The research in the interaction of the mass media social image and the peculiarities of personal media behavior

The results of the study of the correlation of an individual’s personal ideas about mass media with the organization of social behavior in media environment are represented in this article. The types of an individual’s relation to mass media as well as the types of media consumers in accordance with their dominating motivational orientation: emotionally-centered, communicationcentered, information-centered, sense-centered – are revealed in the study. The research of mass media as an object of social images can demonstrate new approaches to the study of psychological regularity of an individual’s media behavior.