scientific conference of lau
Title Social Media’s Role, Opportunities and Limitations in Building a Dialogue between the Population and the Authorities: The Russian Practice
Author Olga S. Gilyazova
About the author
DOI 10.35853/UfH-RMP-2019-J03
Section Journalism, Advertising & Public Relations
Year Index UDK 323.2:004.77:32.019.52 Pages 313–325
Abstract In this paper, we rely on research of specific features of social media’s Internet audience conducted by VCIOM, BrandAnalytics, RBC and other expert and informational communities and consider the social media’s role, opportunities and limitations in building a dialogue between the population and authorities’ representatives. To this end, we assess the level of activity and productivity of authorities representatives’ presence and the existence of feedback from the public on social media like VKontakte, Odnoklassniki, Facebook and Instagram. The paper’s theoretical and methodology foundation is the secondary analysis of domestic and Western publications studying specific features of social media as a platform for civil journalism of a new type. Also, we apply comparative analysis of sociological research methods of socio-digital activity. Officials’ reliance on opinion polls that are inefficient (unlike content analysis) in terms of monitoring the socio-digital activity leads to their underestimating the popularity level of social media (VKontakte, Odnoklassniki) “loved by the people” and preferring foreign ones (Facebook and Instagram) or offline communications. This causes officials’ insufficiently quick reaction to acute problems and public needs and, consequently, distribution of fake information (especially under crisis and panic conditions). Medialogy automated mass media monitoring (content-based) system proved to be a good tool of political forecasting to neutralize these phenomena. In this paper, we research the prospects of its application and make a conclusion on the need of its broader deployment in the practice of public opinion monitoring by regional and municipal authorities.
Keywords
  • medialogy
  • social media
  • bodies of authority
  • public opinion
  • fakes
  • bogus stories
For citation Gilyazova OS. Social Media’s Role, Opportunities and Limitations in Building a Dialogue between the Population and the Authorities: The Russian Practice. In: Zaks LA, Semitko AP, Mitsek SA, et al. (еds.) Russian Man and Power in the Context of Dramatic Changes in Today’s World: Collection of academic papers from the 21st Russian scientificpractical conference (with international participation) (Yekaterinburg, April 12–13, 2019). Yekaterinburg: Liberal Arts University – University for Humanities; 2019. p. 313–325. Available from: doi:10.35853/UfH-RMP-2019-J03.
License Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.
Article language russian
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Funding
Submitted 01.07.2019
Accepted 15.10.2019