The role of mass media in the social orientation of the masses and social management

Abstract

Relevance. The relevance of the issue of the role of mass media in social orientation and social management remains acute in view of the rapid development of information technologies and the rapid spread of social media.Purpose. The purpose of this study was to outline the modern place and role of mass media in the changing media environment, to show new phenomena and trends in the development of social media in order to identify niches in the information space where social media coexist with mass media.Methodology. The following methods were used for research � hypothetical-deductive, analysis, synthesis, etc.Results. The study showed that mass media, using modern information technology, continue to be an important source of current information, sharing this niche with social media. With the quantitative growth of social media in the news stream, their secondary function is observed in relation to socially significant issues that are asked in the mass media. The spread of social media contributes to the establishment of equality of information providers and consumers as subjects of the media process, as feedback and influence of information consumers through providers (mass media and social media) on the formation of the agenda develops. The use of dialogic communications in organizations contributed to the improvement of the effectiveness of the organizations themselves, as well as increased the responsibility of organizations for their position on current social issues, which is demanded by real and potential consumers of their goods and services through social media.Conclusions. The practical significance of this research lies in identifying the priority characteristics of mass media (reliability of information, coverage of topics relevant to society, competence in presenting information, orientation of information to the development of society) in the formation of social orientations of the population in comparison with social media.