Today, information enjoys unprecedented success, it exalts high and destroys without the slightest mercy, and who owns it owns the whole world. IN last years The role of the media in the world has grown immeasurably, the influence on public life from this side is absolutely different from that which existed in all past centuries.

Responsibility

Not only certain opinions are being imposed on society, but also models of behavior that violate all seemingly unshakable principles. Television, radio, magazines, newspapers are now at war, and this information war is much more bloody than any nuclear war, because it directly affects the human consciousness, masterfully operating with half-truths, untruths and outright lies. In the Soviet era, a certain role of the media was also noticeable in political life when all the facts were carefully checked, they were quite skillfully manipulated. Recall examples of slandering the activities of almost all the general secretaries who left their post.

A huge mass of lies were exaggerated about such institutions as SMERSH, the GULAG, as well as about the personalities of Stalin and Beria. There were public debunkings and smaller ones, there were revelations of the illegal activities of officials and politicians, artists and writers. Such information has always been a huge success with readers and was truly disastrous for the heroes of these publications. And vice versa - laudatory essays and programs made all kinds of activists and leaders literally stars of different levels, up to the state. Therefore, the role of the media in political life is difficult to exaggerate. And of course, each person must be responsible for the information provided for general use.

in political activity

In public life, the media perform a wide variety of functions and literally in all spheres and institutions. This includes informing about various events in the world and in the country, in almost all areas - politics, healthcare, socialization, education, and so on. This is advertising in all its guises. And the influence of information on society cannot really be overestimated, since it is in every possible way, and the role of the media in political life is especially great, since all the instruments of influence on the implementation are in the hands of those who own information and know how to manipulate it.

Modern political science in no way belittles this role, endowing the media with such high-profile titles as the "fourth power", "great arbiter" and so on, putting the media on a par with the power of the judiciary, executive and even legislative. However, political scientists are not so wrong, the media have indeed become almost omnipotent. Those who control television also control the country. Not a single politician can do without the press, he needs all its types - the press, and radio, and television. And those grandiose changes that are now being observed all over the world, this redistribution of spheres of influence, are the result of the fact that the media play their role in the political life of society with inspiration.

A story full of tragedy

Revelry is especially dangerous when there are no significant unions or organizations in the country that do not allow the totalitarian system to develop. Under these conditions, the role of the media in the political life of society is simply irreplaceable. Examples right before your eyes. How did everything happen at the end of the immemorial 80s in the Soviet Union, where the population still relaxed believed everything, no matter what the media broadcast?

Truly, then it was much more interesting to read than actually live. The people are not accustomed to scandals and such massive denunciations that suddenly rained down from everywhere on the perplexed and horrified population. It was the information war unleashed in those years by the media that organized and stimulated the forces that quickly destroyed and then plundered the richest country, it was it that contributed to the defeat of the entire political system that had been operating in the country for seventy years. The growing role of the media in the political life of society occurs precisely when control over information falls into the hands of unscrupulous people who, through manipulation, create a favorable public opinion.

Meanwhile in America

In the United States, the role of the media in the political life of society began to be closely studied and analyzed at the very beginning of the 60s. What can be the result of uncontrolled direct communication with the public, without the participation of institutions such as schools, church, family, party organizations and so on? And what happens if this process is put under control? This is an indispensable tool in the mass support of a particular program. Until the media got television and radio into their arsenal, making do with only print media, everything was not so scary, although many newspapers and magazines were originally opened as organs of certain political parties and very few of them remained outside the political process.

The main tool of any publication is the multidimensionality of information. Even newspapers tied to a certain political platform have always submitted materials of a neutral nature, entertainment or news, that is, people from the very beginning were taught to see themselves as part of the wide world and react in a certain way to events in it. But when TV came along... The first campaign coverage in the US dates back to 1952. Since then, entire schools have been created to train journalists to influence the masses in a way that is beneficial. In the 1980s, television began to truly dominate all media.

Debate

The growing role of the media in the political life of society is due to the fact that it became possible to influence and even model among the masses with their help, which was repeatedly verified by examples of voting in the United States after television debates between presidential candidates. This is how Kennedy won after a televised meeting with political opponent Nixon, and numerous polls of voters confirmed that it was these debates that influenced their choice.

In the same way, after the television broadcast, Reagan not only managed to close the four percent gap between him and Carter, but also gained another five percent of the vote through televised debates. The same thing happened in the Reagan-Mondale couples. So, gradually, televised debates between competitors for the presidency became an effective tool in almost all countries, including Russia. The place and role of the media in political life are becoming the most important and leading. And television in this bunch of means is a huge opportunity for influencing and manipulating public consciousness. It is used less and less for operational or objective information, for education, for education. Much more often there are manipulations in the interests of certain groups.

Image

Nevertheless, the reasons for the growing role of the media in political life are not entirely clear; this multifaceted and complex institution cannot be assessed one-sidedly. Many of its organs and elements implement tasks that are too diverse, even simply informing people about events and phenomena that occur everywhere - from regional to global. This is the collection of information, and its dissemination through vigilant observation of the world, this is the selection and comments, that is, editing the information received, and then the goal of forming public opinion is pursued. The possibilities of human communication are growing - this is the main reason for the growing role of the media.

The society is extremely politicized, and the press, radio, television contribute to this enlightenment in the widest strata of the world's population. Therefore, the role of the media in modern political life is stronger than ever. They claim to be a watchdog of public interests, to the eyes and ears of the whole society: they warn of economic downturns, the growth of drug addiction or other crime, they talk about corruption in power structures. However, for this role, the media must be completely and completely independent of anyone - neither politically nor economically. But that doesn't happen.

Profession

In industrialized countries, the media is a private enterprise institution or branch of the economy that employs hundreds of thousands of people. The economic activity of the media is based on the collection, processing, storage and subsequent sale of information. That is, the functions of the media are completely subordinate to the market economy. All the contradictions in society, all the interests of its various layers and groups are reproduced in publications and programs. Economic power and socio-cultural influence are growing - control by the state and corporations (advertisers) is decreasing.

It even happens that opinions on certain issues do not coincide with the ruling elite and the leadership of a particular publication. The media have turned into huge conglomerates, they have an independent and quite profitable industry in business, but this commercial beginning does not allow to do without the market use of the available information. And here, not only the nature of the activity, but also the entire role of the media in political life can change dramatically. The examples are very numerous. Even Reagan, the current president of the country at that time, was not aired by all three major US television companies in 1988 due to lack of commercial interest. As a result, 1989 was the last year of his reign.

Other examples

Publications, reports and commentaries should shed light on the secret springs that act on the policy of the ruling circles, draw the attention of the entire public to the most odious characteristics of this activity. Sometimes this is what happens. For example, the New York Times published such a plan when some Pentagon documents were revealed, the Washington Post newspaper exposed the Watergate scandal, and television corporations staged broadcasts from Congress, where revealing hearings were held. Public opinion regarding the Vietnam War was also mobilized to protest, and quite a lot of the world's media, including the United States, participated in this process.

US Presidents L. Johnson and R. Nixon were forced to leave the political arena, since the role of the media in political life is great. In short, the media can limit both the power and the specific actions of the ruling circles. However, this happens most often in cases where it is beneficial for the media. Most magazines and newspapers, radio and television broadcasting stations, even the most famous ones, are kept afloat only thanks to sensationalism. Revealing scandals, exposing frauds, looking for secrets, putting it all on public display - this is the main role of the media in political life. Grade 11 in Russian schools is already studying the mechanisms of such influence.

"Bombs"

Often sensational publications, seeking to "detonate the bomb", investigate corruption or other malfeasance, talk about the decline in morale among high-ranking officials or deception of voters by presidential candidates. This sets the tone for public discussions. All scandals and scams in the corridors of power are brought to the attention of the public. And there are times when the media wins brilliant victories.

For example, the Waltergate scandal was followed by the first resignation of a president in US history. And when Spiegel shared with readers information about the secret penetration of employees protecting the constitution into the private house of a simple engineer and about the installation of all kinds of listening equipment there, the German Interior Minister resigned.

"Ducks"

But it happens otherwise. The journalist from Interfax was present at the court session where Khodorkovsky was to be sentenced. She prepared two messages to the editor before the verdict. And then I made a mistake with sending. Information appeared in the news feed that M. Khodorkovsky was already at large. Refutation is not a quick matter, as long as it is formalized, the market has grown by many percent. This is far from the only case. Rumors about the resignation of V. Chernomyrdin also rolled after a similar "duck" in Novaya Gazeta, where B. Gromov was "removed" from the post of governor of the Moscow region in order to be sent to the Ukrainian embassy.

This is the role that the media play in political life in the pursuit of sensationalism. In such cases, the dialogue between the authorities and the population is simply impossible, since this communication is very similar to a children's game called "deaf phone". The most important rule for the manipulation of public consciousness is that in which it is possible to isolate the addressee, to deprive him of extraneous influences. When there are no alternative, smart and uncontrolled opinions. Dialogue and debate are impossible under such conditions. Unfortunately, in this moment the method of manipulating information is part of the policy in almost every state. After another "duck" of the victim, the public remembers as a person associated with some kind of scandal: either his wallet was stolen from him, or he stole it. Yes, this is no longer important to anyone, since information today very quickly ceases to be relevant.

