Discourse of Social Media as Sphere of the State Communication

Abstract

Sites of social media represent a platform on which the content made by the user appears through interaction and cooperation in virtual space, changing hierarchies and ideologies of communities. Interest to use of electronic social technologies from the state is connected with that social media allow addressing to a large number of people at the same time and providing a platform which provides bilateral communication. Instead of the traditional model of informing based on a wide broadcasting, social media offer the state organizations a new form of an open information stream which is continuously updated and operates behavior of employees, forms belief and opinions. However issues of the legislative and ethical bases and standards of behavior in new social space, and acceptable forms of electronic interaction with employees of the state organization, and stronger role of a collective voice aren’t resolved yet. The problem of definition of policy of use of social networks is today the actual for any state or non-government organization. The clear and transparent policy of application of social media will help the employer and the employee to understand where borders between acceptable and unacceptable use of these tools lie. Web sites of the state organizations, their publications and activity of PR services aren’t more only channel of communications. Application of social technologies “tones up” the state communication, gives new practical decisions in realization of imperious communication. Inclusion of social technologies in an orbit of activity of public service, undoubtedly, will entail big openness of the power, will lead to discussion of many subjects, and will draw attention to pressing problems of imperious communication of the general public.