Kovaleva M.M.

Purpose. To consider the problem of political management at the present stage of relations development from the point of view of influence on the media process. Methods. The method of classical logic, analysis and synthesis, comparative method, in part historical approach, and the traditional method of document analysis have been used. Results and practical significance. Interdependence of political and media process in modern world is revealed, mechanisms of mutual influence and tools of political control are revealed. Perspectives for further researching of the stated problem are disclosed. Scientific novelty. The authors are the first to develop an idea: today the subject of politics, generating fact, event and also the subject responsible for information dissemination coincide. This opens up huge opportunities for manipulation, with the "objective information" category in the focus of attention.

Purpose. Study of specificity of making power image using mass media in conditions of transformation of political processes in Chelyabinsk region. Methods. The authors used comparative and contrastive method (formation of power image on federal, regional, municipal levels); method of scientific abstraction which is necessary for making theoretical models in PR sphere. They also used content-analysis method which is used for analyzing materials of print and audio-visual mass media; method of classical logics. Results. Proceeding from the existing empirical data on forming the power image by mass media the author makes a conclusion about a new stage in the development of journalism as a profession and development of mass media institute itself in the sphere of power image formation. The appeared trends are connected with search of the Russian PR self-identification and also political trends appeared in the Russian reality. Scientific novelty. Scientific novelty is in research of specific features in building power image in regional and municipal mass media, their relations between them and divergences of principles. It’s the first time of analyzing materials of election campaign of two executives from different power levels, but with similar starting points.