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MULTICULTURALISM OF MODERN BRITISH SOCIETY: VISUALIZATION IN THE GUARDIAN // ΠΡΑΞΗMΑ. Journal of Visual Semiotics. 2015. Issue 1 (3). P. 66-77

Media image of British multiculturalism, created and broadcast through the media, has been characterized by the methods of visual sociology in this paper. The analysis identified the following its structural elements: the confrontation between supporters and opponents held in the UK policy of multiculturalism, as well as between indigenous Britons and immigrants; appeal to national symbols in order to demonstrate their identity to any of the conflict parties, either for the purpose of reconciliation and national British identity; the relationship of the British policy of multiculturalism with the history of the UK, as well as with the modern experience of the European and Anglo-Saxon countries in coping with the cultural heterogeneity of their societies; change in the anthropological characteristics of the collective image of the British; introduction of cultural and stylistic and ethnic diversity in the domestic literature, music and the urban landscape of modern Britain, while maintaining clear boundaries between ethnic and cultural groups.

Keywords: British multiculturalism, The Guardian, media image, visualization, interpretation