Institutionalization of media communications in social policy representation

Abstract

Purpose of the study: In modern conditions, communications play a decisive role. The information has become a “product” not only in the economic and political areas, but also in quite unexpected institutions of the post-industrial society (humanitarian, social or public, and cultural). In the article, the authors present the role of media communications in the representation of social policy and analyze experience gained from the interaction of media communications and social policy. Methodology: In the study’s practical section based on expert monitoring of articles in the printed media and the Internet, the authors analyze possibilities and prospects of institutionalization of media communications in social policy representation. Main Findings: Besides, in the study, the authors define a list of priority social topics in the publications under analysis and various aspects of media activities that influence the probability of representation of social policy by media communications. In the study, the authors indicate requirements for the responsible social position of a media professional and present policy and role diversity of media communications in the course of institutionalization.