Abstract
The article considers the methods and techniques of creating an image in the media space. Particular emphasis is placed on the principles of the formation of a country image, as well as the linguo-cognitive aspects involved in its construction. Thus, the most common techniques are analyzed, including the use of epithets, antithesis, periphrases, comparisons, metaphors. The article demonstrates a review of the modification of journalistic creativity under the influence of linguistic units, reveals the concept of “im- age” created by media workers (PR-workers and journalists), classifies the principles of dissemination of image-forming texts. The purpose of the study was to identify the role of the linguo-cognitive aspect in the process of building a country image. In addition, the author analyzed the classification of approaches to building a media image of the state in the media. The formation of the image with the help of linguo-cognitive units, as the author sees it, can take a dangerous and destructive effect on the audience, have a strong conflictogenic mood. This direction was also considered by the author in this work. When writing a scientific publication, a number of research methods were used, including theoreti- cal and methodological, comparative, logical, complex and content analysis. An analysis of theoretica literature was also carried out. The author resorted to synthesis, analysis, analogy, classification and the historical method, deduction, induction, abstraction. The study revealed that the linguo-cognitive features of media texts affect the virtual picture of the world, and set the information agenda. The linguistic-cognitive aspect of image-forming texts once again confirms the ideological function of the media. In addition, linguistic-cognitive methods can be consid- ered not only conflictogenic means of constructing images, but also very effective when used rationally. The practical significance of the work lies in the ability to use this material as additional when study- ing the aspects of image building, which is relevant at the moment both for journalism and for PR.