also achieved by the use of rhetoric questions, declarative sentences used instead of interrogative ones, by the use of different kinds of repetition, by polysyndeton, parcelation, etc. A manipulative impact is a pragmatic effect of the political media text, which results employment of concrete communicative strategies embodied in different nominative, axiological, and rhetoric linguistic means. It is also done by a particular composition of the political media text. Originality. Originality of this article is provided by a complex approach to the analysis of the discourse. The article substantiates the necessity of recognition the political media discourse a separate discourse type and contributes to the discourse analysis, in particular to the studies of its cognitive and pragmatic characteristics. The perspective of the problem under discussion can be seen in the analysis of concrete manipulative techniques used within the political media discourse. Conclusion. Thus, the political media discourse is a separate discourse type that integrates typical features of the political and media discourses; it is a unity of the process and its result. Among its numerous functional features the main is instrumentality, which, from a linguistic perspective, presumes an impact, especially manipulative, on the receiver. Realization of such an impact is achieved by use of different linguistic means: nominative, axiological, and rhetoric

The article studies the functioning of English phraseological units with a coloristic component in media texts. Media-linguistics is one of the actual topics for linguistic researches as the media has quickly penetrated into all spheres of our lives and today it is difficult for us to imagine our everyday life without television, radio, magazines, newspapers and the Internet. The purpose of the article is to dwell on the peculiarities of the usage of idioms with a coloristic component in English media texts that have captured our attention today. The subject of the study is English phraseological units with a coloristic component. The article highlights the terms "phraseology", "phraseological unit" "and idiom", and presents different views on the definition of these concepts. The article outlines the basic features of these concepts and represents various definitions offered by scientists. In the article the term "color naming" is also mentioned as well as the concepts of «media linguistics» and "media text". The article focuses on the first group of media texts, i.e. the news that have the most informative function. Examples of the usage of phraseological units with a coloristic component in the publications of the British online edition of the BBC and the American news source CNN were given. Publications from 2015 to 2019 were analyzed to study modern English and current phraseological units, which made it possible to trace the most popular phraseological units with a coloristic component in British and American English. The article deals with the usage of idioms that include six color names (black, white, red, yellow, green, and blue). Such idioms were found in media texts of various subjects. First of all, political, economic and sports publications on the BBC and CNN were examined. The article describes the meaning of each idiom in terms of its usage in the context of media text, taking into account the possible positive and negative connotations.

The article studies the functioning of English phraseological units with a coloristic component in media texts. Media-linguistics is one of the actual topics for linguistic researches as the media has quickly penetrated into all spheres of our lives and today it is difficult for us to imagine our everyday life without television, radio, magazines, newspapers and the Internet. The purpose of the article is to dwell on the peculiarities of the usage of idioms with a coloristic component in English media texts that have captured our attention today. The subject of the study is English phraseological units with a coloristic component. The article highlights the terms "phraseology", "phraseological unit" "and idiom", and presents different views on the definition of these concepts. The article outlines the basic features of these concepts and represents various definitions offered by scientists. In the article the term "color naming" is also mentioned as well as the concepts of «media linguistics» and "media text". The article focuses on the first group of media texts, i.e. the news that have the most informative function. Examples of the usage of phraseological units with a coloristic component in the publications of the British online edition of the BBC and the American news source CNN were given. Publications from 2015 to 2019 were analyzed to study modern English and current phraseological units, which made it possible to trace the most popular phraseological units with a coloristic component in British and American English. The article deals with the usage of idioms that include six color names (black, white, red, yellow, green, and blue). Such idioms were found in media texts of various subjects. First of all, political, economic and sports publications on the BBC and CNN were examined. The article describes the meaning of each idiom in terms of its usage in the context of media text, taking into account the possible positive and negative connotations.

