Вплив інформаційних комунікацій на проєвропейський вибір української молоді
Journal Title: Науковий вісник Чернівецького національного університету імені Юрія Федьковича. Історія - Year 2016, Vol 1, Issue
Abstract
The definition of «community» is one of the key concepts in the theory and practice of Public Relations. Community is an active social formation, which is focused on the issue to find its solution. This issue should be of public interest and be a semantic core of communication process (consensus of individual thoughts, which is called «public opinion», necessary to solve the problem). J. Grunig and T. Hunt stressed on three factors, which, due to communication, transform latent (hidden) community into active one. Among these factors they define: feeling of problem (to what extent people feel changes in situation and realize needs in information); awareness of limitations (to what extent people feel themselves depressed under the influence of external factors and seek solutions of a specific problem); the level of involvement (to what extent people feel themselves involved in a problematic situation and feel its influence on themselves). Thus, the content of PR process comes to the influence on public opinion with the aim of its reinforcement, supplement or strengthening; changes (if necessary); contribution of public opinion emergence out of range of problems etc. Communication with youth (interpersonal and institutional) has got a necessary influence on community transformation from latent state into active. The article reveals how involved communication tools influence on youth public opinion in the youth orientation of state issues, especially European integration of Ukraine. The article shows a survey of young people (residents of Volyn region mostly) about awareness of Ukrainian youth organizations activity and the level of involvement in their work. The aim was to identify the level of community passivity/activity. According to J. Grunig and T. Hunt opinion, we have made such solution that youth in Ukraine only «feels a problem» (is under the first factor), but does not enhance communication with other people to search any ways of its solution. In J. Deweys approaches to the concept of «community» it is clearly defined the necessity of «certain evil that can harm a common interest of certain circle of people») as a factor of social group mobilization. Such «factor of evil» in the recent history of Ukraine can be called as hindering of European integration process and transition of relations between Ukraine and the European Union in the period of stagnation and crisis. Support of European vector of Ukraine was recorded for the first time in 2011 at the level of 52,7% of all age groups population (among youth 58%) (average number under president V. Yushchenko was 43,4%, under V. Yanukovych 36,6%). In 2013 54%, 2014 55,9%. In 2015, the level of European support reached 93% (compared to 7%) in Volyn region. So, we have evidence that at the time of special aggravation of the situation (political blackmail and Russian economic pressure on the eve of the Vilnius Summit, where signing of Agreement between Ukraine and the European Union was planned, Kremlin authority support of Maidan dispersal, Crimea occupation and intervention on Donbas etc.) latent youth social group acted like active community. It is difficult to determine to what extent the choice of young people was prepared by youth organizations. Only 14% of young Volyn residents connect their choice with youth NGO (mostly all of them are members of youth organizations). 29% of young people took part in different EU youth projects in Ukraine students exchange program is the most popular one. That is why; their choice in favor of European integration is connected with Delegation of the European Union to Ukraine, which supports a number of youth projects. Youth NGO influence on its target audience in Ukraine is not high. We focus on the youth interest in international student organizations and youth organizations of political parties (12% were the members of youth organizations in Volyn region, 3,6% were the members of International Students Association, 3,6% were the members of All-Ukrainian Union Batkivshchyna). It means that Ukrainian youth has two ways of social advancement: the first way is through European institutions, including educational, that help some people to integrate into European society and the second one through being involved in political parties activities in Ukraine, which have their own views on authority, as the source of prosperity, stability and advancement.
Authors and Affiliations
Mariana Shvab
Keywords
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