MUNICIPAL NEWSPAPER IN URBAN SOCIETY

Abstract

An aim of the article is a study attitude of townspeople toward activity of municipal newspaper «City News». Empirical basis for the analysis are the results of a citywide questioning of respondents and research by the method of focus group conducted by authors. The social structure of readers of newspaper, his difference from the readers of other newspapers, channels of distribution of print edition, the preferences of respondents and requirement, is analyzed in information about work of government, organizations and their leader’s bodies. Suggestions of research participants had collected about increase of attractiveness and popularity of newspaper «City News».Analyzed the position of the municipal newspaper in the last local elections in 2013. It is shown: a municipal newspaper to a great extent satisfies informative needs the least socially protected groups of population from number pensioners, elderly people, poor in material relation citizens, persons with a not high educational level, for people limited in their ability to subscribe or buy print edition. A trend had detected in aspiration of editorial collective of municipal newspaper to influence on public opinion in the necessary direction for the government. However, it is not set the hard determined connection between informative support of candidates from the current government and level of their electoral support on local elections.