The role of mass media in the social orientation of the masses and social management

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dc.contributor.authorKrupskyy I.en_EN
dc.contributor.authorZykun Nataliia Ivanivnaen_EN
dc.contributor.authorMitchuk O.en_EN
dc.contributor.authorSushkova O.en_EN
dc.contributor.authorSypchenko І.en_EN
dc.contributor.authorКрупський І.uk_UA
dc.contributor.authorЗикун Наталія Іванівнаuk_UA
dc.contributor.authorМітчук О.uk_UA
dc.contributor.authorСушкова О.uk_UA
dc.contributor.authorСипченко І.uk_UA
dc.date.accessioned2024-12-19T07:46:51Z
dc.date.available2024-12-19T07:46:51Z
dc.date.issued2024
dc.description.abstractRelevance. The relevance of the issue of the role of mass media in social orientation and social management remains acute in view of the rapid development of information technologies and the rapid spread of social media. Purpose. The purpose of this study was to outline the modern place and role of mass media in the changing media environment, to show new phenomena and trends in the development of social media in order to identify niches in the information space where social media coexist with mass media. Methodology. The following methods were used for research — hypothetical-deductive, analysis, synthesis, etc. Results. The study showed that mass media, using modern information technology, continue to be an important source of current information, sharing this niche with social media. With the quantitative growth of social media in the news stream, their secondary function is observed in relation to socially significant issues that are asked in the mass media. The spread of social media contributes to the establishment of equality of information providers and consumers as subjects of the media process, as feedback and influence of information consumers through providers (mass media and social media) on the formation of the agenda develops. The use of dialogic communications in organizations contributed to the improvement of the effectiveness of the organizations themselves, as well as increased the responsibility of organizations for their position on current social issues, which is demanded by real and potential consumers of their goods and services through social media. Conclusions. The practical significance of this research lies in identifying the priority characteristics of mass media (reliability of information, coverage of topics relevant to society, competence in presenting information, orientation of information to the development of society) in the formation of social orientations of the population in comparison with social media. Актуальність. Актуальність питання ролі мас-медіа у соціальній орієнтації та соціальному управлінні залишається гострою з огляду на стрімкий розвиток інформаційних технологій та швидке поширення соціальних мереж. Мета. Мета цього дослідження - окреслити сучасне місце і роль мас-медіа в мінливому медіасередовищі, показати нові явища і тенденції розвитку соціальних медіа для того, щоб визначити ніші в інформаційному просторі, де соціальні медіа співіснують із мас-медіа. Методологія. Для дослідження були використані наступні методи - гіпотетико-дедуктивний, аналізу, синтезу тощо. Результати. Дослідження показало, що ЗМІ, використовуючи сучасні інформаційні технології, продовжують залишатися важливим джерелом актуальної інформації, поділяючи цю нішу з соціальними медіа. При кількісному зростанні соціальних медіа в новинному потоці спостерігається їхня вторинна функція по відношенню до суспільно значущих питань, які ставляться в ЗМІ. Поширення соціальних медіа сприяє встановленню рівності постачальників і споживачів інформації як суб'єктів медіапроцесу, оскільки розвивається зворотний зв'язок і вплив споживачів інформації через постачальників (ЗМІ та соціальні медіа) на формування порядку денного. Використання діалогових комунікацій в організаціях сприяло підвищенню ефективності діяльності самих організацій, а також підвищенню відповідальності організацій за свою позицію щодо актуальних суспільних питань, що є вимогою реальних та потенційних споживачів їхніх товарів та послуг через соціальні медіа. Висновки. Практичне значення дослідження полягає у визначенні пріоритетних характеристик ЗМІ (достовірність інформації, висвітлення актуальних для суспільства тем, компетентність у подачі інформації, спрямованість інформації на розвиток суспільства) у формуванні соціальних орієнтацій населення у порівнянні з соціальними медіа.
dc.identifier.citationThe role of mass media in the social orientation of the masses and social management / I. Krupskyy, N. Zykun, O. Mitchuk, O. Sushkova, I. Sypchenko // Scientific Herald of Uzhhorod University. Series «Physics». – 2024. – Issue 55. – P. 2988–3001.
dc.identifier.doihttps://doi.org/10.54919/physics/55.2024.298wt8
dc.identifier.issn2415-8038
dc.identifier.issne-ISSN:2786-6688
dc.identifier.urihttps://ir.dpu.edu.ua/handle/123456789/3810
dc.language.isoen
dc.publisherScientific Herald of Uzhhorod University
dc.relation.ispartofseries«Physics»; Issue 55.
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dc.subjectmedia communications; media manipulation; social media; public opinion; organizational communications; social managementen_EN
dc.subjectмедіакомунікації; медіаманіпуляції; соціальні медіа; громадська думка; організаційні комунікації; соціальний менеджментuk_UA
dc.titleThe role of mass media in the social orientation of the masses and social management
dc.title.alternativeРоль медіа в соціальному орієнтуванні мас і в публічному управлінні
dc.typeArticle
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