ON THE PROBLEM OF FORMING A POSITIVE IMAGE OF PUBLIC AUTHORITIES BY MEANS OF MASS COMMUNICATION

This article is devoted to the study of the image of Executive authorities in modern Russia. The relevance of the chosen topic of the scientific article is emphasized for the present time, when society and the state are developing methods of countering the coronavirus pandemic – not only in the medical, but, no less important, in the socio-psychological aspect. In this perspective, the consolidating potential of a positive image of government bodies and civil servants is noted. Attention is focused on the terminological apparatus of the problem. Based on the analysis of relevant scientific works, the article provides the author's definition of the image of public authorities. The author notes the peculiarity of the image of Executive authorities, which consists in the presence of two inextricably linked equivalent components – the image of the authority and the image of a civil servant. Image formation of government bodies is considered as a multi-factor interaction of three main subjects: government bodies, the population, and the mass media. The main method of implementation is still the mass communication media, which provide a permanent presence of Executive authorities in the information and communication space. It is noted that the basis for the formation of a positive image of the Executive authority and bureaucracy is their effective functioning. At the same time, the perception of citizens, their attitude to the activities of Executive authorities, the level of trust in them is considered as the main indicator of the modality of the image. Based on the analysis of data from sociological studies, the conclusion about a positive trend in the perception of public authorities and officials by Russians is substantiated. However, there is a negative impact on their image of the lack of these changes and, in General, a low level of openness of public authorities.

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Methodology for analyzing PR activities of public authorities

Public Administration ◽

10.22394/2070-8378-2021-23-3-33-38 ◽

2021 ◽

Vol 23 (3) ◽

pp. 33-38

Author(s):

VALERYA DAMBUEVA ◽

Keyword(s):

Performance Indicators ◽

Mass Communication ◽

Public Authorities ◽

Analysis And Evaluation ◽

Complex Image ◽

The Russian Federation ◽

And Performance ◽

Commercial Organizations ◽

Analytical Tools ◽

Evaluation Parameters

The article analyses various approaches to assessing the PR activities of commercial organizations and public authorities. The author concludes that there is no comprehensive methodology for analyzing and evaluating the effectiveness of PR activities. This indicates the relevance and the need to develop a special methodology to identify relevant and potential sources for the formation and development of a complex image and reputation characteristics of public authorities with which citizens of the Russian Federation could operate. The basis of the proposed theory is the materials of works on communication by G. Lasswell (model of mass communication, pentad). The method is a system of evaluation parameters, performance indicators, and analytical tools for each structural component of such activities, as well as an algorithm for their analysis and evaluation. When developing this methodology, we try to take into account the maximum number of criteria and performance indicators, but in practice, it is not always possible. To increase the effectiveness of the methodology, the author conducts the structuring of the pentad, which allows to distinguish the main processes of PR activity of a public authority. The assessment of each component of the pentad is a separate study in which we can identify the relevant PR activity processes that require adjustment.

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КОМПАРАТИВНИЙ АНАЛІЗ КРАЩИХ СВІТОВИХ ПРАКТИК ФОРМУВАННЯ ПОЗИТИВНОГО ІМІДЖУ ОРГАНІВ ДЕРЖАВНОЇ ВЛАДИ

World Science ◽

10.31435/rsglobal_ws/30112019/6781 ◽

2019 ◽

Vol 3 (11(51)) ◽

pp. 17-25

Author(s):

Кириченко Ганна Володимирівна

Keyword(s):

Public Management ◽

Western Europe ◽

New Public Management ◽

Civil Service ◽

White Paper ◽

The State ◽

Communication Policy ◽

Public Authorities ◽

Positive Image ◽

New Public

The article identifies that one of the priority areas of Ukraine's development in the context of European policy abroad is the creation of a positive image of public authorities.Improvement of the civil service is based on the concepts of the new public management, which envisage the use of methods of work applied in the private sector, contribute to the modernization of the civil service, improve the quality of work of the state apparatus, create a positive image of public authorities. The article analyzes the experience of the European Commission, which together with its representatives has developed a White Paper on European communication policy, which defines the basic principles of image strategy. Three main goals of the image strategy are considered: modernization of information education of citizens, widening of boundaries of communication of citizens, increase of interaction level of citizens and power institutions. The peculiarities of institutional support for building a positive image of the state communication policy of the Western Europe countries are determined. On the example of EU countries, five best international practices are systematized on the peculiarities of forming a positive image of the state communication policy and the strategic directions of forming a positive image of the authorities and ways of their implementation in Ukraine are identified.

