Каналы целенаправленного формирования общественного мнения об ООО 'Русинтерфарм': сравнительная эффективность

МОСКОВСКИЙ ГУМАНИТАРНО-ЭКОНОМИЧЕСКИЙ ИНСТИТУТ

КАЛУЖСКИЙ ФИЛИАЛ

Кафедра связей с общественностью

КУРСОВАЯ РАБОТА

По дисциплине:

Теория и практика массовой информации

На тему:

Каналы целенаправленного формирования общественного мнения ООО
«РУСИНТЕРФАРМ»: сравнительная эффективность.

КАЛУГА 2009

Оглавление

Введение

Теоретическая часть

Глава 1. Общественное мнение и механизмы его формирования в
PR-литературе

1.1 Понятие «Общественного мнения»

1.2 Сущность и содержание общественного мнения

1.3 Механизмы формирования общественного мнения

1.4 Измерение общественного мнения

Глава 2. Средства массовой информации как регулятор общественного мнения

2.1 Печатные издания

2.2 Радио

2.3 Телевидение

2.4 Интернет

2.5 Информационные агентства

Глава 3. Исследование каналов целенаправленного формирования
общественного мнения ООО «Русинтерфарм»

3.1 История создания ООО «Русинтерфарм»

3.2 Ход и результаты проведенного исследования каналов целенаправленного
формирования общественного мнения ООО «РУсинтерфарм»

3.3 Анализ информации о ООО «Русинтерфарм» в СМИ

Заключение

Библиографический список

Приложения

Введение

В современном обществе формирование общественного мнения играет очень
важную роль, для успешного существования, какой-либо организации,
предприятия, фирмы. Так как впоследствии, при проведении, какого-либо
спецсобытия, нам потребуется поддержка определенных групп
общественности, а точнее тех групп, которые составляют целевую аудиторию
нашей организации. И для того, чтобы мы нашли эту поддержку, для решения
той или иной проблемы, нам необходимо, чтобы общественность не мешала
этой работе, а всячески помогала ее выполнять.

Деловое общение – это, прежде всего коммуникация, то есть обмен
информацией, значимой для участников общения.

Коммуникация должна быть эффективной, способствовать достижению целей
участников общения. Коммуникативный процесс представляет собой
необходимую предпосылку становления, развития и функционирования всех
социальных систем, потому что именно он обеспечивает связь между людьми
и их общностями, делает возможной связь между поколениями, накопление и
передачу социального опыта, его обогащение, разделение труда и обмен его
продуктами, организацию совместной деятельности, трансляцию культуры. По
средствам коммуникации осуществляется управление, поэтому она
представляет ко всему вышеперечисленному и социальный механизм, с
помощью которого возникает и реализуется власть в обществе.

Тема данной курсовой работы: «Каналы целенаправленного формирования
общественного мнения об ООО «РУСИНТЕРФАРМ»: сравнительная
эффективность», является актуальной, так как для данной организации
подобное исследование проводится впервые. По результатам исследования мы
составим практические рекомендации для высшего должностного лица ООО
«РУСИНТЕРФАРМ», которые будут использованы для улучшения деятельности
данной организации.

Цель курсовой работы: выявить каналы целенаправленного формирования
общественного мнения жителей г. Калуга о работе ООО «Русинтерфарм»;
определить наиболее эффективные из них.

Задачи исследования:

1) изучить базовые теоретические понятия «общественное мнение»,
«общественность», «каналы формирования общественного мнения»;

2) провести опрос среди клиентов ООО «РУСИНТЕРФАРМ» с целью выявления
основных каналов формирования общественного мнения;

3) на основе проведенных исследований определить эффективные каналы
формирования общественного мнения, для использования ООО «РУСИНТЕРФАРМ».

4) проанализировать и выявить каналы формирования общественного мнения
жителей г. Калуга о работе ООО «РУСИНТЕРФАРМ».

Объект исследования – внешняя и внутренняя аудитории ООО «РУСИНТЕРФАРМ».

Предмет исследования – мнение внешней и внутренней аудитории ООО
«РУСИНТЕРФАРМ».

Гипотеза: в ходе исследования предполагается выявить, что для
формирования общественного мнения об ООО «РУСИНТЕРФАРМ», такие
коммуникационные каналы как городские средства массовой информации не
используются.

В качестве метода исследования использовалось анкетирование, метод
опроса.

Данная курсовая работа основывается на трудах: Аги. У., Блэк С., Катлип
С., Китчен Ф., Королько В., Почепцов Г., и т. д.

Структура работы: курсовая работа состоит из введения, трех глав, первая
глава – роль общественности в системе PR, вторая глава- посвящена
исследованию средств массовой информации и третья глава –
социологическому исследованию эффективности каналов целенаправленного
формирования общественного мнения об ООО «РУСИНТЕРФАРМ»; предложений и
рекомендаций высшему должностному лицу, заключения, библиографического
списка, приложений.

Глава 1. Общественное мнение и механизмы его формирования в
PR-литературе

1.1 Понятие «Общественное мнение»

Общественное мнение принадлежит к числу явлений, которые с большим
трудом поддаются всестороннему анализу и строгому определению. Только в
отечественной литературе можно встретить около двух десятков определений
общественного мнения. Если попытаться суммировать их, то можно сделать
вывод: общественное мнение социальной общности есть специфический способ
проявления состояния сознания этой общности, в котором опосредственно и
обобщенно отражается отношения большинства ее членов к фактам, событиям,
явлениям в объективной или субъективной действительности, вызвавшим их
интерес к дискуссиям, и которое воплощается в оценочных суждениях или
практических действиях членов данной общности.

Словосочетание “общественное мнение” давно у нас на слуху. Оно относится
к числу тех социальных явлений, которые не испытывают сегодня недостатка
внимания к себе. Его изучают и анализируют специалисты практически всех
областей обществознания, о нем размышляют и пишут журналисты, за его
симпатиями ревниво следят политики, руководители различных рангов.
Общественное мнение изучают, формируют, прогнозируют, стремятся учесть в
практике социального управления, одним словом, прилагают немало усилий к
тому, чтобы завоевать его расположение [24, с. 30].

Столь заметный рост интереса к общественному мнению имеет свое
объяснение:

во-первых, как своеобразное явление духовной жизни, общественное мнение
непосредственно связано с материальным носителем, который определяет
реальную силу этого мнения, его черты и свойства. При этом, чем более
широкие слои выступают носителем общественного мнения, тем большим
социальным авторитетом и действенностью оно отличается, тем в большей
степени заставляет собой считаться;

во-вторых, в каждом конкретном случае общественное мнение уходит своими
корнями в те или иные потребности и интересы людей, заявляя самим фактом
своего существования о важности их учета и удовлетворения;

в-третьих, общественное мнение как социально-психологический феномен
является активным стимулятором социальных действий и поступков масс,
способным придавать им широкий размах и стабильность в течение
различного, нередко довольно продолжительного времени;

в-четвертых, все более расширяющаяся практика действительных,
неформальных выборов руководящих органов, хозяйственных руководителей
всех рангов вольно или невольно заставляет держать руку на пульсе
общественного мнения даже тех, кто пока недостаточно полно понимает
важность изучения и учета общественного мнения в повседневной
практической работе.

Общественное мнение – специфическое проявление общественного сознания,
выражающееся в оценках (как в устной, так и в письменной форме) и
характеризующее явное (или скрытое) отношение больших социальных групп
(в первую очередь большинства народа) к актуальным проблемам
действительности, представляющим общественный интерес.

1.2 Сущность, содержание общественного мнения

Ещё Г. Ф. Гегель (немецкий философ) изучал феномен общественного мнения.
Он выделил в нём целый ряд структурных элементов: первый – условие
существования общественного мнения; второй – объект (содержание)
общественного мнения; третий – носитель общественного мнения; четвертый
– характер суждения, выступающего в качестве общественного мнения; пятый
– соотношение «всеобщего» и «особенного» мнений, сочетание и
противоположность в общественном мнении истины и лжи.

Общественное мнение отражает реальное состояние общественного сознания,
интересы, настроения и чувства классов в социальных группах общества. В
общественном мнении проявляется конкретное состояние общественного
сознания в тот или иной исторический отрезок времени. Оно концентрирует
внимание на определённых сторонах, процессах бытия. Содержание
общественного мнения – показатель глубины отражения, познание этих
процессов, выражения их оценки с точки зрения интересов социальной
группы, класса, народа в целом.

Общественное мнение и общественное сознание находятся в сложных связях и
отношениях. Общественное сознание, как считают многие российские ученые
(Фролов С. С., Лапаева В. В., Уледов А. К.), – это совокупность теорий,
идей, взглядов, отражающих реальное общественное бытие, исторический
процесс. Они порождены определёнными материальными условиями жизни
людей. Структура общественного сознания чрезвычайно сложна. В нём
выделяют несколько форм. Эти формы отличаются друг от друга способом
отражения действительности, особенностями своего развития и т.д. но,
прежде всего своим предметом. Каждая форма сознания отражает
определённую сторону действительности. Но общественное мнение невозможно
отожествить, ни с одной из форм общественного сознания. Предмет
общественного мнения невозможно «втиснуть» в рамки какой-либо одной
формы, так как общественное мнение может быть сформулировано по вопросам
политики или права, морали или искусства, религии или науки и т. д. [24,
с. 275].

