Mass information means printed, audio, audiovisual and other messages and materials intended for an unlimited number of people;
mass media means a periodical printed publication, radio, television, video program, newsreel program, other form of periodic dissemination of mass information;
SYSTEM (from the Greek sysntema - a whole made up of parts; connection), a set of elements that are in relationships and connections with each other, forming a certain integrity, unity.
The media are divided into visual (periodicals), auditory (radio), audiovisual (television, documentaries). Despite all the differences between them, the media are united into a single system of mass communication due to the commonality of function and the special structure of the communication process.
Among the functions of the media are the following:
Information (reports on the state of affairs, various facts and events);
Commentary-evaluative (often the presentation of facts is accompanied by commentary on them, their analysis and evaluation);
Cognitive and educational (advanced diverse cultural, historical, scientific information, the media contribute to replenishing the fund of knowledge of their readers, listeners, and viewers);
Function of influence (it is no coincidence that the media are called the fourth power; their influence on the views and behavior of people is quite obvious, especially during periods of so-called inversion changes in society or during mass socio-political actions, for example during general elections of the head of state);
Hedonic (we are talking here not just about entertaining information, but also about the fact that any information is perceived with a great positive effect when the very method of its transmission causes a feeling of pleasure and meets the ethical needs of the addressee).
The variety of publications and programs that make up the mass media system was the result of the emergence and transformation of different types of newspapers, weeklies, magazines, radio and television channels in the totality of their constituent programs. The basis for differentiation was the desire to diversify the problem-thematic focus, to appeal to different layers of the audience, to focus on covering the life of different regions of spheres of activity, areas of interest, to present to the audience the positions of different social forces. These differentiating factors act constantly and determine the processes of modification of the media system depending on the nature of the content of each factor.
Thus, in the process of differentiation, with the formation of the entire variety of publications and programs, a large set of media is formed. The audience has to choose some of them in accordance with their needs and interests, and regardless of whether these journalists are aware of it or not, relationships arise between the media, both between all of them at once, and between those that are addressed by one or another segment of the audience.
Additions:
The media system is the totality and joint functioning of all types of media. Be it a newspaper, radio or TV. Each of these elements influences each other.
Radio and television are superior to other media in their efficiency and ability to inform people directly from the scene of the event. A newspaper, and even more so a magazine or book, is inferior to them in efficiency, but they are more thorough and have greater opportunities for analysis, generalization, and commentary. The information contained in them can be saved, if necessary, returned to it, and compared with the newly received information. Radio messages require significantly less stress and effort to understand and perceive than printed messages. The speed with which messages are spread via radio is also important. The radio has a rich arsenal of means of forming the emotional attitude of listeners to the problems discussed by the spoken word, music, noise and other technical techniques of radio broadcasting.
The flow of information from the source to the recipient, taking into account the specifics of each channel, can be presented as follows: “The presentation of a radio report about a given event in its unfolding - every hour there are new details, a more multifaceted and generalizing picture of this event showing visible and therefore especially convincing details - that same evening on television and in the illustrated evening newspaper, and, finally, a complete picture of the same event with an assessment and detailed commentary, completing the formation of a social attitude towards it, the next morning in the newspaper. And two weeks later - this time in a newsreel - a reminder of the event and consolidation of the previously formed social attitude. A month later, there was an article in the magazine analyzing this event in all its interrelations.”
Media typology
Typology is the classification of objects or phenomena according to the commonality of any characteristics. When studying journalism, the task is to professionally and competently navigate the development trends of the media system and be able to give a typological description of each specific publication or broadcast program. First you need to understand some methodological principles.
Firstly, typological features are not formal or private in nature. A change in at least one of them entails a whole chain of transformations in the appearance and content of publications. So, if we say that a newspaper differs from a magazine in volume, then we will have to see the relationship between this characteristic and a number of other characteristics (frequency, size of publications, artistic design, etc.). Secondly, the typology of the media depends on many external (social) and internal (journalistic) reasons and factors. For example, the creation in the 1970s of large production associations on the basis of individual enterprises gave rise to multi-page weeklies of companies, which replaced thin factory newspapers.
Thirdly, movement in press typology occurs continuously. This concerns not only the distribution of media into groups, but also the very set of criteria adopted to describe publications.
