The implementation of the mass media functions in the context of global and national challenges: assessments of public and journalists 

Olga V. Shinyaeva, Doctor of sociological sciences, professor, head of the sub-department of political sciences, sociology and public relations, Ulyanovsk State Technical University (32 Severny Venets street, Ulyanovsk, Russia), E-mail: olses@rambler.ru
Valentina E. Kamanina, Postgraduate student, Ulyanovsk State Technical University (32 Severny Venets street, Ulyanovsk, Russia), E-mail: kamanina_valentina@mail.ru 

316.36 

10.21685/2072-3016-2021-1-7 

Background. Under conditions of radical renewal of the labor market, deepening contradictions between layers of society, the emergence of new ecological disasters and viral pandemics, social challenges of different scales and intensity are intensified. Any challenges activate the need for communication, discussion of patterns of behavior and ways to mobilize resources. The above circumstances increase the relevance of scientific research on mass communication, its links with the institution of mass media and the new structure of media space, the effectiveness of functions and their perception by the population. Sociological interest is the problem of realization of traditional functions of social institute of mass media in changed media space, competition for trust of population to old and new media.
Materials and methods. The article uses the theories of Yu. Habermas, M. Castels, M.M. Nazarov about the mass media functions in conditions of active digitalization; interpretation of data of author’s sociological study conducted by methods of questionnaire survey of population and in-depth interview with journalists. The empirical subject of the questionnaire was residents of a large city from 18 years and older, different levels of education and official status; in-depth interviews were conducted by journalists working in print, television, radio, Internet and social media. The purpose of the work is to determine the nature of the implementation of the functions of the media in the context of aggravating global and national challenges, changing the structure of media entities and their perception by participants in mass communications. It was implemented through the application of structural-functional and communicative approaches, analysis of media functions from the point of view of effective answers to global, national challenges, mobilization of human resources.
Results. Of the main socio-cultural functions of the media, the most significant is the intensification of the information needs of the population, the desire to compare their behaviors with common practices. Under the influence of technological transformations, in the context of the global transition of public and economic life from offline to online, the problem of performing the functions of mass communications became apparent for reasons of reduced quality of information, as well as the inclusion of unprofessional journalists in the process of its creation.
Conclusions. In the situation of information overload, proven, reliable information has gained special value, has become an important weapon against panic and fakes. Regional media and social networks play a crucial role in its implementation; they contribute more to public harmony than major federal publications. The latter are more effective in performing the functions of social control and social regulation of the actions of the population. The situation is complicated by the fact that social networks have been included in the competition for the minds and actions of the population, where media flows are created in informal communication. New legislative acts give the right to consider themselves a journalist to employees who do not have a professional education, but regularly post information products on online platforms. Changes in the structure and forms of the media have not yet been fully reflected in Russian legislation, which in real practice reduces the information-mobilizing effectiveness of mass communications. 

the mass media functions, global and national challenges, the mobilizing role of mass communication, civil society 

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