Communication strategies of the media elite

• Anastasiia Bessarab ^[1] ; Nataliia Zykun ^[2] ; Valerii Dreshpak ^[3] ; Olha Kvasnytsia ^[4] ; Galyna Volynets ^[5] ; Tetiana Rohova ^[6]
  1. [1] Psychology and Social Work Department, Faculty of Special Education and Social and Humanitarian Disciplines, Municipal Institution of Higher Education “Khortytsia National Educational Rehabilitation Academy” of Zaporizhzhia Regional Council, Zaporizhzhia, Ukraine
  2. [2] Department of Language Training and Social Communications, Faculty of Social and Humanitarian Technologies and Management, State Tax University, Irpin, Ukraine
  3. [3] Department of Journalism, Faculty of Management, University of Customs and Finance, Dnipro, Ukraine
  4. [4] Department of Foreign Press and Information, Faculty of Journalism, Ivan Franko National University of Lviv, Lviv, Ukraine
  5. [5] Department of Journalism, Faculty of Social Sciences, National University “Zaporizhzhia Polytechnic”, Zaporizhzhia, Ukraine
  6. [6] Department of Journalism, Faculty of Journalism, Zaporizhzhia National University, Zaporizhzhia, Ukraine

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• Localización: Revista de Cercetare si Interventie Sociala, ISSN-e 1584-5397, Vol. 85, 2024, págs. 157-170
• Idioma: inglés
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  • The article examines the role and influence of the media elite in shaping communication strategies, political communications, and the editorial policies of corporate publishing. Given the current changes in the global media landscape, this research is highly relevant. This paper aims to identify the main characteristics and functions of the media elite, define the content and structure of ideas about media elites and their communication policy. The study employs an integrated approach, utilizing descriptive, analytical, and synthetic methods to present the theoretical and methodological framework. It also applies an interdisciplinary research method to examine specific features of media elites and their communication strategies. Analysis of statistical data was used to determine the popularity and frequency of use of various sources of information, as well as to assess the level of trust in the media elite among society. A semantic and stylistic method is employed to illustrate language resource utilization in media texts. The research establishes that media elites' structure and ideological guidelines significantly impact the style of political communications, communication strategies in the media, and the type, content, and meaning of contemporary media texts. The findings emphasize the evolving nature of media elite communication strategies in response to various factors, including technological advancements, socio-political shifts, and cultural changes. This underscores the importance of further exploration of their roles in transitional democracies and regions facing media challenges. This research provides a foundation for understanding how media elites align with other influential groups, their perspectives on national interests, and the potential implications for democratic processes.