Introduction

The purpose of the work is to characterize the role of the media in political life.

Currently, one of the main places in political processes is occupied by the mass media (media). Their interaction with politics and its subjects is daily felt in various forms and manifestations. The importance of the media becomes evident when one considers that the instruments of mass communication are, as such, instruments of power (the “fourth power”).

Efficiency and dynamism give the media the opportunity to effectively influence the spiritual life of society, the consciousness of the broadest masses of the population. They can help to arouse public opinion in support of certain goals, a particular political course. At the same time, they can perform integration functions, persuading people to favorably perceive and assimilate the prevailing socio-political values.

The political content is seen in the activities of the media, especially during periods of various changes in the system of social relations, in the forms of government.

Chapter I. Definition and functions of the media.

1. Media functions. Informing citizens.

The functions of the media are varied. In any modern society, in one form or another, they perform a number of general political functions. Perhaps the most important of these is the information function. It consists in obtaining and disseminating information about the most important events for citizens and authorities. The information obtained and transmitted by the mass media includes not only impartial, photographic coverage of certain facts, but also their commentary and assessment.

Of course, not all information disseminated by the media (for example, weather forecasts, entertainment, sports and other similar messages) are political in nature. Political information includes those information that are of public importance and require the attention of government agencies or have an impact on them. Based on the information received, citizens form an opinion about the activities of the government, parliament, parties and other political institutions, about the economic, cultural and other life of society. The role of the media is especially great in shaping people's opinions on issues that are not directly reflected in their daily experience, for example, about other countries, about political leaders, and so on.

The information activity of the media allows people to adequately judge political events and processes only if it also performs an educational function. This function is manifested in the communication to citizens of knowledge that allows them to adequately evaluate and organize information received from the media and other sources, to correctly navigate in a complex and contradictory flow of information.

Of course, the media cannot provide a systematic and deep assimilation of political knowledge. This is the task of special educational institutions schools, universities, etc. And yet, the mass media, accompanying a person throughout his life, including after graduation, to a large extent influence his perception of political and social information. At the same time, under the guise of political education, people can also form pseudo-rational structures of consciousness that distort reality when it is perceived.

The educational role of the mass media is closely connected with their function of socialization and, in essence, develops into it. However, if political education involves the systematic acquisition of knowledge and expands the cognitive and evaluative capabilities of the individual, then political socialization means internalization, the assimilation of political norms, values ​​and patterns of behavior by a person. It allows the individual to adapt to social reality.

In a democratic society, the most important political and socialization task of the media is the mass introduction of values ​​based on respect for the law and human rights, teaching citizens to peacefully resolve conflicts without questioning the public consensus on the fundamental issues of the state system.

Information, educational and socialization activities allow the media to perform the function of criticism and control. This function in the political system is carried out not only by the mass media, but also by the opposition, as well as specialized institutions of prosecutorial, judicial and other control. However, media criticism is distinguished by the breadth or even unlimitedness of its object. So, if criticism from the opposition usually focuses on the government and the parties supporting it, then the president, the government, the royal people, the court, various areas of state policy, and the media themselves are the object of attention of the mass media.

Their control function is based on the authority of public opinion. Although the media, unlike state and economic control bodies, cannot apply administrative or economic sanctions to violators, their control is often no less effective and even more strict, since they give not only a legal, but also a moral assessment of certain events and persons. .

In a democratic society, the control function of the media is based on both public opinion and the law. They conduct their own journalistic investigations, after the publication of the results, which sometimes create special parliamentary commissions, initiate criminal cases or make important political decisions. The control function of the media is especially necessary in the face of weak opposition and the imperfection of special state institutions of control.

The media not only criticize shortcomings in politics and society, but also perform a constructive function of articulating various public interests, constituting and integrating political subjects. They provide representatives of various social groups with the opportunity to publicly express their opinions, find and unite like-minded people, unite them with common goals and beliefs, clearly formulate and represent their interests in public opinion.

The articulation of political interests in society is carried out not only by the media, but also by other institutions, and, above all, by parties and interest groups that have not only information, but also other resources of political influence. However, without the use of the media, and they are usually not able to identify and rally their supporters, mobilize them for common action.

IN modern world access to the media is a necessary condition for the formation of an influential opposition. Without such access, the opposition forces are doomed to isolation and are unable to gain mass support, especially with the policy of compromising them on the part of state radio and television. The media is a kind of roots through which any political organization receives vitality.

All the functions of the media discussed above directly or indirectly serve the implementation of their mobilization function. It is expressed in inciting people to certain political actions (or conscious inaction), in their involvement in politics. The media have great potential to influence the mind and feelings of people, their way of thinking, methods and criteria for evaluation, style and specific motivation for political behavior.

The range of political functions of the media is not limited to the above. Some scientists, approaching this issue from a different perspective, single out such functions as innovative, manifested in the initiation of political changes through the broad and persistent formulation of certain social problems and drawing the attention of the authorities and the public to them; prompt service to the media of the policy of certain parties and associations; formation of the public and public opinion.

2. Development of means of political communications.

The needs of the political system for means of communication directly depend on its functions in society, the number of political agents, the methods of making political decisions, the size of the state, and some other factors. In the traditional states of the past, the need for means of communication was limited. The role of such means was performed mainly by messengers, couriers and envoys, who conveyed political information orally or in writing, royal decrees and orders, letters from governors, etc.

Many small states and cities used bells as a kind of coded media, informing the citizens of the city and its environs about danger, the gathering of a national assembly, or other important political and religious events. The political and civil needs for communication were served by the postal service, which used horses to transmit information, and then other vehicles.

Invention and distribution in the XIX-XX centuries. Telegraph and telephone communications, radio and television not only satisfied the aggravated communication needs of states, but also made a real revolution in politics. The media made it practically possible to implement many democratic and totalitarian ideas that previously seemed utopian, significantly changed the ways of legitimizing and exercising power, the structure of its resources.

“The highest quality and the greatest efficiency of modern power is given by knowledge that allows “to achieve the desired goals, spending minimally the resources of power; to convince people of their personal interest in these purposes; turn adversaries into allies." O. Toffle.

In our time, the power of knowledge and information is becoming decisive in the management of society. The direct carriers and, especially, distributors of knowledge and other politically important information are the media.

3. The role of communications in politics.

Mass communications are an integral part of politics. Politics, to a greater extent than other types of social activity, needs special means of information exchange, the establishment and maintenance of permanent links between its subjects. Politics is impossible without indirect forms of communication and special means of communication between various holders of power, as well as between the state and citizens. This is due to the very nature of politics as a collective, complexly organized purposeful activity, a specialized form of communication between people for the realization of group goals and interests affecting the whole society. The collective nature of the goals implemented in politics presupposes their obligatory awareness by space-separated members of the collective (states, nations, groups, parties, etc.) and the coordination of the activities of people and organizations. All this is usually impossible with the direct, contact interaction of citizens and requires the use of special means of transmitting information that ensure the unity of will, integrity and common direction of actions of many people. These means are called media, mass media or mass media.

The media are institutions created for the open, public transmission of various information to any person using special technical tools. Their distinctive features are publicity, i.e. unlimited and suprapersonal circle of consumers; availability of special, technical devices, equipment; indirect, separated in space and time interaction of communication partners; unidirectional interaction from the communicator to the recipient, the impossibility of changing their roles; the fickle, dispersive nature of their audience, which is formed from time to time as a result of the general attention shown to a particular program or article.

The mass media include the press, mass directories, radio, television, film and sound recording, and video recording. In recent decades, the means of communication have undergone significant changes due to the spread of satellite communications, cable radio and television, electronic text communication systems (video, screen and cable texts), as well as individual means of accumulating and printing information (cassettes, floppy disks, disks, printers).

The media have different possibilities and power of influence, which depend primarily on the way they are perceived by the recipients. The most massive and strong political influence is exerted by the audiovisual media and, above all, by radio and television.

4. Place and role of the media in politics

Already the first steps of television in the political arena in the 50s and early 60s caused euphoria among specialists about the almighty new mass media. The sensational victory in the US presidential election of 1960 by the then little-known Senator John F. Kennedy over the vice-president of the country, R. Nixon, was immediately credited to the asset of television, which broadcast a series of debates between the candidates. Considering this and similar facts, Western researchers came to the conclusion that the intensification of media activities contributed to the erosion of the organizational structure of political parties, the erosion of their social base, and the weakening of the party commitment of an increasing number of voters in industrialized countries. This was reflected in the formation and wide dissemination of the thesis that the media are replacing political parties, becoming the main mechanism for regulating and implementing the political and especially the electoral process. It is argued that journalists, reporters, advertisers and other members of the media have replaced traditional politicians as gatekeepers of the political process. The observations of those specialists who portray journalists as new creators of political ideas and myths who have taken on the function that was previously performed by intellectuals are not without foundation. It is significant that in modern political science the media are characterized by such pompous titles as "the great arbiter", "the fourth branch of power" along with the legislative, executive and judicial.