Еще одна очень важная сторона анализируемого вопроса — сущность,
содержание общественного мнения. По этому поводу можно высказать
следующие предположения:

во-первых, рассматриваемый феномен есть конкретный вывод определенной
общности людей по тем или иным объектам, своего рода итог мыслительной
деятельности людей;

во-вторых, критериями отбора при формировании общественного мнения
служат общественные интересы и потребности. Только те явления или факты
общественной жизни становятся его объектами, которые приковывают к себе
внимание, вызывают потребность в выработке по ним общего суждения;

в-третьих, массовые суждения людей обладают различной степенью
объективности (истинности). Это объясняется тем. что мнения могут
формироваться на основе как научных знаний, так и ложных взглядов и
ошибочных представлений. В случае недостатка объективной информации люди
компенсируют ее слухами, интуицией и т. д. общественное мнение, не
имеющее в своей основе твердого научного фундамента, может быть
ошибочным. Суждение научной критики нередко заменяется предрассудками,
выдаваемыми за общественно мнение;

в-четвертых, этот феномен выступает в качестве специфической
побудительной силы, регулирующей поведение людей, их практическую
деятельность. Выступая в качестве «материальной» регулирующей силы, он
относится к активной, т. е. овладевшей массами, части общественного
сознания общественное мнение в этом случае не только отражает
определенный уровень знаний людей по тому или иному вопросу, но и
фиксирует их активное отношение к объекту мнения, образуя подобие сплава
рационального, эмоционального и волевого компонентов. Этот феномен
существует в сознании люде; и выражается публично, выступая, в свою
очередь, как мощнее средство общественного воздействия;

в-пятых, общественное мнение представляет собой специфический продукт
взаимодействия людей, своего рода соединение мнений, нивелированных,
измененных, образовавших новое качество, не сводимое к простой сумме
индивидуальных мнений.

Вывод: не любое групповое, коллективное мнение становится или является
общественным, а лишь то, что соответствует критериям – социальный
интерес, дискуссионность, компетентность. А его выразители – классы,
социальные слои, содружество классов, народ. Значит, мнение можно
классифицировать как индивидуальное; групповое, или общее; мнение
общественности, или общественное.

Общественное мнение не может существовать вне системы экономических,
социально-политических, идейно-нравственных отношений. Оценочные
суждения, содержащиеся в этом феномене, имеют социальный характер. Еще
Г.В. Плеханов (один из первых теоретиков марксизма в России,
литературный критик) в «Очерках по истории материализма» писал, что
«общественное мнение» имеет свои корни в социальной среде и в конечном
счете в экономических отношениях; это не противоречит тому, что всякое
данное «общественное мнение» начинает стареть, как только начинает
стареть вызывающий его способ производства».)

1.3 Механизм формирования общественного мнения. Функции общественного
мнения

При определении механизма общественного мнения, Тощенко Ж. Т. (доктор
философских наук, профессор; главный редактор журнала «Социологические
исследования») выделил следующие основные этапы [21, с. 105]:

1. Восприятие реформации (объективной, субъективной, тенденциозной и
т.д.) на уровне отдельных людей.

2. Выводы и оценки индивидуума – на основе имеющихся знаний, опыта,
умения анализировать, уровня информированности.

3. Обмен имеющейся информацией, выводами, дискуссии с другими людьми.

4. Основываясь на вышеперечисленном, происходит формирование
определенного мнения небольшой группы людей.

5. Обмен между небольшими группами и формирование мнения социального
слоя.

6. Возникновение общенародного мнения.

Практика показывает, что если необходимые меры, в частности
пропагандистские, приняты в период зарождения или на начальном этапе
формирования общественного мнения его значительно легче сориентировать в
позитивном, нужном направлении либо локализовать, не дать перерасти в
неверные убеждения, последующие, на этой основе, соответствующие
действия и проявления в жизни.

Функции общественного мнения различаются в зависимости от характера
взаимодействия мнения тех или иных социальных институтов или отдельных
лиц в первую очередь от характера влияния, воздействия первого на
вторых, от содержания высказываемого мнения, от его формы. Для
общественного мнения характерны следующие функции: экспрессивная (в
более узком смысле контрольная); консультативная; директивная.

Экспрессивная функция – первая и самая широкая по своему значению.
Общественное мнение всегда занимает определенную позицию по отношению к
любым фактам и событиям в жизни общества, действиям различных
институтов, лидеров государства. Эта особенность придает данному
феномену характер силы, стоящей над институтами власти, оценивающей и
контролирующей деятельность институтов и лидеров партий, государства.
Обладая только одной моральной властью, общественное мнение бывает
весьма эффективно по своим результатам. Этот эффект будет безусловно
выше, если он подкрепляется разнообразными формами контроля со стороны
трудящихся.

Вторая функция – консультативная. Общественное мнение дает советы
относительно способов разрешения тех или иных социальных, экономических,
политических, идеологических, межгосударственных проблем. Это мнение
будет справедливым, если, конечно, институты власти заинтересованы в
таких ответах. Прислушиваясь к этим советам, «руководящие лидеры»,
группы, кланы вынуждены корректировать решения и методы управления.

И, наконец, третья, директивная функция общественного мнения
-проявляется в том, что общественность выносит решения по тем или иным
проблемам социальной жизни, имеющие императивный характер, например,
волеизъявление народа во время выборов, референдумов. Народ в данных
случаях не только дает мандат доверия тому или иному лидеру, но и
высказывает свое мнение.

Императивные высказывания занимают в политике весьма значительное место.

В зависимости от содержания суждений, сформированных общественностью,
мнение может быть оценочным, аналитическим, конструктивным и
регулятивным.

Оценочное мнение выражает отношение к тем или иным проблемам или фактам.
В нем больше эмоций, чем аналитических выводов, умозаключений.
Аналитическое и конструктивное общественное мнение тесно связаны между
собой: принятие какого-либо решения требует глубокого и всестороннего
анализа, для чего необходимы элементы теоретического мышления, а порой и
напряженной работы мысли. Но по своему содержанию аналитическое и
инструктивное мнения не совпадают. Смысл регулятивного общественного
мнения состоит в том, что оно вырабатывает и внедряет определенные нормы
общественных отношений и оперирует целым сводом не писанных законом
норм, принципов, традиций, обычаев, нравов и т. д. Обычно оно реализует
тот кодекс правил, который закреплен в нравственном сознании людей,
групп, коллективов. Общественное мнение может также выступать в форме
позитивных или негативных суждений.

1.4 Измерение общественного мнения

Для проведения процедур измерения общественного мнения очень важно
определить его основные характеристики. Направленность – это просто
преобладающее установившееся мнение «за» или «против» по отношению к
определенному событию, решению, лидеру или другому общеизвестному
социальному явлению. Интенсивность – характеризует силу и твердость
выражения общественного мнения. Например, представитель общественности
может сказать: «Да, я полностью согласен с курсом, проводимым нынешним
правительством», или «Да, я скорее согласен, чем не согласен, с
проводимым курсом». В обоих случаях имеет место положительное мнение о
курсе правительства, но выраженное с разной интенсивностью. Интеграция –
показывает, как высказываемое общественное мнение связано с общей
системой традиций, культурой общества. По степени интеграции
общественного мнения можно судить о появлении в общественном мнении
контркультурных образцов, ориентации на коренные изменения в обществе,
предвидеть отход от традиций [1, с.345].

В современном массовом обществе политика, проводимая политическими
лидерами, лидерами социальных групп и руководителями, не может быть
благоразумной, если они не в курсе желаний и интересов людей, выраженных
через общественное мнение. Регулярное измерение общественного мнения
стало осуществляться на различных уровнях общества сравнительно недавно.
Основу измерения составляют подсчет голосов, поданных представителями
общественности «за»: или «против» при обсуждении какого-либо решения,
политического; курса или другого социального, экономического,
политического события, и измерение интенсивности выраженного мнения.
Подсчет голосов весьма прост по замыслу, но достаточно труден по
исполнению. По этой причине исследования общественного мнения должны
проводить профессионалы высокого класса. В России такие исследования
проводят, в частности, Всероссийский центр исследования общественного
мнения (ВЦИОМ) и служба «VP», за рубежом наиболее известной является
американская служба Геллэпа.

При измерении общественного мнения используется специально разработанный
вопросник. Основным требованием к вопроснику является полный учет всех
возможных ответов представителей общественности на поставленные перед
ними вопросы, касающиеся важных аспектов проявления общественного
мнения. Другое необходимое условие проведения опросов — учет ранговых и
номинальных параметров представителей различных социальных групп.
Действительно, представители низших и высших социальных классов,
представители различных этносов, представители различных регионов,
представители различных профессиональных или половозрастных групп могут
иметь совершенно разное мнение по поводу обсуждаемых проблем. По этой
причине для получения полной картины общественного мнения в числе
опрошенных должны быть представлены все социальные группы в
соответствующих пропорциях в зависимости от их доли в данном обществе.
Эта сложная проблема решается с помощью проведения выборочных
исследований, в основе которых лежит следующий принцип: основные
характеристики правильно составленной небольшой по численности выборки
(представительной по всем группам) будут соответствовать характеристикам
исследуемого общества. Если выборка была сформирована правильно, то
отклонение общественного мнения по исследованиям выборки от
общественного мнения всего общества должны быть не более 3-4 %.

Управление общественным мнением — одна из главных проблем, связанных с
использованием социологических научных знаний. Можно с уверенностью
сказать, что базой такого управления является пропаганда, основанная на
точных, научно обоснованных данных о направленности, интенсивности и
интеграции общественного мнения. В самом широком смысле цель пропаганды
— направить все усилия на принятие общественностью нужной для
управляющей стороны точки зрения, создать систему установок на поддержку
или отвержение экономических, политических или социальных явлений.
Выступления ораторов перед публикой, статьи в журналах, телевизионные
передачи, реклама и продвижение товаров на рынке — это образцы
пропагандистского воздействия на общественное мнение. Многие
исследователи относят к пропаганде и образовательный процесс, поскольку
в ходе обучения преподаватели прививают учащимся свое собственное мнение
о событиях и явлениях окружающей их действительности. Хорошо известно,
что неявная, непрерывная пропаганда в процессе обучения позволяет
наиболее прочно внедрять в сознание учащихся нормы и ценности,
соответствующие определенным точкам зрения.

