The role of mass media in the social orientation of the masses and social management

Issue 55, 2024

Ivan Krupskyy, Natalia Zykun, Olha Mitchuk, Olena Sushkova, Inna Sypchenko

Received 07.09.2023, Revised 18.01.2024, Accepted 20.03.2024

https://doi.org/10.54919/physics/55.2024.298wt8

Abstract

Relevance. The relevance of the issue of the role of mass media in social orientation and social management remains acute in view of the rapid development of information technologies and the rapid spread of social media.

Purpose. The purpose of this study was to outline the modern place and role of mass media in the changing media environment, to show new phenomena and trends in the development of social media in order to identify niches in the information space where social media coexist with mass media.

Methodology. The following methods were used for research — hypothetical-deductive, analysis, synthesis, etc.

Results. The study showed that mass media, using modern information technology, continue to be an important source of current information, sharing this niche with social media. With the quantitative growth of social media in the news stream, their secondary function is observed in relation to socially significant issues that are asked in the mass media. The spread of social media contributes to the establishment of equality of information providers and consumers as subjects of the media process, as feedback and influence of information consumers through providers (mass media and social media) on the formation of the agenda develops. The use of dialogic communications in organizations contributed to the improvement of the effectiveness of the organizations themselves, as well as increased the responsibility of organizations for their position on current social issues, which is demanded by real and potential consumers of their goods and services through social media.

Conclusions. The practical significance of this research lies in identifying the priority characteristics of mass media (reliability of information, coverage of topics relevant to society, competence in presenting information, orientation of information to the development of society) in the formation of social orientations of the population in comparison with social media.

Keywords: media communications; media manipulation; social media; public opinion; organizational communications; social management

Suggested citation

Krupskyy I, Zykun N, Mitchuk O, Sushkova O, Sypchenko I. The role of mass media in the social orientation of the masses and social management. Sci Herald Uzhhorod Univ Ser Phys. 2024;(55):2988-3001. DOI: 10.54919/physics/55.2024.298wt8

