Technologies|technicology| of manipulation 2 страница

That week most editions|publishment| concentrated their attention|attn.| on the problems of |mak “orange | coalition” formation besides,the activity of Party of Regions through Rinat Akhmetov and Vyacheslav Piskun in connection with partial|part-time| satisfaction of the lawsuit of Minister of Justice was lighted well enough.

The national press of Monitoring can be characterized as | follows:

- The central|center| editions|publishment| do not change their likings and antipathies to|by| political forces|strenth|, their illumination|lighting| of the tendencies are kept. The editorial policy|politics| of most of them is directed|ducted| either on the positive image creation of one the blocks, or exceptionally|only| on the discredit of others only.

- The newspaper the „Zerkalo nedeli lighted up the politicall parties activity ” most objectively that week.

- |The newspapers „Ukraina moloda” was mostly engaged that week (producing|making| a negative image of Party of Regions and BYUT partly), the„Rural News” (cherishing of SPU positive image), the „Golos Ukrainy” (cherishing a positive image of people’s |national| block of Litvin).

The printing|microprinted| press monitoring showed that that week The „Facty i commentari|commentary|” changed the political events illumination|lighting| |timeevent|. The edition|publishment| printed current K.Bondarenko’s material large|big| enough in volume |fabric| of, which forms a negative image of NSNU and Parties of Regions through manipulation | description of their |its| leaders such as V.Yuschenko, Y. Ekhanurova and V.Yanukovich. There are grounds to see antipublicity basis|backing| in this material|fabric|. Out of|outside| this material the |fabric| political forces|strenth| activity was lighted up weakly.The edition|publishment| informed about Y.Timoshenko’s concerning statements|jiling| of in relation to the coalition prospects, and it lighted up the activity of Block of Litvin and SPU occasionally, KPU was mentioned. The detailed|detail| illumination|lighting| R.Akhmetov’s apperance in Donetsk pays a special attentions be the comes into a | given edition|publishment| in a positive context.

The „Kievskie vedomosti” directs an editorial policy|politics| to NSNU discredit, the activity of which was lighted more actively |only| in a negative sense only|chromaticity|. The edition|publishment| loses no a single chance to criticize | representatives’ activity of this political force|strenth|, the publicity company of |Co.| NSNU was analysed|assaid| in a negative context, without|senza| the parallel analysis of of other blocks advertising..Poroshenko’s activity was payed a special attention|attn.| that week. BYUT was also criticized by the edition|publishment|,neutrally. SPU was remembered in the neutral|midway| key|chromaticity|. The „mirror of week” actively lighted up activity of SPU in the negative key|chromaticity| through criticism of activity of minister агро| politicians of O.Baranovskogo. Activity of other parties lighted up sufficiently|enough| об’ективно| and it is balanced|depthbalanced|. A minimum of attention|attn.| this week edition|publishment| spared illumination|lighting| of activity of NSNU.

The „Ukraina moloda” traditionally, lights up NSNU opponents activity – Regions of Ukraine and BYUT negatively |chromaticity|. The newspaper treated negatively the lastest Y.Timoshenko’s statements|jiling| concerning the coalition, criticizing her positions shatteringly|death-dealing|. Besides the edition|publishment| actively forms a negative image of Party of Regions, using manipulation technologies|technicology| rough enough (“Irpinsk’s sabbath of the party members|Shabash| |, 21.02.2006). The editorial policy|politics| of the edition|publishment| is directed|ducted| to opposition party discredit, without speaking about objectiveness and balance|depthbalanced|. The edition|publishment| forms NSNU positive image, lighting up its|its| activity | neutrally|midway| and positively only|chromaticity|.

The „Sel's'kie vesti” lights up mainly SPU activity only positively |chromaticity|, printing all the statements|jiling|. The party appeal|circulation| and volume| materials|fabric| were lighted positively |chromaticity|. Other parties activity illumination looks were situative enough. However the edition|publishment| paid much attention to BYUT position concerning the coalition and criticized it shatteringly|death-dealing| |her|. Party of Regions was remembered negatively |chromaticity|.

