Felinska A. Moral-ethical dimensions of PR-activity.

Thesis is dedicated to the research of moral and ethical dimensions of PR-activity as a modern form of purposeful informational support of any socially meaningful activities. The paper describes the theoretical generalization and a new solution of a scientific problem that results in the need to study the essence of PR-activity as an institutionalized communication, which objective is to establish a social cohesion of social actors, through a permanent information and communication channel. The analysis showed that the actualization and implementation of the essential functional roles of PR-activity is the requirement of the modern society, and a response to an objective demand for such sociocommunicative technologies that promote interaction, social integration of the subjects of social functioning. It is stated that sociocommunicative functions of PR-activity become apparent on the assumption of the subject-subject-oriented model of communication functioning, which is characterized by equality, responsivity and intersubjective orientation of the participants of communicative process and facilitates their mutual understanding and cooperation.