Finally, one more preliminary note. In various sources you can find typological systems that do not coincide with each other, and often heated debates flare up among specialists about in what order to place the factors and signs of typologization, which of them is more important - either content, or goals, or orientation to a certain audience, etc.
Typology parameters: Distribution region. It is customary to classify the press on a vertical principle, in accordance with the administrative-territorial structure of the state. We emphasize that the basis is not the place of publication, but the territory served. Otherwise the classification will be incorrect. If the area of regular operation of a media outlet expands to an international scale, then it receives the status of transnational (or supranational).
The next level is national media (for our country - all-Russian, federal). They become such if they synchronously spread throughout the entire territory of the country or over the predominant part of it. Specific content is always included in the concept of “regional media”. These can be publications serving individual subjects of the federation (republics, regions, Moscow and St. Petersburg), and periodicals designed for a larger, historically established part of the country, distinguished by natural, economic, national and cultural characteristics.
In recent years, the local press has come to be understood mainly as publications published in districts and cities of regional (republican) subordination. There is a similar radio broadcasting network. By catering to the special interests of residents of small communities, this type of media has reliable consumer demand.
In Russia, the municipal press has also become widespread - newspapers in urban areas, volosts and small settlements (within the powers of municipal authorities) are relatively new to us. At the same time, newspapers of enterprises, institutions and educational institutions continue to be published.
In a competitive environment, the audience's sympathies are noticeably redistributed in favor of regional media, which is more typical for print and to a lesser extent for television. This is due to a more complete consideration by their editors of the needs of the population, and to the relatively low price of “home” publications.
Founders. Against this background, party publications are perceived as a small group.
For their part, competing groups of businessmen also defend certain interests in the press and on television. Therefore, it is useful to supplement the description of the press “by founder” with a description of influence groups associated with the editorial office through sponsorship, personal relationships, joint entrepreneurial and political activities. However, a peculiar typology of the largest groups of influence and real owners who actually control the majority of Russian media has already emerged: industrial and financial groups (Gazprom, LUKOIL, V. Potanin’s Prof-Media, etc.), press monopolies (the so-called media empires of B. Berezovsky, Moskovsky Komsomolets, Independent Media, the Province Publishing House, which covered the regional press in dozens of regions of the country, etc.), administration (especially through co-founding, together with the editors of regional and local publications, and owning the majority of television channels).
Audience. In the broadest terms, there is a division into media for everyone and about everything and specialized ones. In the literature of previous years the name “socio-political press” was used. Now, in relation to our press, it is worth using the term “universal newspaper” or general profile publications intended for any audience, without segmentation, that is, dividing it according to any criteria. Under the pressure of the conditions of existence, editors themselves clarify their orientation, choosing definitions that are adequate and attractive to the public. Thus, in the late 90s, the most widespread newspapers in terms of circulation (AiF, Komsomolskaya Pravda, Trud) designated the topics of publications as universal; only Kommersant-Daily, New Izvestia and Pravda called themselves political " Specialized periodicals are designed for a specific audience, which gives them stability in the market, although in most cases it does not promise great general demand. The role of reference points in this case is played by socio-demographic characteristics (gender, age, education, income level, profession, religion, etc.). However, specialization also takes into account more detailed market segmentation. Thus, narrowly targeted press is published for groups of consumers united by personal interests (for amateur motorists - “5th wheel”, for sports fans - “Soviet Sport”, for fans and stage attendants - “Teatralnaya Gazeta”, etc.) .
Sociological research shows that a significant portion of journalists do not know their intended audience well. A huge array of publications is addressed to a certain abstract reader. This entails an average style of materials, facelessness of publications and their similarity to each other. Only leading national publications and broadcast programs can afford the luxury of counting on the interest of all segments of the population. Publishing characteristics. This refers to the entire complex of information about the frequency of publication, circulation and distribution, format, volume of a publication or program. These are by no means formal attributes. There are daily publications, weekly, ten-day, monthly, quarterly, and those not having a regular periodicity. Publications published less than once a year are not classified as periodicals. The format is indicated by standard parameters. In broadcast journalism, this word usually refers to a holistic model of a program or channel (for example, music or information-musical formats). For the press there are standard page sizes: A2, A3 and A4. The named parameters owe their origin to the sizes of printing paper for which printing machines are configured. With the advent of the possibility of printing circulation using foreign technology, a new format came into the publishing industry - tabloid - it is slightly smaller than the usual A3. The tabloid format can be found in newspaper-type weeklies, new thin magazines, as well as in newspapers genetically related to their Western prototypes. The volumes of transmitted information are also measured in standard units. On radio and television, this is, naturally, timing (“half-hour broadcast”, “five-minute news”, etc.). In the press, the number of pages (and not pages, as people far from journalism say) is used to indicate the volume: four-page, eight-page publication, etc.