The belief in the omnipotence of television is so great that some politicians believe that whoever controls television controls the whole country. According to one journalist, French President Charles de Gaulle asked John F. Kennedy how he manages to rule America without having control over television.

All mass media are united by the ability to communicate directly with the public, as if bypassing the traditional institutions of communication, such as the church, school, family, political parties and organizations, etc. Just this ability is used by an advertising agent who is trying to convince the public to buy this or that product; politician and political party to mobilize mass support for their program, etc. For a long period, newspapers and magazines served as the main source of information for the general public. Initially, many of them arose as bodies of certain political parties or were involved in the political process in one form or another.

The beginning of the "era of television" in politics is considered to be 1952, when it was first used to widely cover the presidential election campaign in the United States. In 1980, according to existing data, TV debates enabled R. Reagan not only to eliminate the 4% gap with J. Carter, but also to get ahead of him by 5%.

The role of the media in politics cannot be assessed unambiguously. They are a complex and multifaceted institution, consisting of many bodies and elements designed to implement the diverse tasks of informing the population about the events and phenomena taking place in each particular country and around the world.

Even G. Laswell singled out the following four main functions of the media: observation of the world (collection and dissemination of information); editing (selection and commenting of information); formation of public opinion; spread of culture. In other words, the media provide an enhanced form of human communication. To all this we must add another important function of their politicization of society and the political enlightenment of the general population. The press, radio, and television claim to function as a "watchdog of public interests", to be the "eyes and ears of society", warning, for example, of a recession in the economy, an increase in drug addiction and crime, corruption in the corridors of power, etc. For justifications for such an image or such a claim by the media must appear to be independent from both an economic and a political point of view. In most industrialized countries, the media is a private enterprise, a sector of the economy that employs tens or even hundreds of thousands of people. Their economic activity is based on the collection, production, storage and "sale" of information.

In this capacity, the functioning of the media is subject to the laws of the market economy. They are permeated with the contradictions of society and reproduce them in their publications and programs. They affect the interests of various strata and groups. As economic power and sociocultural influence increase, the media acquire relative freedom from control by the state and the largest corporations - advertisers. Naturally, advertising, being one of the most important sources of funding and profits for the media, has served and continues to serve as a significant obstacle to their moral and political independence. However, the matter cannot be presented in such a way that advertisers directly dictate their will to the editor-in-chief of this or that newspaper or magazine. Moreover, the largest media conglomerates in the West have themselves turned into an independent, extremely profitable business sector with their own special interests, which do not always coincide and even often come into conflict with the interests of certain influential forces in society or the political leadership of the country. The commercial principle, which underlies most media organs and organizations, is in principle indifferent to content, it involves the market use of information for sale to the widest possible public. The media in their publications, reports and comments can shed light on the hidden springs of the policy of the ruling circles, draw public attention to the most odious aspects of their activities. Examples include the publication of the so-called "Pentagon Papers" by The New York Times, the exposure of the Watergate scandal by the Washington Post, the broadcast of exposé hearings of the case in Congress by leading television corporations, and the mobilization of public opinion by leading Western media outlets against dirty US war in Vietnam and much more. One can also mention that certain US media outlets played a role in the departure of Presidents L. Johnson and R. Nixon from the political arena.

The Russian media are no exception, often greedy for sensationalism, striving to “detonate bombs”, simultaneously exposing corruption, official abuse, voter fraud and the decline of political morality in the corridors of power. Many of them set the tone in public discussions and disputes, bring the most pressing problems and topics, scandals and scams to the public.

It should also be noted that, by appealing to such sensual, irrational, emotional-volitional components of public consciousness as a feeling of love for the motherland, nationalist and patriotic sentiments, the media are able to mobilize significant segments of the population in support of certain actions of the ruling circles or individual interested groups. . As a rule, in such cases, changes in the mass consciousness are of a short-term nature, and at the end of the propaganda campaign on this particular occasion, everything, as they say, returns to normal. An example of the skillful and large-scale use of irrational impulses is the forcing in the United States in the early 1980s of "patriotism" and openly nationalistic sentiments towards the Soviet Union by the mass media.

For a long time in Russia, the main source of information for the general public was the press, newspapers and magazines. By providing information about various aspects of public life, the press has taught ordinary citizens to see themselves as part of the wider world and respond to events taking place in it. With the advent of radio, the mechanism for covering information has changed radically, it has become possible to transmit it across state borders to an unlimited number of listeners. By the beginning of the Second World War, radio had become one of the main political mobilization of society and the most important propaganda tool. Its role increased even more in the post-war period, with the creation of a broadcasting network in all developed countries. For television, the period from its inception to becoming an important political tool turned out to be even shorter, which is mainly due to the rapid pace of its development and distribution. In the 1970s and 1980s television became the dominant media. At present, it has enormous potential to influence public opinion. Depending on whose hands it is in, it can be used both for objective operational information of people about real events in the world, their education and upbringing, and for manipulation in the interests of certain groups of people. The press, radio and television are a kind of "eyes and ears of society." They warn him, for example, of a recession in the economy, an increase in drug addiction and crime, or corruption in the corridors of power, and so on. They can shed light on the hidden springs of the policy of the ruling circles, draw public attention to the most odious aspects of their activities. It should be noted that by appealing to such sensual components of public consciousness as a feeling of love for the motherland, nationalist and patriotic sentiments, etc., the media are able to organize support by significant sections of the population for certain actions of the ruling circles or individual interested groups. This feature of the functioning of the media is most clearly manifested in the electoral process, during election campaigns. Being a part of modern reality, with all its contradictions, conflicts and troubles, the media reproduce them in one form or another. Therefore, information flows often consist of many contradictory, often mutually exclusive messages and materials. Let's take a closer look at this feature of the media on the example of the last election campaign for the mayoral elections in Yekaterinburg.

Local newspapers published the most controversial facts about one of the candidates for the post of mayor - the director of the Kirovsky supermarket chain, Igor Kovpak. In one of them, on the first page, decorated with a caricature of the candidate, it was loudly stated: “Igor Kovpak in March of this year acquired the so-called Green Card (US Green Card)1. to live in America, breaking a decent jackpot in Russia as mayor.

A few days later, another local newspaper published an interview where I. Kovpak categorically denied the fact that he had bought an American Green Card 2.

Of course, the decision of voters to vote for a particular party or a particular candidate is determined by a whole range of factors, including the social structure and form of the political system; political culture and system of values, orientation; the state of public opinion, etc., but the role of information presented in the press, undoubtedly, has a great influence on the voter

Chapter II. The main channels and features of the political influence of the media.

1. Rational and emotional impact of the media.

Although the mass media are called upon to solve certain problems in the political system and society, in real life they are quite independent, have their own goals of activity, often diverging from the needs of society, and use them to achieve them. various methods. The political influence of the media is carried out through the impact on the mind and feelings of a person.

In democratic states, the rational model of mass communications clearly prevails, designed to convince people with the help of information and argumentation, built in accordance with the laws of logic. This model corresponds to the type of mentality and political culture that has developed there. It suggests the competitiveness of various media in the struggle for the attention and trust of the audience. In these states, the use of the media to incite racial, national, class and religious hatred and enmity is prohibited by law, however, in them, various political forces widely use methods of predominantly emotional influence to promote their ideas and values, which is especially pronounced during periods of election campaigns.

A living word and a visual image have a great power of emotional influence on a person, which can often overshadow rational arguments and arguments. This is widely used by totalitarian, authoritarian and especially ethnocratic regimes, abundantly saturating their political propaganda with emotional content that suppresses the human mind. Here, the media widely use methods of psychological suggestion, based on fear and faith, to incite fanaticism, mistrust or hatred towards political opponents, people of other nationalities and everyone objectionable.

2. Rules for the selection of materials and ways of disseminating information.

Despite the importance of emotional impact, the main influence on media policy is carried out through the information process. The main stages of this process are the acquisition, selection, preparation, commenting and dissemination of information. From what information, in what form and with what comments the subjects of policy receive, their subsequent actions very much depend.

The direct possession of such power is the prerogative of the media. They not only select information supplied by news agencies, but also extract and arrange it themselves, and also act as commentators and distributors. The flow of information in the modern world is so diverse and contradictory that neither a single person nor even a group of specialists is able to independently understand it. Therefore, the selection of the most important information and its presentation in a form accessible to the mass audience and commenting is an important task of the entire media system. The awareness of citizens, including politicians, directly depends on how, for what purposes and according to what criteria information is selected, how deeply it reflects real facts after its preparation and reduction carried out by newspapers, radio and television, as well as on the method and forms submission of information.