The „Golos Ukrainy ” lights up the activity of Block of Litvin only |only|, through the activity of V.Litvin as a speaker-candidate. The edition|publishment| regularly lights up all his|its| journeys to the regions | positively |chromaticity|, retransmits his talks to ordinary people, his participating in different actions. Far fewer it |far fewer| lights up other political forces|strenth| activity mainly by quotas.|cailing| It concerns NSNU and BYUT representatives |concern| materials|fabric|, contained that week. The edition|publishment| informed only BYUT coalition statements|jiling|, but presented|represent| V.Litvin’s reflections on this occasion widely.

That week the „Segodnja” gave|provide| perceptible informative advantage to Party of Regions, lighting up its activity exceptionally|only| positively |chromaticity|. In detail and repeatedly|once and again| it informed about R.Akhmetov’s appearances|departure|, demonsrating his public-call talk to V.Piskun, absolutely deprived of information, except his verbal attacks O.Medved'ko, the General Prosecutor. | It lights up activity of NSNU activity in a negative sense |chromaticity|, however the edition|publishment| tries|attempt| to be objective, presenting different comments|commentary|. However, these comments|commentary| presentation does not neutralize NSNU negative image formation. As to the amount|quantity| of mentions about the problems, determined by the |definite| sociologists as priority, the “Komsomol’skaja pravda v |tr Ukraini” especially lights up the massages of | Parties of Regions in a positive context very actively.

In fact the “Gazeta po-kievsky |” lighted up massages | of all basic|main| political forces|strenth|, except |unless| KPU and Block of Litvin that week., However, the position exactly|preeminently| of Party of Regions was lighted up more actively, but mainly in a negative context.

That week the “Segodnja” lighted up massages | of Parties of Regions in a positive context only|clue|.

The “Golos Ukrainy” printed mainly the massages of the people’s|national| block of Litvin, however due to quotas|cailing|, in the edition columns|colonnette| BYUT and NSNU |publishment| programm|programmability| positions|rule| and massages | | were published.

That week the “Contracty” gave only massages of | Parties of Regions in the context of government activity and programm positions criticism |rule|.

The “Vechernie novosti” printed BYUT massages in a positive context only.

The second bigger|second-| monitoring, was conducted from December 1, 2005| to March 19, 2006|. And in particular for the period of March, 13-19, 2006, the week prior to the parliamentary elections | of 2006.

The analysis showed that the week prior to the elections MASS-MEDIA|media| became more passive. The national TV channels lighted by the elections more passively|, tan they had done it the week before. Mainly the elections were discussed the interviews with the politicians, invited to|by| the studios. The informative causes it was very not enough. However, even those which were (for a xample, the resonance theme of the last week |object-matter| concerning in the “orange”| coalition), were not presented|represent| actively. Media on the hand |media| as though passively counteracted|countersteer| the of politicians’ attempts to activate a campaign artificially, and|but| fon the the politicians, probably, felt their attempts artificiality. Thus they did not practise manipulations, however kept preferences | in relation to likings or antipathies. As to the leading TV channels |as regards| illumination|lighting| of party and block messages, which on |definition| sociologists’ determination flustered the society most of all (|politics|prices|shedrod| and taxes policy, pay-envelopes exposing from “shade|shadow|”, poverty overcoming, social defence|protection| through privileges and pension policy|politics|, fair |by| justice access, high-quality|quality| secondary education and higher education equal access |by|,|by| high-quality|quality| medical service access, base public utilities and prices|shedrod|, on them), they were promulgated by SPU though, BYUT and NSNU had the biggest number of messages on the whole:

NSNU
Other programma|programmability| provisiions:

- politicians’ responsibility before people (channel|lade| 5„Hour”,, 18.03.06);

- grants of increase|rise| (channel|lade| 5„Hour”, 18.03.06);

- gas consumption|comsumption| of decline|lowering| (STB “Window|inlier|”, 15.03.06);

- own gas booty|extraction| volume increase | (STB “Window|inlier|”, 15.03.06);

- own electro-system integration in Evrope (STB “Window|inlier|”, 15.03.06);

- constitutional reform (Tonis “24 hours”, 17.03.06);

- parliament formation on political basis|backing|, but not on business (Tonis “24 hours”, 17.03.06).