Download article

References

  1. Azhniuk Ya. What is social media, and who are SMM managers? 2012. http://watcher.com.ua/2012/07/16/scho-take-sotsialni-media-i-hto-taki-smm-menedzhery/
  2. Britannica. Social media. 2023. https://www.britannica.com/topic/social-media
  3. Dollarhide М. Social media: Definition, effects, and list of top apps. 2023. https://www.investopedia.com/terms/s/social-media.asp
  4. Ortiz-Ospina E. The rise of social media. 2019. https://ourworldindata.org/rise-of-social-media
  5. Lyapina LA, Lyapina OS. Public opinion as a social phenomenon and its role in the democratization of social relations. Sci Work Black Sea State Uni name after Petro Mohyla. 2011;156(144):20-23.
  6. Kalinichenko B. Public opinion forming process as a factor of success in the informational warfare. Sci j Nation Ped Uni name after M. P. Drahomanov. 2020;22(27):69-74.
  7. Rusyniak A. Traditional media as actors of the process of political construction of society. Bull Carpath Uni. 2020;14:74-84.
  8. Luttrell R, Wallace AA. Social media and society: An introduction to the mass media landscape. J Pub Relat Educ. 2021;8(3):140-144.
  9. Neuner FG, Soroka SN, Wlezien C. Mass media as a source of public responsiveness. Int J Press/Polit. 2019;24(3):269-292
  10. Muhamad J, Harrison T, Yang F. Organizational communication. In: An Integrated Approach to Communication Theory and Research (pp. 359-374). London: Routledge; 2019.
  11. Prudnykova OV. The role of mass communication in the development of information culture of the domestic society in the conditions of “hybrid war”. Bull Yaroslav Mudry NYU. 2018;1:33-42.
  12. Mishchenko A, Teremko V. The influence of the media on the formation of public trust in the Ukrainian authorities during the war. Ukrain Info Space. 2023;1(11):301-312.
  13. Brailovsky MM, Pirtskhalava TP, Khoroshko VO, Khokhlachova YuYe. Application of the media in the information-psychological war. Info Math Method Simulat. 2021;11(3):162-172.
  14. Iyengar S, Massey DS. Scientific communication in a post-truth society. PNAS. 2018;116(16):7656-7661.
  15. Puppis M, Van den Bulck H. Introduction: Media policy and media policy research. In: The Palgrave Handbook of Methods for Media Policy Research (pp. 3-21). Cham: Palgrave Macmillan; 2019.
  16. Wilcox DL. Dialogic communication theory in the age of corporate activism: A postmodern perspective. Communication and Media in Asia Pacific (CMAP); 2019. https://so01.tci-thaijo.org/index.php/CMAP/article/view/163778/118565
  17. Li C, Kent ML. Explorations on mediated communication and beyond: Toward a theory of social media. Pub Relat Rev. 2021;47(5):102112.
  18. Shelyukh OM. The influence of new media on the formation of value orientation of youth. In: Philological Sciences, Intercultural Communication and Translation Studies: An Experience and Challenges (pp. 186-189). Riga: Publishing House “Baltija Publishing”; 2021.
  19. Matrunych AV. The role of the media in managing the masses. In: Proceedings of the 2nd International Scientific and Practical Conference “Experimental and Theoretical Research in Modern Science”. Kishinev: Giperion Editura; 2021. https://ojs.ukrlogos.in.ua/index.php/interconf/article/view/17384
  20. Rosinska O, Zhuravska O, Zykun N, Gandziuk V. Stereotyped media images as a method of forming delusions of ordinary consciousness. Int J Innov Tech Exp Engineer. 2019;9(1):2607-2612.
  21. Cacciatore MA, Meng J. Measuring the value of public relations: An international investigation of how communication practitioners view the challenge and suggest solutions. Athen J Mass Media Commun. 2022;8(2):107-130.
  22. Dhanesh GS, Duthler G. Relationship management through social media influencers: Effects of followers’ awareness of paid endorsement. Pub Relat Rev. 2019;45(3):101765.
  23. Dolan R, Conduit J, Frethey-Bentham C, Fahy J, Goodman S. Social media engagement behaviour: A framework for engaging customers through social media content. Euro J Market. 2019;53(10):2213-2243.
  24. Kim D, Ko YJ. The impact of virtual reality (VR) technology on sport spectators' flow experience and satisfaction. Comp Human Behav. 2019;93:346-356.
  25. Martynovska GZ. Social communications as a means of manipulating public opinion. In: Trends in the reform of the legal system of Ukraine and the countries of the world: legal, psychological and sociocultural aspects: A collection of abstracts of reports of the International Scientific Conference (pp. 352-354). Ternopil: TNEU; 2019.