При реализации мероприятий по управлению общественным мнением возникает
ряд вопросов. В каком случае пропаганда производит наибольшие изменения
в человеческом поведении: когда ее воздействие на представителей
общественности значительно или когда оно несильное, осторожное? Как
следует формировать стратегию пропаганды в тех случаях, когда точка
зрения представителей общественности характеризуется существенными
отклонениями от прежней, уже сформировавшейся, и когда эти отклонения
незначительны? Осознание отклонений от принятого мнения принято называть
когнитивным диссонансом. Здесь существуют две точки зрения. Одни ученые
полагают, что если отклонения от общепринятой точки зрения значительны,
то воздействие производит наибольшее изменение в общественном мнении, но
другие ученые придерживаются диаметрально противоположной точки зрения.
Клем Виттакер (американский политконсультант, открывший в 1933 году в
Лос-Анджелесе первое консультационное PR- агентство) исследуя оба этих
научных подхода, пришел к мнению, согласно которому основой успешного
применения пропаганды является не значение когнитивного диссонанса, а
степень поддержки данной точки зрения представителями общественности.
Когда члены общества очень интенсивно поддерживают прежнюю точку зрения,
с глубокой личностной включенностью, усиление когнитивного диссонанса
незначительно меняет общественное мнение. Более того, значительный
когнитивный диссонанс производит эффект бумеранга, который
характеризуется тем, что член общества, подвергаемый пропагандистскому
воздействию, начинает его отвергать и поддерживать противоположную точку
зрения. Но когда поддержка прежней точки зрения представителями
общественности не столь интенсивна и личностная включенность не столь
глубока, когнитивный диссонанс может привести к увеличению степени
изменения общественного мнения в результате воздействия пропаганды. Для
каждого члена общества существует «оптимальное расхождение», которое
производит максимальное изменение общественного мнения.

Глава 2. Средства массовой информации как регулятор общественного
мнения.

Журналистика в обществе представляет собой не только способ воздействия
на массы, но и средство участия масс в социальном управлении. Это
участие осуществляется на базе всестороннего информирования масс о
социальной жизни в целом, о деятельности отдельных социальных
институтов, о жизни отдельных регионов страны. Чем выше
информированность масс, тем выше компетентность мнения, выражаемого
различными слоями общества, объединяющегося с помощью каналов массовой
информации в общий поток общественного мнения.

Формирование общественного мнения и его выражение посредством печати,
радио и телевидения – две взаимосвязанных стороны в деятельности СМИ.
Печать, радио, телевидение обеспечивать общественному мнению гласность,
присоединяют к нему свой авторитет, доводят до сведения социальных
институтов. СМИ предоставляют всенародную трибуну для обмена
индивидуальными и коллективными мнениями, совместного поиска решений,
контроля над их реализацией.

В современный период развития российского общества успешное решение
политических, экономических и социальных задач все больше зависит от
действия общественного мнения. Важную роль в формировании общественного
мнения играют СМИ. О возрастающей роли печати, радио и телевидения в
общественной жизни страны свидетельствуют их бурный рост,
распространенность и доступность массовой информации. Печатное и устное
слово, телевизионное изображение способны в кратчайшие сроки достигнуть
самых отдаленных районов, проникнуть в любую социальную среду. Широкие
возможности СМИ вызывают необходимость изучать механизмы их
функционирования и развития, эффективность влияния на общественное
мнение.

В отличие от традиционного подхода к изучению эффективности СМИ,
ограниченного анализом потребления аудиторией массовой информации, при
котором измеряются главным образом масштабы “охвата” газетами, радио и
телевидением многомиллионных аудиторий, системный подход позволяет
обнаружить, что именно СМИ в современных условиях оказываются важнейшим
средством формирования общественного мнения, а также одной из форм его
управления [2, с. 78].

2.1 Печатные издания

Динамичное развитие российского рынка печатных средств массовой
информации привело к ужесточению конкурентной борьбы среди масс-медиа.
Как следствие, возрос интерес к современным технологиям рыночного
поведения СМИ как коммерческих структур и, в частности, к применению
мероприятий комплекса маркетинга. Так называемая «классическая»
структура комплекса маркетинга включает четыре основных элемента: товар,
цена, методы распространения и стимулирования. Для их эффективного
использования необходимо иметь четкое представление о маркетинговом
аспекте специфических особенностей производимого товара.

Это в полной мере относится и к деятельности печатных СМИ, поскольку,
как будет показано ниже, особенности элемента «товар» оказывают здесь
значительное влияние на три остальных составляющих комплекса маркетинга.

Рассмотрим эти особенности.

Первая и, возможно, основная, особенность печатных средства массовой
информации как товара (характерная, впрочем, и для электронных),
заключается в том, что печатные издания, в принципе, могут выполнять
прибылеобразующую функцию на трех различных рынках. Первый — это рынок
информационных услуг, где печатные издания выступают в качестве
информационного товара или носителя информации (предметом сделки
является публикуемая печатным периодическим изданием — далее по тексту
просто «издание» — информация); второй — рынок рекламных услуг, где
печатные издания выступают в качестве рекламоносителя (предметом сделки
является рекламная площадь, иные рекламные возможности, предоставляемые
издательством), как-то: распространение рекламных материалов в качестве
вкладки в издание, возможности сэмплинга (сэмплинг – рекламная кампания
по распространению пробных образцов нового товара.) и продакт плейсмент
(про?дакт племйсмент – (англ. product placement, дословный перевод
размещение продукции; скрытая реклама) — рекламный приём, заключающийся
в том, что реквизит в фильмах, телевизионных передачах, компьютерных
играх, музыкальных клипах или книгах имеет реальный коммерческий аналог.
Обычно демонстрируется сам рекламируемый продукт или его логотип, или
упоминается о его хорошем качестве); третий — это так называемый «рынок
влияния», где печатные СМИ выступают в качестве объекта для инвестиций.
Здесь необходимо заметить, что теоретически отдельно взятая коммерческая
структура, осуществляющая выпуск печатных СМИ, может вести активную
коммерческую деятельность на всех трех указанных рынках. Сложившаяся же
практика такова, что обычно издательства сосредотачивают свои усилия
только на двух или даже на одном из перечисленных рынках. Указанные
рынки принципиально различны, но при этом неразрывно взаимосвязаны. Так,
изменение тех или иных позиций печатных изданий на рынке информационных
услуг приводит к изменению положения на рынке рекламных услуг. Например,
ухудшение качества публикуемой информации и, как следствие, уменьшение
размера или ухудшение качественных характеристик аудитории может стать
причиной снижения объемов продаж рекламных площадей. Или изменение
направленности размещаемых редакционных материалов, вызванное влиянием
стороннего инвестора, может привести к изменениям в структуре
читательской аудитории, что также окажет влияние на продажи рекламы
(т.е. на позицию печатных СМИ на рынке рекламных услуг). Еще один
пример: увеличение продаж рекламных площадей, т.е. рост удельной доли
рекламы в «общем информационном объеме» газеты (например, за счет
снижения рекламных тарифов), может, как ослабить позиции печатных СМИ на
рынке информационных услуг вследствие оттока не интересующихся
рекламными объявлениями читателей, так и усилить эти позиции за счет
привлечения новых читателей, которым интересна именно рекламная
информация (второй вариант характерен для рекламной прессы). В этой
ситуации значимым для позиции издания на рынке рекламных услуг может
оказаться и замещение доли читателей, не интересующихся рекламой,
читателями, которых реклама интересует, и наоборот.

Вторая особенность заключается в том, что печатное издание как товар
имеет явные признаки дуализма.

Если рассматривать рынок информационных услуг, то, с одной стороны,
газета или журнал являются лишь носителями информации (рекламы), то есть
средством оказания информационных (рекламных) услуг. Действительно,
налицо тот факт, что основные признаки услуги присущи печатным изданиям
как носителям информации — информация (в том числе рекламная)
нематериальна, неотделима от источника, имеет непостоянное качество и
несохраняема (так как, вообще говоря, теряет ценность с течением
времени). То же можно сказать о средствах массовой информации,
действующих на рынке рекламных услуг.

С другой стороны, печатные издания могут характеризовать его владельца
(читателя) как представителя той или иной социальной или
профессиональной группы. Издание может, например, выполнять функции
предмета интерьера. При этом теряются признаки нематериальности и
несохраняемости, присущие услугам.

На рекламном рынке «товарная» сущность печатного СМИ может проявляться в
желании рекламодателя размещать рекламу исходя не из объективных
показателей и результатов медиапланирования, а из характеристик
исполнения издания (полосность, цветность, разрешение и т.д.), даже
когда это не связано с требованиями к графическому воплощению рекламной
идеи.

Товарный дуализм печатных средств массовой информации проявляется также
при их классифицировании по критерию «сфера применения», на рынке
информационных услуг печатные издания могут выступать как в качестве
потребительского товара (например, развлекательные издания), так и
товара производственного назначения. При этом одно и то же издание для
различных сегментов читательской аудитории может выполнять разные
функции. Так, женский журнал «Новости в мире косметики» одновременно
является товаром как личного пользования (источник познавательной и
развлекательной информации для женщин), так и производственного
назначения (носитель ценной деловой информации для предприятий,
работающих в сфере производства косметических товаров или оказания
косметологических услуг).

Третья особенность печатных средств массовой информации заключается в
«дискретности» площади издания. Это определяется двумя факторами:

1) технологическая ситуация на рынке полиграфических предприятий
(которые являются поставщиками печатных средств массовой информации)
такова, что издание может выходить в свет, имея только строго
определенное количество полос (например, кратное восьми, четырем или
двум). В принципе, выпуск газеты или журнала нестандартного объема,
безусловно, возможен, но это, как правило, невыгодно экономически или
приводит к срыву сроков выпуска;

2) требования действующих нормативных актов устанавливают долю площади
издания, которую не должна превышать площадь рекламной информации (40%
от общей площади издания) для получения определенных налоговых льгот.
Влияние этих двух факторов приводит к возникновению выраженной
нелинейности зависимости величины прибыли от объема продаж рекламных
площадей, что оказывает значительное влияние на особенности сбытовой
политики издательства на рынке рекламных услуг.