The article studies the functioning of English phraseological units with a coloristic component in media texts. Media-linguistics is one of the actual topics for linguistic researches as the media has quickly penetrated into all spheres of our lives and today it is difficult for us to imagine our everyday life without television, radio, magazines, newspapers and the Internet. The purpose of the article is to dwell on the peculiarities of the usage of idioms with a coloristic component in English media texts that have captured our attention today. The subject of the study is English phraseological units with a coloristic component. The article highlights the terms "phraseology", "phraseological unit" "and idiom", and presents different views on the definition of these concepts. The article outlines the basic features of these concepts and represents various definitions offered by scientists. In the article the term "color naming" is also mentioned as well as the concepts of «media linguistics» and "media text". The article focuses on the first group of media texts, i.e. the news that have the most informative function. Examples of the usage of phraseological units with a coloristic component in the publications of the British online edition of the BBC and the American news source CNN were given. Publications from 2015 to 2019 were analyzed to study modern English and current phraseological units, which made it possible to trace the most popular phraseological units with a coloristic component in British and American English. The article deals with the usage of idioms that include six color names (black, white, red, yellow, green, and blue). Such idioms were found in media texts of various subjects. First of all, political, economic and sports publications on the BBC and CNN were examined. The article describes the meaning of each idiom in terms of its usage in the context of media text, taking into account the possible positive and negative connotations.

The article deals with the problems of forming the image of Ukraine by the world mass media, on the example of France's mass media. The factors influencing the tonality of publications, and the difficulties in creating the external image of Ukraine in the French media are determined. The article is aimed at the study of theoretical studies on the image of Ukraine in the mass media of France. The paper also examines literature that reveals the mental image of Ukrainian civilization, and presents a study on this topic. It also indicates the influence of positive and negative features of the socio-political situation in Ukraine on the international image and the formation of a national image. In particular, the issue of the image of the state, which is shaped by the media and their role in this process, is considered in the paper. Attention is paid to the features of the information component of the image of the state. The attention is paid to the basic methods and means of forming an image, as well as the influence of information technologies and mass media on the creation of this or that image of the state. The features of media relations and political image of the state are revealed. The communication of the socio-political situation and information that exists in the information-only France, which serves as a partner in many important issues for Ukraine, is systematized. The article also examines the growing role of the media in shaping the country's internal and external course. The article comprehensively examines the features of the coverage of Ukrainian events in the French media, the factors of their formation and methods of influencing the public opinion of the external information space. The values of the Ukrainian factoring for interethnic processes through the materials of mass media in France and its use for creation of the foreign policy image are determined.Key words: image of Ukraine, international image, information space, France, media. ; У статті досліджено формування іміджу України засобами масової інформації Франції. Визначено чинники, що впливають на тональність публікацій, та труднощі у створенні позитивного образу України. Проаналізовано праці, які стосуються образу України у мас-медіа Франції.Ключові слова: образ України, міжнародний імідж, інформаційний простір, Франція, ЗМІ.

Предметом статті є аналіз елементів вірувань і релігійних уявлень сучасного канібалізму. На прикладі останнніх публікацій і досліджень, виконаних в галузі антропології та приматології, розглядається релігієзнавчий аспект указаного феномену. Наводяться також схеми класифікації канібалізму на базі наявних систем, розроблених сучасною антропологією і психологією. ; Предметом статьи является анализ элементов верований и религиозных представлений современного каннибализма. На примере недавних публикаций и исследований, осуществлённых в области антропологии и приматологии, рассматривается религиоведческий аспект данного феномена. Также приводятся схемы классификации каннибализма на базе имеющихся систем, разработанных современной антропологией и психологией. ; The article provides a comprehensive review of latest religious studies research into the phenomenon of cannibalism. All materials are supported with real-world modern examples, based on media reports and findings of primatology and anthropology. In attempt of revealing religious aspect of cannibalism the article presents interesting findings from the author's own anthropological experience in Western Africa. Using classification schemes of the subject, mainly developed and represented in the field of anthropology, the author compares similar aspects in both approaches of anthropology and religious studies. Having applied a variety of classification schemes and methods, the author demonstrates a number of interesting findings.Study analyzes religious meaning of cannibalism that overlaps with social and political significance of consuming enemies to mark one's dominance and superiority or consuming a dead relative to express love, or in attempt to distance the spirit of the deceased from the world of the living, or to acquire physical or spiritual qualities contained in the corpse. Thus sacrifice, the aggressive destruction of enemies, and the devoted incorporation of anxious destruction of a loved one's body are all facets of cannibalism that may be presented in different cultural context. Despite the common assumptions that cannibalism has been seen as characteristic of primitive communities the article analyzes variety of cannibalistic practices in modern complex society.The article contains some fundamental assumptions supporting the belief that traditional approach contributes to seemingly counter-productive common attitude to the phenomenon of cannibalism and prevents academic minds from deeper understanding of it. The author pays particular attention to the aspect of presence or absence of religious beliefs behind all the mentioned acts.

