Междисциплинарный подход к изучению персоны как социокультурного феномена в дискурсе массовой коммуникации

In this paper, an attempt is made to purposefully consider the concept of «person» as relevant and in demand for the discourse of mass communication. It can be said that this concept is becoming a kind of sociocultural phenomenon, the study of which involves various fields of scientific knowledge: cultural studies, imagology, sociolinguistics, psycholinguistics, and communication studies. The authors of the work turn to an analytical description of the characteristics of a person as a socio-cultural phenomenon, with its inherent historical and cultural characteristics, image-based personality traits. They show the connection of this concept with cultural phenomena, with civilizational processes in society. Considering the phenomena of the image passport of a personality, the authors reveal the features of the image that a person creates and with which the audience associates. In addition, the paper presents in detail the characteristics of the media personality, names the unique properties of any personal personality that actively declares itself in the modern media environment. At the same time, the authors place the main emphasis in the analytical description on the differentiation of concepts: media images, media personalities, media personalities, and highlight criteria for the qualitative difference between one from the other. A separate part of the article introduces the conclusions of the applied study of the self-presentation and positioning of the media persona, the characteristics of its discursive relations with the target public. The authors manage to prove that the media persona attracts sustained attention to its image, demonstrates itself in the context of a controversial provocative media discourse, which contradicts the social norms accepted in society at the moment. The conducted empirical research makes it possible to understand why a provocative, outrageous, negative media personality is at the same time an "idol" of the younger generation, a reflection of «new values».