ON THE ISSUE OF ORGANIZING A DIALOGUE BETWEEN THE GOVERNMENT AND SOCIETY: REGIONAL TELEVISION PROJECT “GOVERNOR’S LINE”

The article is devoted to the actual problem of interaction between government and society on regional television. The author traces the technology of organizing a dialogue between an official and the audience through interactive communication methods in the program “Governor’s Line” (GTRK “Don-TR”, 2011-2021). This project was one of the first in the country (and the first in the Rostov region) to provide regular and direct television communication of the chief executive of the regional government with the residents of the subject. The purpose of the study is to determine the features of interaction between the governor, the journalist and the audience in the framework of an interactive television project. The article discusses the effectiveness of interactive communication, differentiates feedback methods by the level of interactivity. Attention is focused on the absence of dependence of the creation of authentic communication on the use of elements of a high level of interactivity. Some aspects of the influence of the types of feedback channels on the effectiveness of the interaction “power-media-society” are considered. The importance of the leading role in building effective communication is investigated. With the help of comparative analysis and systematization of the data obtained, it is concluded that there is a tendency to reduce the interactive set of methods used. The main reasons for the abolition of feedback channels are analyzed, which lie in increased pressure (financial and political) from the authorities, their desire to create an impeccable political image and, as a result, unwillingness to take part in acute social discussions. The idea is substantiated that the reduction of interactive methods leads to the imitation of dialogue and has a destructive effect on the communication “governor-audience”.