One of the most important means of political influence of the media is the determination of the topics and directions of discussions that concentrate the attention of the public and the government. The media usually determines what is and what is not to be brought to the attention of the public. The choice of political topics and requirements is carried out not only depending on the predilections and interests of the owners and managers of the media, but also under the influence of specific rules that develop under the conditions of pluralism of information in a modern market society. In it, the main criterion for the success of the media and the condition for the survival of most of them is the attention of the public. In order to attract this attention, the media, sometimes without even realizing it, when choosing topics for publications and broadcasts, are usually guided by the following general principles:

1. Priority, importance (real and imaginary) and attractiveness of the topic for citizens. In accordance with this principle, most often media reports relate to such issues as a threat to the peace and security of citizens, terrorism, environmental and other disasters, etc.

2. Originality of the facts. This means that information about extreme events - famines, wars, unusually violent crimes, etc. - dominates the illumination of everyday phenomena, Everyday life. This explains, in particular, the propensity of the media for negative information and sensationalism.

3. Novelty of facts. Attract the attention of the public more capable of messages not yet widely known. This may be the latest data on the results of economic development or the number of unemployed, on a flight to other planets, on new political parties and their leaders, and so on.

4. Political success. According to this principle, messages about the successes of political leaders, parties or entire states get into programs and articles. Particular attention is paid to the winners in elections or in rating polls. The cult of stars in politics, art, sports is a typical media phenomenon in a market society.

5. High social status. The higher the status of the source of information, the more significant the interview or TV show is considered, since their popularity is assumed to be, other things being equal, directly proportional to the social status of the people reporting the information. By virtue of this rule, the easiest access to the media is enjoyed by persons occupying the highest places in the political, military, ecclesiastical or other hierarchies: presidents, military leaders, ministers, etc. The first pages of newspapers and the main radio and television programs are dedicated to them.

The media's adherence to rules focused only on the number of audience and victory in the competitive struggle determines their tendency to superficial coverage of political events in the pursuit of sensationalism and fame. The principles of selection of materials adopted by them are incompatible with deep analytical messages and often prevent the creation of an information picture of the world that is more or less adequate to reality.

The creation of such a picture of the world also largely depends on the ways in which information is disseminated. The media use two main ways of disseminating information - sequential and fragmented. The first method is more often used by the press, consistently and comprehensively covering a particular political problem in articles and other publications. The second method - fragmentary presentation of information - is especially common on television. It creates a number of difficulties for listeners in understanding the essence of this or that event or process.

The fragmentation of information, creating the appearance of its versatility and promptness of submission, prevents non-professionals (the vast majority of citizens) from forming a complete picture of political phenomena or events. It gives communicators additional opportunities to manipulate the audience, focusing their attention on some aspects of the event and silent or obscure others. The fragmentary presentation of information ultimately disorients listeners and either extinguishes their interest in politics and causes political apathy, or forces them to rely on commentators' assessments.

Many researchers consider the fragmentary way of presenting information to be the specifics of the television genre, a consequence of its inherent property, called “visual pressure”. The essence of this property is that, due to its audiovisual capabilities, television is focused on the transmission of mainly visualized, i.e. having a visual image, information. Since scientific and other serious information is usually poorly compatible with the screen image, it is left for print media and radio.

Such a "division of labor" between the media would be quite acceptable and even expedient for a democratic society, if accompanied by an appropriate redistribution of the audience's time in favor of magazines, newspapers and books. However, the general trend of the modern world is the growing influence of television as the most attractive means of obtaining political and other information and the relative weakening of the impact on the population of printed materials and radio broadcasts. For example, in Germany, citizens spend 5.3 times more time watching television than reading newspapers. In addition, television leads other media in terms of the power of persuasive influence and the trust of citizens, since people usually tend to believe more in what they see than in what they hear or read.

The “pressure of visuality” inherent in television is manifested not only in the fragmentary presentation of information in accordance with the possibilities of its screening, but also in the ritualization and personalization of political information. Television usually prefers to transmit information that can be captured by a television camera, i.e. show specific persons, objects, etc. Therefore, diplomatic and other rituals, official meetings, visits, press conferences, etc., which are easily accessible to the telephoto lens, dominate on the screens. Abstract statements that reveal the deepest causes of certain political phenomena cannot be recorded on video and, as a rule, do not get into the programs.

As a result of this presentation of information, politics is excessively personalized, the attention of the audience is concentrated mainly on political leaders, who usually do not even get the opportunity to detail their views and policy goals.

Fragmentation, ritualization and personalization of information lead television to the path of showing the external, superficial side of political phenomena. The essential relationships in this case are not disclosed. The very process of political will-formation and decision-making, which is the core of politics, remains without due attention.

The media have great opportunities to actively influence not only the perception of individual political phenomena and events by citizens, but also their attitude to politics in general. Both the political passivity of the population on any issue and its mass activity are directly related to the position of the media on this issue.

3. Opposite assessments of the role of the media in modern society.

The enormous possibilities for the active influence of the mass media on the political consciousness and behavior of citizens testify to the crucial role of the "fourth estate" in modern society. Some researchers of mass communications even talk about the coming era of "mediacracy" - the power of the media, which not only reflect and interpret reality, but construct it according to their own rules and discretion.

Estimates of the growing influence of the media on politics and society are directly opposite. Some authors see in it the sprouts of a new, higher and more humane civilization, the information society, they see a real movement towards a “heterogeneous, personal, anti-bureaucratic, seeking, thinking, creative state”, capable of resolving the most acute today's conflicts.

Other thinkers, stating the devastating and destructive impact on the personality and culture of the mass media, and especially television, assess the growing role of information power very pessimistically. Thus, the famous Italian film director Federico Fellini believed that “with the help of the hypnotic suggestive power of the spectacle, which comes to people's homes day and night without any interruption, television has destroyed not only cinema, but also the individual's relationship to reality. All life - nature, our friends, literature, women - everything is gradually fading away under the influence of this small screen, which is getting bigger and penetrating everywhere. It has swallowed up everything: reality, ourselves, and our relationship to reality.”

The experience of history shows that the media can serve various political purposes: both to educate people, to develop in them self-esteem, the desire for freedom and social justice, to promote and help competent participation in politics, to enrich the individual, and to spiritually enslave, misinform and intimidate, incite mass hatred, sow mistrust and fear.

Chapter III. Political manipulation and ways to limit it.

1. Political manipulation through the media.

The greatest danger for citizens and democratic government is the use of the media for political manipulation - the covert control of the political consciousness and behavior of people in order to force them to act (or inactive) contrary to their own interests. Manipulation is based on lies and deceit. Moreover, this is not a “white lie”, but selfish actions. Without a proper fight against manipulation, it can become the main function of the media and nullify the democratic principles officially proclaimed by the state.

Requiring greater flexibility in politics, manipulation as a method of social control has a number of advantages for its subjects in comparison with forceful and economic methods of domination. It is carried out unnoticed by the ruled, does not entail direct sacrifices and bloodshed, and does not require large material outlays, which are necessary to bribe or appease numerous political opponents.

In the modern world, the theory and practice of political manipulation have received a fairly deep scientific development and practical application. The general technology of global, nationwide manipulation is usually based on the systematic introduction into the mass consciousness of socio-political myths - illusory ideas that affirm certain values ​​and norms and are perceived primarily on faith, without rational, critical reflection.

Myths form the foundation of the entire illusory picture of the world created by manipulators. Thus, the supporting structures of the communist system of manipulation were myths about private property as the main source of social evil, about the inevitability of the collapse of capitalism and the triumph of communism, about the leading role of the working class and its communist party, about the only true social doctrine - Marxism-Leninism.

2. Methods and limits of manipulation.

To root social myths, the technology of manipulation involves the use of a rich arsenal of specific methods of influencing people's minds. These include not only direct juggling of facts, hushing up objectionable information, spreading lies and slander, but also more subtle, refined ways: half-truth (when, in order to ensure the trust of the audience, specific, insignificant details are objectively and in detail covered and more important facts are hushed up or a general false interpretation of events is given), labeling (when an unseemly definition is given to them without evidence, for example, “imperialist”, “fascist”, “red-brown”, “chauvinism”, etc.) and etc.

There are many methods of linguistic, linguistic manipulation, involving the use of euphemisms to refer to the same phenomena, as well as words that have a different evaluative connotation. So, for example, a person leading an armed struggle for the creation of an independent national state is called a freedom fighter, a separatist, a terrorist, a partisan, a militant, by various media, depending on political preferences.

For each informational genre, along with general manipulation techniques, there are special ones. Television, for example, uses unattractive camera angles or edits filmed footage to create a repulsive feeling in viewers towards objectionable politicians. In order to secretly indoctrinate the masses with certain political ideas, it often organizes noisy entertainment shows, etc.

Modern manipulators skillfully use the laws of mass psychology. Thus, one of the widespread and outwardly harmless manipulative techniques, called the “spiral of silence”, consists in using links to fabricated public opinion polls or other facts to convince citizens that the majority of society supports a political position that is pleasing to the manipulators, in its victory. This forces people who hold different views, for fear of being in socio-psychological isolation or some kind of sanctions, to keep silent about their opinion or change it. Against the background of silence about the position of opponents, the voice of a real or imaginary majority becomes even louder, and this even more forces those who disagree or hesitate to accept the “generally accepted” opinion or to deeply conceal their convictions. As a result, the "spiral of default" twists even more steeply, ensuring the victory of the manipulators.

