Personal qualities in women’s media images (2020–2023)

Section: Modern Journalism: Subjects and Issues

The article presents the results of a study devoted to the identification of the axiological foundations of female media images in the Russian media. The global value conflict is recognized by the authors as the methodological basis of the study. The balance of social statuses and personal qualities of the heroines presented in 128 texts of major genre forms published in 2020–2023 has been determined. The theoretical basis of the study was Russian and foreign gender researches, as well as religious, artistic, folklore texts representing the traditional values of the Russian people, as well as current sociological data and documents. The multi-stage methodology, which made it possible to identify the qualitative and quantitative characteristics of female images, includes the construction of a model matrix, content analysis (open and latent assessments), systematization of qualities (business, moral, intellectual, civil), establishment of modality (positive-negative), analysis of objects and subjects of assessments. The axiological approach to the study allowed us to establish the dominant personal qualities of images (sincerity, kindness, responsiveness, hard work, perseverance). It is shown that personality qualities comparable to traditional spiritual values are supported by the authors of the texts, their heroines, and other participants. There is a connection between “character qualities – assessment of qualities – affirmation of values”. The antagonism of traditional values for Russian society and neoliberal values is deepening in comparison with the results of previous years’ research.

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To cite this article: Frolova T. I., Agasieva T. S. (2024) Obrazy zhenshchin v rossiyskikh SMI: aksiologicheskiy aspekt [Personal qualities in women’s media images (2020–2023)]. Vestnik Moskovskogo Universiteta. Seriya 10. Zhurnalistika 5: 27–53. DOI: 10.55959/msu.vestnik.journ.5.2024.2753