Амос Кендалл: специфика истории формирования PR в США.

Abstract

Introduction . In modern world political realities, public opinion plays one of the key roles. The incumbent presidents and their political opponents, members of various parties, presidential candidates during the election campaign appeal to the opinion of society both in matters of foreign and domestic policy, and in their election programs. The formation of public opinion, in turn, is one of the main tasks of state press services. Communication between the authorities and society is carried out in most cases through publications prepared by the press services in the media. This practice first began to take shape in the United States in the 19th century during the presidency of E. Jackson, when the functions of the press service were carried out at the level of press agents. Subsequently, the principle of the work of the first press agents with the media became the basis for modern public relations technologies in the field of public relations, so it seems to us relevant to study the mechanism of public opinion formation in the United States during the period 1820-1830. The purpose of this study is to analyze the practice of interaction between the press agent Amos Kendall and the American media system of the first third of the XIX century. In accordance with the goal, it is necessary to solve the following tasks: - to analyze the socio-political and economic factors that influenced the formation of the propaganda model of PR in the United States in the first third of the XIX century; -explore the features of communication of power structures and media; - study the influence of American media on public opinion during the period 1820-1830; - to consider the mechanism of interaction of Amos Kendall with American newspapers and magazines of the specified period. The novelty of this study is to study the specifics of US media resources that Amos Kendall used as a press agent. Methods . This study in chronological order explores the features of the formation of a propaganda model of public relations in the United States of the first third of the XIX century, analyzes the media strategy of Amos Kendall as a spokesman for E. Jackson. The historiography of the study includes both the work of the famous Russian Americanist T.V. Alentieva and the study of the American historian Robert Vincent Remini, and the inaugural speech of President E. Jackson upon assuming office in 1829 can also be noted as the primary source. Analysis. The article notes that the growth of large cities, increased literacy levels have led to the creation of a vast audience interested in politics. Therefore, American newspapers and magazines in the first third of the XIX century are not only a means of information, but also an effective means of forming public opinion. New media opportunities were successfully used during the election campaign of presidential candidate E. Jackson. In the future, this experience became an important part of the mechanism of forming the image of presidential power in the United States. Results. As a result of the study, we can conclude that the appeal of the press agent A. Kendall to the US media resources in the formation of public opinion in support of E. Jackson was an effective strategy for creating PR for the presidential government. Annotation. The article discusses the mechanism of forming the image of presidential power in the United States in the first third of the XIX century and analyzes the activities of Amos Kendall as a press agent for President Andrew Jackson and one of the first PR specialists in American history.