International Review of Management and Marketing Media through the Prism of Stereotypes (original) (raw)

Modern media are responsible for channeling the information to multifarious audience groups. The article presents an attempt to offer a comprehensive vision of media research fi eld, ranging from a big sphere of media communication laws and regulations to cases of political and fi nancial representations in media. The key idea of the article is a new media research paradigm, based on the analysis of modern stereotypes. Stereotypes in media are described, according to the principle of information maximum. Key methods of the research are ethnographical description and omnibus survey. The results of the research highlight expansion and idealization strategies of modern media stereotypes. Expansion strategy is achieved through relatively new stereotypes of Asian people in modern world. Idealization strategy is described within the framework of Russian high income middle-aged respondents of an omnibus survey. Based on the omnibus survey results, the paper testifi es to the fact that the ...