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THE BASIC MAINTENANCE OF WORK

In Introduction the object and object of research choice, a theme urgency, scientific novelty is proved, are formulated the purpose and problems, defined the theoretical and practical significance of the dissertation, the empirical and methodological base of research is characterised, the positions which are taken out on protection are resulted.

Chapter 1 «Teoretiko-methodological bases of communications of governing bodies with the public in the conditions of formation of new media environment» is devoted base communication aspects in work of services on public relations of authorities. In the head the basic approaches in construction of effective communication space round authorities are considered, specificity of interaction of an audience with official structures is allocated.

Within the limits of research of communication work of authorities at the present stage scientists were conditionally divided into some directions of studying of a question: a part of the Russian researchers led by professor V.S.Komarovskim the place and a role of public relations in political management in detail study, dynamics and tendencies of development of communication processes in the given sphere. The Petersburg researchers A.D.Krivonosov, B.J.Misonzhnikov consider structure of work with texts of the press-services and its specificity; the least studied part of a question of development of PR-communications there is their updating and development in the conditions of the new information environment, including in a network the Internet. At present, most in detail this question is studied in A.N.Chumikova's works, M.G.Shilinoj, T.A.Grinberg which attentively study questions of updating of PR-communications in new media environment. The open system of a modern civil society assumes the maximum availability of full volume of the information and services necessary for an audience.

Regional governing bodies react to change of the external information environment, analyze experience of interaction with citizens of federal state structures. Authorities as the structures accumulating round weight of reports of information, are the important part of media environment of any region. O.N.Savinov in the researches that fact, that «notices an establishment of interactive, partner ratios between the power and formed institutes of a civil society - one of key problems of the Russian statehood».

Taking into account rates of development of modern technics the authority PR-division began to deal any more only with concrete object, but also with the whole communication systems. Globalnost networks the Internet stimulates experts in public relations to count the information policy within the limits of work of new communication systems. There is a new conceptual system within the limits of communication work is «the computer-mediated communications», «digital (digital) democracy», «the electronic government», «electronic citizenship», etc. Depending on character of the message created by official structure, the purposes it is possible to allocate some kinds of communicative influence in a network the Internet: Government-to-Citizen (G2C), Government-to-Bisiness (G2B), Government-to-Government (G2G), Government-to-Employees (G2E). The mediated access of citizens to the information provides reception of the interesting information through the information resources purposely extended by the power during realisation of a principle of publicity.

As many researchers, since 2016 mark, a main role in elective process the information from sources of a network will play the Internet. Hence, federal and regional governing bodies should result the Internet resources in a condition of the maximum availability and clearness for citizens, and speed
Interactions with inquiries of mass-media and references of citizens should grow to proportionally rate of development of an information flow in the country. A.A.Romanov notices, that «the Internet has appeared the best means (the media environment) for distribution of the information and a manipulation it from the moment of realisation of a plan, creation and updating of a media product before its distribution and consumption».

The extensive social base of contacts of authorities demands serious qualification, the big set of communicative tools and accurately worked strategy of work within the limits of professional work that assumes special statement of the professional purposes PR - the expert. In the conditions of varying political conditions special value gets necessity to have the control over a condition of an information field of region, possibility of authorities to inform the position to citizens, aspiration to create a favorable image of the activity.

Authorities have serious experience of processing and broadcasting of information messages. In the conditions of new media environment the functional approach to zhanroobrazovaniju modern texts varies. As many researchers mark, categories and genres in the modern information environment undergo serious modifications. The tendency of washing out of borders between versatile texts and formats develops. Various types of information join in one text, that considerably changes the form of giving of an information material.

With arrival of new information resources, researchers began to speak about new orally-written (digital) communications which include separate lines both oral, and written communications. The important feature of Internet communications is that fact, that language of network dialogue can be shown exclusively in writing. Transitive forms of existence of language - oral elektronnoyooposredovannaja (synchronous), oral fixed (asynchronous) are allocated and
Written electronic (synchronous and asynchronous) communications which actually are the realisation of the oral or written form of language mediated by electronic devices. At the expense of these features they lose some distinctive signs and get the new. Within the limits of oral communications the citizen perceives live speech of politicians and representatives of authorities more often.

It is necessary to notice, that the oral and written form of speech are differentiated not only by criterion of presence of various material bases, but also by their various nature connected with specific mechanisms of realisation and conditions of functioning. Comments, interview and citations of the first person reflect a direction of activity of authority, form image of the politician as the effective manager, and also open its principles of work.

It is possible to carry written text materials to traditional written communications typical for the press-services of authorities. S.A.Lysenko notices, that it is the kind of communications representing the special form of fastening, transmission and information storage, at generation and which functioning the certain sign system perceived visually is used. The given kind of communications is present on official portals of authorities, the citizen faces the given kind of communications more often as it is the most accepted form of transmission of the traditional text.

To orally-written (digital) communications mainly carry the information broadcast by means of a blog sphere. Character of the given information is based on its emotional basis (I.A.bull. D.A.Mazhorov, P.A.Slutsky, O.G.Filatova). However even the informal form of giving of the information and personal reversal of the first person to citizens in blogs and social networks cannot be considered as completely oral communications as texts bear in themselves certain structural features of the written form of speech.

Level of an embodiment of features of oral and written speech in Internet communications differs depending on a genre of a report of information. It is possible to note the tendency of easing of display of a genre accessory of the text. It is possible to consider as the basic system factor of updating of PR-texts requirement for constant optimisation of the information which prepares the press-services, that depending on features of an information occasion the PR-expert chooses the most effective form of giving of materials, sometimes having refused from some genre canons.

