Mass Media in Modern Russia - Иностранные языки и языкознание контрольная работа
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Иностранные языки и языкознание
Mass Media in Modern Russia
Russian mass media as the tool of democracy. The law on mass-media of 1991. Strengthening the rights of mass-media and their restriction. Role of the state in becoming. Latent forms of the state intervention. Monitoring by authority of regional editions.
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It is necessary to consider information needs of the modern person as need for messages of the certain maintenance and the form which are necessary for people for orientation in the surrounding reality, specifications of a the world-outlook, for a choice of a line of conduct and the decision of problem situations, for achievement of internal balance and coordination with the social environment. Without satisfaction of these needs purposeful reasonable activity of the person is impossible. Therefore a degree of development of information needs and their satisfactions are closely connected to social activity of the person. As the data of sociological researches show, information needs in groups of an audience with the maximum degree of social activity are most intensively advanced and realized: members of elective bodies, public organizations, non-staff authors of mass-media, etc. It once again confirms the importance of inclusion of information needs in the number of criteria of efficiency of mass media their role in satisfaction of the population.
Thus it is necessary to distinguish concepts information needs and thematic interests of an audience. Information needs are social by the nature and they are also caused first of all by the maintenance, the structure of daily activity of the individual, including his objective characteristics professional and public work.
Thematic interests are the subjective reflection and the expression of information needs. They depend on the maintenance of the offered information and from situational social-psychological factors (such, as popularity, topical character, prestigiousness of the certain themes, persons, the phenomena, etc.). Not all the information needs are realized by the subject and are expressed in his thematic interests and communication behaviour; some of them remain not realized and consequently non-realized for the lack of necessary data, insufficiency of sources of the information, backwardness of communicative skills, etc.
As well as any other needs, information raises the activity of people. If they are not satisfied with the messages transferred by mass-media the audience or searches for the necessary information in other channels, or suppresses need for such information, and, hence, the activity in this sphere. Therefore it is important to know, how the satisfaction (or dissatisfaction) of the certain information needs can affect character and efficiency of daily activity of people, on their activity in various spheres of a public life. In fact the influence of radio and TV on public consciousness is measured not by number (or even quality) of pictures and ability of these means to induce a person or a social group to join in activity of a society at various levels - from a direct, nearest environment before social movements of a world scale.
The general tendency, which accompanies distribution of the urbanized way of life and introduction of general secondary education to our country, is the increasing of a variety of information needs, and the reference of the increasing part of the population to various mass media. On the one hand, it creates preconditions for increasing of system effectiveness of mass communications, and on another hand, requirements to the maintenance and efficiency of transmitted messages raise.
1. Stages of development of the Russian mass-media
1.1 Russian mass-media as the tool of democracy
Since the time of disintegration of the USSR in Russia people speak much about democracy in the country. But becoming of democracy in Russia experiences the complex period of formation. Perfection of methods of the state participation in economy, a guarantee of legitimate rights of subjects of managing, acceleration of social and spiritual development is necessary. It is especially actually because in new Russian statehood such democratic principles, as rights and personal freedoms, variety of patterns of ownership, division of authorities, the responsibility before people, multi-party system, a priority of the right and legality are incorporated. And one of three bases of functioning of the democratic state is independent mass media.
Initial Russian substantiations of necessity a free press amazingly resembled their American predecessors. It was considered, that the independent fourth authority will open and investigate potential abusing and «mistakes» of executive, legislative and judicial branches of authority. She should provide citizens with the full and objective information necessary for democratic self-management promote «clearing» of simple people from socialism, consolidate citizens of the country in support of the government during the time of the most difficult political and economic changes.
When the Russian mass media just started to come to the senses after the shock events of the middle of 90th years, The August default of 1998 burst. Practically on the order the price for paper grew, the advertising market fell. The press again appeared in an economic hole. It was necessary to use the advantage of political forces to buy up mass media, to receive control above them. It's known, that the control carry out basically powerful political or economic groups. But as the «big» economy is inseparable from a policy and it is necessary to speak only about political control.
There are the data showing, that in each of regions of Russia there are newspapers (from one and more). From them 67 (79,8% of regional newspapers) or directly are founded (and, accordingly, are financed) by municipal institutions of local government, or with participation of a share of the municipal property. Nine newspapers (10,7% from the general number) represent the industrial enterprises or groups of the industrial enterprises. And only six newspapers (7% from the general number of regional press) are private.
