Comprehensive analysis of the mass media visual component in the aspect of media aesthetics

Today, under the conditions of visual culture domination, the issues of particular text emotional perception by the audience, as well as questions of media aesthetics turn increasingly important. The article uses one of the leading social and political Internet media, in the Russian language, as an empirical basis. This is web-site Meduza, which is also presented in the most popular social network VKontakte, by RuNet. Thematic fields of media content of the public page are identified within the article. There is a classification of visual content, as well as the analysis of comments to the posts. When performing the research, the results of which are presented in this article, the author uses a set of different methods. These are method of continuous sampling; content analysis and discourse analysis; description and generalization. Complex nature of the methodology used here is aimed at deep and complex comprehension of the empirical material.