Manipulation is widely used not only in totalitarian and authoritarian states, where it is often the dominant method of media activity, but also in modern Western democracies, especially in party propaganda and during election campaigns. Today, not a single presidential or parliamentary election campaign in the countries of the West and many other states can do without the use of manipulation and advertising techniques, which, closely intertwined with each other, create in viewers ideas about a certain policy that are very far from reality.

Empirical studies show that the "average" voter usually judges a presidential or parliamentary candidate by the image that television and other mass media create for him. In Western countries, and in recent years in Russia, a whole area of ​​advertising business is successfully developing - image-making, i.e. creating images of politicians that are attractive to voters. Hired for big money, professional image makers and organizers of election campaigns dictate to the candidates not only the form of dress and behavior, but also the content of speeches, which are replete with many tempting promises, usually forgotten immediately after the victory in the elections.

Behind the brilliant advertising packaging skillfully made by the media, it is difficult for the voter to discern the true business and moral qualities of candidates, to determine their political positions. This kind of advertising and manipulative activity turns the choice of citizens from a free conscious decision into a formal act, pre-programmed by specialists in the formation of mass consciousness.

The possibilities of manipulative use of the media are great, but not unlimited. The limits of manipulation of public opinion are determined, first of all, by the already established mass consciousness, stereotypes and views of people. In order to be effective, manipulation must be based on the mentality and existing ideas of the population. Although under the influence of propaganda, these ideas may gradually change.

Significant obstacles to manipulation are people's own experience, as well as communication systems not controlled by the authorities: family, relatives, acquaintances and friends, interaction groups that are formed in the process of production and other activities, etc. However, political manipulation, especially when its initiators have a monopoly on the media, economic and political power, is able to bypass these barriers, since the verification possibilities of individual and group experience in relation to politics are limited and allow for various interpretations.

For example, the failure of the government's economic policy can be explained in different ways: its incompetence or corruption, the heavy legacy of the past regime, the inevitability of difficulties during the reform period, the intrigues of the opposition or hostile states, and so on. The population has the weakest defense mechanisms against manipulation in the field of new issues, in relation to which it has not yet formed an opinion.

3. Media pluralism.

The negative consequences of the activities of the media can be reliably and effectively limited by their social organization. The most important principle of the democratic organization of the mass media is the pluralism of authorities in society and the pluralism of the media themselves. Pluralism of authorities means the division in society of economic, social, actually political (coercive) and spiritual and informational authorities. The fall of the mainstream media under the control of economically and/or politically dominant groups means the end of democracy, or at least a significant distortion of it.

The independence of mass media can be ensured by appropriate forms of their social organization. There are three main forms of modern media organization: private (commercial), state and public law. In the commercial organization that dominates, for example, in the United States, the media are privately owned and financed solely by advertising revenue and private donations. They are characterized by fierce competition for advertising revenue and audience. The most important drawback of the commercial organization of the mass media is their direct dependence on advertisers and owners, as well as the frequent oblivion of public interests and ethical standards in the pursuit of success.

Under a state organization, the media are owned by the state and are directly funded and controlled by the state. The advantage of this form of organization, which prevails, for example, in France, is the independence of the media from big capital, the control of parliament and government. However, public funding of the media can reduce their competitiveness and be used to subjugate them to those in power and bureaucracy. In addition, this is a heavy burden for the state budget.

The social-legal organization of the media seeks to free them from state and private dependence. Under this model, they are financed mainly by a special tax paid by citizens, have the rights legal entity and self-government, although in general they are controlled by public councils, consisting of representatives of the most important public groups and organizations. This model of organization of radio and television prevails in Germany, although there are also private television and radio broadcasting. The press is entirely privately owned.

None of the three methods of public organization of the mass media considered above is universal, devoid of shortcomings. In all likelihood, the best way to guarantee the independence of the media from narrow departmental influences and merging with economic or state power is possible only on the basis of a combination of all three forms, taking into account the characteristics of a particular country.

The effective performance of the mass media of their functions in society is facilitated by their diversity and competitiveness in gaining the attention and trust of the audience. Media pluralism can be ensured both by their diversity, the presence in society of many information agencies, newspapers, radio and television stations, and by the editorial independence of television and radio programs. In addition, the granting of broadcasting time to all political forces, carried out in many countries, in proportion to the number of votes received by them in the elections, serves this purpose.

In the modern world, under the influence of fierce competition, there has been a trend of media concentration that is alarming for democracy. It manifests itself in a sharp reduction in the number of local newspapers, in the formation of powerful national and transnational corporations that control vast information spaces, in the growing dependence of small television and radio stations on information giants. In order to prevent the monopolization of the media, many states pass special laws that limit the ability of large corporations to take over small mass media.

4. Management and control over the media.

The media are managed and controlled by certain individuals or by special bodies. In commercial media, the functions of such control are performed, first of all, by their owners, in state media - by state services, in public and legal media - by the public, political organizations and associations. In all cases, it is assumed that the media operate within the law.

In most countries of the world, there are special bodies of general control over the media, which monitor their compliance with ethical and legal standards.

The democratic control of the mass media by society, of course, has nothing to do with the prior censorship that exists in totalitarian and authoritarian states, and is not a violation of freedom of speech and expression. Informational, political and any other freedom of some people requires restrictions in cases where it violates the freedom and rights of other citizens and entire states.

CONCLUSION.

Today, the media play an important role in the political life of society. With all the technical and ideological possibilities, the media serve various political purposes: educate people, develop their self-esteem, strive for freedom and social justice, promote and help competent participation in politics. Enriching the individual, and spiritually enslaving, they misinform and intimidate, incite mass hatred, sow mistrust and fear. And the future of society will largely depend on what position the media will take. The media, by combining their richest resource potential and creating a single information space, can really contribute to the development of a single political course aimed at consolidating society and forming a national idea, and perhaps even an entire ideology. And they can, on the contrary, through "information wars", numerous "emissions of compromising evidence", "drains" and leaks of information, "custom publications", etc. contribute to the growth of social tension, distrust of people in the institutions of civil society, alienation of society from the state, rooting in the mass consciousness of the stereotype of distrust in the structures of power, including the media themselves. As a result of a clash of various interests, power over the media would not be in the hands of a narrow group of people who put their ambitious personal aspirations above the interests of society.

In Russia, the media are an integral part of the mechanism of the functioning of democracy, as well as its values ​​of democratic ideals. The normative model of modern democracy is built on the foundation of ideas about a person as a rationally thinking and responsibly acting person who consciously and competently participates in political decision-making. In a democratic state based on the adoption of major decisions by a majority of votes, not one person or a privileged minority - the elite, but the masses, a stable majority of the population, should have such qualities. It is impossible to achieve competent political judgments of the majority of citizens without the media: radio, television, the global telecommunications network of information and computing resources (Internet), newspapers and magazines, even a well-educated person will not be able to correctly navigate the complex mosaic of conflicting political processes, make responsible decisions. The media allow him to go beyond the narrow framework of direct individual experience, make the whole world of politics visible. The free establishment and activity of the media is a real manifestation of freedom of speech, without which all other political rights of the individual are practically not realizable.

Freedom of the media should not be divorced from society and the citizens whose interests and opinions they are called upon to express. Otherwise, they turn into an instrument of political influence of their owners and leaders, and all other citizens are deprived of real opportunities for public self-expression, freedom of speech. Due to the high cost of mass media and the absence of the possibility for the vast majority of citizens to create them, the founders of the mass media, as well as their editors and journalists, have a special responsibility for the social consequences of their activities.

The presence of developed, democratically organized media that objectively covers political events is one of the most important guarantees of stability Russian state, the effectiveness of society management.

The failure of the media to fulfill their functions in the political system can fundamentally distort goals and values, disrupt efficiency and undermine vitality, turning democracy into an illusion, a form of hidden, manipulative domination by the ruling strata and classes.

A good example of the activities of the media can be considered for holding events for the election of the President Russian Federation who is elected by the citizens of the Russian Federation on the basis of universal, equal and direct suffrage. Elections are the most important form of political struggle for votes. Political marketing is aimed at solving this problem. This is a set of methods and means by which, competently, purposefully and correctly in form, the real qualities and advantages of a candidate are revealed and demonstrated to various social and national groups of voters.

In modern conditions, the appearance of the media is influenced by various factors. It is important who is their founder (state, political parties, mass movements, individuals); what is their social purpose and what audience they are designed for.

In Russia, the media reflect alternative positions on the problems of socio-political development. Freedom of speech and expression is one of the fundamental rights enshrined in legislation and guaranteed by the state. State structures and politicians are forced to agree that the media needs a certain freedom and independence, otherwise they may lose the trust of the population. But there are also partial restrictions on the activities of the press, regulated by private codes of laws. Thus, the media are an important part of the political system, have a serious impact on the political life of society.

