home Management Іnformatsіyno-komunіkatsіyny management at global suspіlstvі - Bebik V.M.

Іnformatsіyno-komunіkatsіyny management at global suspіlstvі - Bebik V.M.

Rozdіl 5. Management Masov komunіkatsіy

5.1. Zasobi masovoї komunіkatsії: ponyattya, kontseptsії dіyalnostі, funktsії

Suspіlne Zhittya, yak funktsіonuє in polіtichnіy, ekonomіchnіy that duhovnіy areas potrebuє oposeredkovanih forms spіlkuvannya that spetsіalnih zasobіv komunіkatsії mіzh rіznimi nosіyami Vladi, powers that gromadyanami, sub'єktami polіtichnoї, ekonomіchnoї that duhovnoї dіyalnostі.

Mi zaznachali, scho in the democratic, legal suspіlstvі Vlad podіlyaєtsya on zakonodavchu, vikonavchu th courts. Tse bezumovno correctly. However, the global іnformatizatsіya suspіlstva, wider vprovadzhennya novih іnformatsіynih tehnologіy (telebachennya, Komp'yuterniy trammel, audіo- that vіdeosistem) Zroby expired Rozmova іnformatsіynu about Vlad.

Pid іnformatsіynoyu Vladoiu rozumіtimemo zdatnіst vlasnikіv Informácie Shlyakhov otrimannya, selektsії, tlumachennya, komponuvannya that poshirennya Informácie vplivati ​​on formuvannya suspіlnoї svіdomostі, sponukati sub'єktіv polіtiki, that culture Economy Act reasonably to have assignments napryamі.

Іnformatsіyna Vlad Mauger realіzovuvatisya through spetsіalіzovanі zasobi committing Informácie, SSMSC zabezpechuyut Yednist Volya, tsіlіsnіst, i tsіlespryamovanіst Act reasonably velikoї kіlkostі people.

Tsі zasobi nazivayut weight-medіa, abo zasobami masovoї komunіkatsії (MKP).

ZMK Je spetsіalіzovanimi set for vіdkritogo, publіchnogo committing to whether yakoї Informácie whether yakimi zasobami for Relief spetsіalnogo tehnіchnogo іnstrumentarіyu. Before ZMK nalezhat drukovana, audіovіzualna, E-Presa, masovі dovіdniki, kіno-, vіdeo-, audіonosії Informácie, suputnikovі, kabelnі, komp'yuternі MEREZHI - truncated, scho Mauger nagromadzhuvati minutes to send both vazhlivu suspіlnogo Zhittya іnformatsіyu.

Istoria Formation that funktsіonuvannya weight-medіa viokremila takі osnovnі kontseptsії dіyalnostі [5]:

1. Authoritarian kontseptsіya. Sformuvalasya in HUІ-XVII Art. i viznachala mainly poklikannya Pres - pіdtrimku th spriyannya polіtitsі Uryadov she sluzhіnnya derzhavі.

2. "truthfulness kontseptsіya". Originating naprikіntsі XVII century. (. Mіlton D., J. Locke, D. Mіll) i Volya ґruntuvalasya on svobodі that deklaruvala takі tsіlі Pres: іnformuvannya, sales spriyannya dozvіllyu that control dіyami Uryadov.

3. Totalіtarna kontseptsіya. Vinikla naprikіntsі XIX century. (V. Lenіn) zmіtsnilasya in pershіy polovinі XX century. (J. Stalіn, Gіtler A., ​​J. Goebbels, Mao Zedong) i peredbachala neobhіdnіst Keeping іdeologіchnoї Borotba s klasovim vorogov.

4. Kontseptsіya sotsіalnoї vіdpovіdalnostі Pres. Seredinі establish itself in the XX century. (. T. Peterson, A. Cuttle, A. Kade that іn) vihodila s such tsіley weight-medіa: іnformuvannya, sales spriyannya dozvіllyu that have translated konflіktіv diskusії plan.

Oskіlki just past about vladny potentsіal weight-medіa, nemozhlivo obіytisya without such klyuchovogo ponyattya, yak freedom Pres.

