Azhazha M. THE ROLE OF DIGITAL TECHNOLOGIES IN THE DEVELOPMENT OF PUBLIC MANAGEMENT OF ADVERTISING ACTIVITIES AND COMMUNICATION POLICY FOR THE FORMATION OF STATE SECURITY

Azhazha M.
Engineering educational and scientific Institute named after Y.M. Potebnya of Zaporizhzhia National University, Zaporizhia

THE ROLE OF DIGITAL TECHNOLOGIES IN THE DEVELOPMENT OF PUBLIC MANAGEMENT OF ADVERTISING ACTIVITIES AND COMMUNICATION POLICY FOR THE FORMATION OF STATE SECURITY

DOI: 10.52363/passa-2024.1-6

Abstract

The influence of digitalization on the communication and advertising policy of the state in the context of increasing public influence and the formation of the security system is studied. It was emphasized that it is important to systematically monitor the effectiveness of communication and advertising strategies and measures used by the state to interact with the public and form a positive social influence and the appropriate level of the state. We believe that studying the impact of advertising in official publications (in particular, Internet advertising) on the public allows us to assess how government communication affects the public, its awareness and perception. Identification of insufficiently transparent or unreliable practices of communication policy, which can help identify cases of misinformation, unreliable communication and contribute to the improvement of communication policy, increasing public trust in the actions of the state. In this context, the current legal framework of Ukraine in the field of advertising and communication activities was analyzed. It is recommended to use new technologies and communication tools, improve transparency, ensure access to information and increase activity in interaction with the public and increase your influence on society through the introduction of effective strategies and measures of advertising and communication policy. It was determined that the state's active use of advertising, mediatization, mass media and social networks, establishing relations with journalists, publishing press releases on websites, as tools of communication with the public, ensures participative management, involvement of the public in dialogue.

Key words: public administration, public authorities, advertising, advertising activity, strategy, digitalization, digital technologies, communication policy, mass media, state security.