“Party of Regions”

Other programmatic|programmability| provisiions:

- grant Russian the status of the second|second-| official language (NTB-world|, "Today", 18.03.06; RTR-planet|, "News", 18.03.06; ICTV| “Facts”, 18.03.06);

- gas conflict regulation (ІСTV, “Facts”, 13.03.06).

BUYT
Other programma|programmability| provisiions:

- deputy immunity abolition (Tonis “24 hours”, 13.03.06);

- illegal|pirate| listening power structures control (Tonis “24 hours”, 15.03.06);

- ZSU and power structures reformation (Tonis “24 hours”, 15.03.06);

- cessation intermediary charts which destroy the economy of Ukraine (Tonis “24 hours |”, 15.03.06);

- gangsters must sit in prisons|jail| (Tonis, “24 hours”, 15.03.06);
- removal|taking-out| of deputy’s inviolability for the deputies of local councils (Tonis,“24 of hours”, 15.03.06; Iсtv| “Facts”, 14.03.06);

- policy|politics| and power structures devision (Tonis “24 hours”, 15.03.06);

- against deputy’s inviolability (STB “Windows|inlier|”, 15.03.06)

KPU
Other programma|programmability| provisiions:

- |protectionnational interests defence (NTN “In time.Sums|total|”, 17.03.06). SPU society
priority problems:

- social defence|protection| (Inter “Details”, 13.03.06);

- medicine and education guarantee|warrantly| |formation| (Inter “Details”, 13.03.06);

- social policy|politics| (Inter of “Details”, 13.03.06);

- new|firsttime| workplaces|job| increase (Inter “Details”, 13.03.06).

Other programma|programmability| provisiions:

- European standards for Ukraine (Inter “Details”, 13.03.06).

As to the |as regards| illumination|lighting| of the Ukrainian parliamentary campaign, on Russian TV, i.e. those channels which can be watched in Ukraine, for that period, they were engaged in showing the opposition positively |, in particular Parties of Regions in Ukraine (on screens|tube-face| the party slogans appeared regularly - especially in relation to the grant Russian the second|second-| official language status |domainal|). The information about NSNU was given negatively.

The elections illumination|lighting| in the regions, was given in the following way thus|on this grow|. A special attention|attn.| is payed to the regions elections in practicular in western region |. Lviv’s MASS-MEDIA presented |media| in Februar “pomaranchevi” balanced |feb.| enough but criticized the opposition wsing technologies|technicology|. In particular, the newspaper „Vysokyj Zamok” gave quotations of the negative contents, for example|eg|: „My wife warns our daughter-in-law: „Look, Lena do not trust Victort to our dad, because he takes |imitate| all his|its| harmful habits very quickly...” V.Yanukovich the leader of Party of Regions about the grandchild and home atmosphere”.

Chernovtsy. Chernoveckaya state|domainal| TRK payed much attention|attn.| to NSNU and local administration. |but| TBA was the most engaged | TV channel which gave|provide| the lion's share of the ether to the a block «Not so!»(|manag Zabrodskiy the director of TBA is the head of regional organization of SDPU(о) and is a candidate on mayor’s position|office|). On the other hand some Ukrainian newspapers and TV channels were witty at Victor Yanukovich’s expense, they said, he had greeted the believers with Lent completion in Chernovtsy’ |fast|. It is a manipulation. He said word for a word: «Greet you with the completion|ending| of the Lent ||fast|". As for of|as regards| the newspapers, majority abused|missaply| the political theme |. The newspaper «Chas» was traditionally engaged | relatively|in relation to| NSNU and President. The newspaper «Doba» lighted up the hustings most objectively.

Rivne. During|for| the campaign there was a part of the political «theme|» so both the television and the press, renounced to light up the meaningful political events|timeevent| free of charge. Especially, „Rіvne 1” the broadcasting company did the editirial staff release of which decided|solve| to keep out the political character of materials|fabric| |nature|. Even such resonance events as Julia Timoshenko’s arrival or the subscription folias verification concerning the referendum under the party “Nut so ”, were not mentioned in the issues news. But soon as a „political advertising”, there was went practically another political and informative |. And in Rivne | printing|microprinted| MASS-MEDIA|media| often forgot to „mark” the „political advertising” obviously prepayed | materials|fabric|. The evidence plenty of the identical materials|fabric| which migrated from one newspaper to another one.

