ABOUT THE ANALYSIS OF MEDIA COMPETENCE CATEGORY

Abstract

The necessity of implementation and tasks ofthe competence approach in the higher education of Ukraine are considered in the article. The study aims to investigatedifferent approaches to the definition of the concepts «media competence of the personality» and «media competence of the future specialist».The article is focused on the author’s interpretation of the term «media competence of the future marketers». The article centers around the idea that media competence provides a high level of motivation and critical thinking for analysis, evaluation, interpretation and production of professionally-oriented media texts.