Mass media in the power framework: institutionalization revisited

Анотація

The definitions of the institute and the institutionalization in the different fields of science (scholarship) vary. Specifically this refers to the understanding of the institutionalization of the mass media, whose activities are greatly dependent on the authorities. In Ukraine, such dependence has been particularly salient during the last time. The article aims at studying the existing definitions of the institutions of both social phenomena. An analysis of the institute of comparison and interpenetration of media and power as a social communication сoncept has been offered. A concept of institutionalization of the mass media is analyzed in terms of content structure and personal freedom of journalist. Specificity of several specialized aspects of media institutionalization in the context of the existence of different types and forms of competition and cooperation between universal and specialized publication sand journalists are analyzed. Different subtypes of journalism and relevant social trends, as well as a degree of interaction between professional and commercial dimensions of journalistic sphere are analyzed. It is emphasized that debates on mass media institutionalization focus on two dilemmas: the «journalist-professional» and «the journalist-ordinary member of society». Such discussion relates to the social significance of the problem and to professionalism of the media and journalists. The authorities can reduce social importance of institutionalization of the mass media, as well as they can downplay it purportedly. But social institutionalization of the mass media does not disappear because of the whims of the current authorities. We argue if the current Ukrainian authorities took into account the main factors of the institutionalization of the media and the correlation between journalistic and social practices, it would make fewer mistakes in its work with the media (which cannot be destroyed by institutionalization). The followup studies on the research problem outlined in the article are to study definitions of institutionalization of social and communication characteristics of cluster institutions: legal, economic sociological and so on. Socio-communicative understanding of the concept of the institution in its modus operandi will enable systematizing knowledge about institutionalization of many social phenomena that serve the mass media. Keywords: author, power, journalist, category, institutionalization, content, mass media, professionalism, social effect, specialization, universality.

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