The article discusses the problems of formation of a model of informational impulse-wave interaction of society and mass media within a system of social creativity, which were suggested by A.P. Sukhodolov and co-authors, as well as characterizes systematic properties of media publicity as a factor of social creativity on the current civilization stage. Media publicity is analyzed as an informational phenomenon closely related to social art, to creativity of social practice, to interaction within society providing unity of thought and action, to intellectual interaction within a society, to enrichment of the intellect of audience groups based on continuously updated media reality in the informational potential of mass media.
The article presents the results of a comparative content-analytical sociological study of city newspapers of thirteen million-strong cities in comparison to editions of six small and four medium-sized towns of Russia. The research, conducted by Faculty of Journalism of Lomonosov Moscow State University in 2013-2017, shows that thematic models of these city newspapers issued in different localities along with common features also have essential distinctions. In megalopolis newspapers, in general, the thematic field is very wide, though editorial offices do not pay equal attention to different subjects. Two thematic disproportions were found in the content of newspapers of million-strong cities. The media picture that prevails in their content is generally concentrated on the sphere of leisure and consumption, hardly mentioning productive, professional life of citizens. The second disproportion is connected with the fact that the main attention is paid to social problems of everyday life, the habitat, infrastructure of big cities, but not the person, persons inner world, values, morals, psychology, and relationship with other people. Media of million-strong cities rather work in line with a commercial paradigm. The research has shown that the smaller the town is, the closer newspapers are to requirements and problems which concern inhabitants, they try to light the most important spheres of their life and more evenly distribute the attention to different aspects of activity of the readers, including history, traditions, national crafts. Newspapers of the medium-sized and small towns reflect objective needs of citizens; help to solve specific problems, to keep traditions and basic values.
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