Media Communication Framework of Governability in the Digital Public Administration System

Abstract

The essential basis of social communication in digital media space is the mutual exchange of information between its actors. Information exchange occurs only when feedback between the participants of the communication process is possible in media space, and also when each social actor is given the opportunity to act as a subject of media communication. In this case, the possibility of information exchange within the framework of subject-object and subject-subject media communication relations is guaranteed mainly by the digital infrastructure of media tools and media platforms, through which the involvement of social actors in communication processes aimed at the implementation of public management to address socially important issues of life support, social significance and security is ensured. Social media communication is a factor of the digital public administration and forms its main qualitative characteristics and properties. Without the inclusion of actors of the public sphere in the digital media communication processes in the modern realities it is impossible to realize the conditions of the digital public administration, including the assessment of the effectiveness of its implementation and parameters of manageability. In this regard, the media and communication framework of the phenomenon of «governability» in the system of digital public management is the subject of this study. In strategic terms, governability in the system of the digital public administration is determined by its network organization instead of the classical hierarchical forms of interaction of public administration actors (see L.V. Smorgunov. Governability and network public administration, 2014). «Network» concept is considered by various authors in terms of public administration approach, therefore in the scientific literature it is also called the theory of political-management networks. Emerged together with the concept of new public management, the concept of political networks is based on the same postulates: the state changes the usual hierarchical form of administration to a new form of management. The difference between the two approaches lies in the fact that while in the new state management, market relations prevail over hierarchy, in the concept of political networks, communication processes play a key role in managerial and political processes. And, accordingly, the network organization of the digital public administration emerges through communication links of actors in the public sphere, which are formed in the digital media space. Spatial and infrastructural «turn» of digital media communications is considered by the author as a theoretical and methodological constant in identifying the set of factors of public management and the special properties and characteristics of media environments, in which the implementation of digital public management is possible.