Practical aspects of cooperation of executive power with MASS-MEDIA in the implementation of reform in the social sphere

The article presents the analysis of the executive authorities practical activity concerning the media support of the reforms in the social sphere. The main forms of media and executive authorities’ interaction are determined. There is a brief content analysis of publications in the print media, TV, radio and Internet resources concerning the reforms in social sphere. The political factor of the media activity and its influence are classified.The problems of interaction between the authorities and the media in recent years are also listed. The article gives definitions of the media convergence process, particularly concerning the present realities. The author suggests different methods to organize media support of the reforms in the social sector at the regional and local levels: general information campaign (great number of guidance materials); informational projects (diverse activities which help to explain the changes and innovations, visual demonstration of a certain type of social support);small groups method (involving experts from among the employees of the social sector and the representatives of civil society). The usage of the proposed methods of the authorities and media interaction would cover all stages of the implementation of reforms in the social sphere.

The purpose of information interaction of authorities and the media during the implementation of reforms at the local level in the social sphere is to provide interested parties, target groups of population and associations of citizens with necessary information about the content and objectives of specific reforms with reflection of its possible positive and negative effects.

The Law of Ukraine «On the order of Coverage of Activities of state authorities and local self-government in Ukraine by the media» identifies specific mechanism of coverage of executive power through the media.

On the basis of aforementioned mechanism of interaction of authorities and the media during the last years in the region builds informational accompaniment of all reforms which are realized at the regional level. The content analysis of publications in print media, TV, radio and Internet resources indicates on considerable criticality of materials (40%).

Named the reasons of critical orientation of materials apart from the general attraction of readership to critical materials.

Information component in the process of reform is linked with the political component. Namely, as negative and positive perceptions of citizens and interested parties of changes and innovations can be projected to the level of support of political parties and socio-political movements. There is a significant political factor in the interaction of media and government.

The authorities and the media interact not only in information and political, but also in economic and social spheres. On the other hand, the authorities and the media strive for unity because of the need for self-organization and self- development. Their constituent subsystems able to respond to changes in the environment, thus transforming themselves and modernize the entire system. At present, due to the transformation processes in governance and realization in different spheres of reform in the system of interaction between government agencies and the media in recent years, appears new problems:

– The transfer of information from subjects of decision making to all consumers’ of information and specific interest groups of citizens;

– Provide feedback for possible adjustment decisions, actions and activities;

– Justification of socio-economic and socio-political necessity of imposed changes.

To work effectively with the media requires a clear understanding of the basic characteristics of the media space in the region.

Thus, for today in the region, in the author’s opinion, is the process of media convergence of media. It is about convergence in understanding the union of all types of digital information and media content in the telecommunication, computer networks and media that are integrated.

Technological media convergence provides that based on a single technology platform access is carried out to previously disconnected television, radio, newspaper and magazine materials, computer games, video and audio materials. Multi function of convergent carriers provides an opportunity to consumers to receive all the media with “one screen”.

On the other hand, media convergence is defined as the fusion of information and communication technologies, which allow different technological carriers – cable or telephone networks, satellite communications – almost immediately and continuously deliver information to the user or consumer. Also, this concept is understood as a fusion of markets, since the development of modern media takes place with considering of aspect to the increasing integration with telecommunications sector, effectively creating a new communication model, and as a result – a new transnational community of individuals.

To work with the information support of reforms in the social sphere at regional and local levels, executive authorities in the region is expedient to use the following methods: conducting of general informational campaign, the implementation of information projects, method of small groups

The method of small groups provides for involving of small group of experts from among the employees of the establishments of social sphere and certain institutions of civil society. In this way, citizens are given an explanation for the introduction or termination of a certain type of social assistance and in cases of introduction of fundamentally new type of social assistance, for obtaining of which it is necessary to implement a number of organizational and administrative actions. It is also advisable to use the method of small groups in case of need to explain the expediency of reformatting of existing assistance in other. To post such information specialized publications are used with reference to which such information is spread to regional and local broadcasting, print media of district and city levels. In this case, it is advisable to use point social advertising for the formation of general public perception about reform.