Media Intelligence as an Essential Characteristic of a Holistic Media Personality

Abstract

In this article, based on G. Garner’s research on “multiple intelligence”, the author suggests, along with “digital” and “linguistic” (which are directly related to journalism), to identify another type of intelligence — “media intelligence”. The relevance and necessity of research in this direction is explained by the fact that in the era of digitalization of journalism, there is a new social demand for specialists who are able to take into account the needs of the audience when broadcasting information, prepare materials in any sign systems, own digital tools for collecting, processing and relaying data, see the threats of digitalization (fake information, manipulation of consciousness, information noise, etc.) and level them. The author briefly describes various views on the problem of forming a “new generation journalist”. It is concluded that special criteria are needed to assess the effectiveness of the author’s activities. In this regard, it should be noted that drawing up a “media portrait” of a person according to specific and verifiable criteria can be the optimal solution to this problem, an answer to a social request. The author lists the criteria by which, in his opinion, the assessment of the level of media intelligence of a journalist can be carried out, and therefore, the work on the formation of a holistic media personality in the era of digital media will be adjusted in the future.