Bibliography

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9. Political science: Political theory, political technologies:. Textbook for university students. – M.: Aspect Press, 2000. – 559 p.

10. Sorochenko V. How we are treated by the media, politicians and advertising 2008.

12. Introduction……………………………………………………………………………………....2

13. Chapter I. Definition and functions of the media

14. 1. Functions of the media. Informing citizens……………………………………………...3

15. 2. Development of means of political communications………………………………….……..5

16. 3. The role of communications in politics……………………………………………………….....6

17. 4The place and role of the media in politics……………………………………………………………...7

18. Chapter II. The main channels and features of the political influence of the media .

19. 1. Rational and emotional impact of the media…………………………………...12

20. 2. Rules for the selection of materials and ways of disseminating information……………..12

21. 3. The opposite of assessments of the role of the media in modern society…………………..15

22. Chapter III. Political manipulation and ways to limit it.

23. 1. Political manipulation through the media………………………………....17

24. 2. Methods and limits of manipulation…………………………………………………….17

25. 3. Media pluralism. 19

26. 4. Management and control of the media.21

27. CONCLUSION .22

28. List of used literature 24

Ministry of General and Vocational Education

South Ural State University

Faculty: Economics and Law.

On the subject "Political Science"

Topic: The role of the media in political life.

Completed:

Supervisor:

Chelyabinsk 2002.

1. Essence and main activities of the media as an integral part of the political system of society.
2. Place and role of mass media in the political life of our society.

1. To clarify the essence of the media, it is necessary to clarify what is meant by the media.

Mass media means newspapers, magazines, television and radio programs, documentary films, and other periodical forms of public dissemination of mass information.

The mass media (media) is an integral part of the political system of society. What society is, such is the system of mass media. At the same time, the media have a serious impact on society, its condition and development. They can help progress or hinder it.

The media express the interests of society, various social groups, individuals. Their activities have important socio-political consequences, since the nature of the information addressed to the audience determines its attitude to reality and the direction of social actions. Therefore, according to the general recognition of political scientists, the media do not just inform, report news, but also promote certain ideas, views, teachings, political programs, and thereby participate in social management. Through the formation of public opinion, the development of certain social attitudes, the formation of beliefs, the media push a person to certain actions and actions.

In a democratic, rule-of-law state, every citizen has the right, secured by law, to know about everything that happens within the country and in the world. As rightly emphasized in many studies and follows from a diverse and rich practice, without glasnost there is no democracy, without democracy there is no glasnost. In turn, glasnost and democracy are inconceivable without a free, independent press. The media in this case are the same components of a democratic system as the parliament, executive authorities, and an independent court. In this regard, the media is also called the fourth power.
This figurative expression not only speaks of them as power, but also points to a peculiar, specific, unlike the power of the legislative, executive and judicial nature of this power. What is this uniqueness?
First of all, it is an invisible power. It does not have any legislative, executive, law enforcement or other social bodies. The media cannot order, oblige, punish, hold accountable. Their only weapon is a word, a sound, an image that carries certain information, i.e. communication, judgment, assessment, approval or condemnation of phenomena, events, actions, behavior of individuals, groups of people, parties, public organizations, governments, etc. The press renders an invaluable service to a free society, being a mirror in which, looking into it, it recognizes itself better. The absence of such
"mirror" leads to rebirth and degeneration. History testifies that all the leaders of totalitarian regimes, unwilling to peer into their true reflection, ended badly.

The media in a democratic society should be, figuratively speaking, a dialectically opposite pole of power, and not just a propaganda tool.
It is far from easy to follow this principle. Not only journalists, but society itself should get used to it. And this, as experience shows, is a difficult and painful process. It suffices to recall such frequent complaints from those in power about the "unbelted press", about the fact that it whips up, distorts, sows enmity, and so on. The specific properties of journalism as an activity and the media as an institution predetermine the need for a special status for journalism and
Mass media within the political process and its separate directions. It is also obvious that the effectiveness of the actions of an individual journalist, editorial team in the political process is associated not only with the creative performance of the function of "handy", but also with participation as a subject of political activity.

The media in any society play an important informational role, i. become a kind of intermediary between the journalist and the audience. Moreover, in the process of functioning of the media, two-way communication is carried out between the communicator and the recipient. In other words, communication is carried out - a kind of communication, but not personal, as in everyday practice, but with the help of mass forms of communication. There is a technical communication channel between the journalist-communicator and the audience-recipient, through which the media must satisfy the information needs of society. A person has the right to the truth, and this right is provided along with science, art, scientific information by the press, television and radio, and various information services.
The latter provide society with operational information. They should tell the person today about what happened yesterday and today. The lack of reliable information gives rise to rumors, myths, and in moments of crisis - fear, panic, confusion.

With great rights and opportunities, media workers are responsible to society, and the abuse of freedom of speech is punishable by law in all countries of the world. Not allowed to use
Mass media to disclose information constituting a state or other secret specially protected by law, call for the violent overthrow or change of the existing state and social system, propaganda of war, violence and cruelty, racial, national, religious exclusivity or intolerance, distribution of pornography, in order to commit other criminal punishable acts. It is also prohibited and prosecuted in accordance with the law to use the media to interfere in the privacy of citizens, infringe on their honor and dignity.

While carrying out the program of activities of the media, a journalist has the right to receive information from any source, but at the same time they are obliged to check the accuracy of the information provided, to refuse the assignment given to them if it is associated with a violation of the law, to respect the rights and legitimate interests of citizens and organizations. For certain violations, a journalist can be brought to criminal and other liability.

The press and other media are called upon to educate the political culture of all members of society. The latter presupposes truthfulness, honesty, credulity, preference for the universal over the caste, class.
A high political culture is conscientiousness in presenting the point of view of a political opponent, the inadmissibility of the rally methods of sticking labels that are still so widespread, replacing convincing arguments with purely emotional methods of dispute and accusations.

The media also express and form public opinion, which is usually considered as the collective judgments of people, a manifestation of everyday or mass consciousness. It arises on the basis of ordinary consciousness and, accordingly to the latter, evaluates various facts and phenomena of life - only emerging, relevant at the moment, not yet established, not yet found their place in theoretical knowledge. Public opinion is formed in the process of information movement in society, reflects the social life and social practice of people and acts as a regulator of their activities. It is created under the influence of all forms of social consciousness: ordinary (including social psychology), empirical knowledge, even prejudices and scientific and theoretical (including political views, art), as well as all sources of mass media. Thus, the structure of public opinion is complex and diverse. But the process of its formation is no less complicated. The fact is that ideas, penetrating into the consciousness of the masses, interact with feelings, emotions, moods, traditions, and the will of people. Being a state of public consciousness, public opinion acts as an intermediary between the consciousness and practical activity of people. Without replacing any of the forms of public consciousness, without relying on organized force, as the law does, without defining goals, as the program does, public opinion, at the same time, with the help of specific means, by approving or condemning, admiring or contempt, emphasizing interests, rational and emotional assessment of people and their actions contributes to the transformation of certain ideas into concrete activities.

So, expressing and shaping public opinion, the media, on the one hand, accumulate the experience and will of millions, on the other hand, they influence not only the consciousness, but also the actions, collective actions of people. The totalitarian regime does not take into account public opinion. In a democratic society, the management of social processes is unthinkable without studying and influencing precisely public opinion, in which the media play an enormous role. Possession, skillful use of them - the key to the successful exercise of power, democratic forms of management of social processes.

The media perform their political, managerial role in the political system of society also by discussing, supporting, criticizing and condemning various political programs, platforms, ideas and proposals of individuals, public formations, political parties, factions, etc. For example, the process of renewal, the democratization of our society, has extremely activated the media. Hundreds, thousands of documents, statements, political platforms, draft programs, laws have become the subject of a nationwide, interested, heated discussion in the press, on radio, and television.
The press has become an accumulator of human, political experience in a constantly politicized society.

What are the main activities of the media?

1. Satisfying the information interests of society;

2.ensuring publicity;

3. study and formation of public opinion;

4. organization of discussions, discussions on important problems of society;

5. support or criticism of the programs and activities of the state, parties, public organizations and movements, individual leaders;

6. education of political culture, morality and other qualities of citizens.

At the present stage of scientific and technological progress, there is a leap in the media, as a result of which a new information situation has been created in the world. Thanks to the development of modern means of communication, the development of international contacts, today no one can have a monopoly on information. The "Universal Declaration of Human Rights" and other international agreements guarantee the unhindered dissemination of information, which objectively leads to the rapprochement of all peoples of the world.

Under these conditions, the relationship between politics and journalism has changed radically. Instead of the unconditional and strict subordination of the media to politics, administrative and bureaucratic control over their activities, new conditions are being created that are characteristic of a democratic society for the functioning of the press, television, radio, which are based on universal values ​​- honesty, truthfulness, respect for various positions, a guarantee of freedom of speech and conscience. .

As a result of the change in the information situation, today the world, in the words of the Canadian scientist M. McLuhan, looks like a big village where everything is known.
The events that took place in the most remote point of the planet, as a rule, become the property of people in all civilized countries on the same day.
Television, satellite communications overcome distances and borders. The active attempts of the leaders of the countries of totalitarian regimes to hide information, to interfere with the exchange of information, rather resembles a quixotic war with windmills.

