Public Relations: Vectors of Development in a Mediatized Society

For citation: Gorokhov V.M., Grinberg T.E. (2018) Svyazi s obshchestvennost'yu: vektory razvitiya v mediatizirovannom obshchestve [Public Relations: Vectors of Development in a Mediatized Society]. Mediaskop 4. (in Russian). Available at: http://www.mediascope.ru/2507

DOI: 10.30547/mediascope.4.2018.7

© Vladimir M. Gorokhov
Doctor of Philology, Professor, Head of the Chair of Advertising and Public Relations, Faculty of Journalism, Lomonosov Moscow State University (Moscow, Russia), reklama202@mail.ru

© Tatiana E. Grinberg
Doctor of Philology, Professor at the Chair of Advertising and Public Relations, Faculty of Journalism, Lomonosov Moscow State University (Moscow, Russia), gritajourn@mail.ru

Abstract

The relevance of the article arises from the need to determine the vectors of public relations development driven by changes in the mediatized society.

The authors analyze the impact on the development of public relations system of such factors as mediatization of social institutions, change of consumption models (including media consumption) and business models that set new parameters of communication support strategies.

The study allowed coming to the following conclusions: mediatization of social institutions will contribute to improving the quality of press services and development of professional skills in information support of state projects of different levels. Change of media consumption will lead to familiarizing of PR-specialists with new media formats, use of transmedia storytelling techniques for preparation of PR-content for any audience, and creation of informative and entertaining content; switching of media technologies to social networks, telegram channels, messengers; development of forms of communication with civil journalists.

The emergence of new business strategies , in particular, 'experience economy', will require improvement of event marketing technologies and methods of interpersonal communication; using modern databases to study the values of the audience, development of anti-crisis programs taking into account new risks.

Keywords: public relations, development, mediatization, media consumption, business models, communication strategies.

Notes

Polovina global'nykh potrebiteley priznali svoyu zavisimost' ot gadzhetov [Half of global consumers have admitted their dependence on gadgets].26.10.2016. Available at: http://www.nielsen.com/ru/ru/insights/news/2016/global-trends-in-mobile-devices-us`age.html (aссessed: 10.11.2018).

TOP-20 kommunikatsionnykh agentstv − iyun' 2018 [TOP-20 communication agencies – June 2018]. Medialogiya, 2018. Available at: http://www.mlg.ru/ratings/research/6143/ (aссessed: 29.11.2018).

References

Altheide D.L., Snow R.P. (1979) Media Logic. Beverly Hills: CA: Sage.

Althusser L. (2006) Za Marksa [For Marx]. Moscow: Praksis Publ.

Berger P., Lukman T. (1995) Sotsial'noe konstruirovanie real'nosti: Traktat po sotsiologii znaniya [Social Construction of Reality: Treatise in Sociology of Knowledge]. Moscow: Medium Publ.

Defkins F. (1992) Public Relation. London: Pearson Educational Limited.

Demidov A. Global'nye trendy i rossiyskiy potrebitel' 2017. Po rezul'tatam mezhdunarodnogo issledovaniya «GfK Consumer Life» i proekta «Portret rossiyskogo potrebitelya»[Global Trends and Russian Consumer. 2017. According to the Results of the International Research 'GfK Consumer' and the Project 'Portrait of a Russian Consumer']. Available at: https://www.gfk.com/fileadmin/user_upload/dyna_content/RU/Documents/Press_Releases/2017/Gfk-Global-Russian-Trends-Sep_2017_Report.pdf (aссessed: 15.11.2018).

Dukin R.A. (2016) Mediatizatsiya sovremennogo obshchestva: vliyaniye sotsial'nykh media [Mediatization of the Modern Society: Impact of Social Media]. Teoriya i praktika obshchestvennogo razvitiya 2: 24−26.

Dunas D.V. Razvitie i sovremennoe sostoyanie teoreticheskikh issledovaniy zhurnalistiki i SMI v Rossii: avtoref. dis. … kand. filol. nauk [Development and Current State of Theoretical Research of Journalism and Media in Russia: abstract of PhD philol. sci. diss.]. Moscow, 2016.

