COMPONENTS OF THE SELF-REGULATION MECHANISM IN THE MEDIA: LEGAL PRINCIPLES, JOURNALISTIC STANDARDS, MEDIA LITERACY, MARKETING STRATEGIES

Abstract

In our country, the mechanism of self-regulation in the media is actively being implemented. Taking into account the world experience, Ukraine is looking for its own ways to implement it, because this process requires a legal basis, conscious compliance by the media community with the code of ethics and professional standards, finding a balance between business models that would make money and not prevent the media from being socially responsible. It is also worth emphasizing the importance of media education: the higher the population's media literacy, the more it will influence media behavior. The study revealed the components of the mechanism of self-regulation in the media. 1) Regarding legal aspects: compliance with the law regulates media activity at the general level and contributes to the formation of a free media market. However, there is a moral right outside the law and here self-regulation plays role. 2) Regarding the observance of journalistic standards and the code of ethics: the main thing is to cover information truthfully and objectively, not to lie, not to mislead. 3) Regarding media literacy: journalists must feel the public demand for quality media in order to be accountable to the audience. That is, the professionalism of journalists should be developed in parallel with the public media literacy. 4) Regarding marketing strategies: a critical-thinking audience will demand quality content from the media and will be picky about the choice of media. If an educated society becomes a catalyst for the success or even the survival of the media, then it is necessary to look for new marketing ways, how to increase the economic efficiency of the functioning of the media business in such conditions. The article presents the opinions of experts on problems related to self-regulation in the media, describes the possibility of journalists working out the "rules of the game" in the media field, briefly describes the activities of public bodies that contribute to the observance of professional ethical standards in the Ukrainian media and the formation of society's demand for quality journalism.