Поскольку, за исключением нескольких изданий-лидеров в каждом регионе,
подавляющее число печатных СМИ имеет достаточно узкую базу потребителей
(рекламодателей), то прогнозировать объем продаж рекламной информации в
конкретный номер крайне трудно, так как появление или уход двух-трех
крупных заказчиков может полностью изменить размер рекламной площади.

Знание и понимание особенностей как товара, так же как знание и
понимание специфики рынков печатных СМИ, необходимы для достижения
коммерческого успеха.

2.2 Радио

У истории XX века практически нет иного столь яркого примера
взаимодействия и взаимовлияния, как радио и другие каналы массовой
информации. Всего три десятилетия относительно спокойной жизни
технический прогресс дал радиовещанию для упрочения своих позиций. Уже в
середине 50-х годов ХХ века о нем высказывались как о «факире на час».
Если принимать во внимание время существования нашей цивилизации, то три
десятилетия – это даже не час, а мгновение.

Тысячу лет назад китайский поэт и ученый Ван Цзюньюй, чаще именуемый в
древних книгах как Ван Ци, изрек и записал: «Не доставляет удовольствия
слушать то, что надлежит смотреть». Некоторое время спустя он выразился
еще более точно: «Лучше один раз увидеть, чем сто раз услышать». Через
десять веков присказка зазвучала как приговор. Поклонники телевидения
обратились к мудрости китайца как к наиболее точной формулировке
обвинения радио в ограниченности, а следовательно, и в бессмысленности
его существования.

«Могильщиков» радио трудно обвинить в преувеличении. Экспансия
телевидения во всем мире достигла таких размеров, что возникли сомнения
в правомерности жизни и театра, и кинематографа, а с появлением
трансляций из музеев и видеофильмов о живописи – в целесообразности
открытия музейных коллекций. Если бесстрастные компьютеры предрекали
грядущую нищету всем традиционным видам зрелищного искусства,
подсчитывая кассовые убытки и все увеличивающееся число пустых кресел в
кино-, театральных и концертных залах, то нетрудно вообразить, сколь
незавидным представало будущее радио, все художественное достояние
которого заключалось в невидимых миру звуках.

Даже самые доброжелательные исследователи сходились во мнении, что
судьба радио в микроминиатюризации технических средств: вот создадут
инженеры приемник размером с аптечную таблетку (технически это вполне
возможно, более того, эта идея практически была реализована к концу 70-х
годов) и будет она подавать сигналы, вмонтированная в петлицу, сообщая
погоду и наиболее важные новости. Что же касается обширной событийной и
художественной информации, общения с коммуникатором, аудиокультуры во
всех ее разновеликих и многообразных аспектах… то «лучше один раз
увидеть, чем сто раз услышать».

Такое мнение распространилось в среде специалистов, наблюдавших
взаимоотношения средств массовой информации и культуры сквозь призму
жестокой конкурентной борьбы. Это касалось развития СМИ в любых
социально-политических условиях, даже в том случае, когда государство
стремилось максимально регулировать эти взаимоотношения, как это было у
нас в стране. Но и при диктатуре КПСС, когда планы работы всех СМИ
заранее утверждались в одном и том же здании, одними и теми же
начальниками, даже при таких условиях реальная конкуренция существовала,
ибо ежедневно и ежечасно у аудитории возникала проблема выбора: смотреть
или только слушать, что само по себе стимулировало соперничество в
стремлении привлечь внимание населения.

К началу второй половины XX века могущество телевидения, особенно в
споре со зрелищными видами искусств (театр, кино, эстрада) и
аудиокультурой (радио, грамзапись), казалось всесокрушающим. Но в то же
время исследователи стали обращать внимание на целый ряд парадоксов в
развитии как системы СМИ в целом, так и отдельных ее элементов. Прежде
всего, эти парадоксы стали проявлять себя в наиболее развитых
«телевизионных державах», в частности в Соединенных Штатах Америки.

В 1959 году, на пике «телевизионного бума», в США насчитывалось 3879
радиовещательных станций различной мощности. В это же время работало
около 900 телестанций. Американцы, как известно, не любят вкладывать
деньги в предприятия, не приносящие прибыли. Прибыль же на радио и
телевидении связана с передачей рекламы. А количество рекламодателей и
суммы прибылей непосредственно зависят от расширения или сужения
аудитории.

Через несколько лет возникла следующая ситуация, изумив и специалистов,
и широкую публику: к 1976 году в США работало 8120 радиовещательных
станций различной мощности при 1016 телевизионных студиях; соотношение –
1:8 против 1:4 восемнадцать лет назад. В отдельных штатах и городах еще
более выразительные показатели свидетельствовали о том, что радио не
теряет аудитории и телевидению в своем рекламном воздействии на
население не уступает: Нью-Йорк – 344 радиовещательные станции и 42
телевизионные; Пенсильвания – соответственно 344 и 34 и т.п. Заметим,
что приведенная здесь статистика учитывает лишь станции с регулярным и
постоянным вещанием в несколько часов, одноразовые или нерегулярные
радиоакции рекламного характера не учитывались.

К началу 70-х годов ХХ века наиболее дальновидные специалисты в разных
странах, главным образом там, где телевидение удовлетворяло интерес
публики, пришли к выводу: распространение телепередач не является
причиной значительного снижения интереса к радиопрограммам.

На рубеже 80-х годов ХХ века социологи публикуют результаты
исследований, из которых следует, что в некоторых полностью
телефи-цированных районах СССР почти 90% жителей при обращении к тому
или иному средству массовой информации предпочитают радио (второе место
после газет по популярности).

Инновации Российского радиовещания по созданию нового цифрового формата
вещания начались в начале 1980 года во ВНИИРПА им. А.С. Попова, которые
завершились созданием отечественной системы ЦРВ, опытных образцов
передающего и приемного оборудования и организацией экспериментального
вещания в г. Новгороде в 1993 году. Однако, поскольку в 1995 году была
стандартизована в качестве общеевропейской система ЦЗРВ Эврика-147/DAB,
которая существенно отличается от отечественной, то, начиная с 1993
года, все работы были сосредоточены на внедрении в России этой системы.
К сожалению, далее зафиксированы в основном не факты, а намерения. Для
экспериментального вещания в Санкт-Петербурге Министерство Связи приняло
решение о выделении полосы частот в диапазоне 92 – 100 Мгц. Опытные
работы были успешно проведены, однако, для внедрения указанной системы
ЦЗРВ в масштабах Российской Федерации этих усилий недостаточно. До сих
пор отсутствует единая федеральная программа введения цифрового
стандарта на телевидении и радиоэлектронных СМИ. Для решения проблемы
вещания необходимо решение множества организационных проблем, в первую
очередь – выделение отдельного диапазона частот. Европейский опыт
показал, что использование диапазона 88-108 мГц совместно с
существующими ЧМ-станциями нецелесообразно. В конце 1999 г. коллегия
Минсвязи РФ наметила трехэтапную стратегию перехода на цифровое
радиовещание, рассчитанную на 10-15 лет:

первый этап 2001-2002 гг. Опытное вещание в Москве и Петербурге 6
государственных станций: “Радио России”, “Маяк”, “Маяк-FM”, “Юность”,
“Орфей” и одной местной. Возможна передача пейджинговой или
мультимедийной информации;

второй этап 2002-2003 гг. Расширение опытного вещания на Московскую и
Ленинградскую области, появление 6 коммерческих станций;

третий этап 2003-2010 гг. Полный охват территории РФ, в дальнейшем –
сокращение количества аналоговых УКВ станций.

Объем радиовещания в принципе увеличивался параллельно с ростом
телевидения, а вот его структура менялась резко, о чем особенно ярко
свидетельствует эволюция радиопрограмм в отечественном эфире: строго
дифференцированные по содержательным и адресным критериям коммерческие
радиостанции значительно превышают по объему вещания параметры бывшего
Всесоюзного радио, предоставляя слушателям столь же выросшую, но
принципиально изменившуюся тематическую палитру передач.

Каким же образом радио удается сохранить свою привлекательность в
действительно очень трудных для него условиях жесточайшей конкурентной
борьбы за внимание аудитории? Здесь правомерно выделить три природных
свойства радиовещания, обусловливающих его жизнеспособность.

1. В структуре современных СМИ радио остается наиболее оперативным. Ни
телевидение, ни кинематограф даже на рубеже XXI века не обладают
техникой, позволяющей без предварительной подготовки выходить в эфир из
любой точки земного шара с рассказом о событии и явлении любого
характера уже в момент начала этого события. Соответственно это
обстоятельство облегчает приглашение к микрофону в качестве
комментаторов наиболее актуальных и социально значимых фактов и явлений
представителей общественности, государственных деятелей, авторитетных
людей во всех областях знаний и, конечно же, самих участников событий.
Во всем этом, как показывает мировая практика вещания, включая и
российскую, радио уверенно опережает и прессу, и телевидение.

2. Из всех СМИ радио является самым удобным («неприхотливым»,
«комфортным») для восприятия аудиторией. Слушание радио, как правило, не
требует отказа от повседневных дел, его можно совместить и с
производственной занятостью, и с бытовыми реалиями (уборкой квартиры,
хозяйственными делами и т.п.). Колоссальную часть аудитории радио во
всех направлениях вещания – от музыкальных программ, новостных выпусков
до передач литературно-драматических композиций и «радиокниг» –
составляют автомобилисты за рулем и их пассажиры. Более того,
разнообразие интересов именно этой части аудитории стимулировало
значительное расширение жанрово-тематических параметров вещания (что в
свою очередь способствовало увеличению числа современных форматов
радиостанций, а также увеличению количества самих станций, более четкой
их адресной и содержательной направленности и дифференциации).

