The model of PR-impact detection by means of Internet mass-media

Abstract

The properties of information threat consists in abilities to start the mechanism of self-destruction of the complicated informative system (personality, public associations and society in general). Threat of such type realized by means of act of information influence through the informative sources of mass-media, that we name «PR-impact». An effective model of identification information influences is underlying of the mechanism of detection and counteraction of information threat. In the paper is defined consciously directed influence as means of change of quality estimation or attitude toward certain facts or objects of target audience. Conducted analysis of tasks, of methods and mechanisms of work of PR-services allowed to set forth a corresponding concept «PR-impact» as means of realization of certain intensions through publications in the Internet of mass-media, and in addition to define his features, criteria and evaluation of descriptions. Is set forth a hypothesis about the difference of process of «PR-impact» from the «non preconceived» supply of information. Is offered the formal model of finding «PR-impact» from the collection of information messages obtained from the Internet of mass-media.