THE BASIC APPROACHES TOWARDS MEDIA-MANAGEMENT STUDIES IN SCIENCE OF FOREIGN COUNTRIES

The publication is devoted to the current trend in modern science – media management, which can be understood in two ways - as media management "from the inside" (at the level of the first head or the governing body of the media itself), as well as a set of measures to manage and regulate the media sphere by the state. Using qualitative scientific methods (desk research, deduction and induction, comparative analysis, classification), the author of this article prepared an overview of the foreign scientific and theoretical base on media management, an attempt was made to categorize the main existing approaches to studying this issue in the science of various non-CIS countries. Based on the study, the author comes to the conclusion that an integrative, interdisciplinary approach is needed to study media management. The article highlights a number of aspects that will be relevant when studying the Kazakh experience in the field of media management in general and state media management in particular. Such aspects include, for example, the specifics of state media policy, regulatory legal regulation of the media sphere, issues of state supervision in the field of the media, spin-doctorate as a kind of mediation between the state and the press, issues of leadership in the media sector and training for media management.