Social advertising in the system of public-administrative communications

• Main Author: V. M. Dreshpak
• Format: Article
• Language: Russian
• Published: Grani 2015-03-01
• Series: Aspekti Publìčnogo Upravlìnnâ
• Online Access: https://aspects.org.ua/index.php/journal/article/view/1

The approaches of defining the content and functions of social advertising in the system of public-administrative communications had been analyzed. The possibility of investigation of social advertising in public-administrative communications had been substantiated from the position of the system management approach. The functioning of social advertising is examined in terms of such components of communicative systems of public administration as: 1) subsystem of communication subjects; 2) technological subsystem; 3) technical subsystem; 4) semiotic subsystem. On this basis the following concepts had been singled out and analyzed: subjects, technologies, technical and semiotic communication in public administration that uses social advertising. It had been demonstrated that using of this methodological approach will allow to identify factors that will influence on the degree of efficiency of using social advertising in the system of public-administrative communications in a real communicative space. Keywords: communication in public administration, social advertising, system of public administration, communicative activity, mass media.