  26. Kleinnijenhuis J, van Hoof AMJ, van Atteveldt W. The combined effects of mass media and social media on political perceptions and preferences. J Commun. 2019;69(6):650-673.
  27. Barbera P, Casas A, Nagler J, Egan PJ, Bonneau R, Jost JT, Tucker JA. Who leads? Who follows? Measuring issue attention and agenda setting by legislators and the mass public using social media data. Am Polit Sci Rev. 2019;113(4):883-901.
  28. Vu HT, Jiang L, Chacón LMC, Riedl MJ, Tran DV, Bobkowski PS. What influences media effects on public perception? A cross-national study of comparative agenda setting. Int Commun Gazet 2019;81(6-8):580-601.
  29. Dixon TL. Media stereotypes: Content, effects, and theory. In: Media Effects: Advances in Theory and Research (pp. 243-257). London: Taylor & Francis; 2019.
  30. Zykun N, Zoska Ya, Voronova V, Fayvishenko D, Kyiashko Yu, Kumachova A. Managing consumer behaviour through social communications. Stud Appl Econ. 2021;39(3). http://dx.doi.org/10.25115/eea.v39i3.4716
  31. Danylchuk LO, Mazur YM. The role of media technologies in the social sphere. In: Current Issues of Social Work: Assets, Problems, Prospects: A Collection of Scientific Works of Students and Teachers (pp. 73-76). Khmelnytskyi: PP Zakolodny M.I.; 2020.
  32. Hromadska NA, Davydenko YuD. Mass media as a means of forming public opinion: methods, positive and negative aspects. Sci Work. 2018;314(302). http://politics.chdu.edu.ua/article/view/199944
  33. Pysarenko LM. Mass media as a social institution influencing public opinion. In: Legal and institutional mechanisms for ensuring the development of Ukraine in the conditions of European integration: materials of the International Scientific and Practical Conference (pp. 714-716). Odesa: Helvetica Publishing House; 2018.
  34. Lysyy AO. The role and significance of the processes of mutual relations and interaction with the public in the system of public administration. In: Modern Movement of Science: abstracts of the 10th International Scientific and Practical Internet Conference (pp. 686-689). Dnipro: WayScience; 2020.
  35. Moroz KR. The media as a means of influencing the political preferences of the audience. Vinnytsia: Vasily Stus Donetsk National University; 2021.
  36. Byba VA. The role of mass media and communication in the development of entrepreneurial activity. Sci note Lviv Uni Business Law. 2021;28:158-165.
  37. Byom L, O'Neil-Pirozzi TM, Lemoncello R, MacDonald S, Meulenbroek P, Ness B, Sohlberg MM. Social communication following adult traumatic brain injury: A scoping review of theoretical models. Am J Speech-Lang Pathol. 2020;29(3):1735-1748.
  38. Enke N, Borchers NS. Social media influencers in strategic communication: A conceptual framework for strategic social media influencer communication. Int J Strat Commun. 2019;13(4):261-277.
  39. Nisar TM, Prabhakar G, Starkova L. Social media information benefits, knowledge management and smart organizations. J Business Res. 2019;94:264-272.
  40. Bukar U, Jabar M, Sidi F, Nor R, Abdullah S, Othman M. Crisis informatics in the context of social media crisis communication: Theoretical models, taxonomy, and open issues. IEEE Access. 2020;8:185842-185869.
  41. Kuzyk PV, Padilla R, Rybak NR, Hoshovska II, Kitov VO, Savchyna MO, Jenkins HE, Chiang SS, Horsburgh CR, Dolynska M, Petrenko V, Gychka SG. Missed Tuberculosis Diagnoses: Analysis of Pediatric Autopsy Data From General Hospitals in Lviv, Ukraine. J Ped Infect Diseas Soc. 2022;11(6):300-302.
  42. Gulamov IT, Abylov KT, Nurlan RU, Satyvaldiev ME, Kalmatov RK, Batyraliev TA. Urogenital disease morbidity among the adult and child population of the Osh Region for the period from 2010 to 2019. Gaceta Med Carac. 2023;131(3):656-661. doi: 10.47307/GMC.2023.131.3.17
  43. Topchubaeva ET, Imetova ZB, Turusbekova AK, Abdurahmanov BO, Kalmatov RK. Respiratory tract disorders associated with changes of the mucous membrane in workers often exposed to pathological and toxic factors. J Environ Treat Tech. 2020;8(4):1581-1585.
  44. Kanybekova B, Arstanbekov M, Kakeshov B, Erdolatov C, Artykbaev I. Criminological Aspects of the Behaviour of Victims of Cyberattacks: Case Analysis of Hacking State Organisations Ensuring National Security. Pakistan J Criminol. 2023;15(4):175-192.
  45. Arstanbekov M, Seidakmatov N, Tatenov M, Kanybekova B, Kakeshov B. Victimological aspects of countering internet crime: State and local government practices. Soc Leg Stud. 2024;7(1):221-234. doi: 10.32518/sals1.2024.221
