The Peculiarities of Media Style Formation in the Image of a TV Presenter

The purpose of the research. An important component of the TV presenter’s image is media style as it carries the characteristic features of media culture of the new age. The article is devoted to the analysis of the factors influencing the image of TV presenters and their use in the process of forming the screen image of actors. The methodology of the research was based on the system approach to determination of the factors influencing the TV presenter’s image, in addition to situational modeling of the actor’s image in the conditions of a creative studio atmosphere. The modeling process was divided into passive and active phases, where the passive phase played the role of the input data provider. The main features of the actor’s image were formed during the active phase with the use of the algorithm of two-level morphological analysis and synthesis. Through the example of the analysis of four popular Ukrainian TV shows, the characteristic elements of the image of presenters of this type of programs were identified and the modeling of the presenters’ image was realized using the suggested methodology. The scientific novelty of the findings consists in the methodology of modeling the artistic image of TV presenters in general, as well as the algorithm of two-level analysis and synthesis of the characteristic elements of the actor’s media style. For the first time ever, the factors influencing the formation of the artistic image of TV presenters were systematized, which were used as the basis for the method of designing an innovative image of an actor. Conclusions. The characteristic features of media style as a corporate component of media culture were analyzеd.  The relationship between the characteristics of the presenter’s media style image, the type and nature of the TV show was revealеd. The main factors influencing the image of a TV presenter, used in the methodology of modeling the actor’s image, were definеd. Approbation of the research results was realized, based on the experimental modeling of images of four popular TV presenters with a comprehensive evaluation of the effectiveness of the methodology, which showed positive result.