Axiological aspect of the implementation of media education projects in the system of professional journalism education

The article focuses on insufficiently studied direction in media education - axiology of mediaproduction. The research subject is the axiological aspect of the implementation of media education projects. The research object is the methodological field of study of the axiological aspect of mediaproduction in the system of higher professional education. The aim of study is to justify the relevance of media education potential of axiological aspect of mediaproduction and development of theoretical and methodological foundations of the study of axiology of mediaproduction in higher professional education. The axiological aspect of the implementation of media education projects is discussed in the article in connection with the value component of media education activities; the problem of formation of spiritual and moral values and educational potential of media education projects. The authors review the works on the theory and practice study of media education projects, and axiology of education and journalism / mass media as the basis for the methodological field of study of the axiological aspect of mediaproduction implementation in higher education. The discussion part shows the threshold character of axiology of media education project that is associated with the value-potential of the media text of the media project and value-centred goals in the pedagogical process. The study provides examples of projects in higher education as well as inclusive projects aimed at the formation of social and spiritual principles, models of social behavior, and projects related to the preservation of historical memory. Methodology - analysis of the scientific literature, designing, the formative experiment. The results provide an overview of the approaches to the interpretation of the category of "axiology" and conclusions about the specifics of the implementation of the axiological aspect of mediaproduction in the system of higher professional education, the axiological nature of media education project. The scope of the results of the study is the media model of professional journalism education in terms of developing the theory and methodology of mediaproduction. Conclusion. Mediaproduction in the system of professional education can be implemented if based on the axiological component and is aimed at the development of students through the formation of social and professional behaviors, the creation of axiological environment of media education. The value potential of mediaproduction presupposes the connection of axiology of journalism (mass media) and axiology of education.