Principles of Social Responsibility in Activities of Modern Ukrainian Mass Media

Abstract

The article is devoted to the definition of the principles of social responsibility in the activities of modern Ukrainian mediacommunity. The social responsibility of the mass media is defined as the social position and behavior of the media (media, media communities and organizations) aimed at adhering to the professional standards of journalistic work and actions that contribute to meeting the needs of society and to establish a public dialogue. Presented are the factors that determine the socially responsible behavior of mediators: the individual convictions of the mediator, aimed at fulfilling the public duty; professional orientations of the media community, based on the laws of journalistic ethics; corporate media strategies based on editorial principles and aimed at addressing socially significant issues. Given the provisions of professional journalistic ethics, the principles of social responsibility in the activities of contemporary Ukrainian mass media are defined. The results of the empirical research, which allowed to find out the representation of Kharkiv journalistic community about the social responsibility of the Ukrainian mass media, is presented.