Image-creating strategies of a media-persona (on the example of Anthony Robbins)

Korobova Natalia Vladimirovna
Nizhny Novgorod Dobrolyubov State Linguistic University, Nizhny Novgorod, Russia
E-mail: nataliekorobova2017@inbox.ru
ORCID: https://orcid.org/0000-0003-1824-8541
RSCI: https://elibrary.ru/author_profile.asp?id=845696

Kolosova Tatiana Yurievna
Nizhny Novgorod Dobrolyubov State Linguistic University, Nizhny Novgorod, Russia
E-mail: kolosova@lunn.ru
ORCID: https://orcid.org/0000-0001-7193-7798
RSCI: https://elibrary.ru/author_profile.asp?id=666416

Zlobina Valeriia Dmitrievna
Nizhny Novgorod Dobrolyubov State Linguistic University, Nizhny Novgorod, Russia
E-mail: valeriia.zlobina@yandex.ru

Ukhanova Olga Aleksandrovna
Nizhny Novgorod Dobrolyubov State Linguistic University, Nizhny Novgorod, Russia
MAOU Gumnasium № 67, Nizhniy Novgorod, Russia.
E-mail: raspisaniefaya@yandex.ru
ORCID: https://orcid.org/0000-0002-4257-0410

Abstract. The article under consideration tackles image-making strategies used by a media persona in media sphere. The study shows the theoretical aspects of the image phenomenon, as well as defines the concepts of «media», «media persona», «strategy in media sphere» and «image-making strategies». The basic methods used in current research are a method of theoretical analysis and synthesis of scientific literature, a descriptive method, logical-inductive and logical-deductive methods, communicative-pragmatic analysis. This study analyses a personal brand of the famous American business coach Anthony Robbins, PR technologies used by him, his visual image and communicative skills necessary for the implementation of a personal growth strategy. As the research reveals the main image-making strategies, the strategy of successful interaction with the public is considered the leading image-making strategy of the media persona, as it allows Anthony Robbins to establish an emotional connection with the audience, arouse the interest of the listeners and involve them in a discussion of the topic, as well as gain their trust to effectively convey his ideas to them. The most commonly used image-making strategies also include a personal growth strategy and a personal branding strategy. The strategy of creating a personal brand by using information technology is the most popular way for the media persona to interact with the audience. The main stylistic devices used by Anthony Robbins in speeches and statements are a frequent use of means of artistic expression such as metaphor, logical comparison, epithet, repetition, parallelism. In Anthony Robbins’s speech, lexical and grammatical units characteristic of the conversational style prevail, which allow the communicant to establish closer connections with the audience. The practical value of this research consists in the possibility to apply the derived strategies and technologies by individuals, who want to grow and develop in media sphere and create a memorable image both inside and outside this sphere.

Keywords: media; media persona; image; strategy; image-making strategies; Anthony Robbins