THE ROYAL FAMILY IMAGE IN THE BRITISH MEDIA

Abstract

The article examines the role of the UK media in shaping the image of the Royal Family of Windsor. It is suggested that permanent «availability» of information about the Royal Family in the media is evidence of purposeful, systematic work on its image. The public perception of the Royal Family image created by the media is analysed, and the attitude of the British towards the monarch’s family is elucidated. In the framework of scientific research, the main sources for analysis of the Royal Family as media personalities are materials from periodicals, radio/television and Internet resources. Instagram Facebook, Twitter and other social networks efficiently used by the Royal Family are in the special focus of this article. It is concluded that with the help of modern media, the Royal Court and the life of the Royal Family is again gaining relevance: not only does this communication channel ensure that the society is provided with information, it also enables receiving feedback. Until the mid-twentieth century, the members of the Royal Family had tried to maintain privacy and mete out the information presented to the public. The situation changed with the beginning of the reign of Queen Elizabeth II, which gave rise to new traditions, levelled the information gap between the monarch and his subjects, made the Royal Family closer to society. It is determined that the conservative, monarchical traditions shaped in British society over the centuries continue to influence the formation of the British people’s positive attitude towards the Royal Family. However, today the image of the Royal Family is approaching people: it has acquired the blurred borders in terms of preserving aristocracy. Despite the changes, the priority of the Royal Family in shaping its own image lies in the cult of restraint and simplicity, which creates an attractive idea of monarchy as an institution. For the British people, the Royal Family is primarily the embodiment of monarchy, image of the state, which is why the control of information for the media is not only a family matter, but a state matter, which can potentially affect the image of the monarchy, both inside the country and abroad.