Media system. Typologically diverse media collectively form an integral system of journalism. Structurally, it is represented by three groups of media: - printed press: newspapers, magazines, weeklies (newspaper and magazine types), digests, bulletins, time calendars; - audiovisual media - radio, television (terrestrial and cable), documentaries, video broadcasting; a special, intermediate subgroup is formed by teletext; - information services - telegraph agencies, advertising bureaus, press services, public relations agencies, professional journalistic clubs and associations.
11. Periodicals in the media system: functions, main types of publications. Dynamics of development of periodicals in the information market.
Printing is the most ancient subsystem of journalism, the rudimentary forms of which can be found among proto-journalistic phenomena. They are characterized by limited and inconsistent distribution of publications, targeting a narrow audience, and the lack of printing equipment that allows them to quickly replicate products. Typological characteristics: 1. Publisher. 2. Goals and objectives. One of the main type-forming features of a publication. To determine it during the analysis process, you should answer the following questions:
What tasks does the publication face in accordance with the tasks of the founder and publisher (from government and industry regulations); - what is the program of the periodical? (from editorials in the first issues of the year and from other sources); - How does the publication actually fulfill its tasks and program? (subject of materials, their content, genres, sections, headings, authors, aimed at solving this program; examples of implementation and non-fulfillment of the program); - what role do genres, structure, readership and author composition and other characteristics play in the implementation of tasks and programs? (no details, only in connection with the program, since the analysis of other typological characteristics will be performed separately). 3. Readership. The readership should be determined from: a) materials from reader conferences (if any were held by the editors); b) editorial reports or editorials; c) based on letters from readers and their reviews; d) by the nature of the materials.
4. Authors. Determined from materials of reader conferences, editorial reports and signatures to publications. 5. Internal structure. It is necessary to write out all sections and headings from magazine issues, note their repetition, determine the physical and substantive relationship between them. Some sections in the magazine are permanent, appearing from issue to issue, others - 2-3 times a year, others, having appeared once, disappear completely, giving way to new ones. 6. Genres. In addition to the well-known genres of journalism (article, correspondence, reportage, essay, sketch, note, etc.), there are a number of specific genres inherent only to individual publications. Among them, for example, for special journals it is necessary to distinguish (and apply in the analysis process) the following: scientific article, message, special article, note, informational special article, review, review, etc. 7. Design. Determine the number of illustrations of various types - color and black and white photographs, drawings, diagrams, diagrams, etc., as well as the area they occupy in the total volume of a magazine or newspaper issue (for example, translated into the number of pages or as a percentage) .8.Frequency. Determine to what extent the periodicity of the publication corresponds to its objectives and type. Compare with other similar publications. At what time intervals is the publication actually published? 9. Volume. Volume data is taken from the output information in accounting, publishing and physical sheets. These data should be compared with each other in order to determine the density of the printed sheet. Determine the number of pages in an issue for a given magazine or newspaper format. Compare the volume of the publication with others of a similar type, note changes in this indicator over time, if any, and their reasons. For a sheet publication, the term “volume” can be replaced by the term “area”. 10. Circulation. Among the different concepts of circulation (annual, monthly, etc.), the concept of a one-time circulation of one issue (issue) is usually used for research. Circulation is determined as the average of the output information for all issues of the year (for a magazine) or month, week (for a newspaper).
In Russia, the first newspaper “Vedomosti” began to be published in 1703 by decree of Peter I. It is curious that in the West the first newspapers were of a commercial nature, while in our country “Vedomosti” was a propaganda newspaper, published by the autocrat in order to promote government reforms. Advantages of printing: – the ability to quickly familiarize yourself with the entire array of materials included in the issue; – possibility of delayed reading – until a convenient time; – the ability to perceive information at an individual pace. Disadvantages of printing: – lack of efficiency; – lack of direct interactivity; – high cost. Classification of print media (newspapers and magazines) is possible according to many parameters. S. Korkonosenko proposes the following division of periodicals: - by region of distribution (transnational, national, regional, local press); - by founder (state and non-state press); - by audience characteristics (age, gender, professional, religious characteristics); - by publishing characteristics (frequency, circulation, format, volume); - in terms of legitimacy (from the point of view of having permission to publish); - in terms of content (quality and mass production).
