Abstract
The article discusses the concept of a media image prototype and analyzes the media image of St. Elijah’s day festivities in the Kirillovsky district of Vologda region. The authors present the prototype of the media image as verbally expressed description of the village holiday according to memories of people who lived in the village of Borbushino and took part in this holiday. St. Elijah’s day media image is modeled on the basis of the regional press and compared with its prototype. The study indicates significant simplification of the festivity frame, its mediation, and secondary character, as well as the influence of other forms of culture (mass culture, culture of nobility, culture of postmodernism).
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