To the Problem of Delimitation of Figure and Image within Political Mediadiscourse

The notion “image”, in contrast to the generalized “figure”, is a purposefully formed, concretized stable idea of the personality that arises in the mass consciousness of the audience as a result of the perception of the verbal and non-verbal characteristics
offered to it. The analysis of image and figure components is carried out on the basis of functional-pragmatic and discursive approaches.
According to the analysis the image elements take into account the external characteristics formed within the framework of the intentional actualization of the components of the axiological gradual scale. The ratio of image and figure is understood as private and general, where the image includes both the image – as an external look, and personality characteristics, an assessment of actions related to the internal content. In the process of forming the image four intensification plans are distinguished: the propositional, the intentional-variable model, the formants of information simplification, the de-objectification of the integral structure.