Lutsk. The television gave rather a balanced material |depthbalanced|, here the state|domainal| TV channel gave|provide| a certain|definite| advantage to NSNU. As to the press, the printing|microprinted| MASS-MEDIA payed much |media| attention to |attn.| Block of Litvin and NSNU. The activity of BYUT and SPU was presented|represent| in the newspapers mainly positively|chromaticity|. Party of Regions of Ukraine was presented|represent| a bit positively but negatively|chromaticity|.

Uzhgorod. Last two weeks both the press and the electronic MASS-MEDIA|media|, used |use| all possibilities|potentialitie| for the maximal|Max| political atraction. 70% of parties and blocks presentation was by means of the carried out local party organizations activity out of which about 80% are|borrow| image publications, that proves superfluous|spare| the accents in the hustings not on the programma |programmability| principles, but on the personalities|individual|, engaged in the lists.

East region. The biggest problem of printing|microprinted| MASS-MEDIA|media| in Kharkov and especially, in Kharkov area|domain| is dominant influence of the materials|fabric|, placed under the heading|sub-category| the «Political advertising». The volume|CU| of the independent journalistic materials |fabric| is10% out of all the volume|CU|. The newspaper «Vremja» used an interesting technology issue: on pages the booked|on-order| materials|fabric| with the mark of advertising and informative articles were given together|alongwith| so, that a reader was not abie to differ them. As to the television, situation was much better. The materials|fabric| were given mainly ungengaged |. The best example was channel 7, was full with the interesting debates of |discussion| local party opponents in a live.

Donetsk. Unlike the presidential elections |, at present it is not possible to define likings of Donetsk MASS-MEDIA|media| taking into account the amount|quantity| of political theme in advertising. However analysing thoroughly it becomes clear the opposition overengagment of the most televisional|TV| MASS-MEDIA, as |media| Party of Regions and the block «Not so!» organized the most active measures|step|.

Lugansk. The state|domainal| and communal|public| MASS-MEDIA|media| kept to the principle of the |only| prepaid information presentation, where who payed more had the advantage. As to the |as regards| private MASS-MEDIA, |media| the most overengaged | edition|publishment| was the newspaper “Lugansk”, which supported|underprop| BYUT and criticized Party of Regions and NSNU |. The newspaper belonged to the leader of BYUT staff in Lugansk region|domain|, and had a dumping circulations. |depthbalanced| was a The newspaper “Vechernij Lugansk” was the most balanced, which payed eguel attention to all the participent.

Sonth region. Crimea. During the analysis the information was mainly unbalanced. It was evident enough on the TV channels. The TV and radio company “Chernomorskaja” in the informative program “Wave” Julia Timoshenko’s block demanded much attention, but in the program “12 minutes|mn| of news” of the state TV “Crimea” the attention was payed to. As to the newspapers it is possible to state: on the whole the |all in all| hustings lighted up actively enough, but the parties-leaders activity was not presented|represent| identically. During|for| the last weeks there was political parties of presentation activation|stepping-up|.

Zaporozhia. The most popular themes|object-matter| which lighted up almost all the newspapers were parties and blocks lists discussion, parties of financing, parties and blocks advertising, black PR | and administrative fund use|, opponents’ tough criticism, deputy’s inviolability and criminals’ presence |, in the parties of lists, parties and blocks leaders’ visits illumination in |lighting| in Zaporozhia region |domain|. Party of Regions and BYUT demanded much attention in the print. SPU took the third place in information volume. Most attention|attn.| on television was payed to|by| Party of Regions. The activity of block of Litvin and SPU were presented identically.

Odessa. Odessa likings MASS-MEDIA|media| |domain| were distributed in accordance with their ddependence upon | the different influence groups:

1. Alex Kozachenko (NSNU; group «Pankom») - broadcasting companies «VOICE», «PLUS», «COUNTRY of Advices» «Art», “TET”, radio is “Voice”; sporadically - TK «RTAK»;

2. Leonid Klimov (Party of Regions; financial|cost| group of «Seashore») – the newspaper «Business Odessa+» “ Information site|web-site| of Odessa”; «Ura-inform».

