The article analyzes the problems of the influence of the media sphere, in which the images of a professional are formed, on the professional choice and professional and personal development of young people. The analysis of the structural and dynamic characteristics of media images is given, the traditional importance of cinema as an important socializing channel is emphasized. Based on the material of sociological surveys among young people and among doctors, problematic aspects of research approaches to the image of a professional are formulated, and the growing role of media education is emphasized.