A generalized image of the tv presenter of news programs (based on the study of youth representations)

The article describes the main problems of perception of the image of the leading television news. For example, the study of working youth described the preferred method for analyzing the characteristics of the leading broadcasters in which viewers evaluate specific qualities. Objective - study of the structure of a generalized image of the TV presenter in the perception of young people - viewers of news programs. The novelty differs methodology of work, where the author used a questionnaire and content analysis of the statements of the respondents preferred characteristics of the presenters. As a result, it found a four-way presenter structure, which includes professional-quality, image and style of behavior and interaction with the audience. Application of results of research is extensive. Of particular value it represents in the work on the image of the TV presenter to form the desired image of the audience.