assumed such responsibility, considering it to be their civil duties. Revolution of Virtue
"Euromaydan" had a high degree of risk, but united the nation and gave a powerful
informational drive to talk about Ukraine in the world of media in a sympathetic and
respectful tone. Modern information space requires high-quality coverage of events,
unbiased professional analytical view of specialists, high-class journalists. The quality
of the media (including the education of journalists) is one of the key conditions for
the creation of the image of the state. Journalists need a good working environment to
create quality materials, receive information and check and process them. This is one
of the problems of Ukraine. Graduates of the Institute of Journalism of the Taras
Shevchenko National University receive a decent education, but the deepening of
knowledge and skills of psychology, physiognomy and image-making will have a
positive impact on the competitiveness of colleagues in the labor market. Currently,
thousands of citizens consider themselves bloggers, journalists, experts, image makers
- account holders flooded the social media space for its information materials, often
rail "yellow" and unprofessional. However, the ability to compose words in a phrase is
not journalism. The presence of scissors and comb - will not make a man hairdresser.
Social networks have eroded the boundary between media professionals and ordinary
users who position themselves as journalists and thus mislead the audience, while the
value of the profession is lost, and as a result, the level of confidence in the media as a
whole fall.
In the conclusions and recommendations for the formation of the image and
healthy harmonious society - the authors turn to historical books, in particular
philosophers. «In the second half of the 18th century Immanuel Kant formulated a new
a golden standard for human relations: “Act in such a way as to treat humanity, whether
in your own person or in that of anyone else, always as an end and never merely as a
means.” This maxim has influenced numerous other philosophers and legislators,
impacting on the constitutions of many countries and the Universal Declaration of
Human Rights.
It was one way of formulating the moral law that Kant believed we all share as
rational beings.
The philosopher’s search for the moral law began with an acknowledgment of
universal feelings for the good and for the “beauty and dignity of human nature”.
However, being a thinker of the Age of Enlightenment he could not allow a feeling to
be the foundation of morality, as feelings are changeable. According to Kant, it is
thanks to our reason that we experience a need for moral obligation.
As rational beings we are endowed with the moral law within us and through our reason
we understand it, can formulate its commands, feel respect for it and the duty to act
upon it. That duty is not something imposed from outside by family, society, education,
etc., but grows within us naturally as a response to the moral law.
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