Комунікаційна взаємодія медіа та установи

Abstract

Communication interaction between the media and the institution has specific features due to the trends in the economic environment and social relations in society. These factors determine the current structure, functions and role of the media. When forming media content, the media takes into account the social, ideological, psychological characteristics of the audience: management and employees of the institution. Personal attitude of the media (editorial board, journalists) plays an important role in the factual basis and its interpretation. The strategy of communication interaction between the media and the institution is based on the application of conceptual approaches: systemic and personal psychological and communication approaches.