Thus, if to start with a parcel, that free mass media - the tool of democracy, then in the whole country (not considering mega cities) there's no more democracy today than seven percent.
2.4 Necessity of changes for sphere of mass media
Today the distribution of mass information gradually becomes a unique sphere of enterprise activity (certainly, the question is the notorious seven percent of private newspapers). However in this sphere successful private enterprises are compelled to compete to the unprofitable monsters founded by the state authorities and management. The budgetary funds directed on a covering of losses of mass-media, for example, in Mordovia, can be comparable to charges on all youth policy, all cultures and all sports, taken together. A similar situation can be found in other regions. For example, in budget of area of Nizhniy Novgorod in 2002 it was planned to allocate 36 million 114 thousand rubles on the maintenance of mass media while, for example, on development of physical culture and sports this year the area has planned to exhaust 34821 thousand rubles. And the comparison of charges of the regional budget shows, that, for example, in 2000 on mass media it was spent 947 thousand rubles (the excess from planned was 349%) while on major overhaul to structures of housing and communal services of area it is allocated 777 thousand rubles (it is financed from the plan of 9,06% of percent), under clause «physical culture» - 55 thousand rubles (are financed only 20% from the plan). And at the same time it is necessary to mention, that despite of financial injections, the state and municipal mass media do not consult with the problems, the main of which is the formation of public opinion. Nowadays the state mass media can assert any interests that are necessary to satisfy, but not the interests of the state. Basically public funds are spent for the protection of quite concrete private interests of officials. That one pre-election campaign ИБ lead to the Mordovian mass-media «All Russia» when the only propaganda number of the newspaper «News of Mordovia» was issued by circulation in thousands of copies though usual circulation is necessary in some thousands only.
There are arguments against the deprivation of the state and municipal mass media of state grants: there should be the newspapers reflecting the point of view of authorities. Journalists of the newspapers, deprived grants, will stay without work. Closing of any mass media is the pressure upon a freedom of speech. At the present stage all the existing and possible arguments are quite fair because there is nothing to object on similar socialist demagogy. The fact, that the state press doesn't exist in really democratic countries, and, probably, never existed, will not convince officials.
Grants of the state press are the money, which has been spent in vein. Editorial collectives got used to getting some money state that made them nonprofessional, in editions there is no economic planning, debts for municipal services, rent, polygraphist services grew. The position on the market of advertising is very weak. Popularity among readers is low. In editions there is no elementary management, nobody thinks of minimization of expenses (alternative distribution, minimization of expenses on the stage of preparation, an optimum, flexible, stimulating payment, etc.) As an example it is possible to compare today's circulations of the private and state newspapers. The difference in circulation as a parameter of popularity among readers, confirms everything that was said before.
2. Privatization in sphere of printed mass media, especially on places. The state program on privatization of local editions, gradual liquidation of the newspapers incorporating founders the state and municipal bodies.
3. The program on preparation in higher educational institutions of managers of mass media.
4. Introduction of competitive system of distribution of budgetary funds to newspapers for the publication of official documents and statutory acts.
5. Universal creation of the unions, associations of free, independent mass media for the joint decision of existing problems in this sphere.
6. Popularization at a federal level of system of free mass-media, the organization in the state scale of seminars, an exchange of experience with mass media of the democratic countries.
7. Revision of a tax policy concerning mass media, prohibition (up to administrative, criminal sanctions) unreasonable pressure upon mass-media on the part of the state, municipal bodies.
8. Encouragement (including the increasing of deductions from the budget of higher organizations) those subjects and municipal formations where creation of free, independent mass media is encouraged.
9. Restoration of the system of operative reaction (to recollect the traditions of Soviet time) on the part of federal bodies and subjects of the Russian Federation on the publication and the message on illegal activity of officials of all levels.
Under condition of realization of these proposals the increase of efficiency of activity of modern Russian mass media is probably possible. The efficiency of activity of mass media can be investigated and appreciated only in comparison to the purposes that are put by society for these means. The realization of this problem is inextricably linked with more exact account of needs of people, their increased social, spiritual and political inquiries. The attention of sociologists to this aspect of efficiency has already noticeably increased recently.
The satisfaction of information needs of an audience is necessary for including in number of the purposes of mass media as purpose-means for achievement of other, administrative problems of mass influence.
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