L. Resnyanskaya notes that the most common and relevant is the division of printed publications into universal and specialized. Universal ones implement the “for everyone about everything” model. These are publications that implement all the basic functions of the media and cover all spheres of public life. Specialized publications may have models: – “for everyone, not about everything” (thematic profiling of the press - “Sport-Express”, “AIDS-info”, “Financial Russia”); – “not for everyone, not about everything” (limitation of audience and topics - professional and industry, women's, men's, children's).
Press (newspapers, magazines, digests, weeklies, etc.);
Audiovisual media (radio, television, documentaries, teletexts, etc.);
Information services (telegraph agencies, advertising bureaus, RK agencies, professional journalistic clubs and associations).
The press is mass-produced periodicals. The press is the only means that gives the consumer of information the opportunity to control the dynamics of the events being covered, the circumstances and directions of their development. Newspapers occupy the main place in the system of periodicals.
Radio is a mass auditory media. The uniqueness of radio lies in its ubiquity and accessibility. By listening to the radio, people can find out news, listen to music, entertainment programs and do other things at the same time. Radio is one of the most important means of social control (in particular, state control, thanks to which it is possible to control the consciousness and behavior of a large number of people at the same time).
Television is an audiovisual media, which, by synthesizing sound and image, provides greater communication opportunities.
Television can create a “presence effect” that neither radio nor newspapers can create. The “effect of personal involvement” as a result of the use of dialogic and trusting techniques by TV presenters brings television communication closer to forms of interpersonal communication.
Television can be classified:
By broadcast method - terrestrial (the traditional method of distributing a television signal from a television tower to the consumer's television system), satellite, cable;
By type of activity - broadcasting organizations that broadcast television programs; program producers or production companies; distributors as a kind of television broadcasting infrastructure;
By audience coverage - national, interstate, regional, local;
by program specialization - general and specialized
In terms of financing - budgetary, self-financing (from advertising revenues); subscription fees and advertising; business diversification, i.e. creation of subsidiaries that earn money in a “non-television” way with subsequent redistribution of capital; at the expense of sponsors, at the expense of industrial and financial groups, etc.;
According to the degree of program pluralism;
According to the rigidity of control over television broadcasting by the state and society (tight control, weak control, almost complete absence of control);
According to the communicative model of television broadcasting - monologue (the opinion of the editors is imposed on the audience), dialogic (feedback with the audience is developed, television broadcasting policy is largely determined by the wishes of the audience), interactional (provides special services to its audience - trade through stores, ordering a movie, security of the premises with television systems, etc.)
Information services are organizations that collect and forward news. Traditionally, they form the basis of national and international news dissemination systems. Correspondents of information services collect information, which is then resold to subscribers - newspapers, magazines, government agencies, television companies, commercial and other structures. Nowadays, not a single large-scale newspaper or large television and radio company can manage to collect information only with its staff of correspondents. Therefore, world news services often take the lead in the preparation of news by national media.
PR firms are organizations that develop and propose to the management of commercial, political, public and other structures the key concept of their policies or individual recommendations in the field of public relations.
Public relations is a special information management system (including social information), where management is understood as the process of creating information occasions and information by the party interested in it; dissemination of finished information products by means of communication for the purposeful formation of the desired public opinion.
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The media system is an association of mass media
information into one whole, subordinated to a single task. System
The purpose of the media is to convey information to the audience and
influencing it through certain actions.
The media system developed gradually: at first there were newspapers and magazines, in the 19th century information services were added to them, and in the 20th century - radio stations, television studios and the Internet.
A system of journalism within a particular state is considered established under certain conditions,
such as:
1. Specific materials are widely and fully used
the possibilities of various types of media - print, television, radio, which are presented to the consumer in the form of a large collection of publications and programs.
2. Any social institution, public organization, individual citizens can fulfill their desire to become the founder of any publication or program. It is important that all social forces are truly represented in the information market.