What data is currently characterizing the development of the media in the world, what are the main trends in this development? Over eight thousand reputable daily newspapers are published in the world, the total circulation of which rises to half a billion copies, and over 20 thousand radio stations operate. Television operates in 133 countries of the world. According to the standards established by UNESCO, for a civilized country the minimum number of sources of information per thousand people of the population should be one hundred copies of newspapers, one hundred radio receivers, one hundred television sets.

25 countries of Europe, 4 countries of Northern and South America, in Asia - Japan. It should be noted that, at the same time, in the newly-liberated countries of Asia, Africa, and Latin America, the saturation of the media is extremely low. For example, 9 countries of the American continent do not have their own newspapers at all, and most countries of the African continent do not have a national media system.

Thus, the media are an important part of the political system of modern society. Their essence, character and functions are largely determined by the socio-political structure of society. In a totalitarian society, the press, radio, and television serve organic part administrative command system, are in strict submission to the ruling elite, the party bureaucracy, as a result of which their activities are not limited to informing the population about what is happening in the world, the search for truth, but to promoting ready-made ideas, dogmas, attitudes thrown from above, helping to organize the implementation not always reasonable plans, initiatives, etc.

In a democratic, rule-of-law state, the media satisfy the information interests of society, exercise invisible control over the activities of legislative, executive, judicial bodies, public organizations and movements, and politicians. Forming and expressing public opinion, the aspirations and moods of people, their certain groups, the press and other media are, figuratively speaking, a kind of "fourth power", the power of a public judge, people's guardian of order and justice.

2. In order to understand and evaluate the new role and system of the media in the political life and political system of our society, let us turn to the history of the creation and development of the press and other media in the post-October period.
In a totalitarian state, on the one hand, the media become a victim of the totalitarian regime, losing all the positive qualities of a free platform, a means of informing the population, on the other hand, they are a means of a totalitarian regime. Intensive use of the media, according to many researchers, is the most important feature of this regime. The Stalinist model of socialism was impossible not only without an extensive repressive apparatus, brought to the point of absurdity of centralism, violence against man, his rights and nature, but also without lies. To call black - white, slavery - the highest freedom, despot and tyrant - the father of all times and peoples became the rule during the period of Stalinism. In a sense, the total lie was even more terrible than the total terror, because the latter was masked by it, creating the appearance of well-being, misleading even insightful thinkers and writers of the world regarding what was happening in our country. As we know from history, in the Decree on the Press, signed by V.I. machine guns. According to this Decree, those press organs that call for open resistance to the new government, sow confusion by slanderous distortion of facts, and call for offensive actions were subject to closure. It was emphasized that this provision was of a temporary nature and would be abolished as soon as normal conditions of social life would come. In a gradual process of consolidation
The mass media played a role in the wrongly interpreted idea of ​​V.I.
1905. In those specific conditions, when the party, which was still weak, was only emerging from the underground, when Lenin believed that the press should become part of the general party cause.

Unfortunately, the rigid binding and subordination of party journalism and journalism to the interests of the general party cause were later interpreted as blind subordination and unquestioning obedience not only to the media, but also to all literature, all art, to the party administrative apparatus. The definition of a newspaper as a collective propagandist and organizer, expressed by V.I. Lenin back in 1901, was also galvanized. It was about the illegal newspaper "Iskra" as a tool capable of creating a political party in underground conditions, which in time could seize power. The main purpose of the press was ignored - to inform about everything that happens in the world. The press was seen as a tool for creating a party and taking power. She remained that way for more than
70 years old. Its workers have become "party henchmen", obedient executors of the instructions of the party leaders. The press was not supposed to report everything. The list of prohibitions was, as we know today, entire volumes.
But she was allowed to propagandize, agitate, organize sowing, winterization, competition, advanced methods of steel smelting, etc.
The results are known.

By the end of the 1920s, totalitarian journalism was created in our country.
A short-term thaw at the turn of the 1950s and 1960s brought many changes to the media system. Newspapers, magazines, television and radio broadcasting have become livelier, more diverse, interest and hope for their work has grown stronger. But the deep essence of journalism as part of the totalitarian system has not changed. It was a product and continuation of the system itself, with its excessive centralization, uncomplaining submission to the center, command methods of leadership, suppression of dissent and initiative, dogmatism and servility.
The one-party system, rigid planning in the economy, the lack of material interest in quality work, the canonization of a single ideology with its myths and stereotypes, isolation from reality, the search for an enemy, sticking political labels - all this had a decisive impact on the work of the media.

The mass media of the times of the cult of personality and the subsequent period are characterized by political intolerance, propaganda of unanimity, isolation from life, attempts to string everyone and everything with the "only correct" doctrine, lies and half-truths, dogmatism of thinking, commanding tone, lack of criticism of the foundations of social vices and, together with themes - the absence of real discussions, clash of opinions, constant delay in informing the population, incompleteness and distortion of information, suppression of positive phenomena that took place in life abroad.

But even in these difficult conditions, bold, principled statements began to appear on the pages of newspapers and magazines, on television and radio, exciting public thought. Literature, the media prepared society for change.
Some publicists championed new ideas. Since the mid-80s, the word "glasnost" has appeared.

Publicity is the right to know about everything that happens in the country and in the world, it is the right to receive the truth and the right to speak the truth without fear of consequences.
It must also be understood as the right to one's own opinion, dissent, as a guarantee of social progress.

True, glasnost, like political pluralism long time, and even today they are still trying to somehow dose and limit.

The question inevitably arises: who is the arbiter, who will determine which thoughts are for the benefit of the country, for the benefit of the people, and which are not? After all, we have accumulated a vast experience of restrictions and prohibitions carried out by the same administrative-bureaucratic apparatus, precisely on behalf of the people for the sake of the purity of ideas and principles. There are people who are ready to exercise control over glasnost in practice. Some conservative thinkers believe that liberal illusions about absolute publicity are groundless.

Yes, there really should be a framework for publicity, and as such there are: objectivity, truth, reliability, evidence of information based on honesty, decency, responsibility before the law of a journalist, the author of a particular speech, a guaranteed right to refute false information.

Today, not only state institutions, various parties and public organizations, cooperative, religious, creative organizations, but also individuals have received the right to publish newspapers and magazines in the country.

Despite the lack of proper political culture and proper professionalism, the media have intensified political life, becoming an accumulator of new ideas and views, subverting myths and dogmas, outdated ideas.
The great merit belongs to the press in the national revival of Russia, in the awakening of the historical memory of the people, the elimination of "blank spots" in history, the condemnation of the harsh dictatorship, the return to the spirituality of the people, their traditions.

A fundamentally new structure of the mass media is being formed, the so-called informal, semi-legal publications of various political trends have actually been legalized. Their publishers, editors have the right to officially register their newspapers, magazines, bulletins.

The most important feature of the state of the media is their active participation in the national revival, which means not only a sharp increase in materials on these topics on the pages of newspapers and magazines, in television and radio programs, heated debates on issues of national history, politics, interethnic relations, problems of sovereignty, etc. .d., but also the acquisition of sovereignty by the media, independence from the center.

A number of republics have already adopted their own laws on mass media.
Independent national unions of journalists have been created. Under the new conditions, the relationship between the political system, the political life of society and journalism is becoming more complicated. If under the totalitarian regime these were reduced to the unconditional subordination of journalism to politics according to the formula "Journalism is a type of political activity; journalists are a continuation of the party apparatus, henchmen of the party", etc., today the relationship of subordination and subordination is combined with business partnership, cooperation and constant interaction. However, it still often happens that the authors, not embarrassed by offensive expressions, look for and paint the image of the enemy, and the controversy turns into open abuse. Yes, a democratic society is unthinkable without a political struggle, but it is also unacceptable to intimidate the people with one's political opponent, dig into his biography, and search for compromising evidence so familiar from the past. The renewal of society, the cleansing of thought from hardened schemes, the manifestation of benevolence and humanity, honesty and decency is a long, complex process, and the role of the media in it is very significant.
Particular mention should be made of the participation of the media in the formation and implementation of state foreign policy. The policy of confrontation is becoming a thing of the past, international contacts of people have intensified. In connection with this, the very essence and tone of media coverage of relations between countries and peoples has changed:
1.Information has become more objective and reliable. Numerous press materials about "decaying" capitalism have given way to serious publications analyzing the real state of life abroad; - the fading of the Cold War, which lasted for decades, changed the very approach to the coverage of international problems. Confrontation gave way to a search for common ground;
2. A lot of materials have appeared in the media that carry the positive experience of foreign firms, enterprises, and medical care organizations. The media literally opened the eyes of many to the world, previously invisible, hidden from our man by a fog of curses and perversions. Thanks to television, in particular the organization of teleconferences, as well as the publications of foreign authors, the myths created over the years about a hated system that ruthlessly exploits poor working people have been dispelled in our press. And, on the contrary, abroad they got the opportunity to make sure that the Russians have nothing in common with those monsters that their mass propaganda portrayed us.
Thus, in the process of renewal of our society, changes in the political system, the place and role of the media fundamentally change. From being unconditionally subordinate to the party-bureaucratic apparatus, they have become an active and influential component of our political system, a public judge, a people's guardian of public order and justice, and an integral element of the emerging constitutional state.

