LIBRARY IN THE MEDIA ENVIRONMENT

Abstract

Media environment, emerged from the traditional system of mass communications and enriched with new opportunities for the community, is intensively developing in the modern society. Scientists’ research shows that media defines modern existence, consciousness and values of anindividual and social groups. Media environment acts as the place of human existence and means of influencing his consciousness. The author characterizes the media environment as the social space for the library institution, reveals the possibilities of the public library as the leader of public opinion and identifies technological features of introducing information influence into the library media communications. With the development of the Internet technologies, mass communication has become open and accessible to the library community. Modern library simultaneously acts as an active user ofmedia content and as an actor creating its own media products for a wide audience. However, these opportunities are mainly used for internal purposes: to reflect the life of the institution and to disclose its information resources. The article justifies the possibility of strengthening the social position of the library by assuming the role of the local community information leader. The author comes to the conclusion, that social effectiveness of the library actor behavior in the media environment will be determined by two factors: the correspondence of the communication product to social demands and the power of information influence of the message and social consequences (actions).