Traditional media as actors of the process of political construction of society

Abstract

The essence and possibilities of the influence of mass media on the formation of political consciousness, values, culture of society, public opinion are clarified. The current media trends that affected the media have been identified.
The institutional conditions of activity of traditional mass media (press, radio, television) in Ukraine, the potential of their influence on the political construction of society and the perception of the media by the latter are studied. Emphasis is placed on the stage of active convergence and digitalization of old media, which is due to global information and communication processes and changing requirements of the media market. It was stated that the development of new media did not lead to the destruction of the established media system, but influenced the preferences and choices of the audience.