Purpose. The study reveals the state of journalism in the Kharkiv region, the impact on its social, cultural, and economic specifics, the role of voca-tional education, and working conditions. Methods. Philosophical, general scientific, and specific research methods were used during the research. The principles of historicism and objectivity are also applied. Through analysis, synthesis, and generalization, it was possible to identify and systematize the study's essential components. Methods of journalistic studies, psychology, sociology, etc., allowed to obtain the necessary information and achieve the goal. Results. Ukrainian media professionals do not always have specialized education and are officially employed. The law gives journalists additional rights and responsibilities. Adherence to the code of ethics and professional standards can testify to the quality of media materials. The work of regional media is affected by the following factors: thematic, species, financial. Due to low profits or at the owner's request, the media resort to the creation of manipulative content, ignoring socially essential topics. Many regional online publications do not publish their content, or it is of shallow quality. Although such resources cannot be called media, users continue to cite them without checking the information. There are also highly skilled professional newsrooms that saturate their tapes and airtime with full-fledged journalistic materials and have successfully obtained independent funding sources. Conclusions. Journalistic skills could not be clearly defined, but they can be determined by certain parameters. First of all, high-quality media material must comply with laws and professional standards. Also, it is influenced by the author's erudition, abilities, and moral principles. At the same time, economic and political factors, the biased editorial policy can nullify all the efforts of the journalist. Consistent commitment to ethics and standards, additional self-education, professional trainees, and ...

Introduction. This article exposes manipulative impact of the political media discourse of the Russian Internet resource sputniknews.com for September 2016, represented by English-language political media texts about events in Ukraine.Purpose. The purpose of the article is to disclose the role of language in exerting a manipulative impact in the frame of the political media discourse in question.Results. The article holds that immanent chacarteristics of language and its units, in particular lexical and syntactic, make it possible to covertly (manipulatively) affect public consciousness, shaping or changing it. It also shows that the language of the political media discourse differes from the ordinary, every-day language in the way information is presented, i.e. facts and events are named and assessed. Thus, a purposeful use of nominative, axiological, and rhetorical linguistic means makes it possible to covertly insert in people's mind certain ideas, values, and beliefs, which is a manipulative impact on the public consciousness. Originality. Originality of this article is provided by a complex approach to the analysis of the political media discourse. The article contributes to the discourse analysis, in particular to the studies of its communicative, pragmatic and linguistic-pragmatic characteristics.The perspective of the problem under discussion can be seen in the analysis of the role of quazi-linguistic and extra-linguistic means that, by accompanying linguistic means, are used to exert a manipulative impact on public consciousness.Conclusion. Thus, according to the obtained data, English-language political media texts about events in Ukraine that represent the political media discourse of the Russian Internet resource sputniknews.com for September 2016 typically exert a manipulative impact on public consciousness. It is done by a purposeful use of linguistic means that provide various interpretations of concrete facts, political events, and social reality with the aim to orchestrate their understanding and evaluation.

