IDEOLOGICAL ESSENCE OF A MODERN MEDIA BRAND |
| 2 | |
| 2014 |
| scientific article | 070.1 | ||
| 460-463 |
| Modern domestic media channels any more «build» the first decade own concept of a broadcasting by the principles of branding. In article the model of a modern media brand is offered. As fundamental factor in the offered model certain ideological «kernel» - idea which is embodied in all material and non-material elements of a brand and its communications acts. The ideology is considered by the author in a philosophical context of a postmodernism, and characterized as «information and consumer». |
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