Nancun Yu

In the article, the semantics of image text in media discourse is reviewed. The authors describe the growing influence of media on society as well as its means in formation of the certain opinion on events or stereotyping in one single social group. They draw attention to the process of globalization typical for modern society and emphasize that the potential of media is turned to unification of society, presentation of common standards, values and all humankind’s fashion. The authors of the article are concerned with the problem of ethnical identity and the need to develop and promote the image of different ethnic groups. One of the tools for creating an image is an image text. In image text, the information is presented in a way that the audience perceives all events and persons mentioned in it positively. The significant quality of the image text is an estimated lexicon. There are several types of such material, for example: note, interview, report, biography etc. In addition, the authors of the article explore the image texts based on the materials published in mass media of the Republic of Buryatia. These materials make the positive image of Buryats, representing the smallest ethnic group of Baikal Region. In conclusion, the authors note that the media discourse of the image texts have considerable influence on the objective reality and human behavior. Taking into consideration the experience of using the image texts in politics, business, and other spheres of human activities, they can become one of effective means of development the image of ethnic group.