Yurij E. Mass media as a social institute: special qualities of the relations with the authority

Dissertation is the first attempt to analyze the relations between mass media and authorities in the post totalitarian Ukraine relations between the two main parts of forming of the social ideas are being characterized through the mirror of the institutionalization of mass media and authorities. A projection of mass-media activity linguistic characteristics on a possible audience reaction and consider a mass-medial activity psychological-linguistic characteristics as basic phenomenon of mass-media audience behavior. The detailed characteristics of the institutional mass media features are being given paid to the aspects of realization by the mass media some authority functions, and by authority - of some communicative functions. As a main aim of the mass-information activity, especially such, that is in front of the authority structures, the aspect of political leadership had been chosen. The context of deicer to obtain the political leadership gives the opportunity to analyze the structural peculiarities of mass media and of the authority as of the social institutes of the Ukrainian society. It is the fight for the political leadership, which leads to the phenomena of the authority-media actions. Authority-media actions are being analyzed according to their basic, thematically and typological characteristics. That enables the fundamental analyze of the ma-nipulative characteristic of authority-media actions as the most powerful factor of the social ideas formation.