"VISUAL IMAGE": CONCEPT AND BASIS FOR THE FORMATION OF A SCIENTIFIC SCHOOLREVIEW OF THE BOOK: EVOLUTION OF THE VISUAL IMAGE IN MASS MEDIA COMMUNICATION: COLLECTIVE MONOGRAPH / EDITED BY I. V. TOPCHII, S. A. PANYUKOVA. CHELYABINSK:PUBLISHING HOUSE OF

The article analyzes the materials of the collective monograph «Evolution of the visual image in mass media communication», dedicated to Doctor of Philological Sciences Svetlana Simakova. The content of the chapters of the monograph is revealed, key aspects characterizing the problematic field of the presented works are given. The article focuses on the scientific ideas of S. I. Simakova, who studies the place, role and functions of the visual principle in the modern mass media space; information about the main scientific publications of the scientist is provided. It is concluded that the concept of S. I. Simakova becomes the basis for the formation of an independent scientific school, acting on the principle of an «invisible college» and aimed at developing a methodology for studying visual images in modern media culture.