Communications of Government, Business and Civil Society in the Context of Mediatization of Public Administration (based on the Arctic Zone materials)

The article represents the study of the influence of mediatization on the transformation of modern public administration, based on the understanding of the mutual adaptation of media and institutions, as well as the integration of mediatization processes into modern management practices. The specification of this position occurs taking into account the contribution of new media to the formation of the information agenda, signaling a shift in the fundamental concept of the relationship between the state, media and citizens. The analysis is based on the material of the Arctic zone of Russia, selected for its specific background and complexity of tasks for the coming decades including the creation of a unified management system for the sustainable development of the macro-region as a territory of special strategic importance for the country’s development. The conceptual positions of the work are formed based on the analysis of theoretical and empirical studies and official documents that determine the trends in the development of the Arctic zone; materials of Arctic forums and media forums; secondary analysis of sociological research; analysis of search engines; Internet sites and social networks; the opinion of experts permanently residing in one of the Arctic regions – Yamal-Nenets Autonomous Okrug. Conclusions are made that the formation of the media image of the Arctic does not yet fully meet the needs of the development of the macro-region. It is necessary to form a common media strategy that is mutually beneficial for the participants in the communication process, which requires further analysis of this issue against the background of a small number of empirical studies of the special contribution of social networks to the formation of the communication practices of government bodies, additional reflection and discussion regarding regional development.