Dialogue as a form of interaction between an image carrier and target audience

The article studies image in the context of the interaction between an image carrier and target audience. The structural-semiotic method applied today in the sociocultural approach does not allow to consider comprehensively this interaction. For its analysis, the authors propose to apply the conception of dialogue developed by M.M. Bakhtin. In case of the study of image, such a position allows to consider it as a product of activities of two entities participating in the process of proactive co-creation of image meaning.