Dzyaloshinskiy I.M. Kommunikatsionnye strategii sotsial'nykh institutov v mediaprostranstve Rossii: avtoref. dis. ... d-ra filol. nauk [Communication Strategies of Social Institutions in the Russian Media Space: abstract of Dr. philol. sci. diss.]. Moscow, 2013.

Fedotova L.N. (2017) Sotsiologiya massovykh kommunikatsiy. Teoriya i praktika [Sociology of Mass Communication. Theory and Practice].    Moscow: Yurayt Publ.

Ganzhin V.T. (1998) Pablik rileyshnz. Chto eto znachit? Vvedenie v sredovedcheskuyu kommunikologiyu [Public Relations. What Does It Mean? Introduction to the Environmental Communicology]. Moscow: MNEPU Publ.

Gorokhov V.M., Grinberg T.E. (2017) Svyazi s obshchestvennost'yu: Teoriya, praktika, kommunikativnye strategii [Public Relations: Theory, Practice, Communication Strategies]. 2nd ed. Moscow: Aspekt Press Publ.

Grinberg T.E. (2012) Kommunikatsionnaya kontseptsiya svyazey s obshchestvennost'yu: modeli, tekhnologii, sinergeticheskiy effekt [Communication Concept of Public Relations: Models, Technologies, Synergetic Effect].    Moscow: Moscow St. Univ. Publ.   

Grunig E.J., Hunt T. (1984) Managing Public Relations. N.Y.: Holt, Rinehart & Winston.

Gureyeva A.N. (2016) Teoreticheskoye ponimaniye mediatizatsii v usloviyakh tsifrovoy sredy [Theoretical Understanding of Mediatization in the Digital Environment]. Vestnik Moskovskogo universiteta. Seriya 10: Zhurnalistika 6: 192−208.

Hallahan K. (2010) Public Relations Media. In: Heath R.L. (ed.) Handbook of Public Relations. 2nd ed. Thousand Oaks, CA: Sage Publications, pp. 623−641.

Hjarvard S. (2008) The Mediatization of Religion: A Theory of the Media as Agents of Religious Change. In: Northern Lights 2008. Yearbook of Film & Media Studies. Bristol: Intellect Press.

Kachkaeva A., Kiriya I. (2012) Dolgosrochnye tendentsii razvitiya sektora massovykh kommunikatsiy [Long-Term Trends in the Mass Communication Industry]. Foresight-Russia, vol. 6, no 4, pp. 6−18. (in Russian)

Klapper G. (1961) The Effects of Mass Communication. New York: John Johnstone.

Klushina N.I. (2014) Mediatizatsiya sovremennoy kul'tury i russkiy natsional'nyy stil' [Mediatization of the Modern Culture and Russian National Style]. Russkaya rech' 1: 66−73.

Kolomiyets V.P. (2012) Mediatizatsiya – sotsial'nyy trend [Mediatization – social trend]. In: Filosofiya kommunikativnogo prostranstva: rasshiryaya Galaktiku. Materialy mezhdunarodnoy mezhdistsiplinarnoy nauchno-prakticheskoy konferentsii k 100-letiyu so dnya rozhdeniya Gerberta Marshalla Maklyuena [Philosophy of Communicative Space: Extending the Universe. Proceedings of the International Cross-disciplinary Scientific Practical Conference on the Occasion of Centenary of the Birth of Herbert Marshall McLuhan]. Moscow, p. 55.

Krivonosov A.D. (2002) PR-tekst v sisteme publichnykh kommunikatsiy [PR-text in the system of public communications]. St. Petersburg: Peterburgskoye Vostokovedeniye Publ.

Krotz F. (2009) Mediatization: a Concept with Which to Grasp Media and Societal Change. In: Lundby K. (ed.) Mediatization: Concept, Changes, Consequences. New York: Peter Lang, pp. 21–40.