The purpose of article is to determine the features of the representation of Ukrainian identity in "TikTok" social media. The methodology. Through a specially account created by the author, a qualitative content­analysis of the videos in the TOP­50 Ukrainian blogs and a search for videos on the most popular Ukrainian studies tags had been conducted. The results of the case had been compared with the data obtained by the author in the process of researching other popular in Ukraine social media and networks— Instagram, Facebook, Telegram. The results. "TikTok" had been defined not only as a dynamic and entertaining social media, but also as an increasingly active socio­political actor. It has been established that, unlike other social media and networks, "TikTok" broadcasts Ukrainian identity simultaneously at the civic­political, linguistic­cultural and ethnically charged levels. The most socially significant practices of spreading the actual, linguistic and cultural identity of Ukrainians have been identified. These are: а) the practices of using in network activity only Ukrainian language; b)practices of conscious popularization of the Ukrainian language through the shooting of special videos. It had been shown that, on the other hand, the most widespread level of civic and political identity in "TikTok" is marked by a not favorable attitude to one's own national and state affiliation. This is a consequence of inefficient socio­economic modernization of the country in recent decades. The topicality. This is the first attempt of not popular, but scientific research of "TikTok" as an active socio­political actor in Ukraine. The practical significance. The information contained in this article may be useful for teaching the various courses, for the scholars, researchers of Ukrainian culture. ; «ТікТок» визначено не лише як динамічне і розважальне соціальне медіа, а і як дедалі активніший суспільно­політичний суб'єкт. Обмірковано, що, на відміну від інших популярних у країні соціальних медіа та мереж, «ТікТок» транслює українську ідентичність водночас на громадянсько­політичному, мовно­культурному та етнонаснаженому рівнях одночасно. Визначено найбільш суспільно значущі практики поширення фактичної, мовно­культурної ідентичності українців. Показано, що наймасовіший рівень громадянсько­політичної ідентичності в «ТікТок», натомість, відзначається не надто прихильним ставленням до власної національно­державної належності.

The article is devoted to the development of Ukrainian religious studies, its constitution as a separate branch of humanities. Based on the history of the emergence and institutionalization of the science of religion in Ukraine, the authors describe the complex process of religion studying and religious processes, focusing on its achievements and problems. It turns out that scientists have approached the formation of academic religious studies systematically, holistically, on a large scale, in many ways, on many levels. New methodological approaches made it possible to formulate interesting topics of planned tasks, to study discourses unusual for the humanities, both historical and current, to observe changes in the religious life of the country and the world, to track trends in quantitative and qualitative transformations of the religious sphere. In addition to theoretical questions on the phenomenology and historiosophy of religion, Ukrainian scholars have summarized the practical manifestations of religion: secularization and modernization, politicization and nationalization, institutionalization and confessionalization, pragmatization and digitalization of religion. A special area of scientists' attention was freedom of conscience and freedom of religion, the state of religious freedom and state-church relations, interreligious dialogue. Scientific results of the Department of Religious Studies are fully represented in: numerous publications of basic monographs and collections printing of scientific and popular journals (Ukrainian religious studies, Religious panorama, Religious freedom) creating a web page holding hundreds of scientific and practical conferences an active presence in the international scientific community through affiliation in foreign professional associations (IAHR, EASR). The department cared about the development of science not only in the system of the National Academy of Sciences of Ukraine, but also in the field of education, in other countries. A special achievement of Ukrainian religion researchers is the formation of friendly relations and cooperation with religious organizations of Ukraine, partnership with state authorities, the media and civil society in general. ; Стаття присвячена розвитку українського релігієзнавства, його становленню як окремої гуманітарної галузі. На основі історії виникнення та інституціоналізації релігієзнавства в Україні автори описують складний процес релігієзнавства та релігійні процеси, наголошуючи на досягненнях та проблемах. До становлення академічного релігієзнавства вчені підійшли системно, цілісно, масштабно, багатогранно, на багатьох рівнях. Нові методологічні підходи дозволили формулювати цікаві теми планових завдань, вивчати незвичні для гуманітарних наук дискурси, як історичні, так і сучасні, спостерігати за змінами в релігійному житті країни та світу, відстежувати тенденції кількісних та якісних перетворень науки у релігійній сфері. Окрім теоретичних питань з феноменології та історіософії релігії, українські вчені узагальнили практичні прояви релігії: секуляризацію та модернізацію, політизацію та націоналізацію, інституціоналізацію та конфесіоналізацію, прагматизацію та цифровізацію релігії. Особливою сферою уваги вчених була свобода совісті та свобода віросповідання, стан релігійної свободи та державно-церковних відносин, міжрелігійний діалог. Наукові результати відділу релігієзнавства представлені у: численних публікаціях основних монографій та збірників друці науково-популярних журналів («Українське релігієзнавство», «Релігійна панорама», «Релігійна свобода») створенні вебсторінки проведенні сотень науково-практичних конференцій активній присутності у міжнародній науковій спільноті через членство в іноземних професійних асоціаціях (IAHR, EASR). Відділ дбав про розвиток науки не лише в системі НАН України, а й у сфері освіти, в інших країнах. Особливим досягненням українських релігієзнавців є формування дружніх стосунків та співпраці з релігійними організаціями України, партнерства з органами державної влади, ЗМІ та громадянським суспільством загалом.