3. In the media market, each consumer can choose to
yourself a number of sources of information that would answer2 his
requests and provided him with all the necessary information.
journalistic
terms:
[electronic
voluntary.ru/dictionary/856
For the normal functioning of all types of media
the existence of an extensive infrastructure is necessary. This is a life support system e teachings of journalism.
Nowadays there are many approaches to understanding
media infrastructure. E. Prokhorov identifies four
components of the media infrastructure:
1)Information Services- a system of telegraph agencies, press agencies, audio and visual information, press centers, public relations services, advertising organizations.
2)Technical part- printing enterprises; technical centers for radio and television broadcasting; communications enterprises engaged in subscription and distribution of press, transmission of radio and television signals; manufacturers of television and radio equipment, paper, office equipment, and technical equipment for the media.
3)Organizational and management structure -
(headed by the Ministry of Press Affairs,
television and radio broadcasting and mass media) - government organizations involved in the preparation of regulations governing the activities of the media, their registration and licensing.
4)HR system- faculties and departments of journalism; various seminars and advanced training courses; creative unions of journalists.
The activities of journalism also involve the prosecutor’s office, which monitors the implementation of legislation in
fields of journalism, and courts dealing with civil and
criminal cases in case of violation of legislative acts.
E. Vartanova names only two levels of infrastructure.
1. The content production sector, which
distributed through media channels. This
news agencies, recording studios, television program producers, video and film studios.
Prokhorov E.P. Introduction to the theory of journalism: Textbook for universities. 8th ed. M.: Aspect Press,
2. Sector of attracting finance. These are advertising agencies and
PR agencies, whose materials also form an important part of the media content 4.
media television
According to Russian sources, media have the following characteristics:
- 1. mass distribution (in relation to the legislation of the Russian Federation, 1000 or more copies for newspapers, magazines and mailings);
- 2. frequency, which should not be less than once a year;
- 3. compulsion: one signal source (broadcaster, editorial office) - many listeners.
- 4. According to Art. 2 of the Law of the Russian Federation of December 27, 1991 No. 2124-I “On the Mass Media” The media is a collection of such subjects of mass communication as: printed periodicals. A newspaper, magazine, almanac, bulletin, other publication that has a permanent name, current issue and is published at least once a year, radio, television, video program, newsreel program, other form of periodic dissemination of mass information.
In Russia, media outlets are required to register with Roskomnadzor, provide copies of their printed products to libraries, or store recordings of each issue (television and radio broadcasting), etc. for 1 year. At the same time, they are granted certain rights and guarantees, and preliminary censorship is prohibited.
The media in Russia do not include: wall newspapers, small-circulation publications, libraries.
Each of these media has its own characteristics in the field of production and presentation of information.
TV channels. 23 all-Russian TV channels, about 117 satellite and cable TV channels, 15 TV channels broadcasting outside Russia, about 180 regional TV channels and about 30 channels in small towns and villages. The total number of TV channels is approximately 3320.
Seal. Printed publications are the most common type of media in the Russian Federation. By the beginning of 2009, 27,425 newspapers and weeklies were registered in the Russian Federation, but no more than 14 thousand of them are in constant circulation. Also registered are 20,433 magazines, 787 almanacs, 1,297 collections, 1,519 bulletins and 214 publications on magnetic media. In total, by the beginning of 2009, 51,725 print media were registered.
The total audience of national daily newspapers according to data for May - October 2008 amounted to 6522.2 thousand people, and national weekly newspapers with general and business content - 14 019.2 thousand people, which is 11.3% and 24.2% of the city population 100 thousand, 16 years or more, respectively.
The total audience of the magazines by the end of 2008 was 36.2 million people. Data from VTsIOM and FOM allow us to conclude that up to 62% of the population read magazines in the Russian Federation from time to time. The most popular are film and TV guides (28.5%), women's and fashion publications (28.1%).
Integrity of the media system. Mass communications and information relations formed on the scale of the entire society are the basis for the integrity of the media system. Satisfy the information needs of individuals, various social groups and organizations, promoting their active participation in the processes of economic, political and cultural life of society. They ensure interaction, cooperation, coordination and division of labor between them on the basis of jointly formed behavioral models of each social subject. Objectively and fully reflect the living conditions of society. Collect, produce and disseminate information in accordance with the dynamics of social development. All creatively active forces that serve social progress, create and enrich the spiritual potential of society are involved in the production of information. They use modern information and communication technologies for the mass information process. Ensure the implementation of the diverse functions of the media in accordance with the processes of their actualization and the growth of information needs of members of society.