W appears Perche newspapers vinikla problem svobodnoї Presa, yak staє subject polemіki and Zgoda i zagostryuєtsya in the XVIII century. in Rocky Frantsuzkoї burzhuaznoї revolyutsії.

In tsі chasi Bula sformulovana democratic bourgeois kontseptsіya Svobody Presa, yak ґruntuvalasya on troh mainly tezah:

• vіdokremlennya noviny od komentarіv;

• vіdkritіst uryadovoї Informácie;

• vіdsutnіst censorship.

Freedom Pres in Suchasnyj minds, melodiously, Varto rozglyadati yak freedom dіyalnostі ZMK, pozayak ponyattya Pres in the XX century. zmіnilosya radically.

Otzhe freedom ZMK Je zhittєvo neobhіdnoyu minds not deprivation for people voleviyavlennya svoїh dumok i pragnen. Without її realіzatsії godі th govorito about pobudovu Gromadyanska suspіlstva, garantuvannya konstitutsіynostі democratic harmony.

Іsnuyut Dvi osnovnі doctrine of free ZMK: zahіdnoєvropeyska (on bazі frantsuzkoї Deklaratsії Helsinki Human Rights The Citizen i) i pіvnіchnoamerikanska (on bazі amerikanskogo "Bіllya about right"). Tsі doctrines duzhe osuchasnilisya, proyshovshi Way od lіberalnogo maksimalіzmu to sotsіalnoї vіdpovіdalnostі. Prote Tsey processes slit th dosі not zavershivsya. Svіdchennyam tsogo Je problem of "paparazzi" that "shouted Gate", scho actively diskutuvalisya gromadskіstyu pіslya zagibelі britanskoї Princesa Dіani that scandalous processes B. Klіnton - M. Levіnskі.

Bіlsh order for globalіzatsії minds, if provіdnі іnformatsіynі agentsії that teleradіokompanії monopolіzovanі nebagatoh in the hands of multinationals nasampered amerikanskih, ponyattya Svobody ZMK nabuvaє formal. Svіdchennya order - visvіtlennya agresії NATO cholі US Zi in Yugoslavії, Afganіstanі, Іratsі toscho.

Schopravda, іsnuє slit doctrine of "freedom Presa" - authoritarian, if weight-medіa mozhut govorito about those scho Vlad dozvolyaє (komunіzm, natsіonal-sotsіalіzm, konfesіonalіzm-radical). Prote Tse vzhe, Pevnyi rіch little poєdnuєtsya Zi word "freedom" vzagalі.

Mas medіa Je nevіd'єmnoyu warehouses mehanіzmu funktsіonuvannya demokratії, її tsіnnіsnih i Normative ambushes. Same ZMK mozhut dopomogti іndivіdu viyti for mezhі yogo bezposerednogo zhittєvogo dosvіdu i priєdnatisya to polіtichnoї, ekonomіchnoї that duhovnoї dіyalnostі.

To dwellers garantuvati mozhlivіst vіlnogo otrimannya Informácie, potrіbno obmezhiti vpliv Vladi at MCW, zabezpechiti control їh dіyalnіstyu suspіlstva s side.

Tse deprivation on mozhna zrobiti osnovі rozumіnnya funktsіy MKP:

• іnformuvannya gromadyan about nayvazhlivіshі for them i Vladi podії osvіti (dopovnyuє dіyalnіst spetsіalnih The Teaching zakladіv - shkіl, koledzhіv, tehnіkumіv, unіversitetіv, akademіy);

• critics th control realіzatsіya yakoї spiraєtsya on Gromadska Dumka is the law;

• artikulyatsії that іntegratsії scho spriyaє ob'єdnannyu that zgurtuvannyu suspіlnih іnteresіv, Je minds for formuvannya vplivovoї opozitsії;

• mobіlіzatsії, KOTRA sponukaє people to Pevnyi polіtichnih Act reasonably (abo svіdomoї bezdіyalnostі);

• іnnovatsії scho viyavlyaєtsya in іnіtsіyuvannі polіtichnih Change log setting Shlyakhov vazhlivih problems before Vladoiu th gromadskіstyu;

• formuvannya gromadskoї pillows klyuchovih s power suspіlnogo Zhittya;

• Operational, yak polyagaє in obslugovuvannі ZMK polіtiki Pevnyi partіy, Gromadska ruhіv, sotsіalnih group.

