The concept of forming the image of the media personality in the modern format of the GMS

Abstract

This work is based on a research of technologies and definition of the factors influencing
the forming of positive image and the reputation of the media personality in the modern format of mass
media. The relevance of a research predetermines the modern context of development of information space
and it’s evolutionary changes. Despite the development of alternative mass media, television remains as an
effective source of information transfer.
Authors show the entity and specifics of forming image and reputation. If the image is a difficult
social and psychological formation, a complex multilayer system including different edges of human life,
and its forming depends not only on the person or on the organization where he works, but also on a social
environment, then the reputation is a component of image, public opinion about someone or something on
the basis of its qualities, advantages, shortcomings