THE MEDIA EDUCATION APPROACH TO THE INTEGRATION OF IMAGE-BUILDING AND SPEECHWRITING IN THE CONTEMPORARY SOCIO-CULTURAL FIELD

Abstract

The article explores the media education vector of integration of imageology and speechwriting in the modern socio-cultural sphere as a complex mechanism for the formation of effective public communication. The transformation of approaches to creating a public image in the conditions of globalization, digitalization and the growth of the role of information technologies is analyzed. It is determined that modern imageology goes beyond the traditional construction of an external image and turns into a system of strategic representation of an individual or institution through a combination of visual, verbal and media tools. It is found that speechwriting in the modern digital space functions not only as a technique for preparing speech texts, but also as a tool for forming meanings, emotional impact and building trust between the communicator and the audience. Particular attention is paid to the role of media education as the basis for the development of media literacy, critical thinking and skills for conscious work with information flows. It is substantiated that media education provides the ability to adequately decode messages, recognize manipulative technologies and form an ethical model of communication. It is established that the integration of imageology, speechwriting and media education contributes to the formation of a competitive specialist in the socio-cultural sphere, capable of effectively carrying out professional representation in the digital environment. The work also considers the influence of social network algorithms on the structure of public texts, the tendency towards content fragmentation, the use of storytelling and visual components in modern communication. Examples of successful Ukrainian cases of the use of media education tools in the formation of a positive image and reputational capital are given. The need to adhere to the principles of ethics, transparency and social responsibility in the creation of media content is emphasized. It is concluded that the effectiveness of modern public activity directly depends on the combination of media literacy, intellectual leadership and strategic communication in the conditions of a digital society.