Медиатранзит актуальных социальных проблем: роль pr-сопровождения в их позиционировании и решении
Аннотация
Актуальные социальные проблемы могут быть успешно решены только при условии изменения поведения людей, чего невозможно добиться без их широкого общественного обсуждения в медиапространстве. В СМИ социальные проблемы вынуждены конкурировать за внимание аудитории. PR-сопровождение актуальных социальных проблем позволяет значительно увеличить эффективность их медиатранзита. В предлагаемой статье на материале медиаосвещения трех актуальных социальных проблем анализируется значение их PR-сопровождения.
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Литература
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zhurnalistskiye praktiki, strategii razvitiya [=Humanitarian agenda of Russian mass media: theoretical
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Khrestomatiya [=Contexts of Modernity II: Actual Problems of Society and Culture in Western Social
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17. Chausov, Y. U. (2017) Grazhdanskoye obshchestvo: ot krizisa k razvitiyu v izmenivshikhsya
usloviyakh [=Civil society: from crisis to development in changed conditions], in: Belorusskiy
yezhegodnik 2017: Sbornik obzornyy i analiticheskikh materialov po razvitiyu situatsii v Respublike
Belarus' v 2016 godu [=Belarusian Yearbook 2017: Collection of overview and analytical materials on
the development of the situation in the Republic of Belarus in 2016], Vil'nyus, pp. 123–132 (In Russ.).
18. Chernykh, A. I. (2008) Sotsiologiya massovykh kommunikatsiy [=Sociology of Mass
Communications], Gos.un-t Vysshaya shkola ekonomiki, Moscow, 451 p. (In Russ.).
19. Shtompka, P. (1996) Sotsiologiya sotsial'nykh izmeneniy [=Sociology of Social Change], Moscow,
416 p. (In Russ.).
po rezul'tatam issledovaniya (2016) [=Advocacy in the Republic of Belarus: experience of civil society
organizations: Report on the results of the research], Minsk, 114 p. (In Russ.).
2. Berger, P. (1995) Sotsial'noye konstruirovaniye real'nosti. Traktat po sotsiologii znaniya [=Social
construction of reality. A Treatise on the Sociology of Knowledge], Moscow, 323 p. (In Russ.).
3. Dzyaloshinskiy, I. M. (2015) Ot informatsionnogo soprovozhdeniya k informatsionnomu
partnerstvu [=From information support to information partnership], in: Voprosy teorii i praktiki
zhurnalistiki [=Problems of theory and practice of journalism], Vol. 4, No. 4, pp. 349–365. (In Russ.).
4. Yegorov, A. (2014) Konstruktivizm SMI i obshchestvennaya znachimost': kak belorusskiye media
sozdayut smysly? [=Constructivism of the media and public significance: how do Belarusian media
create meanings?], Minsk, 16 p. (In Russ.).
5. Yegorov, A. (2018) Okruzhayushchaya sreda v zerkale mass-media. Praktika belorusskikh
SMI po otrazheniyu voprosov okruzhayushchey sredy i deyatel'nosti ekologicheskikh organizatsiy
[=The Environment in the Mirror of the Mass Media. Practice of the Belarusian mass media on the
236
reflection of environmental issues and the activities of environmental organizations], in: YevroBelarus
[=EuroBelarus], available at: http://cet.eurobelarus.info/files/userfiles/5/CET/2014_Ecology_Media_
RU.pdf, accessed 22.03.2018. (In Russ.).
6. Yelsukova, N. A. (2010) Konstruirovaniye sotsial'noy problemy v pechatnykh SMI [=Designing a
social problem in print media], in: Sotsiologiya [=Sociology], No. 1, pp. 119–125. (In Russ.).
7. Klyagin, S. N. (2004) Igra v «klassiki»: metodologiya PR-kommunikatsii i dinamika nauchnykh
paradigm [=The game in the "classics": the methodology of PR communication and the dynamics of
scientific paradigms], in: Aktual'nyye problemy teorii kommunikatsii: Sb. nauchnykh trudov [=Actual
problems of communication theory: Sat. scientific works], St. Petersburg, pp. 20–34. (In Russ.).
8. Kozhemyakin, Ye. A. (2014) Sovremennyye mediadiskursy: spetsifika i problemy kogerentnosti
[=Modern Media Discourses: Specificity and Problems of Coherence], in: Diskurs sovremennykh massmedia v perspektive teorii, sotsial'noy praktiki i obrazovaniya [=Discourse of Modern Mass Media in
the Perspective of Theory, Social Practice and Education], Belgorod, pp. 57–62. (In Russ.).
9. Kuzheleva-Sagan, I. P. (2011) Nauchnoye znaniye o svyazyakh s obshchestvennost'yu (PR):
Filosofskiy analiz [=Scientific knowledge of public relations (PR): Philosophical analysis], Moscow,
464 p. (In Russ.).