Modern PR-genres change, being transformed under the influence of environment. Thanks to convergence processes occurs some kind of updating of genres. In PR-texts even more often it is possible to observe mixing of high and low styles that gives both positive and negative results in development of communicative process.

Various information channels of interaction of authorities with citizens assume the various approach to selection of the information and features of its broadcasting. The network the Internet imposes the updatings on a format of giving of information materials for mass-media and citizens. Communications of authorities with citizens become more open, fast and effective. It occurs, including, thanks to change of formats of giving of the text information.

Feature of the modern information environment which are based on technologies the Internet, consists in its influence on social behaviour. For official authorities the given models the Internet - of presence at a format of the site-cut-away, a traditional Internet portal and a portal with elements «eGovernment», and also in the form of an official blog of the organisation or its first person are characteristic.

The differentiation of level of access to information technologies in various subjects of the Russian Federation influences a demand and development of services of the electronic government.

The Internet, really, became absolutely a new field tekstualizatsii for realisation of communication work of authorities with an audience. Before politicians there are communication, analytical and research problems. The new information environment demands from official services on public relations of special flexibility and instant reaction to information field change on questions which mention various aspects of life of citizens. The authority PR-division should consider an information context of concrete region.

In the second chapter «Communication and creative aspects of interaction of regional services on public relations of authorities with citizens» are considered features of interaction of regional governing bodies on an example of the Nizhniy Novgorod area and the estimation is given to a level of development of communication culture in area.

Being the original business and political centre of the Volga region, the Nizhniy Novgorod area primordially possessed the developed system of mass media. Today in territory of the Nizhniy Novgorod area 544 mass-media are registered: 383 printing editions, 152 electronic mass-media (from them 45 television channels and 21 television program, 18 radio programs and 66 radio channels, 2 electronic periodicals), 9 news agencies. Level of penetration of communication technologies systematically grows thanks to the chosen course of an information policy developed according to problems, put by the federal centre.

The primary goals of development of an information field of the region, solved by local authorities at the present stage, are fixed in the Governmental order of the Nizhniy Novgorod area from 05.05.2014 N 311 "About modification of a government program" the Information society of the Nizhniy Novgorod area (2014 - 2017) ".

Each of the chosen official sites of region has own system of search, selection and the information analysis. For example, the site of administration of a city is made under a format of a city portal. On a site the separate contract organisation of Joint-Stock Company "ÔѽÑÓáñ¿«ßÔÒñ¿n" the Nizhniy Novgorod meridian »where processing of the news coming from the press-service, professional journalists are engaged is engaged in preparation of materials.

In the second chapter questions of realisation of an information policy by various official structures of a city and area also are analyzed, examples of use of information technologies in activity of bodies of public service which are aimed at increase of efficiency of mechanisms of the government on the basis of creation of the general information-technological infrastructure are considered. Internet communications play one of the most important roles within the limits of the information policy of authorities.

In access to the information in a network the Internet mobile versions of sites as the considerable volume of the traffic of townspeople is consumed by means of mobile devices start to play the increasing role. For the mobile appendix of an official site important that the information has been submitted as much as possible informatively, but in small volume, laconicism of giving of information materials is important. In the given format the visual information, tables and schedules is easily perceived.

At the present stage of development of level of public communications of service on public relations have got the status of departments of prime value in authorities. Today the service on public relations is an integral part of the state organisations of different level. It is impossible to forget, that Internet publicity assigns on the first persons of official structures and their press-service additional responsibility. For example, guiding by the first persons of personal blogs and profiles in social networks can give as
Positive result and to create defined imidzhevye losses. Journalists, sociologists, political scientists actively trace growth and falling of popularity of the first persons depending on occurring events.

In work concrete examples of giving of information materials of a final audience also are considered. First of all, citizens consider practical experience of the reference to authorities, and then already analyze text sources which give them representation about work of power structures as a whole. Services on public relations should adapt information materials depending on the communications form (oral, written and ustnoyopismennaja). The material which to prepare within the limits of the concrete channel of communications, should possess a set of specific characteristics and a certain format of giving of materials.

For research the Nizhniy Novgorod area has the level of development of information technologies overtaking separate regions PFO on many indexes. In spite of the fact that the Internet deletes all borders, allowing to inform any information on any distance, readiness and adaptability of a technical infrastructure of region plays the big role in formation of civil communications between power structures and a society. It is important to underline, that the Internet resource not only has facilitated administration of authorities and has increased speed of interaction with citizens, but also has set new rules of information work with an audience. Therefore one of the main tasks of authorities is necessity of an advancing of requirements of inhabitants of region and improvement of a life of people at the expense of fast adaptation of the newest information technologies to needs of the population.

In the conclusion researches are summed up, outputs are formulated, the basic tendencies in communication work of authorities of the Nizhniy Novgorod area are allocated.

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A source: SHIBANOVA Julia Vladimirovna. the TEXT PARADIGM of COMMUNICATIONS In ACTIVITY of SERVICES ON PUBLIC RELATIONS of GOVERNING BODIES In the conditions of FORMATION of NEW MEDIA ENVIRONMENT (REGIONAL EXPERIENCE). The dissertation AUTHOR'S ABSTRACT on competition of a scientific degree of a Cand.Phil.Sci. Nizhni Novgorod - 2017. 2017

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