Today in the newly formed society of media workers the following tasks must be performed: [49]
• coverage in the press, on radio and television major events taking place in society from the standpoint of the neutral critics, without favoring one viewpoint over another in order to win the trust of the masses as a vital guarantor of the functioning of the institutions of media;
• the media should initiate them pulses of positive change in society. In the first place to establish business contacts with representatives of PR, business, government and legislative bodies
Solving these problems, the media do a great job in the field of informatization of society, the formation of the national economy, the coordination of multiple movements, aesthetic orientation in society, protection of citizens, their interests, respect for the rule of law in the country.
Control system information space [37, с.288]
Media in practice is controlled element and directly dependent on those who finance them. In our country, a large proportion of the information space media is controlled by the state under the doctrine of information security state channels TV - the first TV channel "Russia", "Culture". Control system information field of mass media in Russia is presented in pic. 3.2. [34, p.383]
The first level of control the media is controlled by a politicized capital and is owned by the state. It is this level of opinion-Russians in the field of political propaganda in the light of public facilities. At this level, a great role do news agency ITAR-TASS, RIA Novosti, RosBusinessConsulting; Channels TV «Russia", "Culture", "Sport", "Euronews", "Radio Ros is this", "Mayak"; print media "Rossiyskaya Gazeta", "Parliamentary Press, Media of the Government of Moscow. Typically, this level serves as the state control to state security, the authority of the Russian economy, the achievement of national projects.
The second level of print and electronic media controls society-wide interregional coverage by news agencies – “Interfax”, “Prime-TASS”; TV “STS”, “TNT”, “Ren-TV”, “TV-3”, “DTV –Viasat”, “Home”; radio station “Mayak-24”, “Russian radio”, “Echo of Moscow”, the frequency channels of FM-range; printed media “Kommersant”, “Expert”, “Komsomolskaya Pravda”.
At the interregional level the role of commercial media significantly increases, smoothly integrating into the overall media-political system, but the impetus is not only national interests, but also achievement of commercial success.
It is known that in regions of the country an increased interest in local radio, television and print media is always observed. Thus it is difficult to overestimate the importance of the third level of information space management.
| 1 Federal level | ||||||||||||||||||||||||||||
| Information agency | Print press | Media of the Government Moscow | ||||||||||||||||||||||||||
| Media holdings | Radio | TV | ||||||||||||||||||||||||||
| 2. Interregional level | ||||||||||||||||||||||||||||
| News Agencies | Commercial publication | printed media | ||||||||||||||||||||||||||
| Radio | TV | |||||||||||||||||||||||||||
| 3. Regional level | ||||||||||||||||||||||||||||
| News Agencies | Regional Printing presses | Local TV | ||||||||||||||||||||||||||
| Radio | ||||||||||||||||||||||||||||
| 4. 4. Internet | ||||||||||||||||||||||||||||
| Corporate Website | Personal Website | |||||||||||||||||||||||||||
| Foreign holdings | ||||||||||||||||||||||||||||
| 5. Polymedia | ||||||||||||||||||||||||||||
| Business Feed RBC | Mobile network MegaFon | Interactive Family TV | ||||||||||||||||||||||||||
Pic. 3.2. Control system information space
As part of the global project "Public Expertise" Russian Union of Journalists at the regional level identified seven parameters of the relationship of local media and the state, they are:
• information openness of government;
• The level of freedom of information production;
• The level of freedom of information;
• Media richness of the region;
• development of media and advertising markets;
• The level of media conflict in the region and the nature of conflict;
• The level and nature of media community selforganization.
The fourth level of information space management through a powerful World Wide Web of the Internet, representing the global business environment with multiple communication channels, represents a huge opportunity for PR-specialists.
The fifth level management information space is Polymedia. As an example, the television station RBC, combining a variety of channels broadcast media. System business channel (agency RosBusinessConsulting) has a live broadcast, broadcasting on the Internet, as well as on mobile phones and smartphones "MegaFon".
Policy in the media ("The concept of government information policy of Russia") [13]
Russia's transition to a new type of economic development, civil society and rule of law, political pluralism, generate huge public demand for information. The necessity to address this need determines the special role of media in society. Thus such peculiarities as mass media, replicated, the periodicity, the use of revolving information resources appear. Media is an effective channel to inform the public about the activities of the authorities and informing the authorities and society about the life of society and its reaction to the action of the authorities. These features make the media the most important social institution and a necessary object of government information policy. Modern mass media do not only reflect world events, but are also largely engaged in the analysis of information, its pre-filtration and targeted selection. These media have a powerful influence on people's minds.
The main directions of the Government Information Policy, implementing the path-oriented to an open democratic development of Russian society and state should be:
• Non-submission media-serving interests of business and government and strengthen the capacity of their influence on the media (direct pressure, the supply of media incomplete, unclear, distorted or false information, deliberate misinformation, the deliberate understatement, fused structures of government, business, media, etc.);
• regulating the level of concentration and monopolization of the media (the obstacle reducing of independent sources of information, media concentration in the hands of economic elites, lack of rights of journalists, etc.);
• protecting the interests of regional markets media and promoting the local media;
• improving national legislation in terms of guarantees of freedom of expression and information, free flow of media, preventing the spread of violence and intolerance through the media, to safeguard media pluralism and access to official information.
The main objective of the Government Information Policy in relation to the media is to develop the legal, economic and institutional measures to ensure that in the media balance the interests of the individual, society and state. It is necessary to solve complex issues of state support for public media and develop a position in relation to non-state media.
In this case, the media really can serve as a mechanism for organizing the relations between population and social institutions of society, expressing the interests of government, business, cultural development, to be an instrument of dialogue between them. This can help overcome rigid attitude much of the population to mass media, distrust of messages that do not meet a personal or social expectations. Institutional, legal, economic and technological conditions must be created under which the media will effectively serve as the objective of informing the population, social institutions and the state. From this perspective, all the existing and future laws, other regulations and certain legal rules relating to media should be considered,.
The problem of informing the public about the activities of government bodies is also important. There is need in ensuring accessibility to the general public objective information on the progress of economic reforms, solving social problems, legal acts and regulations governing public and private lives of citizens.
Do not forget that media is not only an object of information policy, but also an active actor of it. This tool is has even grater social influence on the mass consciousness, an instrument for shaping public opinion. Ideas on regulatory system of electronic and print media must be carefully accommodated with current and newly adopted legislation in this area.
ПРИЛОЖЕНИЕ Б