UDC 378:070.4+82 THEORETICAL AND METHODOLOGICAL BASIS OF THE FORMATION OF THE PERSONAL BRAND OF JOURNALISTS DURING THE EDUCATIONAL PROCESS

DOI: https://doi.org/10.51706/2707-3076-2023-9-14

Abstract

The purpose of the article is to theoretically substantiate the methodological foundations of the formation of a personal brand of journalists during the educational process. The specificity of the journalist's personal brand is characterized through the plane of research of Ukrainian and foreign scientists. Various aspects of the conceptual foundations of the formation and development of the personality brand are presented. Peculiarities of scientific research, based on the application of the information approach, are indicated. It is noted that the formation of a journalist's personal brand during training, as a certain process of complex communication, requires the use of modern approaches to learning communication processes, among which the "theory of cultural literacy" is highlighted. It is emphasized that the formation of the personal brand of journalists is manifested in flexibility, variability, ingenuity, initiative, courage of decisions and behavior in professional interaction. It has been proven that the result of forming a journalist's personal brand will be effective when the process begins during the professional training of students in an educational institution, and the concept of formation and development of the personal brand of Ukrainian journalists will be created at the state level.