Mediality in Mass Media Texts and the Idea of Media Modulus

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Viktor V. Khorolsky

Doctor of Philology, Professor, Voronezh State University, Voronezh, Russia


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.

Keywords: mass media, mediality, media modulus, mediaeducation, communicology, journalism, mass culture