3. Радиовещание оказывает несомненное психологическое влияние на людей.
В системе СМИ радио, ориентированное прежде всего на слуховое
восприятие, воздействует более других на воображение человека. На это
обращают внимание многие современные физиологи вслед за великими
русскими учеными И.М. Сеченовым и И. П. Павловым. Еще до появления радио
было доказано, что человек в меру своих возможностей и развития
ассоциативного мышления пытается перевести звуковые впечатления в
зрительные. Процесс этот неизбежен, он не зависит от желания человека,
ибо выражает объективную закономерность природы восприятия окружающего
мира.

Радио возбуждает фантазию, стимулирует чувства и тем самым дает работу и
мышлению, и неосознанным эмоциям. Иначе говоря, оно помогает человеку
выйти из той эмоциональной «стабильности», в которую приводят его
бесконечно повторяющиеся, постоянно дублирующие друг друга служебные,
рабочие и бытовые обстоятельства, условия среды, регламентирующие
развитие личности.

Радио высвобождает воображение и определенным образом компенсирует тот
эмоциональный и мыслительный застой, те навыки автоматизма в поведении и
реакциях, которые выработаны привычным жизненным опытом. К этому следует
добавить и повторяемость всевозможных стрессов, которые человек получает
на работе, в быту, в обстоятельствах жизни большого города. Эти стрессы,
как утверждают психологи, также полностью подчиняют себе мышление и
эмоции [7].

Что же происходит с индивидуумом?

До предела «загруженный» проблемами напряженного производственного дня,
окунувшись в агрессивную по отношению к отдельной личности общественную
среду в дороге, человек и дома не всегда может избежать разнообразных
хлопот и тревог. Наконец вечером он садится к телевизору и… получает с
огромной экспрессией отобранные и продемонстрированные слепки (копии,
аналоги) тех самых стрессовых фактов, ситуаций и обстоятельств, которые
сопровождали его в течение дня. Причем получает он их с высокой
точностью и большой выразительностью: в цвете, со стереофоническим
звуком, в быстром клиповом ритме, а в перспективе – и в объемном
(стереоскопическом) изображении. Восприятие такого человека оказывается
явно перегруженным, фантазия – задавленной, воображение – отключенным.
Между тем нормальный организм требует эмоционального равновесия, которое
в определенной мере и способно создать прослушивание радиопередач.
Социопсихологи утверждают, что даже самая трагическая информация
воспринимается с меньшим нервным напряжением по радио, чем с экрана
телевизора, ибо в этом случае срабатывает механизм психологической
защиты, который есть у каждого индивидуума

Таковы основные свойства радио, позволяющие ему успешно
взаимодействовать (при хорошем организационном уровне) с телевидением,
сохраняя при этом неповторимые методы и формы воздействия на аудиторию,
а также интерес слушателей.

2.3 Телевидение

В мире, несмотря на всеобщее тяготение к унификации, существует немало
телевизионных систем. За последние годы телевизионный пейзаж неузнаваемо
изменился: ассортимент программ в столице и во многих провинциях если и
не достиг разнообразия магазинных витрин, то все же значительно
превзошел самые смелые мечты недавнего прошлого. За короткий срок,
именуемый «переходным периодом», отечественная система телевидения
проделала гигантский путь преобразований: перестала быть
партийно-государственной монополией, произошло разделение телекомпаний
на программопроизводителей (продюсерские компании) и вещателей
(появились и посредники между первыми и вторыми – дистрибьюторы). В
результате возник рынок программ.

Если все «разнообразие» советского телевидения сводилось к делению на
центральное и местное вещание, то середина 90-х гг. ХХ века
характеризуется более сложной классификацией [1, с. 130]:

1. По способу трансляции:

– эфирное (все вещательные организации, использующие традиционный способ
распространения телесигнала от телевышки до телесистемы потребителя);

– спутниковое (например, «Космос-ТВ» – совместное российско-американское
предприятие, предлагающее российскому потребителю спутниковые
телепрограммы западных компаний; в России эру непосредственного
спутникового телевещания в конце 1996 г. открыли четыре телеканала «НТВ
плюс»);

– кабельное (компания «КТВ-1», кабельные сети в городах России).

2. По типу деятельности:

– вещательные (осуществляющие телетрансляцию программ, в большинстве
своем это универсальные телеорганизации, имеющие и собственное
телепроизводство, и доступ к эфиру);

– программопроизводящие (продюсерские фирмы);

– дистрибьюторы (своеобразная инфраструктура телевещания).

3. По принципу образования:

– из старых структур (ВИД, АТВ и т.п.);

– новообразованные («ТВ-6 Москва», «Русская тройка видео» и др.).

4. По охвату аудитории:

– общероссийское («Россия») – аналог Центрального телевидения (в еще
большей мере это относится к следующему пункту);

– межгосударственные (с некоторой натяжкой сюда можно отнести ОРТ);

– региональные («Юг России»);

– местные (от областных телестудий до кабельных сетей микрорайона).

5. По способу распространения телесигнала:

– общенациональные (Первый, Россия);

– сетевые («ТВ-6 Москва»);

– местные.

6. По специализации программ:

– общие (ВИД и т.п.);

– специализированные (ВоенТВ).

7. По форме собственности:

– государственные;

– негосударственные, среди которых имеются все разнообразные дозволенные
законом формы собственности:

– частные (Рен-ТВ, Гимини фильм Интернешнл);

– акционерные общества:

– открытого типа (Центр коммерческого телевидения), закрытого типа («2 х
2 Телемаркет»);

– общества с ограниченной ответственностью (Агентство Парадиз);

– товарищества с ограниченной ответственностью (Екатеринбург Арт Home
Video).

Можно встретить и другие названия:

– корпорация (Видеофильм);

– киноассоциация (Dixi – создатель знаменитой программы «Куклы» на НТВ,
пострадавшая сторона в истории с программой «Национальный интерес»);

– продюсерский центр («Московский стиль» – производство программ «Момент
истины», «Маски-шоу»; «Джентльмен-шоу»);

– концерн («Красная площадь» – основатель, продюсер и директор Валерий
Комиссаров, программы «Мужские и женские истории», «Моя семья»);

– независимая телестудия (ИМИ-ТВ, Уралфильм);

– смешанные компании с участием зарубежных инвесторов (АОЗТ
Российско-Британская творческая ассоциация «Ист-Вест»).

Что касается дифференциации, профилирования отечественных телеканалов в
процессе развития многопрограммности, то они подразделяются:

1. по тематическому признаку: информация; музыка; кино; культура и
искусство и т.д.;

2. по аудиторному (адресному) признаку: для детей; для молодежи; для
женщин; для пенсионеров; для пожилых людей; для домохозяек и т.д.;

3. по национальному признаку: республиканская программа; программа для
национальных групп населения; программа для проживающих вне территорий
своих национальных образований;

4. по территориальному признаку: общегосударственная (интеграционная –
межгосударственная, зарубежная, на зарубежную аудиторию) телепрограмма,
местная (региональная, вплоть до кабельной сети поселка, микрорайона)
программа;

5. по временному признаку: круглосуточные программы; программы, вещающие
определенное время (или с плавающим графиком вещания);

6. по источнику финансирования: государственный (бюджетный) телеканал;
платный (функционирующий за счет абонементной платы телезрителей либо
подписной, по аналогии с печатной периодикой); общественный (работающий
за счет фондов общественных организаций, добровольных пожертвований
предприятий и частных лиц); коммерческий (самоокупаемый, прежде всего за
счет рекламы); арендный (политическая партия, общественное движение,
государственная или кооперативная организация, частное лицо или
программная телефирма арендуют время у вещательной организации).

Независимо от технической и организационной базы реализации вещательной
деятельности любой действующий или вновь создаваемый телеканал будет
непременно обладать одним или несколькими указанными типологическими
признаками.

Однако сегодняшние функции телеэкрана не ограничиваются возможностями
вещания. Телеэкран становится все более полифункциональным. По крайней
мере, три его функции общеизвестны: телевизор, видеотелефон и дисплей
компьютера. Собственно телевидение включает в себя следующие
разновидности:

1. антенное (традиционное, классическое, трансляционное) телевизионное
вещание;

2. спутниковое (непосредственное, глобальное, всемирное) телевидение
(мировидение);

3. кабельное (абонентское) телевидение;

4. кассетное (видеотечное) телевидение – видеодиски (лазеровидение);

5. титровое телевидение – видеотекс, телетекст.

Современное развитие телевидения идет по пути все большей массовизации
производства и индивидуализации потребления. Несомненно, учет специфики
и возможностей каждого СМК, каждого вида тележурналистики, а также
потребностей аудитории, которые она идентифицирует именно с данной
функцией телеэкрана. Телевидение является массовым средством информации,
также наделенным, как и другие, общими и специфическими функциями.

Телевидение (равно как и любые другие (существующие ныне и те, которые,
очевидно, еще будут изобретены) средства массовой информации) является
полифункциональным объектом, носителем продуктов не только журналистской
деятельности, но и других видов социальной деятельности, связанной с
перенесением, трансляцией духовных ценностей в массовое сознание,
например, обучения. Так, согласно одной из точек зрения, телевидение,
например, выполняет следующие функции:

1. репортажную,

2. кинопроката,

3. учебную,

4. эстрадно-спортивную,

5. рекламную.

Трудно согласиться с учеными, ставящими знак равенства и даже тождества
между журналистикой и средствами массовой информации, в частности –
телевидением. Такая логика приводит их к необходимости зачислять
кинопрокат или рекламу (коммерческую и политическую) по ведомству
журналистики.

