So, as a result of studying of a role and value of mass media and imperious bodies as attraktorov processes of identification and imidzhirovanija a regional generality, and also features mediatriche - skogo measurements of a policy the author comes to following positions and conclusions:


In a postindustrial society there is a consecutive

Rapprochement of the basic spheres of life and consciousness of society (a policy, economy, culture) as a result of continuous reproduction and distribution of various streams of the social information (scientific, special, art, publicistic, advertising). It leads to formation of constantly operating socially-administrative sheaves-configurations in a kind: "policy/information", "economy/information", to a cult -

The ra/information . And the first sheaf ("policy/information") - owing to continuous variability of sphere of the policy demanding constant fluidity of the profile information appears the most dynamical among them today.

2. Diffusion of a policy and the information is carried out in practice by power structures and massmedijnymi by means which act in a role attraktorov processes of identification and imidzhirovanija a regional social generality. At the heart of politiko-information contact in a postindustrial society two objectively existing tendencies lay: quickly occurring information of society caused tsivilizatsionnymi (ideological) and specialised (technological) requirements of a society and interests of the state; quickly occurring politicisation of society caused organizational (structural) and administrative (are functional) requirements of a society and interests of the state.

3. In this symbiosis massmedijnye means as a whole represent a society - their main objective is achievement of mental level of political identity, and power structures represent as a whole the state - their main objective is achievement of deep level of political image. And working out and realisation optimum for the modernisation period obshchestvennogosudarstvennogo modusa behaviour massmedijnyh means and power structures as attraktorov identifications and imidzhirovanija region to which should adhere to the socially-partner bases of interaction becomes the most important in the given process. Only in this case there can be an achievement by a social generality of a qualitative condition "identoimidzha" - harmonious connection identification and imidzhirovannyh results of regional development.

4. The basis of the information power is made constructed on adequacy kognitivno the expressed supply and demand by counter movement of the customer - the big weights of people with prevailing in them sotsialnopoliticheskimi moods and the executor - massmedijnyh means with the facts made and extended with their help, data, estimations, comments concerning an event in the surrounding validity. In case such adequacy in relations of the manufacturer of socially significant information (press) and the consumer of this information (weight) is on time enough stable, the system massmedia becomes the fourth power which the authority on the people can surpass three basic branches of the power - legislative, executive, judicial. Thus mass media form not only a mass audience on nominal etiko-legal tracing-papers, but also own creative and moral behaviour.

5. A basis of the political power makes counter sotsialnopartnyorskoe the society and state movement, constructed on adequacy kognitivno the expressed radical requirements of the population of the country (region) and real possibilities for their satisfaction which are given to the operated majority (weight) in the form of economic, political, cultural mechanisms from operating minority (elite). Degree of adequacy of declared requirements of a society and realised possibilities of the state to a great extent depends on level of intermediary of the mass media possessing ability objectively to reflect-fix and subjectively to overestimate-underestimate in public sphere presence and a parity of requirements of the population and power possibilities.

6. From a cause and effect number of co-operating processes of information and politicisation of the transformed society, two kinds of the power forming synthesis - information, or the public opinion authorities, and political, or the law and order authorities, the author of dissertation deduces scientifically-methodological concept mediatricheskoe measurement of a policy. It contacts a media (intermediary) role of the press, radio, TV, network editions and includes following rating scales (in monitoringovom a mode - on years): a proportional parity of mass media of the state, public, corporate, private types uchreditelstva; number accredited massmedia in legislative and power executive powers; quantity receiving grants from the state budget of mass media; a set at power structures of special services Pablik rilejshnz; structure of methods and ways of an exit of authorities in public sphere; Presence of managers and other politicians at publishing, trustee and other councils of mass-media; presence of deputies of different levels and members of public chambers from among journalists; a condition of relations in system the power - the press (levels of a proposition, a counterposition, a neutrality).

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  20. 4.4 Short conclusions