In modern conditions, the integrity of the media system is being seriously tested. Significant gaps occur in the information space, information connections are disrupted between members of society, various categories of the population, between society and the individual, the state and its citizens, regions and the center, etc.
Components of a media system. They are formed and developed under the influence of the environment. They are active factors influencing the functioning of the system.
Technical base of the media. It is their material basis. At the same time, the state of printing, television and radio communications and other technical problems are hindering the development of positive changes in the infosphere. Over 40% of the capacity of large printing houses and about 70% of local printing enterprises is outdated letterpress printing. The equipment itself is 80% worn out. Hence the low quality of printing work and the desire of many editors to turn to foreign printers. Until recently, 56% of domestic magazines and 19% of newspapers produced their products abroad. Evartist [Electronic resource]: Wikipedia. - Access mode: http://ru.wikipedia.org/wiki/evartist..
The system for delivering publications to consumers is experiencing serious difficulties.
Modernization of the printing technology park can become an important stimulus for the development of the information sphere and, above all, for improving the quality of information products. Major investments are needed in this industry. The state may provide them, since many printing enterprises are state property, but this most likely will not happen soon. It is also possible to privatize these enterprises and finance their modernization with large capital.
The development of new information and communication technologies is an important global trend. The Internet as a mass media is used in many countries. The number of Internet connections in Russia is only 0.13% per 1000 inhabitants. This is 35th place in the world. For comparison: in the USA - 21.82%, in the UK - 8.3%, in Germany - 5.85%. It should be noted that many Russian media have their own electronic versions, many independent publications appear on the Internet, but they have not yet found a mass audience.
Economics of Media. In the 90s serious changes have taken place in her. Property relations have changed. Along with state and public organizations, media are owned by private individuals, structures with different organizational and legal status: closed joint-stock companies, open joint-stock companies, limited liability companies, joint ventures, etc. Due to a significant reduction in the number of state-owned media, the share of budget funding has decreased mass media. The state monopoly is being replaced by a competitive media market. The process of their commercialization is developing. At the same time, a significant number of media exist not as a means of making profit, but as a means of influence in realizing the corporate interests of commercial and other structures. Under these conditions, many unprofitable media outlets, financed by organizations and individuals interested in them, do not stop publishing.
In the context of the economic crisis, the share of subscriptions and retail sales of publications in providing media funding is sharply reduced, and the role of advertising by foreign and domestic producers increases many times over. This leads to significant changes in the typological structure of the media. Advertising and promotional reference publications are emerging and actively developing, and numerous blocks of advertising information fill the airwaves. Many business newspapers and magazines are being created, and the number of media outlets for categories of the population with a higher level of income is growing. Advertising makes a significant contribution to the development of the “yellow” tabloid press.
Feature films, music and entertainment programs take up more than 60% of airtime and, thanks to the inclusion of advertising blocks in them, provide solid financial income. And vice versa, the production of publications and programs that are not profitable from an advertising point of view is being reduced - for children, pensioners, small ethnic, regional and other groups of the population, as well as educational, scientific, cultural and educational ones.
At the same time, the positive influence of the economic factor is steadily increasing. The development of the press as a business sector contributes to the creation of quality media models.
Audience factor. During the transition period, its influence on the information sphere of the media increased significantly. As a result, the number of all-Russian television programs (ORT, RTR, NTV, TV-6, “Culture”, Ren-TV, ACT, STS, TNT), radio broadcasting (“Radio Russia”, “Mayak”, “Europe Plus”, "Russian Radio" and many others). Six times in the 90s. The number of all-Russian newspapers has increased. The magazine periodicals were replenished with 1,200 new titles.
The functional diversity of the media has expanded. The number of informational, artistic, musical, entertainment and other programs and corresponding types of publications has increased. Media information has become more diverse in subject matter. More and more publications are appearing on topics of interest to the audience, such as health, household, culture, religion, erotica, etc. The number of publications and television and radio programs addressed to various groups of the population is growing.
