To the Question about the Dynamics of the Processes of Interaction «Voters — the Media»

Abstract

This article explores the problem addressing the problem of the dynamics of the processes of influencing voters’ audience from a  variety of sources, including television, network and print media. Any theory, in whatever sphere of human being it exists, performs three  important functions: description, explanation, prediction. The same  applies to theories that reveal the essence of ways and means of  political communications. The paper considers three main  sociological methodologies for assessing the role of the media in the  process of influencing voter audiences. The author determined that  in connection with the globalization and technological progress that has taken place, the traditional media lost the monopoly on  information, and, in fact, ceased to be the «fourth power», and  voters largely independently determine media content. The  interaction of traditional television and print media (very often  administratively managed) with the decentralized network helps to  form a political agenda. Traditional media identify specific public  inquiries generated in online communities, and hand them over to the «pper» levels of government.