Mediality in Mass Media Texts and the Idea of Media Modulus

Section: Theory of Journalism and Media

The article deals with theoretical aspects of mass media, journalism and com- municology, their cooperation in interpreting media texts is scrutinised. Mediality is investigated as content- and event-oriented practice based on informational and cultural analyses of media texts and discourses. The role of journalist texts in mass education is correlated with communicological competence of consumers. The con­clusions are drawn about the necessity of implementing some new concepts (media modulus, etc.) and strengthening the ideal and mission of journalist profession.