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To clarify the essence of the mass media, it is necessary to clarify what is meant by the mass media.

Mass media means newspapers, magazines, television and radio programs, documentary films, and other periodical forms of public dissemination of mass information.

The mass media (media) is an integral part of the political system of society. What society is, such is the system of mass media. At the same time, the media have a serious impact on society, its condition and development. They can help progress or hinder it.

The impact of the media on public opinion has been called "manipulation of consciousness." This phenomenon is very common in the West, in Russia, in the developed countries of Asia. To achieve the greatest success, manipulation should remain invisible. The success of manipulation is guaranteed when the person being manipulated believes that everything that happens is natural and inevitable. In other words, manipulation requires a false reality in which its presence will not be felt. It is worth noting that television is especially good at this. Firstly, due to its greater prevalence than other media, and secondly, due to qualitatively different possibilities. A person still trusts his eyes more than his ears. Thus, it is important that people believe in the neutrality of the main social institutions. They must believe that the government, the media, the education system and science are beyond conflicting social interests, which means that they can resolve the situation and protect the interests of citizens. The government, especially the federal government, is central to the myth of neutrality. The myth presupposes the honesty and impartiality of the government in general and its constituent parts: parliament, the judiciary, and the presidency. And such manifestations from time to time as corruption, deceit and fraud are usually attributed to human weaknesses, the institutions themselves are above suspicion. The fundamental strength of the whole system is provided by the carefully thought-out work of its constituent parts. It is believed that the media should also be neutral. First of all, in order to give publicity to the existing reality. Some deviations from impartiality in the reporting of news are acknowledged, but the press assures us that these are nothing more than mistakes made by individuals, which cannot be considered faults of generally reliable institutions for the dissemination of information.

It is worth noting that the main role of the manipulation of consciousness is not only in the control of public opinion, but also in its integration into society, primarily in order to direct the public consciousness in the right direction and give an orientation to certain expected reactions to certain events. An integrated opinion should be perceived as one's own - this is the main idea, it should be real, not imposed, namely, that arose in a person naturally by analyzing the information received. Some might say it's a scam. Note that it is not always necessary to perceive the manipulation of public opinion as a negative factor. Today, this is part of the policy pursued by the state, aimed primarily at ensuring the integrity of the state and the success of reforms carried out if necessary. Society must be prepared for any shock. Therefore, the media in this case are indispensable assistants and powerful levers of control - the main thing is to be able to dispose of them.

The media express the interests of society, various social groups, and individuals. Their activities have important socio-political consequences, since the nature of the information addressed to the audience determines its attitude to reality and the direction of social actions. Therefore, according to the general recognition of political scientists, the media do not just inform, report news, but also promote certain ideas, views, teachings, political programs. Without the activity of the media, it is impossible to change the political consciousness, value orientations and goals of the general population. Thus, the media participate in social management by forming public opinion, developing certain social attitudes, and forming beliefs.

In a democratic, rule-of-law state, every citizen has the right, secured by law, to know about everything that happens within the country and in the world. As rightly emphasized in many studies and follows from a diverse and rich practice, without glasnost there is no democracy, without democracy there is no glasnost. In turn, glasnost and democracy are inconceivable without a free, independent press. The media in this case are the same components of a democratic system as the parliament, executive authorities, and an independent court. In this regard, the media is also called the fourth power. This figurative expression not only speaks of them as power, but also points to a peculiar, specific, unlike the power of the legislative, executive and judicial nature of this power. What is this uniqueness? First of all, that it is an invisible power. It does not have any legislative, executive, law enforcement or other social bodies. The media cannot order, oblige, punish, hold accountable. Their only weapon is a word, a sound, an image that carries certain information, i.e. communication, judgment, assessment, approval or condemnation of phenomena, events, actions, behavior of individuals, groups of people, parties, public organizations, governments, etc. The press renders an invaluable service to a free society, being a mirror in which, looking into it, it recognizes itself better. The absence of such a "mirror" leads to rebirth and degeneration.

The media in a democratic society should be, figuratively speaking, a dialectically opposite pole of power, and not just a propaganda tool. The media in any society play an important informational role, i. become a kind of intermediary between the journalist and the audience. Moreover, in the process of functioning of the media, two-way communication is carried out between the communicator and the recipient. In other words, communication is carried out - a kind of communication, but not personal, as in everyday practice, but with the help of mass forms of communication. There is a technical communication channel between the journalist-communicator and the audience-recipient, through which the media must satisfy the information needs of society. A person has the right to the truth, and this right is provided along with science, art, scientific information by the press, television and radio, and various information services.

The press and other media are called upon to educate the political culture of all members of society. The latter presupposes truthfulness, honesty, credulity, preference for the universal over the caste, class. A high political culture is conscientiousness in presenting the point of view of a political opponent, the inadmissibility of the rally methods of sticking labels that are still so widespread, replacing convincing arguments with purely emotional methods of dispute and accusations. The media perform their political, managerial role in the political system of society also by discussing, supporting, criticizing and condemning various political programs, platforms, ideas and proposals of individuals, public formations, political parties, factions, etc. For example, the process of renewal, the democratization of our society, has greatly intensified the media. Hundreds, thousands of documents, statements, political platforms, draft programs, laws have become the subject of a nationwide, interested, heated discussion in the press, on radio, and television. The press has become an accumulator of human, political experience in a constantly politicized society. The media have activated political life, becoming an accumulator of new ideas and views, subverting myths and dogmas, outdated ideas.

The most important feature of the state of the media is their active participation in the national revival, which means not only a sharp increase in materials on these topics on the pages of newspapers and magazines, in television and radio programs, heated debates on issues of national history, politics, interethnic relations, problems of sovereignty, etc. .d., but also the acquisition of sovereignty by the media, independence from the center.

The mass media is a complex institution that consists of many organs and elements designed to inform the population about the events and phenomena taking place in each particular country and around the world.

The media is sometimes referred to as the "fourth power", meaning the other three - legislative, executive and judicial. Their political role is due, first of all, to the fact that they are a fairly independent enterprise for the production of political information, form public opinion, influence all political processes, and contribute to the political education of the general population.

In modern conditions, the appearance of the media is influenced by various factors. It is important who is the founder, what is their social purpose and what audience they are designed for. Specificity is determined by professional orientation, age characteristics, the nature of people's spiritual needs. The peculiarity of their position in the political system of society is due to the fact that they are organs of state institutions, mass public organizations, political parties.

Developing political ideas in relation to a wide range of vital interests of people, they ensure the consistency and completeness of the process of socio-political management, participate in the development and adoption of legislative, state-administrative decisions.

In various political systems, power structures have always carefully selected information. The submission of decisions to political authorities is controlled by the latter by direct and indirect methods, which helps to strengthen legitimacy. Therefore, the information "from above", as a rule, contains a number of distortions. This makes it necessary to diversify the sources and channels of information. There is also a flow of information "from below", through informal channels, which carries data on the opinion of the masses on certain issues. In the media, information "from above" and "from below" exists holistically. Quite often, political needs are expressed in the form of public mood or certain psychological states. This circumstance is taken into account by the mass media, they strengthen public opinion or, conversely, weaken it.

The government seeks to control the media by any means. The one who controls the information can not only decisively influence the collective consciousness, but is able to a certain extent to direct the behavior of the masses. In democratic systems, the media operate quite autonomously, so important information is widely disseminated in society, often it is sharply opposed to the current political forces. There are known facts when articles in newspapers led to political scandals and even crises, to the bloodless resignations of political leaders.

In a totalitarian society, the media act as a means of control over all social activities, including social groups and individuals.

The relations of the media with the state and government, political leaders and parties are ambiguous and contradictory. They play a significant role in limiting the power and specific political actions of the ruling circles, in exposing violations of the law, in protecting citizens from the arbitrariness of the state. State structures, political leaders are forced to agree that the media needs a certain freedom and independence, otherwise they may lose the trust of the population. The media, for their part, tend to identify their prestige as transmitters of information from the government to the public with the prestige of government power and authority.

At present, the media have become a profitable business sector, they have gained relative freedom from control by the state, the largest corporations. However, both the government and business still have ample opportunities to influence and put pressure on the media (for example, by refusing to place advertisements).

Thus, the media are an important part of the political system, having a significant impact on the development of the political life of society.

It is worth noting that authoritarian states are characterized by the existence of censorship over all the media, which are allowed to criticize certain shortcomings of state policy, but in general, loyalty to the ruling system remains. In democratic countries, the media are completely free from censorship and can not only criticize the authorities on legitimate grounds, but also existing form government, without calling for its violent overthrow, which is prohibited by law in a democracy.