Но сам “материал” реальной жизни сопротивляется такой логике. Это
“сопротивление материала” заставляет усомниться в самой логике и, по
внимательному рассмотрению проблемы, признать, что не все то, что
имеется в средствах массовой информации – журналистика. Из того факта,
что в условиях так называемой рыночной экономики “без доходов от рекламы
ТВ выжить не может”, никаким образом не следует ни принадлежность
рекламы к журналистике, ни, тем более, вывод, что реклама является
функцией журналистики.

Противоречий в определениях достаточно. И, тем не менее, в последнее
время исследователи выделяют целый ряд узких функций, во многом присущих
и реализуемых именно телевидением. Это такие как: рекламы, развлечения,
снятия напряжения, познания, морально-психологического удовлетворения,
образования, воспитания, сбора, хранения, переработки-распространения
информации и т. д.

Что касается функции кинопроката, то, насколько известно, ученые,
придерживающиеся этой логики, не находят аргументов в пользу включения
ее в число журналистских функций, поэтому они эту очевидную функцию СМИ
(в частности телевидения) вообще предпочитают не упоминать в своих
работах.

Кузнецов Г.В. (заведующий кафедры телевидения и радиовещания факультета
журналистики, Чувашского гуманитарного университета им. И. Н. Ульянова)
в учебнике «Тележурналистика» выделяет функции, которые как раз
реализует телевидение. К ним относятся: информационная функция,
культурно-просветительская, интегративная, социально-педагогическая,
организаторская, образовательная, рекреативная.

Телевидение распространяет информацию полнее и быстрее, достовернее и
эмоциональнее своих предшественников. Из общетеоретических курсов по
журналистике известно разнообразие толкований понятия «информация».
Кузнецов Г.В. употребляет его в самом узком и конкретном смысле:
осведомление людей о событиях в стране и мире, показ новостей. Лишь в
этом смысле можно выделить собственно информационную функцию
телевидения, поскольку информацией в широком плане можно считать и
трансляцию театрального спектакля, и сам факт работы телевизионного
передатчика.

Регулярное получение социальной информации стало необходимым условием
полноценного участия в современной жизни. Информационные выпуски,
состоящие из репортажей и устных сообщений о том, что произошло в
последние часы в мире или в том регионе, на который вещает данная
станция, составляют опорные точки ежедневной сетки вещания.

Любая телевизионная передача в той или иной мере приобщает зрителя к
культуре. Даже в информационных выпусках сам облик показываемых людей,
их манера общения, степень грамотности оказывают влияние на зрительские
установки. В этом случае выступает вперед культурно-просветительская
функция. Есть такие программы и особый канал на отечественном
телевидении, которые специально создавались для приобщения аудитории к
достижениям науки и культуры. Однако разница между
культурно-просветительской и образовательной функциями телевидения такая
же, как между клубом и школой.

Все средства массовой коммуникации, в первую очередь телевидение, по
своей природе способны поддерживать нормальное функционирование того
общества, на которое распространяется их влияние. Помимо национального и
религиозного признаков обращают внимание на социальные (в том числе
классовые), социально-психологические, возрастные различия людей.
Телевизионные каналы удовлетворяют, кроме того, потребность каждого
зрителя идентифицировать себя как с мировым сообществом в целом, так и с
определенной группой людей, с их специфическими интересами.

Интегративная (консолидирующая, объединяющая) функция телевидения
решается всеми разделами вещания (публицистика, искусство, спорт,
развлечения). Она как бы накладывается на другие функции, частично
совпадая с информационной, культурно-просветительской, организаторской,
образовательной и др. Для журналиста, осознанно реализующего
интегративную функцию телевидения, первейшим качеством можно назвать
умение объединять в подходе к материалу потребности общества с заботами
отдельного человека у телевизора.

Социально-педагогическая функция предполагает прямую вовлеченность
телевидения в систему административного воздействия на население, в
пропаганду определенного образа жизни с соответствующим набором
политических и духовно-нравственных ценностей. Степень этой
вовлеченности и мера воздействия зависят от характера государства.

В тех развивающихся странах, где существенную роль играет, к примеру,
политика ограничения рождаемости или освоения новых земледельческих
орудий, телевидение уделяет много внимания пропаганде начинаний в этих
сферах. При тоталитарных режимах пропаганда пронизывает всю
телепрограмму – от информации до произведений искусства, демонстрируя
всеобщую любовь к властям и к исполнению их указаний. Но и в
демократических государствах телевидение в существенной части своих
программ служит проводником государственной политики.

Телевидение иногда само становится инициатором той или иной общественной
акции, организуя какие-либо совместные действия масс людей. Появляется
организаторская функция и телевидение ставит какие-либо вопросы перед
властями, побуждая их к действию. На уровне города, региона такая
организаторская работа журналистов особенно заметна (по инициативе
телевидения, к примеру, вводятся новые маршруты транспорта и т. п.).

Образовательная функция непосредственно не относится к сфере
журналистики, предполагая регулярные циклы дидактического материала в
помощь лицам, получающим образование. Крупнейшие ученые, лучшие
специалисты преподают в телеуниверситетах мира. Учебные передачи
транслируются, как правило, по специально отведенному для этой цели
каналу.

Рекреация (от лат. recreatio – восстановление) – отдых, восстановление
сил человека, израсходованных в процессе труда. Большинство
рекреационных телепрограмм, в сущности, лежат за пределами журналистики.
Чисто развлекательная продукция (видеоклипы, комедийные фильмы, конкурсы
типа «Любовь с первого взгляда» и пр.) создается, как правило,
специализированными телекомпаниями. Журналисты иногда принимают участие
в таких программах в роли ведущих, а также редакторов.

Таким образом, телевидению присущи функции, осуществляемые всеми видами
СМИ. Разница в том, что определенные функции реализуются телевидением в
большей степени, чем другими видами средств информации.

2.4 Интернет

Роль Интернет-изданий будет расти все больше. К ним будут перетекать
рекламные деньги от традиционных средств массовой информации. При этом
Интернет-издания будут взаимодействовать и сливаться с телевизионными,
радио – и «бумажными» средствами массовой информации. Такой вывод
следует по итогам круглого стола «Интернет против традиционных СМИ»,
проведенного 13 июля 2006 года в РИА «Новости» с участием Российской
ассоциации по связям с общественностью и деловой газеты «Взгляд».

Постоянных Интернет-пользователей в России меньше четверти, тогда как в
Западной Европе, США, Австралии в Сети постоянно бывают почти все
жители. У нас ситуация будет приближаться к западной, то есть и
Интернет-СМИ, и соответствующий рынок ждет большой рост [11].

Интернет-аудитория в России своеобразна. Средний читатель Интернет-СМИ
молод, хорошо образован (больше половины пользователей обладают высшим
образованием), живет в крупном городе. По данным опросов, не более трех
из ста граждан в возрасте за 55-60 лет посещали хотя бы однажды Интернет
за последние полгода. Зато молодежь – от школьников до начинающих
менеджеров – проводит время в сети регулярно.

Сам по себе Интернет лишь средство коммуникации, а не СМИ. Но его
существование многое изменило, каждый сайт или блог фактически являются
средством распространения информации. В России 37% руководителей и
менеджеров среднего звена ведут Интернет-блоги, в них ежедневно
публикуется полтора миллиона сообщений. Люди редко знают имена соседей
по лестничной клетке, но знакомятся и узнают много нового из форумов и
блогов. Кстати, легкость, с которой можно учредить издание, не говоря
уже об открытии аккаунта в блоге, порождает снижение качества
материалов. Журналисты федеральных газет черпают отсюда материалы для
публикаций, и иногда это приводит к курьезам – слишком много
некорректной информации. Так, недавно в федеральных СМИ на полном
серьезе прошла «утка» о смерти сына губернатора Матвиенко, запущенная в
одном из блогов. Редактор телеканала Russia Today Алексей Николов
отмечает, что бурно растущее количество новых изданий в Интернете, к
сожалению, не всегда сопровождается качеством. Уровень журналистики
падает, а из вновь зарегистрированных Интернет-СМИ через год «живы» не
больше трети.

Главный редактор деловой газеты «Взгляд» Алексей Гореславский
подчеркнул, что сетевые источники превращаются в Интернет-издание только
после получения лицензии, и тогда на них распространяются те же законы,
что регулируют деятельность обычных газет и телевидения. Распространение
информации без лицензии, например, в блоге, никак не регламентируется, к
публикациям таких «домашних изданий» нужно относиться с осторожностью.

По словам директора Всероссийского центра изучения общественного мнения
Валерия Федорова, уровень доверия к сетевой информации порой больше, чем
к официальным источникам, например, органам госвласти, а также бумажным
газетам и ТВ. Ниша Интернет-издания уникальна и специфична, ее высоко
оценивают издатели традиционных СМИ, неслучайно большинство газет и
журналов имеют сайты с Интернет-версиями.

Исполнительный директор Института развития прессы Ольга Карабанова
подчеркивает, что противопоставлять Интернет традиционным СМИ
некорректно, так как они взаимодополняют друг друга. Однако между ними
идет экономическая конкуренция: бумажные газеты получают около 70%
доходов от рекламы, но сейчас эти поступления замедляются, так как
бурными темпами растет рекламная выручка Интернет-изданий. Вопрос в
естественных ограничениях, которые в Интернете не преодолеть. Например,
продажи услуг в сети эффективны, а продажи недвижимости невозможны.
Впрочем, возможна реклама риелторских услуг.

