Entrepreneur image in Belarusian mass media: formation features

The paper considers some of the approaches to the image concept as well its application to entrepreneurship in the media. We present the results of a content analytical study of the newspaper «The Belarusians and Market», the content analysis of the regional newspaper «Golas Lyubanshchyny» and the web site «Business Voice». We identify the peculiar features of the modern Belarusian businessman image formation in the national media, including online resources. We answer the question: who is a Belarusian businessman in the eyes of media?