THE MASS MEDIA IMAGE OF SERGEI YESENIN IN FASCINATIVE COORDINATES OF COMMUNICATION AND MARKETING (ON THE 130th ANNIVERSARY OF THE POET’S BIRTH)

The article is dedicated to a significant event in the history and culture of Russia – the 130th birth anniversary of the outstanding Russian poet Sergei Yesenin. The constructing practices analysis of the ‘singer’s of departing Russia’ mass media image showed, firstly, the design of the poet’s image in accordance with 4 models: cultural, cognitive, informational, political and mass marketing; secondly, the features of generating the media image and, as a result, the media content in the year of 130th anniversary of the poet’s birth celebration; thirdly, the conceptual media coverage of the Year of the Defender of the Fatherland in the Russian Federation; fourth, the communicative relationship between the two precedent phenomena of 2025 in the Russian Federation: The Year of the Defender of the Fatherland and the Year of the 130th anniversary of Sergei Yesenin’s birth celebration; fifth, the dynamics of the media image of the precedent personality. In the process of forming the poet’s media image, fascinative instruments of influence on the addressee strengthen traditional spiritual and moral values: citizenship, personal dignity, love of family, duty and honor. The approaches proposed by the authors can be used in such scientific fields as cognitive marketing, information marketing, cultural marketing, linguistic marketing, political marketing, as well as in the development of a new direction – fascinative marketing.