V. A. Evdokimov
Omsk Humanitarian Academy, Omsk, Russian Federation
Abstract:
The author aims to reveal the specifics of the functioning of economic institutions and the interaction of the press and business entities, reflected in the communication strategies coverage by Russian regional print media. The author used the general scientific methodology of historical and philosophical analysis, the general theory of knowledge and systematic approach.
The ways to cover the business entities activities are defined by communication strategies developed by the mass media and economic institutions to ensure the completeness and objectivity of consumers’ perceptions of the of enterprises, firms and banks activities. The regional press follows communication strategies of cooperation or adaptation when covering the functioning of economic institutions. Objectively reflecting the difficulties that have arisen in the sphere of economics, the media contribute to the search for mutual understanding by the initiators and recipients of communication. The cooperation strategy can be transformed into a strategy of adaptation associated with the refusal of the media to perform the function of criticism and control of the activities of business entities. The interests of the regional press and economic entities that interact in the information space may be close or opposite. As a rule, the media do not consider it possible to participate in campaigns aimed at discrediting competitors of economic entities, can avoid interaction with enterprises, firms whose activities are harmful to the environment.
When developing communication strategies, regional newspapers take into account the interests of founders and readers. The features of informing about the functioning of business entities are defined by the ambivalence of the attitude of mass media to the institutions of the economy, which for the press are both objects of criticism and control, and potential advertisers. The communication concepts may be modified by changes in the conditions of the press activities due to the adoption of legal acts, and competition in the information market. As a result of the evolution of media goals, the communication strategies include elements that are inconsistent with the original authors’ concept, it is possible to widen or narrow the circle of the recipients of the information. Full and impartial coverage of the activities of enterprises, firms and banks can be ensured by thorough thinking by journalists on the aims and objectives of economic entities and by revealing the specifics of their functioning to the audience.
Considering, to one degree or another, the interests of readers in developing a strategy, the regional press does not in reality ensure the completeness of informing the audience about the activities of business entities and their interaction. In the foreground of the publications of the regional press on the sphere of economics are the benefits received by enterprises. However, there are no experts’ explanations about what benefits the implementation of socio-economic projects gives the population of the region. Newspapers are able to provide the audience with both accurate and distorted information about the activities of economic institutions, and do not consider informal practices of interaction of business entities.
In the coverage of the functioning of economic institutions, disproportions arise, the press regularly reports on some business entities, while the activities of others are silenced, and the reasons for the exacerbation of contradictions in the relations of economic entities are not disclosed. This is due to the eclecticism, the selectivity of the topics of publications, the imperfection of communication strategies. The activities of business entities are shown indirectly through the prism of assessments given by representatives of regional authorities. It means that journalists are not self-sufficient and sometimes imitating their analysis of the functioning of enterprises, firms and banks.
The prevalence in the regional press of information publications makes it difficult for readers to have an objective understanding of the activities of economic institutions. It is difficult for the regional press to reveal how the regulatory decisions of political institutions affect the functioning of business entities, and how viable the concepts of regional development popularized by politicians are.
Keywords:
regional newspaper, institution of economy, communication strategy.
Paper submitted:
June 30, 2020
For citation:
Evdokimov V. A. (2020). Communication strategies of regional media and economic institutions. The Science of Person: Humanitarian Researches, vol. 14, no. 3, pp. 59–69. DOI: 10.17238/issn1998-5320.2020.14.3.7.