Президент Российской ассоциации по связям с общественностью (РАСО)
Владимир Мединский также указал на специфику Интернет-изданий. Граждане
США делают до 30% покупок, ознакомившись с отзывами о товарах в блогах.
Компании отреагировали – начали распространять информацию о себе в
блогах с помощью агентов, которые хвалят товары под видом частных
потребителей. Интернет проник в повседневную жизнь очень глубоко. Это же
касается россиян. Для информации в Интернете нет преград. Здесь простор
не только для рекламщиков и коммерсантов, но и, к примеру, для
политтехнологов. К тому же российское законодательство пока почти не
регулирует отношения в сети.

Будущее Интернет-изданий в России одновременно радужно и непредсказуемо.
Никто не знает точно, какую роль информация в сети будет играть через
несколько лет. Но по некоторым данным уже в 2008 году объем рекламы в
виртуальных изданиях догонит аналогичный показатель в традиционных СМИ.

Комитет Совета Федерации РФ по промышленной политике разработал и вынес
на заседания комиссий по информационной политике концепцию
законопроекта, определяющего правовые рамки деятельности средств
массовой информации в Интернете. В новом законопроекте впервые в истории
российского законодательства вводится юридическое определение термина
«Интернет-СМИ».

По словам заместителя председателя комитета по промышленной политике РФ
Владимира Слуцкера, концепция оформлена в виде поправок к действующему
закону «О средствах массовой информации». Юридическое определение
термина «Интернет-изданий» вносится в статью два вышеупомянутого закона
и дополняет определения «печатные средства массовой информации»,
«радиоканалы» и «телеканалы». По словам сенатора, под определение
«Интернет-СМИ» попадают все онлайн-версии традиционных средств массовой
информации: газет, журналов, радио- и телеканалов, а также те
Интернет-ресурсы, которые зарегистрированы в установленном для изданий
порядке. Интернет-ресурсы, которые не занимаются профессиональной
журналистской деятельностью, например Интернет-магазины,
Интернет-справочные, чаты, онлайн-конференции, личные блоги, социальные
сети, сайты знакомств, клубы по интересам и прочее, напротив,
исключаются из определения. В феврале 2008 года заместитель председателя
комитета по промышленной политике уже пытался классифицировать
Интернет-издания. Тогда Владимир Слуцкер распространил информацию о
своем законопроекте, согласно которому сайты с посещаемостью более
тысячи человек в сутки должны быть приравнены к средствам массовой
информации, проходить соответствующую регистрацию и нести
ответственность за публикуемую информацию.

Особое внимание в новом законопроекте отдается добровольному характеру
Интернет-изданиям. По мнению г-на Слуцкера, после принятия на себя
небольшого числа обязательств, зарегистрированные Интернет-ресурсы
получат значительные привилегии и права по сравнению с
незарегистрированными. Таким образом, регистрация и юридическое
оформление Интернет-изданий необходимо в связи с возросшим числом
правовых коллизий и судебных споров, касающихся размещения информации в
Интернете.

Вице-президента и директора по маркетингу и связям с общественностью
Mail.Ru Анну Артамонову радует тот факт, что в этом законопроекте есть
попытка определить, какие именно сетевые ресурсы могут считаться
Интернет-СМИ, и что в эту категорию не попадают вообще любые сайты.
«Радует и то, что регистрация сайтов как СМИ является добровольной, мы
однозначно это поддерживаем и приветствуем. Если же говорить о
регулировании правовых коллизий, то привлечь к ответственности
Интернет-сайты, зарегистрированные как СМИ, действительно проще», —
добавила она.

Закрепление на законодательном уровне понятия «Интернет-издания» и
регистрация данных средств массовой информации даст им определенный
правовой статус. Российский специалист по авторскому праву Денис Юдин
отмечает, что Интернет-издания теперь смогут воспользоваться всеми
правами, которые предусмотрены для них законом, в частности, редакция и
журналисты могут искать, запрашивать, получать и распространять
информацию, посещать государственные органы и организации, предприятия и
учреждения и т.д. «Добровольная регистрация Интернет-изданий позволит
отслеживать появление новых подобных изданий со стороны государства.
Основные проблемы, заключаются в том, что сложно дать понятие
«Интернет-издание», при отсутствии правого понятия «Интернет», и как
разграничить электронные издания от электронных ресурсов, которые
таковыми не являются».

2.5 Информационные агентства

Информационные агентства — специализированные информационные предприятия
(организации, службы, центры), обслуживающие СМИ. Их основная функция —
снабжать оперативной политической, экономической, социальной, культурной
информацией редакции газет, журналов, телевидения, радиовещания, а также
другие учреждения, организации, частных лиц, являющихся подписчиками на
их продукцию. Функционирование агентств ориентировано на сбор новостей.
В соответствии с законом РФ “О средствах массовой информации” в
отношении информационных агентств на них одновременно распространяются
статус редакции, издателя, распространителя и правовой режим средства
массовой информации. Эти информационные службы обеспечивают
журналистскую деятельность, поставляя им «сырой», фактический материал,
материал оформленный по типу жёсткой новости, но сами они, как правило,
не вступают в контакт с аудиторией. Идея подобного рода предприятий
зародилась в начале ХIХ века, ей журналисты всего мира обязаны
французскому журналисту Шарлю Гавасу, который первым раскинул сеть своих
представительств в разных местностях, продавая газетам и журналам
добытые им факты. На данный момент наибольшей популярностью на мировом
рынке информации пользуются следующие агентства: «Associated Press» и
«United Press International» (США), «Agance France-Press» (Франция),
«Reuters» (Великобритания) и ИТАР-ТАСС (Россия). Эти информационные
агентства являются наиболее мощными источниками информации в мире, они
представлены на информационном рынке большинства стран. С. Г.
Корконосенко (профессор, доктор политических наук, заслуженный работник
высшей школы РФ)приводит следующий пример: доля информационной продукции
американского информационного агентства «Associated Press» на рынке
Европы достигает 80%. В пределах крупных регионов земного шара
разворачивают свою деятельность региональные агентства. Далее по
величине идут национальные агентства, областные, городские, а так же те,
что создаются при издательствах и вещательных компаниях. Предметом
гордости как для российских профессионалов, так и для всей нации служит
то, что на уровне с мировыми гигантами «Associated Press» и «Reuters» в
течение десятилетий работает крупнейшая фабрика новостей – ИТАР-ТАСС. У
него было немало прямых и отдалённых предшественников: Российское
телеграфное агентство(1894), Торгово-телеграфное агентство (90-е годы ХХ
века), Санкт-Петербургское телеграфное агентство (1904), государственное
Российское телеграфное агентство на базе ВЦИК (1918). Последнее
считается его прямым предшественником, так как в 1925 году РОСТА
превратилось в Телеграфное агентство Советского Союза, которое и вошло
позднее в число мировых лидеров. Сейчас ИТАР-ТАСС работает на пяти
континентах, в России действуют его отделения и корреспондентские пункты
во всех региональных центрах. На масштабы производства этого агентства
указывает хотя бы такой приведённый статистическими исследованиями факт,
что оно в течение суток готовит и предлагает потребителям – другим
представителям прессы –более 150 газетных полос текста первичной
новостной информации. В начале 60-х годов ХХ века появилось ещё одно уже
негосударственное информационное агентство – Агентство печати «Новости»
(АПН), которое впоследствии стало РИАНом – Российским информационным
агентством «Новости». Возрастание значения нового вида информации,
связанного с потребностями бизнеса, частного сектора экономики, стало
одной из причин, приведших к созданию альтернативных ИТАР-ТАСС и РИАН
негосударственных информационных агентств. Первым – в 1989 году – возник
«Постфактум». Вначале это была информационная служба «Факс», созданная
для информирования первых частных предприятий и кооперативов. В мае того
же года агентство было зарегистрировано в качестве независимой службы
«Постфактум». На данный момент это информационное агентство располагает
обширной сетью корреспондентов по всей России и в СНГ, поддерживает
деловые связи не только с отечественными и зарубежными средствами
массовой информации, но и с органами государственной власти, банками,
промышленными фирмами и т. д. «Журналисты имеют возможность получать
информацию в виде тематических сводок и вестников по вопросам экологии,
культуры, экономики, военного дела, авиации и космонавтики и т. д. Кроме
этого агентство предлагает сервисные услуги: пользование базой данных, в
которой содержатся публикации сотен российских СМИ, ежедневные анонсы
событий предстоящего дня, непрерывно обновляемые подборки «горячих»
новостей. Ещё одним крупным информационным агентством России является
«Интерфакс», первыми клиентами которого стали иностранные журналисты,
посольства и западные фирмы, размещённые в Москве. Хотя для многих
западных журналистов экономическая информация уже давно стала важнейшим
«товаром», российской экономике он тогда ещё практически никем не
предлагался. Сегодня агентство поддерживает с частным бизнесом тесные
отношения, имея около двух тысяч подписчиков в России и свыше тысячи
иностранных. Как источник журналистской информации это агентство
является по сути одним из самых надёжных и проверенных. Информацию,
полученную из этого агентства, используют самые видные журналисты нашей
страны. В настоящее время действуют немало средних и мелких
информационных агентств (Сибинформ, Урал-акцент и другие). Только в
Санкт-Петербурге в 1996 году работало 13 агентств: «Северо-Запад». «Дело
– Информ», «ИТАП – ПРЕСС», «ИНМИР» (информация – мобилизация
интеллектуальных ресурсов ), «Эксклюзив», «СФИНКС – ПОСТИНФОРМ»
(учредитель – студенческая федерация информационных контактов «СФИНКС-
пост») и др. Кроме того, в городе распространяется 18 различных
информационных бюллетеней: «За безопасность движения», «Закон», «Жизнь»,
«Информация для предпринимателей», «Налоги и бизнес», «Страдания
предпринимателя», «Наш район», «Приморские новости» и т. д. В целях
повышенной оперативности крупнейшие информационные агентства пользуются
всеми видами связи, в том числе и космической, имеют мощные компьютерные
центры, служащие для подготовки, обработки и хранения информации,
которая непрерывно поступает потребителям по телетайпу, либо в виде
оперативных бюллетеней новостей, пресс-релизов, выходящих часто
несколько раз в день. Итак информационные агентства передают журналистам
самую оперативную и актуальную социальную, политическую, экономическую
информацию, тем самым они в значительной степени сокращают временные и
финансовые затраты работников прессы, на посылку своих корреспондентов в
отдалённые географические точки, на получение новейшей информации из
правительственных источников, добыча которой подчас является
проблематичной, на информирование о ситуации в «горячих точках», зонах
вооружённых конфликтов и др. в последнее двадцатилетие.

