The work includes a comprehensive analysis of the influence of media resources in the political and communicative dimension.
The scientific novelty and theoretical significance of the scientific work consist in the fact that:
first:
1) the author's political connotation of the concept "media resource" is proposed. It is proposed to consider it not only as a means of mass information (organizational and structural component), used to implement various procedures with information (broadcast, storage, distribution). From a political perspective, this category should include or take into account at the same time a derivative-functional component, namely the political effect that is caused by the formal-content characteristics (or discursive content) of the final result of the above-mentioned procedures, which in itself, in isolation from the political context, is determined as a "media product";
2) the working scheme of the transformation of media resources in the political process ("media resource—media product—media resource"), namely presidential election campaigns, is substantiated: a media resource, as a structure that includes tangible and intangible assets, creates a media product with the purpose its further use for media influence. At the moment of the start of such application, the media product de facto turns into a media resource, since it becomes a means of political / propaganda effect, which is proved by the case of the TV series "Servant of the People";
clarified:
1) a statement regarding the importance of the relationship between the institution of the presidency and the institution of presidential elections, which is determined by the essential characteristics of the forms of presidential rule, namely the breadth of presidential powers and the features of socio-political traditions;
2) arguments regarding the influence of the communication factor in presidential election campaigns, which is provided by a certain communication model. In the "linear" model, a one-way communication between the political addressee and the recipient(s) is realized, which characterizes the alienated-formal attitude of the former towards his audience and emphasizes the quasi-authoritarian style of interaction. The "interactive" model of communication involves not only the transmission of messages from the sender to the recipient, but also feedback, which symbolizes the democratic connotation of communication. The "transactional" model characterizes communication in the form of a two-way process of one-time sending and receiving information by communicators, which characterizes the "median", moderate position relative to the previous two;
3) regulations regarding the specifics of the use of media resources in the comparative analysis of presidential election campaigns in the USA and Ukraine, which is manifested in the creation of a media product with appropriate content that correlates with the demands and traditions of society;
received further development:
1) arguments regarding the understanding of the rational use of a media resource, in particular, a series, as the development of the process of democratization of political communications in modern societies under the conditions of active formation of civil society;
2) statements regarding the transformation of show business into a powerful political resource in the context of supporting presidential election campaigns.
The practical significance of the work lies in the possibility of using the results of the dissertation for applied, educational and scientific purposes. The applied value of the work for Ukraine is determined by the need to find ways to adequately respond to new threats and risks that are produced under the modern conditions of the development of a transforming society. The process of normalizing the development of such threats and risks is related to the structural transformation of state institutions, which must be realized and constructively directed to ensure the viability of our country in the new conditions of world politics.
The results of the research can be used in the development of conceptual documents on the issues of the election process, state building, development of ways to reform the election legislation.
The materials and conclusions of the dissertation work can be used in the development of training courses and special courses for students majoring in "Political Science", "International Relations", "Public Administration" and cadets of higher military educational institutions.
The results of the dissertation research are implemented in the educational process of the Faculty of Social and Behavioral Sciences of the Kharkiv National Pedagogical University named after H. S. Skovoroda, in particular, when teaching the courses "Applied Political Science", "Political Consulting", "Methodology of Political and Sociological Research".
