IMAGE FORMATION AND SOCIAL OPINION WITH THE HELP OF MEDIA
DOI:
https://doi.org/10.47390/SPR1342V6I2Y2026N22Keywords:
media, image, social opinion, mass media, agenda-setting, framing, cultivation theory, public consciousness, political image, national image, media influence, social networks.Abstract
This article provides a comprehensive analysis of the role of the media in image formation and the direction of social opinion in modern society. Today, the media is not only a mechanism for disseminating information, but also a social institution that actively participates in creating and strengthening perceptions of individuals, organizations, states and social groups. The study covers the essence of the concept of image, its types and mechanisms of formation through the media. The article explains the impact of media content on public consciousness based on the theories of agenda-setting, framing and cultivation, and analyzes how social opinion is formed and managed on a scientific basis. In particular, it is shown that the frames created through the media, visual materials and the manner of presenting information have a direct impact on the image. Also, the processes of formation of political, national, gender and brand images under the influence of the media are revealed through practical examples, using the example of Uzbekistan and international experience. The results of the study justify the need to increase media literacy and strengthen social responsibility in the information field.
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