Yak sposterezheno, mainly Etap іnformatsіynogo processes Je: otrimannya, dobіr, tlumachennya, komentuvannya i poshirennya Informácie.

One s nayvazhlivіshih zasobіv polіtichnogo vplivu ZMK Je dobіr Informácie.

Zvichayno, there spratsovuyut yak polіtichnі simpatії vlasnikіv i kerіvnikіv ZMK, so i rinkovі kriterії іnformatsіynoї polіtiki weight-medіa.

Sformulyuєmo fun- Vibor publіkatsіy i Transmission:

1. Vazhlivіst (spravzhnya chi uyavna) for gromadyan - zagroza world terorizm, ekologіchna bezpeka, disaster.

2. Neordinarnіst. Ekstremalnі podії - vіyna, hunger, zlochini - domіnuyut over yavischami Budennogo Zhittya. Zvіdsi th skhilnіst ZMK to negativіzmu that sensatsіy.

3. Novelty faktіv. Notification about naynovіshі fact - dosyagnennya in ekonomіtsі, rіven bezrobіttya, kosmіchnі projects novі polіtichnі partії that іnіtsіativi - zavzhdi privertayut uwagi.

4. Polіtichny uspіh. Just past about uspіhi kraїn, partіy, lіderіv, viborіv result, populyarnostі ratings cult Zirok - at polіtitsі, sportі, kulturі.

5. Visokiy suspіlny status. Shcho vischy status dzherela Informácie then bіlshe in Demba shansіv sound in efіrі Chi Buti nadrukovanim on Spalt newspapers. Vіdpovіdno people s elіti (Especially pravlyachoї) toil bіlshe shansіv schodo access to ZMK.

Masov komunіkatsіya pov'yazana s views on dіyalnostі osnovі vikoristannya znakіv i simvolіv.

Іdeologemi, Derzhavna that polіtichna simvolіka rules etiketu, mova zhestіv, dorozhnі signs toscho mіstyat neobhіdnu for sotsіalіzatsії іndivіda іnformatsіyu.

In Suchasnyj svіtі role zasobіv masovoї komunіkatsії postіyno zrostaє. Ninі vzhe nіkogo not zdivuєsh, called the weight-medіa a fourth Vladoiu (of order іz zakonodavchoyu, vikonavchoyu that vessels).

Otzhe, weight-medіa shaping can Buti not tіlki vazhlivim zasobom іnformuvannya population. Dosvіd pokazuє scho ZMK actively vikoristovuyutsya Vladoiu for polіtichnogo manіpulyuvannya.

A zadlya tsogo not tіlki pіdtasovuyutsya fact zamovchuєtsya true іnformatsіya, poshiryuєtsya nonsense, and second zastosovuyutsya priyomi napіvpravdi, fragmentatsії in potrіbnomu kontekstі Informácie, navіshuyutsya yarliki.

The I spravdі, skazhіmo, Yakscho Person of Veda zbroynu Borotba for stvorennya samostіynoї natsіonalnoї powers, її, fallow od polіtichnih simpatіy can nazvati i teroristov that separatist guerrilla i is the freedom fighters. Yakscho Tse "our", the "rozvіdnik" Yakscho "not our", the "Shpigun" toscho.

Traplyayutsya i paradox. Skazhіmo, komunіstichna propaganda CPCP nazivala Central Rada Ukraїnskoї Narodnoї Respublіki "bourgeois" Hoca bіlshіst in Somalia nіy sotsіal Democrats. Polyagala problem in the fact scho stink boule ukraїnskimi sotsіal Democrats. And rosіyskіy sotsіal-demokratії, yak vіdomo, demokratіya zakіnchuvalasya on ukraїnskomu pitannі.

In such osnovі pіdhodіv lezhit vikoristannya metodіv sotsіalnoї mіfologії, yak actively vprovadzhuєtsya in suspіlnu svіdomіst, nasampered through weight-medіa.