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ПОВІДОМЛЕННЯ ПРЕССЛУЖБ ОРГАНІВ ПУБЛІЧНОЇ ВЛАДИ РЕГІОНАЛЬНОГО РІВНЯ: СТРУКТУРА ТА СТИЛІСТИКА

State and Regions. Series: Social Communications ◽

10.32840/cpu2219-8741/2020.1(41).17 ◽

2020 ◽

pp. 107

Author(s):

V. Dreshpak

Keyword(s):

Web Sites ◽

Mass Communication ◽

Public Authorities ◽

Site Structure ◽

Regional State ◽

State Administration ◽

The Press ◽

Analysis And Synthesis ◽

The Media ◽

Media Reports

The article discusses the structural and stylistic aspects of the posts from press services of the Dnipropetrovsk and Odessa regional state administrations, which are available on their websites. The relevance of this study is caused by the transformation of the system of mass communication of public authorities with citizens, in particular, the expansion of the sphere of direct contacts of public authorities with their target audiences without the mediation of the media and the need to form a complete cycle of media production on the basis of press services. This requires an appropriate level of organization of communication of public authorities with the public and the qualification of staff. The purpose of the article is to identify the structural and stylistic features of the posts from press services of regional public authorities on their websites. Studies performed using methods: comparative analysis, content analysis, analysis and synthesis. It has been demonstrated that news posts from press services on official web-sites of regional-level public authorities have styling features of both PR-products and journalistic works. It is suggested that this is due to the desire to implement in one information flow its own information function and the function of public opinion management. Comparison of posts from the press services regional state administrations revealed different approaches to the structure and stylistics of these texts. The materials of the press service of the Dnepropetrovsk Regional State Administration are structured according to a single model and stylistically close to publications in Internet editions, and Odessa – have structural differences, but stylistically more to press releases. In studied reports revealed a number of common stylistic defects, indicating a need for further work to improve the quality of media products. Key words: press service, web site, structure of media reports, style of media reports, public authorities.

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Language innovations in the formation of media image of Ukraine

Actual issues of Ukrainian linguistics theory and practice ◽

10.17721/apultp.2021.43.42-58 ◽

2021 ◽

pp. 42-58

Author(s):

Olga Pliasun ◽

Keyword(s):

Mass Media ◽

Mass Communication ◽

The State ◽

Information Warfare ◽

New Words ◽

Online Security ◽

Typical Situation ◽

Positive Image ◽

New Meanings ◽

The Media

The article analyzes the influence of language innovations on the construction of state image. The author defines the term "language innovations" as new words and phraseologisms that appear and actively function in the modern media space and form the image of Ukraine. Emphasis is placed on the characteristics of the media sphere, which reproduces language innovations commensurate with the representative forms of the state image. The study singles out and systematically analyzes two vectors of influence of language innovations on the state image: 1) positive (therapeutic), associated with the development of new meanings of words, word-forming transformations, search for Ukrainian equivalents of borrowed lexemes, the emergence of new phraseologisms, evolution of youth slang, etc.; 2) negative (pathogenic), caused by destructive events in the economic, political, social spheres, the coronavirus pandemic, etc. The article proves that the positive image effect in the mass consciousness is created by the search for Ukrainian equivalents to borrowed lexemes, and not all of them are new. It is observed that the typical situation is the functioning of words in the media, which acquire a new meaning in mass communication. In addition, a positive author's assessment of new words is of great importance in the popularization of Ukrainian neolexemes in the media. The study emphasizes that an effective linguistic tool for promoting language innovations in the language consciousness of Ukrainians is creolization, which affects the mass recipient not only verbally but also nonverbally, which creates a positive image effect. In terms of image therapy, the author considers the development of Ukrainian youth slang, computer jargon, some lexemes from the slang of social networks with neutral semantics. The author takes into account and interprets the material of innovative dictionaries "New words and phraseologisms in Ukrainian mass media" (New words and phraseologisms in Ukrainian mass media: a dictionary / L.I. Shevchenko, D.Yu. Syzonov; editor-in -chief L.I. Shevchenko. Kyiv, Kyiv University, 2017-2021). Attention is drawn to the accumulation of lexemes in image texts, the semantics of which are related to crimes in digital communication and motivated by information warfare, non-compliance with the principles of online security, etc., which has a pathogenic effect, discrediting the state image. The statement about the use of language innovations in media texts for the purpose of both positive (therapeutic) and negative (pathogenic) influence on the state image is concluding. To a large extent, this depends on the context in which the neolexeme is used, the author's attitude to the described situation, as well as the level of media literacy, media education and critical thinking of the recipient of the media text.

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