Lasswell H. (1948) The Structure and Function of Communication in Society. In: Bryson L. (ed.) The Communication of Ideas. N.Y.: Harper and Brothers, pp. 37−51.

Lazarsfeld P.F., Bеrelson В., Gaudet H. (1954) The Peoples Choice. New York: Duell, Sloan and Pearce.

McLuhan M. (2003) Ponimaniye media: vneshniye rasshireniya cheloveka [Understanding Media: The Extensions of Man]. Moscow: Kanon-Press-TS; Kuchkovo pole Publ.

Mead G. (1934) Mind, Self and Society. Chicago: University of Chicago Press.

Nim E.G. (2012) Analiz roli media v obshchestve: mediatsiya vs mediatizatsiya [Analysis of the role of media in the society: mediation мы mediatization]. In: Informatsionnoe pole sovremennoy Rossii: praktiki i effekty: materialy IX mezhdunarodnoy nauchno-prakticheskoy konferentsii, 18−20 oktyabrya 2012 goda [Media space of the modern Russia: practices and effects: proceedings of the IX international scientific and practical conference, 18-20 October, 2012]. Kazan, pp. 316−324.

Nyusom D., Krukeberg D. (2001) Vse o PR. Teoriya i praktika pablik rileyshnz [PR Complete Guide. Theory and Practice of Public Relations]. 7th ed. Moscow: Imidzh-Kontakt Infra-M Publ.

Payn II Dzh.B, Gilmor Dzh. Kh. (2005) Ekonomika vpechatleniy. Rabota – eto teatr, a kazhdyy biznes – stsena [Experience Economy. Work Is a Theatre, and Any Business Is a Stage]. Moscow: Vilyams Publ.

Poulantzas N. (2008) Marxism, Law and the State. London, New York: Verso.

Puyu A.S., Bodrunova S.S. (2013) Mediakratiya: sovremennye teorii praktiki [Mediacracy: Contemporary Theories of Practice]. St. Petersburg: Sankt-Peterburg St. Univ. Publ.

Schultz W. (2004) Reconstructing Mediatization As an Analytical Concept. European Journal of Communication 19 (1): 87−101.

Shilina M.G. (2011) Internet-kommunikatsiya v svyazyakh s obshchestvennost'yu: pragmaticheskiy aspect [Internet-communication in Public Relations: Pragmatic Aspect]. Moscow: RITS Severo-Vostok», NIU VSH·E

Simmel G. (1994) Sotsial'naya differentsiatsiya [Social Differentiation]. In: Teksty po istorii sotsiologii XIX− XX vekov: Khrestomatiya [Proceedings on the History of Sociology of XIX−XX Centuries: Chrestomathy]. Moscow: [n. p.].

Thompson J.B. (1995) The Media and Modernity. A Social Theory of the Media. Stanford: Stanford University Press

Tretyakova O.V. (2011) Mediatizatsiya pravovoy zhizni obshchestva: pro et contra [Mediatization of Legal Life: Pro et Contra]. Vestnik Pomorskogo universiteta. Seriya: Gumanitarnyye i sotsial'nyye nauki 1: 67−72.

Van Dijk T.A. (1989) Yazyk. Poznanie. Kommunikatsiya[Language. Perception. Communication]. Moscow: Progress Publ.

Vartanova E.L. (ed.) (2016) Mediasistema Rossii. [The Russian Media System]. Moscow: Aspekt Press Publ.

Vartanova E.L. (2017) Proryvnyye mediatekhnologii v kontekste obshchestvennogo zaprosa [Breakthrough Media Technologies in the Context of Public Demand]. MediaAl'manah 4: 8−13.

Voinova E.A. Mediatizatsiya politiki kak fenomen novoy informatsionnoy kul'tury: dis. … kand. filol. nauk [Mediatization of Politics as a Phenomenon of the Contemporary Information Culture: PhD philol. sci. diss.]. Moscow, 2006.

Zverintsev A.B. (2007) Kommunikatsionnyy menedzhment [Communication Management]. St. Petersburg: Piter Publ.