Media culture as a factor of public opinion formation in small towns

Abstract

Introduction. In the modern world, where the information environment is saturated with informational noise and mass means of communication, media culture acquires an important status in the formation of public opinion. This is especially true for small towns, as they may be remote from global media streams. Relevance and purpose. Media culture becomes a key tool for understanding and analyzing information included in public discourse and influences the formation of people’s consciousness and views. The purpose of the article is to study media culture as an important element of public opinion formation in small towns of Ukraine through the prism of identifying perspectives of influence and control. Methodology. Conceptual foundations for the study of modern media culture and its impact on the cultural and social structure of society were laid in foundational theories such as Marshall McLuhan’s «global village» and Alvin Toffler’s «future shock». Content analysis of scientific literature was also used as the main research method. Results. The influence of media culture on the formation of public opinion in small towns is extremely significant, especially due to the limited media space, which makes its influence even more significant. In such conditions, the media play a decisive role in the coverage of events at the local and national levels, as well as in the formation of the cultural and social identity of the community. The study emphasizes the importance of media self-regulation and the development of professional ethics to ensure objectivity and credibility of information. Financial support for independent media, local media and ensuring the confidentiality of sources are identified as critical factors for ensuring the quality of information services in small towns. Also, raising the level of media literacy is an important element, key to critical thinking and fact-checking. Therefore, initiatives and programs aimed at improving media literacy among residents of small towns are recognized as essential. Conclusions. Media culture is an important part of the socio-cultural development of small towns. Mass media play a key role in covering local or national events. For this reason, mechanisms of control over the manipulation of mass media are of particular importance. The work emphasizes the importance of media literacy among the population of small towns. Therefore, individual programs and initiatives can contribute to increasing the level of media literacy among residents of small towns.