10. Markina, V. M. (2017) Konstruirovaniye «drugikh» v mass-media: teoreticheskiye podkhody i
metodologiya analiza [=The construction of “other” in the mass media: theoretical approaches and
methodology of analysis], Moscow, 183 p. (In Russ.).
11. Organizatsii grazhdanskogo obshchestva Belarusi: 8 tendentsiy 2016 goda (2016) [=Civil
society organizations in Belarus: 8 tendencies in 2016], in: AKT: Mezhdunarodnoye prosvetitel'skoye
obshchestvennoye ob"yedineniye Ofitsial'nyy sayt [=ACT: International public education association
Official website], available at: http://www.actngo.info/article/organizacii-grazhdanskogo-obshchestvabelarusi-8-tendenciy-2016-goda, accessed at 22.03.2018. (In Russ.).
12. Ryabova, N. (2017) Issledovatel'skiye i analiticheskiye tsentry [=Research and Analytical
Centers], in: Belorusskiy yezhegodnik 2017: Sbornik obzornyy i analiticheskikh materialov po razvitiyu
situatsii v Respublike Belarus' v 2016 godu [=Belarusian Yearbook 2017: Collection of overview and
analytical materials on the development of the situation in the Republic of Belarus in 2016], Vil'nyus,
pp. 226–236. (In Russ.).
13. Sidorskaya, I. V. (2017) Institut pablik rileyshnz v razvitii sotsiodinamicheskikh protsessov v
Respublike Belarus' [=Public Relations Institute in the Development of Sociodynamic Processes in the
Republic of Belarus], Minsk, 199 p. (In Russ.).
14. Frolova, T. I. (2015) Gumanitarnaya povestka rossiyskikh SMI: teoreticheskaya model',
zhurnalistskiye praktiki, strategii razvitiya [=Humanitarian agenda of Russian mass media: theoretical
model, journalistic practices, development strategies], Moscow, 439 p. (In Russ.).
15. Frolova, T. I. (2015) Problema sotsial'noy identichnosti v informatsionnom pole: ot diskursa
travmy k diskursu uspekha? [=The problem of social identity in the information field: from the discourse
of trauma to the discourse of success?], in: Vek informatsii. Media v sovremennom mire. Peterburgskiye
chteniya: mater. 55-go mezhdunar. foruma (21–22 aprelya 2016 g.) [=Information age. Media in
the modern world. Petersburg readings: Mater. 55th International. forum (April 21–22, 2016)], St.
Petersburg, pp. 39–42 (In Russ.).
16. Fuller, R. (2001) Stadii sotsial'noy problem [=Stages of social problems], in: Konteksty
sovremennosti II: Aktual'nyye problemy obshchestva i kul'tury v zapadnoy sotsial'noy teorii:
Khrestomatiya [=Contexts of Modernity II: Actual Problems of Society and Culture in Western Social
Theory: Anthology], Kazan', pp. 138–141 (In Russ.).
17. Chausov, Y. U. (2017) Grazhdanskoye obshchestvo: ot krizisa k razvitiyu v izmenivshikhsya
usloviyakh [=Civil society: from crisis to development in changed conditions], in: Belorusskiy
yezhegodnik 2017: Sbornik obzornyy i analiticheskikh materialov po razvitiyu situatsii v Respublike
Belarus' v 2016 godu [=Belarusian Yearbook 2017: Collection of overview and analytical materials on
the development of the situation in the Republic of Belarus in 2016], Vil'nyus, pp. 123–132 (In Russ.).
18. Chernykh, A. I. (2008) Sotsiologiya massovykh kommunikatsiy [=Sociology of Mass
Communications], Gos.un-t Vysshaya shkola ekonomiki, Moscow, 451 p. (In Russ.).
19. Shtompka, P. (1996) Sotsiologiya sotsial'nykh izmeneniy [=Sociology of Social Change], Moscow,
416 p. (In Russ.).
Опубликована
2018-05-26
Как цитировать
СИДОРСКАЯ, Ирина Владимировна.
Медиатранзит актуальных социальных проблем: роль pr-сопровождения в их позиционировании и решении.
Знак: проблемное поле медиаобразования, [S.l.], n. 2 (28), p. 228–237, may 2018.
ISSN 2949-3641.
Доступно на: <https://journals.csu.ru/index.php/znak/article/view/259>. Дата доступа: 08 sep. 2024
Раздел
КОММУНИКАТИВНЫЕ ИССЛЕДОВАНИЯ: РЕКЛАМА, PR, БРЕНДИНГ, МЕДИА
Ключевые слова
актуальные социальные проблемы, медиатранзит, медиакарьера, связи с общественностью (паблик рилейшнз, PR), PR-сопровождение.