3. V'yacheslav Voron (BYUT; medical center|heartland| «Intosana»,, Marine|naval| insurance bureau, build organizations) - radio «Sana», “South the capital”;

4. Alexandr Cherep (SPU, CSS - connection, telecommunications) - TK «Black sea», IA “Reporter”, TK “Odessa”;

5. Sergey Kivalov (Party of Regions; ONYUA, |flak legal firms, baking trade |) - TK “TV-Point|dot-and-dash|”, the newspaper “Slovo|wd|”

6. Edward Hurwitz (mayor of Odessa) - TK “Circle”, the newspapers “Windows|inlier|”, “South” (the newspaper is under V'yacheslava Voron’s group influence), “Pravoe delo|affair|” “Nabat”, sites|web-site| “Nasha Odesa” are “ scandaly Odessy”.

7. Alex Kostusev (Party of Regions) - TRK “Voice”, “Plus”, “Country of advices”, partly “Art”, “Hail”.

8. Genadiya Trukhanova- Alex Kos'mina (Folk|national| block of Litvina) - partly “Art”, “Grad”.

9. Vladimir Mazurenko (“Not so!”) - TRK “RIAK”.

10. Andrey Azarov (Credit union “ The first|first-run| credit society”, Party of people |national| trust|confidence|) - TRK “Health”).

During the hustings electoral|selective| process participants’ activity was lighted more actively especially those who had financial influence power people |national| block of Litvin, Party of Regions, SPU, “Nasha Ukraina ”, BYUT. In a negative sense |chromaticity| most of the materials|fabric| were devoted to the activity of |preeminently| “Nasha Ukraina” (specific character of the region, and also the “order” of other SVP).

The manipulation technologies|technicology| use level went down | in comparison with the comparison to the campaign of 2004. More frequently |narrow-meshed| “ genre a substitution ” was used (reporting with analytic: It was forbidden to “Our Odessa” to agitate (TRK “Circle”, 20.03.2006), “ a blow at surroundings|environment|” (“Nasha Ukraina” and BYUT: businessmen’ command|order| against the command|order| of port workers |” - “Regional’nyj telegraf|» (Izmail - Kiliya - Bolgrad - Reni;(№11, 121) (negative information against “Nasha Ukraina ”) or “compromised information|” (the swindler manages BYUT party organization is the “Informative site|web-site| of Odessa”, 16.03.06).

North region. Chernigov. During the monitoring there was a big difference between the electoral|selective| process participants’ activity |Carbro| illumination|lighting| |Carbro| on television and in the press: the electronic mass media practically did not give any|giveth| information about parties activity, mainly, all the news about them or other force|strenth| was shown in a separate block as a political advertising. On the contrary, the printing|microprinted| mass media |media| gave the information about the electoral|selective| process participants |Carbro| both pre- payed and unpayed. | Often they were the image articles materials |, the hidden advertising. As to the likings, the "Desnyanskaya true|truth|" preferred the block of Litvin, but the “Zakalka” preferred |by| SPU. |by| In general|generally|, it is impossible to say that someone does not have an equal access to|by| mass media |media|, as if someone creates an informative measure, the information about this measure|step| will be placed undoubtly|of course|. Certainly|of course|, in such case practically anyone uses|by| political «dzhynsa|» (ordered theme).

Central|center| region. Cherkassy. Most of information was devoted to NSNU, only a bit|a bit| less to Parties of Regions, approximately identically BYUT and SPU activity was lighted up, unexpectedly little|srarsely| information was about Block of Litvin. Again an informative outsider was CPU. A quantitative|quantitive| analysis shows that most of the newspapers did not give negative information, however the percent |utillizing| of manipulation| technologies and political «dzhynsa|» abuse use |technicology| was stably|high-stability| high |.

Kirovograd. The administrative fund |lighting| of hustings 2006 demanded much attention from mass media owners’ view, i.e. owners’ use (whose names were in the lists) of their mass media |media| to agitate for their likings |. It is to the point to mark|note| the followings|downstream| tendencies:

–The weekly „Ukraina -tsentr|heartland|” lighted up the elections most objectively |, the materials|fabric| were given about the larger part of the electoral|selective| races participants.