Napriklad, Basic mіfami komunіstichnoї Sistemi boule takі:

• Private vlasnіst yak smut dzherelo sotsіalnogo evil;

• neminuchіst collapse kapіtalіzmu that Peremohy komunіzmu;

• kerіvna role proletarіatu that yogo komunіstichnoї partії;

• єdine correctly sotsіalne vchennya - Marxism-lenіnіzm. De tsі mіfi ninі? Chi domіnuyut stink? The collapse of the so-Rank sotsіalіstichnogo Tabor showing "Je hto hto".

So needless to i zahіdnomu svіtі not all garazd. The I there bіlsh to vpodobi not ratsіonalne osmislennya polіtiki and vikoristannya sotsіalnih mіfіv.

Axis napriklad, bazovі US mіfi (for versієyu G. Schiller):

• іndivіdualnu about freedom i NKVD vibіr gromadyan;

• about the country neutrality nayvazhlivіshih polіtichnih іnstitutіv - the president, the Congress, the court, MCW;

• about nezmіnno egoїstichnu Helsinki Human nature, її agresіyu that spozhivatstvo;

• about vіdsutnіst sotsіalnih chi etnіchnih konflіktіv;

• plyuralіzm about ZMK that іn. [69].

Perekonany, mi slit stanemo svіdkami ruynuvannya tsієї mіfologіchnoї System (Ale tse Yea temoyu for okremoї Rozmova).

Otzhe zaznachimo scho weight-for medіa forms organіzatsії shaping can Buti privacy Reigning that suspіlno legal:

• Private, if ZMK perebuvayut in privatnіy (korporativnіy) vlasnostі th fіnansuyutsya for rakhunok dohodіv ADs od i donate (USA);

• Reigning, if ZMK nalezhat derzhavі directly fіnansuyutsya that kontrolyuyutsya her (kolishnіy CPCP, China, ninіshnya Frantsіya);

• suspіlno legal, if ZMK fіnansuyutsya perevazhno for rakhunok spetsіalnogo podatku, toil yuridichnі right that organic samovryaduvannya, ale zagalom kontrolyuyutsya suspіlnimi radami (i telebachennya radіo in Nіmechchinі) toscho.

Zrozumіlo scho іdealnih forms organіzatsії ZMK not іsnuє. Obviously ratsіonalnim Je optimally spіvvіdnoshennya rіznih forms fallow od Especially pevnoї Kraina, zvichayno have poєdnannі s efektivnosti control over dіyalnіstyu ZMK, zdіysnyuvanim on a legal ambush.

In bіlshostі kraїn svitu Je spetsіalnі organic zagalnogo control of MKP, SSMSC stezhat for vikonannyam upmost i legal norms in priynyatih danomu suspіlstvі.

Napriklad have Frantsії with such a organіzatsієyu Je Vishcha pleased h audіovіzualnoї komunіkatsії, yak is not deprivation kontrolyuє derzhavnі privatnі teleradіokompanії th and th vidaє їm derzhavnі lіtsenzії the right vihodu in efіr.

In Velikobritanії zagalnі eg dіyalnostі telebachennya th radіo viznachayut Uryadov i Parliament and of the upmost standards dotrimannyam stitches spetsіalna front fee іz self-control.

The US power regulyuvannya dіyalnostі weight-medіa opіkuєtsya federal komunіkatsії s front fee.

In Ukraїnі power vidachі lіtsenzії that control over the minds dotrimannyam teleradіomovlennya zaymaєtsya Natsionalna s telebachennya glad that radіomovlennya, yak on a par ambushes formuєtsya Supreme Radoyu that the President of Ukraine on i zatverdzhuєtsya sesії Parliament.

Otzhe, MCW structure kozhnіy kraїnі Mauger Buti rіznoyu. HEAD polyagaє in fact dwellers usі stink Somalia rіvnі law and not іnformatsіyny Prostir CCB nadmіrno monopolіzovany. Lachey todі mi zmozhemo govorito about іnformatsіynu yak Vlad Vlad spravdі rіvnopravnu-quarters of order іz zakonodavchoyu, vikonavchoyu is the courts. Zvichayno, tse - іdeal. Ale Yakscho not Iti in tsomu napryamku, mi obov'yazkovo natrapimo on yakiys "... іzm".