Основные направления совершенствования информационной политики администрации Томской области

Television and the people - is one of the most intimate and close communication in society. On the one hand, television divides society - forgotten meetings, theaters, cinemas, on the other - it brings together around pressing issues of national interests. Television creates the background of our everyday life, leisure, business activity throughout our lives. The images, voices, music, included

in our flat-screen, do not give a closed, expanding our horizons, forming \ tastes are changing habits and stimulate to the evaluation of emerging and traditional qualities of products and services.

Television attracts the discussion of social problems, fosters attitudes, ethics, forms a vital position of each member of society and creates a rapid feedback from the audience of millions. All television and radio company, operating in Russia, can be divided into four groups: government, intergovernmental, public and private. All television in the Russian Federation, independently of their type and ownership enjoy equal rights and bear equal responsibility in accordance with the law.

Russian television is state-owned, directly or by companies with close ties with the Russian government. Television for most Russians is the main source of news. • Russia - a national network

• 1 Channel - national network

• NTV - national network

• TV Center - belongs to the Government of Moscow

• Ren TV - Moscow's commercial station with strong regional network

• In Russia today - government funding, the international English language news channel, via satellite

Modern TV can be classified by the following features. 1. By method of translation:

• on-air broadcasting

• Satellite

• Cable

2. By type of activity:

• broadcasting companies, which broadcast of program.

• software-producing company in the form of producer companies;

• Distributors, who furthered TV-product with the requirements of the supplier and user requests.

3. By reaching the audience: all-Russian, regional, local.

4. The form of ownership

• state channels

• Commercial,

• mixed with the presence of foreign capital.

5. By source of funding:

• State-financed channels;

• Pay TV channels, which operate solely through subscription fees viewers;

• Public television stations, existing as a result of contributions of funds of public organizations, voluntary donations from businesses and individuals;

• commercial channels, which operate under very return, primarily through advertising;

• lease channels as a result of lease airtime from political parties, public organizations, individuals, production house.

Internet

The Internet (also known simply as "the Net" or less precisely as "the Web") is a more interactive medium of mass media, and can be briefly described as "a network of networks". Specifically, it is the worldwide, publicly accessible network of interconnected computer networks that transmit data by packet switching using the standard Internet Protocol (IP). It consists of millions of smaller domestic, academic, business, and governmental networks, which together carry various information and services, such as electronic mail, online chat, file transfer, and the interlinked Web pages and other documents of the World Wide Web.

The invention of the Internet has also allowed breaking news stories to reach around the globe within minutes. This rapid growth of instantaneous, decentralized communication is often deemed likely to change mass media and its relationship to society.

The internet is quickly becoming the center of mass media. Everything is becoming accessible via the internet. Instead of picking up a newspaper, or watching the 10 o'clock news, people will log onto the internet to get the news they want, when they want it. Many workers listen to the radio through the internet while sitting at their desk.

Mass media plays a crucial role in forming and reflecting public opinion, connecting the world to individuals and reproducing the self-image of society. The media has a strong social and cultural impact upon society. It is through the persuasiveness of media such as television, radio and print media that messages reach their target audiences. Television broadcasting has a large amount of control over the content society watches and the times in which it is viewed. This is a distinguishing feature of traditional media which New media have challenged by altering the participation habits of the public. The internet creates a space for more diverse political opinions, social and cultural viewpoints and a heightened level of consumer participation.

Trying to briefly formulate the main directions of PR-specialist with various types of media, we define them as follows - the highest PR-effect is achieved in the case when working with: [50]

- Print media, our focus on the identification and logical aspects,

- Radio - to sound,

- TV - on the visual imagery.

The importance of mass media and journalism has greatly increased in recent years. In democratic countries, people depend on the news media for the fair and truthful reporting of current events. Freedom of the press encourages the exchange of ideas among citizens. In government-controlled countries, however, the news media serve as an instrument of the state. Media forms public opinion now. A lot of politicians strive to possess mass media. Media carries great possibilities for society, but they are not only good ones. Nobody should forget, that media- is the fourth power. [50]

Basic principles of interaction with media

Media relations involves working with various media for the purpose of informing the public of an organization's mission, policies and practices in a positive, consistent and credible manner. The goal of media relations is to maximize positive coverage in the mass media without paying for it directly through advertising.

Many people use the terms public relations and media relations interchangeably; however, doing so is incorrect. Media relations refer to the relationship that a company or organization develops with journalists, while public relations extend that relationship beyond the media to the general public.

Dealing with the media presents unique challenges in that the news media cannot be controlled — they have ultimate control over whether stories pitched to them are of interest to their audiences. Because of this, ongoing relationships between an organization and the news media is vital. One way to ensure a positive working relationship with media personnel is to become deeply familiar with their "beats" and areas of interests.

Working with the media on the behalf of an organization allows to raise awareness of the entity to be raised as well as the ability to create an impact with a chosen audience. It allows access to both large and small target audiences and helps build public support and mobilizing public opinion for an organization. This is all done through a wide range of media and can be used to encourage two-way communication.

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