The Interaction of the Authority Bodies with Target Groups: the transformation of communication technologies in the era of digitalization (regional aspect)

Abstract

The research is devoted to the analysis of the transformation of the technologies of authority bodies’ interaction with different target groups under the conditions of digitalization and mediatization of all life spheres of the society. In modern conditions the complex problem of optimizing authority’s interaction with the population is very acute. Scientists are laying emphasis on to the issues connected with the technologies of public opinion control as well as with the peculiarities of authority bodies’ communication with the population in the sphere of public services and providing feedback, and with anti-crisis communications in the sphere of authority bodies’ activities and others. Digitalization emphasizes the need for the transformation of communication technologies. In this situation the study of the principles of work with the latest channels of public authorities interaction (sites, internet media, online press centres, social network accounts) is becoming urgent. It arises the necessity of developing a conceptual model of modern communication of different level authorities with target groups.The task of this research is (a) to determine the principles underlying the authority bodies’ interaction with the audience under the conditions of digitalizing and mediatizing of all life spheres of the society, and (b) to develop the conceptual model of effective communication of different level authorities with target groups. The solving of this task is supposed to enable, first, to work out the principles of public opinion control by means of effective communication practices, PR-technologies; second, to develop methodological principles of authority bodies’ interaction with target groups under the conditions of population free access to the information flows of different directivity as well as practical guidelines on implementing effective practices into the spheres of digital transformation of public administration. The authors provide the basis to model of authority bodies’ interaction with target groups; systematize effective communication practices of interaction between authority bodies and target groups; provide the reasoning for methodological approaches to the development of the principles of interaction between authority bodies and different target audiences by using the latest communication technologies.