References

  1. Abyzova, L., Babenko, O., Nestorenko, T., Reshetova, I., Semeniuk, M., Shevchenko, O. (2017). Educational management in Ukraine: the place of displaced universities. Sustainable Development Goals: The 2030 Agenda & Does environmental diplomacy reflect new challenges regarding climate change? Workshop 8.11.2017. University of Economics in Bratislava, Bratislava. Available at: https://cutt.ly/SYcVUXq
  2. Nestorenko, T.P. (2020). „Ekonomika superzirok”: mozhlyvosti i zahrozy dlia sfery osvity [„The superstar economy”: opportunities and threats for education]. Ukrainian Journal of Applied Economics. Vol. 7, no 2, 8–15. https://doi.org/10.36887/2415- 8453-2020-2-1
  3. Azhazha, M.A., Gonda, V., Nestorenko, T.P. (2015). Chelovecheskiy kapital: teoreticheskie osnovyi i mehanizmyi razvitiya Человеческий капитал: теоретические основы и механизмы развития [Human Capital: Theoretical Foundations and Development Mechanisms]. Problems of spatial development of socio-economic systems: economics, education, medicine. Monograph. Opole: The Academy of Management and Administration in Opole, 2015, с.63-69. https://cutt.ly/YFdf3RC
  4. Babenko, K.A., Lazarenko, S.Zh. (2015). Zasady derzhavnoi komunikatyvnoi polityky shchodo zapobihannia ta protydii koruptsii [Basics of the state communication policy regarding the prevention and counteraction of corruption]. Derzhavne upravlinnia: udoskonalennia ta rozvytok №1. Available at: http://www.dy.nayka.com.ua/?op=1&z=800.
  5. Barovska, A., Koval, I. (2016). Komunikatyvnyi vs komunikatsiinyi: chomu, koly, navishcho. [Communicative vs. communication: why, when, why]. Zaprovadzhennia komunikatsii orhaniv derzhavnoi vlady: vyklyky ta zavdannia: zb. mat. nauk.-prakt. konf. / uporiad. A.V. Barovska. K.: Feniks, s.98-103.
  6. Konstytutsiia Ukrainy [Constitution of Ukraine]. (1996) Rozdil II. Prava, svobody ta oboviazky liudyny i hromadianyna. Vidomosti Verkhovnoi Rady Ukrainy (VVR), № 30, st. 141. Available at:https://zakon.rada.gov.ua/laws/show/254%D0%BA/96-%D0%B2%D1%80#Text.
  7. Zakon Ukrainy «Pro informatsiiu» [Law of Ukraine "On Information"]. (1992). Vidomosti Verkhovnoi Rady Ukrainy (VVR), № 48, st. 650. Available at:https://zakon.rada.gov.ua/laws/show/2657-12#Text.
  8. Zakon Ukrainy «Pro zvernennia hromadian» [Law of Ukraine "On Appeals of Citizens"]. (1996). Vidomosti Verkhovnoi Rady Ukrainy (VVR), № 47, st. 256. Available at: https://zakon.rada.gov.ua/laws/show/393/96-%D0%B2%D1%80#Text.
  9. Zakon Ukrainy «Pro media» [Law of Ukraine "On Media"]. (2023). Vidomosti Verkhovnoi Rady Ukrainy (VVR), №2849- IX. Available at: https://zakon.rada.gov.ua/laws/show/2849-20#n2350.
  10. Zakon Ukrainy «Pro suspilni media Ukrainy» [Law of Ukraine "On Public Media of Ukraine"]. (2014). Vidomosti Verkhovnoi Rady (VVR), № 27, st.904. Available at: https://zakon.rada.gov.ua/laws/show/1227-18#Text.
  11. Zakon Ukrainy «Pro derzhavnu pidtrymku media, harantii profesiinoi diialnosti ta sotsialnyi zakhyst zhurnalista» [Law of Ukraine "On State Support of Media, Guarantees of Professional Activity and Social Protection of Journalists"]. (1997). Vidomosti Verkhovnoi Rady Ukrainy (VVR), № 50, st. 302. Available at: https://zakon.rada.gov.ua/laws/show/540/97-%D0%B2%D1%80#Text.
  12. Zakon Ukrainy «Pro elektronni dokumenty ta elektronnyi dokumentoobih» [Law of Ukraine "On Electronic Documents and Electronic Document Management"]. (2003). Vidomosti Verkhovnoi Rady Ukrainy (VVR), № 36, st. 275. Available at: https://zakon.rada.gov.ua/laws/show/851-15#Text.
  13. Zakon Ukrainy «Pro reklamu» [Law of Ukraine "On Advertising"]. (1996). Vidomosti Verkhovnoi Rady Ukrainy (VVR), № 39, st. 181. Available at: https://zakon.rada.gov.ua/laws/show/270/96-%D0%B2%D1%80#Text.
  14. Zakon Ukrainy «Pro zakhyst personalnykh danykh» [Law of Ukraine "On Protection of Personal Data"]. (2010). Vidomosti Verkhovnoi Rady Ukrainy (VVR), № 34, st. 481.
  15. Zakon Ukrainy «Pro dostup do publichnoi informatsii» [Law of Ukraine "On Access to Public Information"]. (2011). Vidomosti Verkhovnoi Rady Ukrainy (VVR), № 32, st. 314. Available at: https://zakon.rada.gov.ua/laws/show/2939-17#Text.
  16. Tsyvilnyi kodeks Ukrainy [The Civil Code of Ukraine]. (2003). Vidomosti Verkhovnoi Rady Ukrainy (VVR), №№ 40- 44, st. 356. Available at: https://zakon.rada.gov.ua/laws/show/435-15#Text.
  17. Kryminalnyi kodeks Ukrainy [Criminal Code of Ukraine]. (2001). Vidomosti Verkhovnoi Rady Ukrainy (VVR), № 25- 26, st. 131. Available at: https://zakon.rada.gov.ua/laws/show/2341-14#Text.
  18. Dreshpak, V.M. (2015). Komunikatsii v publichnomu upravlinni [Communications in public administration]: navch. posib. D.: DRIDU NADU, s. 5.
  19. Chukut, S.A., Dzhyha, T.V. (2007). Komunikatyvna polityka v orhanakh derzhavnoi vlady [Communicative policy in state authorities]: navchalnyi posibnyk. K.: Sekretariat KMU, s. 8. Available at: http://surl.li/iugaf.
  20. Hanushchyn, S. (2018). Teoretyko-metodolohichni zasady stanovlennia komunikatyvnoi systemy publichnoho upravlinnia [Theoretical and methodological foundations of the formation of a communicative system of public administration]. Naukovyi visnyk “Demokratychne vriaduvannia”. Vyp.
  21. Available at: http://surl.li/iugbr. 21. Drahomyretska, N.M., Kandahura, K.S., Bukach, A.V. (2017). Komunikatyvna diialnist v derzhavnomu upravlinni [Communicative activity in public administration]: navch. pos. Odesa: ORIDU NADU. Available at: http://www.oridu.odessa.ua/9/buk/new_26_02_18-2.pdf.
  22. Hrytsiak, N.V, Barovska, A.V. (2007). Informatsiini kampanii yak mekhanizm pidvyshchennia efektyvnosti realizatsii derzhavnoi polityky u sferi yevrointehratsii [Information campaigns as a mechanism for increasing the effectiveness of state policy implementation in the field of European integration]. Stratehichni priorytety, №2(3). Available at: https://www.libr.dp.ua/text/sp2007_2_5.pdf.
  23. Pomaza-Ponomarenko A.L., Moroz S.A., Akhmedova O.O. The role of advertising and digitalization in the mediatization of anti-corruption policy // Public administration and national security. 2024. No. 3 (44). URL: https://www.inter-nauka.com/issues/administration2024/3/9698.
  24. Kosar, L., Kaminis, Ya., Khaliste E. ta in. (2018). Komunikatsiinyi instrumentarii dlia derzhavnykh sluzhbovtsiv [Communication tools for civil servants]. Kyiv, s. 124. Available at: http://surl.li/.
  25. Pomaza-Ponomarenko A., Taraduda D., Leonenko N., Poroka S., Sukhachov M. Ensuring the safety of citizens in times of war: aspects of the organization of civil defense // AD ALTA: Journal of Interdisciplinary Research. 2024. Volume  14. Issue 1. Pp. 216–220. URL: https://www.magnanimitas.cz/ADALTA/140139/papers/K_10.pdf.