– On the contrary, the most engaged (under political influence) was the edition of|publishment| the «Kirovogradskaya true|truth|».

–The region television preferred NSNU |uniquel|, however this block activity illumination|lighting| was in the context of economic local-authority activity.

–TV and radio company„Stimul|stimulus-response|” (private) lighted up NSNU activity mostly, especially concerning this force|strenth| candidate’s advancement on the position|office| of city’s head|urban|. Obviously, other electoral|selective| process|Carbro| participants’ positions were lighted up, depending on financial|cost| possibilities|potentialitie|.

Dnepropetrovsk. Most of all mass media printing|microprinted| positive information was about NSNU and Parties of regions activity, twice as little about the activity of Block of Litvin and Block of Yulia Timoshenko. Less positive information was devoted to the activity of SPU. Almost identical negative information content was given about the activity of Block of Yulia Timoshenko and NSNU, twice as little negative information was about the activity of Party of Regions. Also there was an insignificant|trace-level| particle of negative information of CPU activity. Almost all of the materials|fabric| had an ordered character|nature|, given either positively or negatively. Another effective method of electors’ informing about a political situation is|appear| advertising. At first TV used a political advertising in USA in 1952 during the Eyzenkhauer‘s hustings, and|but| today it has become an integral part of all hustings.

A television|TV| roller|godet| is a difficult|complex| enough and at the same time|too| very popular type of political propaganda. It is related to that TV| is considered a strong way|lade| of influence on an elector|voter|.

We will consider the television|TV| rollers|godet| of a few|a little| political forces|strenth| during the parliamentary elections| of 2006. People’s|national| block of Litvin showed itself as something intermediate between NUNS and Party of Regions. But if to look at the list of this political force|strenth|, it is possible to find hundreds of «kuchmisty|»(reprisentatives of ex-president Kuchma) in it, very persistent ones|thrusy|, among them were those who supported Yanukovych 18 months earlier and were noticed in the corruption and administrative fund use. Victor Pinchuk, Kuchma’s brother-in-law|son-in-law|, was not entered| in the list in order not to mar it, but in the register|registry| of candidates from NBL there was enough number of Pinchuk’s people|grasp|. And here the main|king| message of| Block of Litvin — «neither for ours nor for yours|yours|», «you fight but we are in the background||» «We are above|over| fight».

Not less|lesser| confusion was in the advertising of block of «Pora» - PRP. The most popular electors’|voter| slogans were put in one set: «Yes, Klichko», «Because|», «Changes|variating| are needed», «Gangsters must sit in prisons|», «The heart|coeur| of Ukraine is fighting on the square»... Yaroslav Lesyuk, the author of this «genius» idea, was in the list of «Nasha Ukraina» week prior to the list formation of «Pora» - PRP. It was |preeminently| he who untwisted orange symbols during the elections 2004| as Yushchenko’s staff officer. And the publicity rollers|godet| of communists were shown for a long time. At first CPU advertised two Pablo — Pikasso (with an accent on «о»|) and Neruda. The slogan: genii support|underprop| communists. Petr|Pet.|o Simonenko, the first|first-run| secretary of Communist Party Central Committee, at journalists’ request|minder| to remember a poem by|both| Neruda in the program «Idu na vy ||» reddened and had to acknowledge his lack of education, but promised that the next roller|godet| in behalf of CPU would be about Taras Shevchenko, who allegedly in his poetries also|too| glorified a communist idea. The final of this advertising was identical: «Vote for communists. It is cool.|die-hard|». What is exactly|preeminently| cool |die-hard|?! Comrade Simonenko in the abovementioned transmission of the channel|lade| «1+1» was asked what exactly had been modernized in KPU program |variate| |preeminen in accordance with |today’sttttt today’s requirements. It found out|turn| — in no way. The communists’ «changes|variating|» were only the apologies before the orthodox for the past|last| misunderstanding and economy complection acknowledgment.

Although TV rollers| influence people’s conduct and options, its influence, after the American researcher’s saying «is insignificant in comparison with payment for it|». The parties and blocks, which gave up the expensive|costly| advertising on TV, lost nothing, they could use their funds in other way |use| in other way/ in other wayii. For example|eg|, symbolism, which was chosen|repackage| by Yulia Timoshenko, was very simple and at the same time effective, it|her| showed her attitude toward people: I am with you, I love you all and I remember and give|return| my heart|coeur| with hope to get reciprocal feelings |feeling|. And it worked successfully.