The author makes an attempt to prove a self-organisation approach to the social and media studies. The article analyzes the phenomenon of Majdan, functionality and dysfunctionality of political and spiritual elite in publications of Ukrainian mass media.Key words: synergetics, bifurcation, Maidan, political elite, spiritual elite. ; Автор робить спробу застосувати синергетичну концепцію до суспільних та медіа-досліждень. Зокрема у статті проаналізовано феномен Майдану, функці-ональность та дисфункціональності політичної та духовної еліти за публікаціями українських ЗМІ. Ключові слова: синергетика, система, біфуркація, Майдан, політична еліта, ду-ховна еліта.

During the 2019 election campaign in Ukraine, one of the candidates successfully used the serial and political show. The purpose of the article is to describe the use of the serial and political show in the election campaign, to find out the reasons for the successful use of these new forms of political media communication. The study applied the method of social and psychological justification of electoral behavior under the influence of non-traditional forms of political media communication. The theoretical basis of the study is the theories of cognitive dissonance and cognitive congruence, social perception and causal attribution, as well as the socio-communication model of the «spiral of silence». It is established that the success of the serial and political show in the election campaign is due to a number of factors: the presence of social expectations in society, a paradigm shift, social cognitive dissonance. It is found out that with the help of the TV serial the image of V. Zelensky as a successful and democratic president was formed in the voters' minds, as well as the idea of a majority opinion was artificially created. With the help of a political show in which V. Zelensky acted as president and other political figures, the audience was convinced that his election victory was irreversible. He has become a well-known person among the population thanks to the popular serials and films that are broadcast on the television channel, which is the leader among the population in ratings and trust. This data confirms the long-term impact of television and impact of media linked to political parties on the election results. The results of the article can be used in planning political campaigns and in further studies of the influence of the media on voter behavior.Key words: applied communication technologies, elections, media, television, political technologies, media psychology. ; Під час передвиборчої кампанії 2019 р. в Україні одним з кандидатів було успішно використано серіал та політичне шоу. Мета статті – ...

