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Book chapter

Телезритель и экранная личность: идентификационный резонанс

С. 208-218.

         The article discusses the features of perception of viewers 'on-screen personality' - the characters staged films and television series, the leading author of TV programs et al. The mechanism of identification of the viewer with an on-screen personality as the basis of viewers' perception of television communications. Examples are given of the mechanism of identification through the differences in the choice of views between men and women as well as between representatives of different age groups. The notion of identification resonance is defined. The assumption on the possibility of identifying the viewer with the on-screen personality at the level of interaction between the individual underlying personality characteristics is made. It puts forward a working hypothesis that the temperament of the leading author of the program determines the dominant temperament of spectators as part of its core audience. The article also presents results of empirical research, which studied the temperament of leading authors of two television programs and temperament of 120 viewers - fans of these programs (60 people for each program) are actively discussing their content and leading on the Internet. According to the study, fans of the program, which presents a choleric person, are also mostly choleric subjects, and fans of the program, which presents a sanguine person, are mostly sanguine.