However, due to the rapid reduction in one-time and annual circulations of newspapers and magazines with an all-Russian audience, many of them have ceased to be representative of the entire population of the country. Only television and radio retained a wide all-Russian audience during the transition period.
The steady trend of reduction in the circulation of all-Russian newspapers calls for the need to expand the functional “responsibilities” of local press organs in covering all-Russian and international topics in order to ensure the integrity of the national information space.
Although the influence of the audience factor on the functional, typological, and thematic structure of the media is increasing, it is often implemented not directly, but through the advertising component. The higher the rating of a publication or program for a particular audience group, the greater the volumes and prices of advertising revenues.
On television and radio broadcasting, sales and purchase relationships with the audience are still limited. Terrestrial television and radio do not provide financial income from the audience, and paid cable and satellite television are still poorly developed. The main financing of commercial television and radio comes from advertising placed in television and radio programs that are attractive to large audience groups, and budget funds are also allocated for state channels and radio stations. Financial dependence on these two sources and on sponsors gives rise to the leading economic incentives for the functioning of electronic media.
In the activities of periodicals, subscription and retail circulation are important, but often not decisive. For many of them, subscriptions and retail cover no more than 20-30% of editorial, publishing and other expenses. The remaining funds for these purposes come from advertising, sponsorship, and budget funding.
Until the economic relations between the media and the audience become leading in the mechanism of action of the information market, the media will sin with “yellowness,” scandalousness, loud sensationalism, and various not very correct techniques that make it possible to attract an audience, thereby increasing ratings and circulation. The temptation is great because we are talking about big money. In 1997 alone, the volume of the media advertising market amounted to 1.18-1.23 billion dollars.
Thus, the slow growth of direct dependence of media content on the most important information needs of the audience significantly affects the quality of information. This is manifested, for example, in the lack of awareness of the audience about the activities of the most important social institutions. Thus, data from a sociological survey indicate that the audience is dissatisfied with informing the media on such topical issues as the activities of government and commercial structures.
Thus, publicity and transparency in the activities of these institutions leaves much to be desired.
Functions and structure of the media. During the transition period, many functions of the media are updated, and their structure is transformed to ensure the implementation of these functions.
The growing need for event and other operational information is updating the information functions of the media and expanding the volume of reporting and news publications. Thus, television information programs usually take second place in ratings (after feature films). Their rating on ORT is 85.6%, on RTR - 71.3%, on NTV - 60.8%. However, the audience's needs for event-related, operational information are not yet fully satisfied.
The topics of television news programs tend to converge with the needs of the audience, but not in all its sections. The greatest interest is generated by information on topics of domestic policy (32.4%), family (18.3%) and culture (8.9%). At the same time, the volume of news tends to decrease in the context of the crisis that has befallen our society.
The most popular among respondents are information programs from radio stations “Radio Rossii”, “Mayak”, “Europe Plus”, “Echo of Moscow”.
The basis for eventual, operational information in periodicals, unfortunately, is small. About 300 newspapers are published, published 4-5 times a week with a one-time circulation of 14.2 million copies, while there are 5,150 newspapers with a lower frequency, with a one-time circulation of 100 million copies. Among 245 all-Russian newspaper publications, only 17 are published daily (5 times a week). The ratio of single circulations of daily and other newspapers is 5.1 and 27.8 million copies.
The analytical functions of the media still have little influence on the structure of television and radio programs, and in periodicals the share of analytical publications is not that significant. Thus, on television, analytical programs are not very popular among viewers. Preference is given to programs based on historical and archival documents, as well as various talk showsDeutsch K.W.The Nerves of Government.Models of Political Communication and Control.N.Y.: TheFreePress, 1963. - 176 p..
Journal periodicals, classified as analytical publications, suffered the greatest losses during the transition to the information market. Its annual circulation in the 90s. decreased by more than 8 times, while newspaper - by 4 times. In 1998, more than 2,400 magazines were published in Russia, the one-time circulation of which reached only 33.8 million copies. Moreover, mass magazines (579 titles) had a circulation of 19.4 million copies, scientific - 0.5 million copies, popular science - 1.9 million copies, scientific, practical and industrial - 5.0 million. copies, methodological - 1.0 million copies. Zasursky I.I. Mass media of the second republic [Text]: Selected works / I.I. Zasursky. - M.: Moscow University Publishing House, 1999. - 271 p.
