Research Article Open Access

Media Identity in Structure of Personality: Formation and Typology

Igor Nikolaevich Blokhin1, Sergey Nikolaevich Ilchenko2 and Lyudmila Petrovna Shesterkina3
  • 1 Department of Theory of Journalism and Mass Communication, Saint Petersburg State University, St. Petersburg, Russia
  • 2 Department of TV and Radio Journalism, Saint Petersburg State University, St. Petersburg, Russia
  • 3 Department of media, South Ural State University, Chelyabinsk, Russia


The study provides the analysis of different approaches to determining media identity. This phenomenon is substantiated in the context of media landscape as a complex of relationships and communicative actions of a personality within the media system. The role of social relations in the processes of building the structure of personality is considered together with anthropological, sociological and psychological peculiarities of identity. Significance of media landscape in creating media identity representing the result of building the personality’s structure as an agent in the media landscape has been determined. Specific features and factors of forming media identity in the process of socialization have been established. The task is set to determine the nature of interrelations between identity and communicative action. The forms of media identity manifestation are studied; the typology of the phenomenon is suggested based on the types of communicative actions. The types of media landscape agents and, consequently, the types of media identities are analyzed. Specific features of creating media identities among secondary school students in the network environment affected by factors of multimedia, hypertextuality and interactivity have been identified. In the process of developing individuality of a young person, the significance of media landscape is stipulated by the accessibility of education and cultural values, by the openness of organizations and territories. Under conditions when the media predetermine the structures of social environment, there is an ever growing importance of journalists who immerse even deeper in the processes of regulating communications and media landscape navigation. The role of journalists’ education and their competence in acting as operators and propagators of information and knowledge becomes more important. Social competences and their development determine the degree of people’s awareness in contacts with social environment.

American Journal of Applied Sciences
Volume 13 No. 5, 2016, 665-673


Submitted On: 11 April 2016 Published On: 27 May 2016

How to Cite: Blokhin, I. N., Ilchenko, S. N. & Shesterkina, L. P. (2016). Media Identity in Structure of Personality: Formation and Typology. American Journal of Applied Sciences, 13(5), 665-673.

  • 1 Citations



  • Media Identity
  • Identity
  • Communicative Action
  • Media Education
  • Media Competence
  • Media Landscape