Сучасні тенденції розвитку комунікаційної діяльності як інструменту публічного адміністрування

Abstract

The article analyzes the communication paradigm of relations between government and society. The main functions of state communication are analyzed. Different stages of the communicative process are considered. Modern approaches in the field of management of political and communicative processes in government bodies are highlighted. Attention is drawn to the complication of the social structure and connections, the increase of non-state participants in the political process, the formation of the infrastructure of the information society, and the growing role of horizontal connections, which require new approaches in managing political processes. The focus of the scientific article is on new communication practices and the possibilities of their use in political activity, among which strategic management technologies and PR activities, crowdsourcing technology, Internet technologies, and network communities stand out. On the one hand, new information technologies can significantly transform the modern communication practices of authorities, contributing to the establishment of rigid forms of power based on subordination and subject-object relations. On the other hand, information can be used to form a new image of power, which received the concept of “soft power” in the literature, using “soft technologies”. In modern democratic states, for the most part, the interaction of authorities with the objects of the socio-political process is ensured by using political communication tools and developing feedback mechanisms. The role of communication relations in the public administration system is growing, and the communication component of political reality is changing and becoming increasingly complicated. Legitimate interaction mechanisms between authorities and society are now formally established in Ukraine. However, their effectiveness is constantly questioned by both political scientists and the very objects of the socio-political process. The strategic transformations currently taking place in the country’s political life, following a change during political and socio-economic development, also suggest a change in the political and communication component of the political process. At the same time, the government itself at the highest level puts forward new requirements for political communication of the authorities, which consist of a reorientation to an open discussion of the strategies and directions of the country’s development, as well as a transition to an open and interactive format of interaction. Keywords: public administration, communication, public relations, public communication, stages of communication.