In response to the need for analytical journals, a whole group of publications appeared: “Itogi”, “Profile”, “Vlast”, “Expert”, etc. However, they have not yet become widespread and are more focused on the economic and political elite.
During the transition period, the media demonstrate a significant increase in the popularity of artistic television and radio programs and a decrease in the popularity of artistic publications. Thus, according to the rating, feature films take first place on ORT, RTR, NTV, TV-6. Among the surveyed TV viewers, 24.8% were in favor of the emergence of a specialized feature film channel.
At the same time, the circulation of works of fiction in the 90s. decreased by approximately 4 times. Literary and artistic magazines (130 titles) have a one-time circulation of only 10 million copies.
The decrease in circulation is primarily due to economic reasons: rising prices for printed publications and a decrease in the level of income of the general population.
With the development of entertainment functions of the media, the number of relevant publications and programs has sharply increased, and their popularity among the audience has increased.
At the same time, other programs are suffering: about culture, popular science, children's, religious. The answer to these problems was, for example, the creation of the “Culture” channel.
In recent years, advertising materials themselves have occupied a significant place in the information space of Russia. Their share on television channels in 1997 is characterized by the following figures: on ORT - 558 hours, RTR - 507, NTV - 565, TV Center - 220, TV-6 - 916.
Media organization. The media can be an organized or disorganized system. The orderliness of their structure and the optimal functioning of the system depend on the processes of organization and disorganization in this system object. Along with editorial structures, structures of economic organization, there are state functional bodies, various public institutions participating in this organizational process. Its transformation is associated with the general trends of transition to a democratic society, with a reduction in the scope of relations of subordination, subordination to power structures and with the expansion of relations of coordination, cooperation between the media and various subjects of organizational and management activities.
Organizational functions in the media system are carried out by the Ministry of Press, Television and Radio Broadcasting and Mass Communications.
The main objectives of the ministry are:
- - development and implementation of state policy in the field of mass media;
- - registration of mass media and advertising agencies;
- - licensing of television and radio broadcasting;
- -monitoring compliance with the legislation of the Russian Federation, rules for registration and obtaining licenses, imposing penalties provided for by the legislation of the Russian Federation, issuing warnings; suspension and cancellation of registration and licenses in accordance with the established procedure;
- - development and implementation of measures in the field of development, reconstruction, operation, standardization and certification of the technical base, technical and other regulations and standards;
- - preparation of draft legislative and other regulations in the field of media, etc.
The judiciary makes decisions:
- - on invalidation of mass media registration certificates;
- - on the termination and suspension of media activities;
- - on stopping the distribution of media products;
- - on imposing liability for violation of media legislation;
- - on compensation for moral damage.
In the system of legislative power - the State Duma - there is a Committee on Information Policy and Communications formed by it. The Duma discusses and adopts laws on the media, and the Federation Council approves them and sends them to the president for signature. These legislative acts also regulate the relationship between government agencies and the media. Presidential decrees and government regulations influence organizational relations in the media system.
State information policy in the transition period is characterized by positive and negative trends. Mechanisms for legal regulation of the media are developing. They create conditions for the emergence of many publications and other media focused on the needs of various audience groups for their free functioning based on the legislative process. Attempts at arbitrariness on the part of the authorities are limited. There is an increasing tendency towards the legal application of international law on the territory of Russia regarding the activities of the media and the protection of information rights of citizens, etc.
However, the legal field of the media does not yet cover many aspects of legal relations between subjects of information activities and editorial offices. Antimonopoly legislation is also needed to limit the processes of concentration and monopolization of the press, television and radio broadcasting, including in relation to the state monopoly in the field of media technology. Mechanisms have not yet been regulated to ensure wide access for journalists to information in the political and economic spheres. With the abolition of censorship, government authorities are seeking to move from the sphere of control over the content of the media to the sphere of control over how various government bodies provide information to journalists. Often, under the pretext of protecting information, compromising data is concealed. Quite a lot of pressure is put on journalists when collecting information (blackmail, opening criminal cases, threats to journalists and members of their families, etc.).
It is important that the state concept of information security formed in recent years leads to the expansion of the information field of the individual, various public groups and organizations, and not to its limitation, and contributes to a more active use of modern global information networks.