title: THE MASS MEDIA IMAGE OF SERGEI YESENIN IN FASCINATIVE COORDINATES OF COMMUNICATION AND MARKETING (ON THE 130th ANNIVERSARY OF THE POET’S BIRTH)
abstract: The article is dedicated to a significant event in the history and culture of Russia – the 130th birth anniversary of the outstanding Russian poet Sergei Yesenin. The constructing practices analysis of the ‘singer’s of departing Russia’ mass media image showed, firstly, the design of the poet’s image in accordance with 4 models: cultural, cognitive, informational, political and mass marketing; secondly, the features of generating the media image and, as a result, the media content in the year of
journal: Scientific Notes of V I Vernadsky Crimean Federal University Philological sciences