The article is devoted to the value of the concept of «image» in his relationship with the concepts of «symbol», «plant», «social stereotype» and others. concepts of sociology, social and political psychology. Image of scientific literature mainly seen in dvoaspektnomu dimension, namely as spontaneous generated image of any object (including the state as an abstract object) and the result of conscious purposeful design, appropriate activities that allow, given appropriate expectations, create one­sided, exaggerated, accented at the level of imagination perception. Recently, through the media and through opinion leaders to be spread through various channels of social communication. The symbol takes on the image of the instrumental function, while the image can serve as a reflection of a large set of symbols with uniform values for different social groups (it is the so­called «axial» or archetype characters). Image of scientific literature mainly seen in dimension, namely as spontaneous generated image of any object (including the state as an abstract object) and the result of conscious purposeful design, appropriate activities that allow, given appropriate expectations, create one­sided, exaggerated, accented at the level of imagination perception. Recently, through the media and through opinion leaders to be spread through various channels of social communication. However, the symbols for fashion design to be stereotyped as mass consciousness tends to simplification (reduction) of any perсeptual constructs. That is why the image of the state should be formed homogeneous set of stereotyped characters, which regularly operate in mass communication helps to perpetuate them in the settings (attitudes) large social groups. ; Статтю присвячено проблемі співвідношення концепту «імідж» з концептами «символ», «установка», «соціальний стереотип» та ін. концептами соціології, соціальної та політичної психології. Імідж у науковій літературі розглядається переважно в двоаспектному вимірі, а саме: як стихійно­створюваний образ будь­якого об'єкта (включаючи державу як абстрактний об'єкт) та результат свідомого цілеспрямованого конструювання, відповідної діяльності, яка дозволяє, враховуючи відповідні очікування, створювати однобічні, гіперболізовані, акцентовані на рівні уяви перцепції. Останні, за допомогою ЗМІ і через лідерів, думки підлягають поширенню по різних каналах соціальних комунікацій. Символ виконує щодо іміджу інструментальну функцію, в той час як імідж може слугувати відображенням значної сукупності символів, що мають однорідне значення для різних соціальних груп (йдеться про так звані «осьові», або ж архетипові символи). імідж у науковій літературі розглядається переважно в двоаспектному вимірі, а саме: як стихійно­створюваний образ будь­якого об'єкта (включаючи державу як абстрактний об'єкт) та результат свідомого цілеспрямованого конструювання, відповідної діяльності, яка дозволяє, враховуючи відповідні очікування, створювати однобічні, гіперболізовані, акцентовані на рівні уяви перцепції. Останні, за допомогою ЗМІ і через лідерів думки підлягають поширенню по різних каналах соціальних комунікацій. Водночас символи для іміджевого конструювання мають бути стереотипізованими, оскільки масова свідомість тяжіє до спрощення (редукування) будь­яких перцептуальних конструктів. Саме тому імідж держави має утворюватись сукупністю однорідних стереотипізованих символів, регулярне оперування якими в масових комунікаціях сприяє закріпленню їх в установках (атитюдах) великих соціальних груп. ; Статтю присвячено проблемі співвідношення концепту «імідж» з концептами «символ», «установка», «соціальний стереотип» та ін. концептами соціології, соціальної та політичної психології. Імідж у науковій літературі розглядається переважно в двоаспектному вимірі, а саме: як стихійно­створюваний образ будь­якого об'єкта (включаючи державу як абстрактний об'єкт) та результат свідомого цілеспрямованого конструювання, відповідної діяльності, яка дозволяє, враховуючи відповідні очікування, створювати однобічні, гіперболізовані, акцентовані на рівні уяви перцепції. Останні, за допомогою ЗМІ і через лідерів, думки підлягають поширенню по різних каналах соціальних комунікацій. Символ виконує щодо іміджу інструментальну функцію, в той час як імідж може слугувати відображенням значної сукупності символів, що мають однорідне значення для різних соціальних груп (йдеться про так звані «осьові», або ж архетипові символи). імідж у науковій літературі розглядається переважно в двоаспектному вимірі, а саме: як стихійно­створюваний образ будь­якого об'єкта (включаючи державу як абстрактний об'єкт) та результат свідомого цілеспрямованого конструювання, відповідної діяльності, яка дозволяє, враховуючи відповідні очікування, створювати однобічні, гіперболізовані, акцентовані на рівні уяви перцепції. Останні, за допомогою ЗМІ і через лідерів думки підлягають поширенню по різних каналах соціальних комунікацій. Водночас символи для іміджевого конструювання мають бути стереотипізованими, оскільки масова свідомість тяжіє до спрощення (редукування) будь­яких перцептуальних конструктів. Саме тому імідж держави має утворюватись сукупністю однорідних стереотипізованих символів, регулярне оперування якими в масових комунікаціях сприяє закріпленню їх в установках (атитюдах) великих соціальних груп.