The stages of formation and specific features of representing the media image of a mass‑media personality in contemporary discursive practices

The article examines the formation and representation of Alexander Pushnoy’s media image, identifying its dominant features: science populariser, expert, experimenter, showman, and musician. These traits manifest across diverse discursive practices. The study’s relevance stems from the growing influence of visual media and digital platforms, which have turned the media image into a key tool for shaping audience perceptions of public figures. Analyzing its construction mechanisms helps understand how media shape public image and what strategies ensure its sustainability. Empirically, the research draws on A. Pushnoy’s own media texts (episodes of Smart Home, Rock Is Alive, Russian Rock Is Alive, Science in Shock; posts/comments from the Telegram channel Pushnoy HOT DED); 30 online media publications (2024–2025); 10 commercial videos featuring Pushnoy. Methodologically, the study combines general scientific methods (observation, description, classification, systematisation, interpretation) with thematic, speech‑genre, pragmatic, and content analysis. Scientific novelty lies in providing a holistic analysis of a mass‑media personality’s image; examining the media image as a multidimensional phenomenon (via a broad corpus of texts), accounting for both verbal and extralinguistic aspects. The research traces Pushnoy’s media image evolution from his student years and early TV work to his current popular‑science programmes and personal projects. Key findings: Science in Shock and Smart Home activate all facets of Pushnoy’s media image; musical shows (Rock Is Alive, Russian Rock Is Alive) emphasize the musician persona; commercial discourse highlights the expert, science popularizer, showman, and musician traits; the Telegram channel Pushnoy HOT DED foregrounds the musician and showman images. The dominant speech strategy in Pushnoy’s media texts is educational‑entertainment, supported by: attention‑grabbing and retention strategies, dialogic strategy, various speech tactics. Finally, the primary secondary speech genre in Pushnoy’s media output is the mediated conversation with the addressee.