Conclusion|detention|

One will not envy the Ukrainian elector|voter|: each 15 minutes|mn| he is fed with large|big| portions of killed |big| political information on TV. If you open|reveal| a newspaper, it is an analogical|similar| situation. If you glance in a mailbox|letter-box|, it is the same. If you go out in the street, it is the same again. If you get on a bus or a trolley-bus|electrobus|, you will get|receive| a new|firsttime| source of information. Otherwise it could not be, it is the elections.| Therefore during the elections| the question about the illumination of mass media position and possibilities |potentialitie| becomes more actual. In spite of all mass media play an essential role in the Ukrainian population determination|definition| of the political likings and antipathies. In the publications, reportings and comments|commentary| mass media often throw light on the hidden springs of policy|politics| power of the propertied and pay public attention to the most odious sides of their activity and thus play an important role in power limitating|limination| and making healthy.

Not by chance many participants of pre-election marathon consider mass media as a wonder-working mean to guarantee victory and use|use| all conceivable facilities to make mass media an obedient instrument of the politicians|tool|. Unfortunately|I am sorry|, the Ukrainian mass media produced a tradition of close connections with politicians and their surroundings, coming to the level|Y-level| of ideal symbiosis|symbiose| |environment|. In spite of the fact that|although| at a superficial look journalists|minder| and politicians look as natural|real-life| opponents|enemy|, grabbed in an endless fight|wrestling|, indeed they need each other. Politicians need an audience|auditory|, the journalists|minder| need newsmakers |. Politicians understand well that journalists|minder| will attend any measure|step|, which can be the article of narrow-minded interest, even if it is| banal.

The results of researches|work-up| show that most of the electors|voter| judge about a candidate in deputies or presidents in accordance with media, especially television image formation. Behind the brilliant advertising|shining| it is difficult to define real|this| professional and personal|private| candidates’ qualities and their political positions.

Mass media in a democratic society must be dialectically opposite in relation to "power" pole, rather than just propaganda instrument|tool|, though|both| they play this role. As the experience|tentative| shows, it is not a simple task. It is enough to remember the sharp|bitingly| murmuring at the press from the public agents and |just| citizens’ side. They say, the press began to comment on any matters|, it|her| sowed enmity, blows up bases|backing|, distorts|tamper|. Authorities change. The authority appointed from above is changed by the elected in a democratic way, but|but| prosecutions|accusation| essence |accusation| remains almost unchanged.

The financial|cost| aspect of this question |too| is also important. The obtrusive political advertising on the screen irritates people, thus far|much| more than ordinary one|usual|, because in our politician’s values system, as a rule, it occupies|borrow| a less meaningful place|seat|, than meal|food| or preparations for health improvement. In addition, people have a question: |but| whose money|funds| is it done for|after|? And the answer|reply| will never be in behalf of a political force|strenth| which fills everything with|spacefill| advertising rollers|godet|. A bigboard lease|rent| in Kiev|Kyiv| costs|worth| on the average 660 dollars per a month for a political party (such advertising is by 10 % more expensive than|costly| ordinary|usual| one). If a bigboard | is in the center of|heartland| the capital, it is necessary to prepare about 900 «bucks» monthly|once a month|. Rental cost of a 15-second political roller|godet| on the channel|lade| «1+1» in a prime-time| is 3385 dollars. Although, |of c there are cheaper variants. Millions of dollars are spent|spend| on electoral|selective| companies by|Co.| each candidate, in spite of the fact that|although| in the country there are many socially unprotected|unprotected| people who need help.

Mass media are the main|king| instrument|tool| in public opinion formation about one or another situation, in this case, about political elections|. At present there are hundreds of methods and technologies|technicology| of influence on an elector|voter| in order he makes a right choice. The main |king| problem is in the following. Sometimes this instrument|tool| (MASS-MEDIA|media|) is in the politicians’ «ferrous» fist and they do not serve the society, but are|on the contrary| against it.

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