  46. Kakeshov BD, Kanybekova BK, Seidakmatov NA, Zheenalieva AO, Kokoeva AM. Political and Legal Aspects of Criminal and Administrative Responsibility for Information Security Offences in the Context of National Security of the Kyrgyz Republic. Econ Affairs (New Delhi). 2023;68:987-993.
  47. Luniov SV. Calculation of electron mobility for the strained germanium nanofilm. J Nano- Electron Phys. 2019;11(2):02023. doi: 10.21272/jnep.11(2).02023
  48. Easa HK, Majid A, Al-Hatem AI, Othman NA, Bloh AH, Ali AH, Kalmatov R. Sustainability in Irrigation Practices Through 5G Optimization of Water Resources. In: Conference of Open Innovation Association, FRUCT (pp. 201-210). Tampere: IEEE Computer Society; 2024.
  49. Moskalenko R, Akhunbaeva T, Danilchenko S, Kalmatov R, Stepanenko A. The Structure of Nanocrystalline Calcifications from the Gallbladder. In: Proceedings of the 2023 IEEE 13th International Conference Nanomaterials: Applications and Properties, NAP 2023 (pp. NRA161–NRA164). Bratislava: Institute of Electrical and Electronics Engineers; 2023. doi: 10.1109/NAP59739.2023.10310753
  50. Maharramov A, Shikhaliyev NQ, Qajar A, Atakishiyeva GT, Niyazova A, Khrustalev VN, Akkurt M, Yildirim SÖ, Bhattarai A. Crystal structures and Hirshfeld surface analyses of (E)-1-[1-(4-tert-butyl­phen­yl)-2,2-di­chloro­ethen­yl]-2-phenyl­diazene, (E)-1-[1-(4-tert-butyl­phen­yl)-2,2-di­chloro­ethen­yl]-2-(4-methyl­phen­yl)diazene, (E)-1-[1-(4-tert-butyl­phen­yl)-2,2-di­chloro­ethen­yl]-2-(4-meth­oxy­phen­yl)diazene and (E)-1-[1-(4-tert-butyl­phen­yl)-2,2-di­chloro­ethen­yl]-2-(3-methyl­phen­yl)diazene. Acta Crystallogr Sec E: Crystallogr Commun. 2023;79:637-643. doi:10.1107/S205698902300511X
  51. Dankevych A, Dankevych V, Levchenko Y. EU integration and the business efficiency of the quality control system of dairy products: The dilemma of ukrainian enterprises. In: Recent Trends in Business and Entrepreneurial Ventures (pp. 61–83). Hauppauge, New York: Nova Science Publishers; 2023.
  52. Abzhanova SA, Bulambayeva AA, Dzhetpisbaeva BS, Kozhakhiyeva MO, Matibaeva AI, Serikkyzy MS, Rskeldiyev BA. Research of the impact of a vegetable protein composition on the functional and technological properties of national meat products. Asian J Microbiol, Biotech Environ Sci. 2018;20(4):1071-1080.
  53. Abilmazhinova N, Vlahova-Vangelova D, Dragoev S, Abzhanova S, Balev D. Optimization of the oxidative stability of horse minced meat enriched with dihydroquercetin and Vitamin C as a new functional food. Compt Rend L'Acad Bulgare Sci. 2020;73(7):1033-1040. doi: 10.7546/CRABS.2020.07.18
  54. Kaldarbekova M, Uzakov Y, Chernukha I, Kurmanbekova A, Jetpisbayeva B. Studying the effect of multicomponent pickle on the quality of cooked and smoked horse meat product. Period Tche Quim. 2019;16(33):259-265.
  55. Kozhakhiyeva M, Dragoev S, Uzakov Y, Nurgazezova A. Improving of the oxidative stability and quality of new functional horse meat delicacy enriched with sea Buckthorn (Hippophae Rhamnoides) fruit powder extracts or seed Kernel Pumpkin (Cucurbita Pero L.) flour. Compt Rend L'Acad Bulg Sci. 2018;71(1):132-140.
  56. Kondibaeva ZB, Yespembetov BA, Abeuov KB, Mussayeva AK, Siyabekov ST, Nussupova ST, Akmatova EK, Pazylov YK, Maikhin KT, Syrym NS. Inactivated vaccine against Aujeszky’s disease. Vet World. 2021;14(11):2957-2963. doi: 10.14202/vetworld.2021.2957-2963
  57. Umitzhanov M, Musaeva AK, Abishov AA, Zhamansarin TM, Omarbekova UZ, Turyspayeva SZ, Siyabekov ST. Approaches to reducing the toxic exposure hazard on the sheep population. Cell Tissue Bank. 2022;23(4):753-765.
  58. Uzakov YM, Ospanova DA. Study of the morphological structure and nutritional value of lamb. World Appl Sci J. 2013;27(4):479-482. doi: 10.5829/idosi.wasj.2013.27.04.13659
  59. Denysiuk O, Svitlyshyn I, Tsaruk I, Vikarchuk O, Dankevych A. Diversification in the enterprises' activities for sustainable development in the agricultural sector. Riv Stud Sosten. 2022;2022(2):85-102.
  60. Fedoniuk TP, Pyvovar PV, Skydan OV, Melnychuk TV, Topolnytskyi PP. Spatial structure of natural landscapes within the Chornobyl Exclusion Zone. J Water Land Develop. 2024;60:79-90. doi: 10.24425/jwld.2024.149110
  61. Sapazhanov Y, Orynbassar A, Kadyrov S, Ahmedov A, Sydykhov B. Kazakh and Russian Translation of FSMAS-SF Instrument. J Phys: Conf Ser. 2021;1988(1):012046.
Make a Submission

Indexing

info@physics.uz.ua