So, as a result of studying of features of social policy in public sphere of region, and also principles and mechanisms massmedijnogo its advancements the author comes to following positions and conclusions:


Stability of development of regional community of citizens is expressed in level of their social state of health which depends on efficiency of the social policy which is carried out by power structures and public institutes within the limits of administrative-territo-rialnoj units. This process is promoted by mass media which aspire media communicative methods and receptions to overcome existing in our country in mass consciousness a stereotype of the sceptical relation to quality of rendered services and professionalism of workers of social sphere - including, and owing to natural Puritanism of the Russian person (in a counterbalance epikureizmu the western person). Now the basic problem consists in insufficient public positioning of achievements, results and innovations of the social sphere movable by projects from above (from the power), initiatives from below (from the people) and discourses "sideways" (from the press) which in daily obshchestvennogosudarstvennoj to practice are integrated into one system-program whole under the name "social policy".

2. Definition of concept new to the humanity the "social policy", offered by the author of dissertation, in a complex considers dynamic, static, diffuzionnye, sinergeticheskie its features: it is system of the purposes, problems, directions, means, results in the course of realisation of requirements of a society and interests of the state in the field of a social status and social state of health of the population of the country, region, municipal union. The basic measuring instrument of efficiency of social policy is the index of development of human potential (IRCHP) as an integrated indicator with average value of three generalised indicators - expected life expectancy (longevity) of the citizens, the reached threshold of formation and literacy of adult people, a real standard of living (gross national product per capita in monetary units).

3. In modern conditions social policy a priori contacts the social state which under the Constitution of the Russian Federation is obliged to be engaged not only preservation of own territory, but also savings of the population. On crossing of appreciably-funktsional th properties of the social state and social policy the phenomenon of the state social policy is formed. It is treated as state action in the social sphere, the pursuing definite purposes correlated with concrete historical circumstances, supported with necessary organizational and propaganda efforts, financial resources and calculated on defined etapnye social results (B.V.Rakitsky's definition). To the state help to spend social policy massmedia which, forming deep image of region, select as an information occasion the facts, events, the phenomenon of a daily life answering to profile inquiries of its population.

4. Efficiency of the state social policy in the big degree is caused by ability of power structures of all steps of an administrative ladder quickly to react to the problem which has arisen in social sphere and to raise readiness to discuss a way of its decision during dialogue with inhabitants of Kuban. For this purpose the power by means of regional and municipal massmedia resorts to constructive abilities of the public opinion passing with their help from the latent (not public) form in open (public) analogue. Addressing to a mass audience with the offer to participate in the decision of social problems, journalistic collectives in full scale realise: first, the role functions - truthful, objective, authentic informing of citizens on an event actually and versatile communicative intermediary between a society (people) and the state (power); Secondly, the social mission - perfection of the world on the basis of universal values, improvement of quality of a material and spiritual life of people, service to good and progress and struggle against harm and recourse.

5. Initiative press appeals to public opinion as to the major element of social management in the democratic state practice richer than the theory testifies that the life is more widely right, and: now social interaction in system a society (people) - massmedia (press) - the state (power) is primary, legal by, is doomed to discrete (faltering) character, without a feedback. The given circumstance is promoted rather disputable from the point of view of socially-practical expediency by a postulate from area massovoinformatsionnogo the rights, the releasing mass-media from a duty to answer letters of citizens and to send these letters to those bodies, the organisations and officials, whose competence includes their consideration (the Law of the Russian Federation About mass media, the Chapter IV, Article 42). This legal ulozhenie demands, according to the author of dissertation, basic substantial updating towards qualification of the letter of the citizen in edition of the state and public mass-media as its references in authority.

6. In the course of social policy realisation modern massme - dia resort to two basic profiles of interaction with public opinion at competent use of the standard mechanisms of a straight line and a feedback. First, being object of influence from public opinion, massmedia it reflect: in this case the active part of the population of the country (region, municipal union) has possibility through editorial mail, reader's, spectator, slushatelskie conferences, subscription campaigns to impose to the press the understanding of an event in the daily validity and to force it to delegate this understanding to public sphere. Secondly, being the subject of influence on public opinion, massmedia it form: In this case they show selectivity - cut from set of judgements of readers, listeners, spectators insignificant, atypical, impractical and, on the contrary, find the most important, characteristic, useful to improvement of economic, political, cultural spheres of life of a regional social generality.

7. In both cases obrazuemyj the total file of socially significant information (under condition of high political culture of its manufacturers and consumers - citizens, managers, journalists) becomes the factor not only social, but also state up-ravlenija: it induces pressure of public opinion through the press on authorities which can be different severity level and in extreme situations even to force to acceptance of urgent organizational-legal decisions. Basically, functionality of public opinion has two profiles - neutral and imperative. The first includes a set of such functions, as educational, advisory, informative. The second includes a set of such functions, as reguljativnaja, estimated, control, directive. Imperativeness of public opinion derivative of named functions is that administrative and propaganda reserve which start to use effectively the power and the press for the purpose of successful realisation of the conceived social project.

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