Глава 3. Исследование каналов целенаправленного формирования
общественного мнения ООО «Русинтерфарм»

3.1 История создания ООО «Русинтерфарм»

ООО «РУСИНТЕРФАРМ» основано в 1995 году в г. Калуга по адресу ул.
Комсомольская роща д. 43. В 2005 году, ООО «РУСИНТЕРФАРМ» было
перекуплено и перешло к новым владельцам Блох Н. Н. и Блох Е. Г. В 2008
году ООО «РУСИНТЕРФАРМ» имела четыре аптечных пункта, а на данный момент
пять, но это еще не конечная цифра, так как владельцы планируют
расширение и преобразование аптечного пункта в полноценную аптеку.

3.2 Ход и результаты проведенного исследования каналов целенаправленного
формирования общественного мнения ООО «Русинтерфарм»

При написании данной курсовой работы было проведено социологическое
исследование, целью которого было выявления каналов целенаправленного
формирования общественного мнения на примере ООО «РУСИНТЕРФАРМ». Сроки
проведения исследования с 22.07.09 по 22.08.09.

В рамках написания курсовой работы нами были разработаны анкеты для
внешней аудитории ООО «РУСИНТЕРФАРМ» (Приложение №1) и для внутренней
аудитории ООО «РУСИНТЕРФАРМ» (Приложение №2). С помощью которых было
проведено социологическое исследование среди внешней и внутренней
аудитории ООО «РУСИНТЕРФАРМ». Для проведения данного исследования был
выбран метод опроса, методика – анкетирование, что дает возможность
охватить довольно большое количество людей а именно 122 человека, из них
15 человек – внутренняя аудитория ООО «РУСИНТЕРФАРМ» (Приложение № 5) и
107 человек – внешняя аудитория ООО «РУСИНТЕРФАРМ» (Приложение №6). А
также получить объемную информацию о деятельности ООО «РУСИНТЕРФАРМ».

Американский социолог Дж. Гэллап и его Институт изучения общественного
мнения, на протяжении многих лет проводящий опросы в США, выявили, что
при общенациональной выборке в 100 человек ошибка выборки составляет
11%, что характеризуется ошибкой выборки приближенной надежности. А это,
в свою очередь, дает более или менее объективные данные о состоянии
PR-объекта [19, c.61].

В процессе исследования было опрошено 107 человек, 44% из которых
мужчины (47 человек) и 56% из них женщины (60 человек)(рис.1):
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Рис. 1 Процентное соотношение внешней аудитории ООО «РУСИНТЕРФАРМ» по
полу.

Возраст опрошенных составил от 18 до 75 лет. Основное количество
респондентов находится в возрастной категории от 18 до 30 – 52, 3 % (56
человек); от 31 до 40 лет – 23,3% (25 человек); от 41 до 50 лет – 15%
(16 человек), от 51 до 75 лет – 9,4 % (10 человек)(рис.2):

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701ffff030000000000

Рис.2 Возрастное соотношение внешней аудитории ООО «РУСИНТЕРФАРМ».

Как показало исследование, 43% опрошенных (46 человек) имеют высшее
образование, средне – специальное 28% (30 человек), не полное высшее 15%
(16 человек), среднее образование имеют 8,4% (9 человек) и два высших
образования имеют 5,6% (6 человек)(рис.3):

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0002d010500040000002701ffff030000000000

Рис. 3 Соотношение уровня образования внешней аудитории ООО
«РУСИНТЕРФАРМ».

По социальному статусу опрошенных большую часть составляют служащие 57%
(61 человек) и студенты 18,6% (20 человек); домохозяйки составляют 10,2%
(11 человек); предприниматели 9,4%(10 человек); пенсионеры 3,7% (4
человека) и учащиеся 1,1% (один человек) (рис. 4):

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0002d010300040000002d010500040000002701ffff030000001e00040000002d0104000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2010200070000001b040401c5010400040007000000fc020000000000000000040000002
d010000040000002d01020004000000f0010600040000002d010500040000002701ffff0
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00016040801ca0100000000040000002701ffff030000001e00050000000102000000000
50000000902ffffff00040000002701ffff030000001e000500000001020000000005000
0000902ffffff00050000000902ffffff0005000000010200000000040000002d0100000
40000002d010500040000002701ffff030000000000

Рис.4 Соотношение внешней аудитории ООО «РУСИНТЕРФАРМ» по
социально-демографическому срезу.

Общий стаж работы, как показали исследования у опрошенных от 2 до 12 лет
– 58% (64 человека); от 13 до 25 лет – 30% (32 человека) и от 26 до 40
лет – 10,2% (11 человек) (рис. 5):

picscalex98010009000003f11d000007001610000000001610000026060f002220574d4
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0454d460000010074230000c901000005000000000000000000000000000000000500000
0040000510100000e01000000000000000000000000000068240500b01e0400460000002
c00000020000000454d462b014001001c000000100000000210c0db01000000600000006
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c00000000000000244001000c000000000000003040020010000000040000000000803f2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c00000002000000250000000c00000001000000190000000c000000ffffff00180000000
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c000000ffffffff2100000008000000250000000c00000002000000250000000c0000000
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50000000c00000007000080250000000c00000000000080250000000c0000000d0000802
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80000000c0000000100000027000000180000000100000000000000ffffff00000000002
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Рис. 5 Соотношение внешней аудитории ООО «РУСИНТЕРФАРМ» по стажу работы.

Наибольшее количество респондентов имеют средний уровень дохода на
одного члена семьи в месяц от 5 до 15 тысяч рублей – 54,2% (58 человек);
от 16 до 25 тысяч рублей имеют 30% респондентов (32 человека); от 26 до
40 тысяч рублей средний ежемесячный доход имеют 10,2% респондентов (11
человек); и предпочли не отвечать на этот вопрос 5,6% опрошенных (6
человек) (рис. 6):

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0000000

Рис. 6 Уровень ежемесячного дохода на одного члена семьи внешней
аудитории ООО «РУСИНТЕРФАРМ».

На заданные вопросы в анкете внешняя аудитория ООО «РУСИНТЕРФАРМ»
отвечала следующим образом:

На первый вопрос: «Какому каналу средств массовой информации Вы
доверяете?» были получены следующие ответы (рис.7):

Таблица №1:

Приоритетность при выборе средств массовой информации внешней аудиторией
ООО «РУСИНТЕРФАРМ.

Виды СМИКоличество ответов% от общего количества
ответовТелевидение4643%Газеты29 63
6327%Радио2422,4%Интернет1514%Журналы76,5%picscalex87010009000003b321000
007001610000000001610000026060f002220574d46430100000000000100fd2c0000000
002000000002000001409000014290000010000006c0000000500000005000000fe01000
0320100000000000000000000113500000820000020454d4600000100142900008f02000
0050000000000000000000000000000000005000000040000510100000e0100000000000
0000000000000000068240500b01e0400460000002c00000020000000454d462b0140010
01c000000100000000210c0db010000006000000060000000460000005c0000005000000
0454d462b224004000c000000000000001e4009000c00000000000000244001000c00000
0000000003040020010000000040000000000803f214007000c000000000000000440000
00c00000000000000180000000c00000000000000190000000c000000ffffff001400000
00c0000000d000000120000000c000000020000002100000008000000220000000c00000
0ffffffff2100000008000000220000000c000000ffffffff0a000000100000000000000
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0

Рис. 7 Приоритетность средств массовой информации внешней аудитории ООО
«РУСИНТЕРФАРМ».

На вопрос: «Какие газеты Вы предпочитаете читать?» были получены
следующие данные(рис.8):

Таблица№2:

Предпочтения при выборе газет внешней аудитории ООО «РУСИНТЕРФАРМ».

ГазетыКоличество ответов% от общего количества
ответов123123«Весть»3130%«Калужский перекресток»3130%«Калужская
неделя»2018,6%«Знамя»1615%«Деловая провинция»98,4%«Ваш вариант ответа»

Не ответили (7 чел.)

Спорт экспресс (1 чел.)

Ком. Правда (2 чел.)

Телесемь (3 чел.)

Жизнь (1 чел.)

Спидинфо (1
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00000

Рис.8 Приоритетность местных газет внешней аудитории ООО «РУСИНТЕРФАРМ».

При ответе на третий вопрос: «Какие журналы Вы предпочитаете читать?»
респонденты дали следующие ответы (рис.9):

Таблица № 3:

Предпочтения при выборе журналов внешней аудитории ООО «РУСИНТЕРФАРМ».

ЖурналыКоличество ответов% от общего количества
ответов123123«Рейтинг-РRО»3330,8%«Золотой квадрат»3230,2%«Жить
хорошо»3130%Ваш вариант ответа

Никакой (11 чел.)1110,2%

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Рис.9 Приоритетность местных журналов внешней аудитории ООО
«РУСИНТЕРФАРМ».

На четвертый вопрос: «Какое радио Вы предпочитаете слушать?» получены
следующие данные (рис.10):

Таблица №4:

Предпочтение при выборе радиостанции внешней аудитории ООО
«РУСИНТЕРФАРМ».

РадиостанцииКоличество ответов% от общего количества
ответов123«Европа-плюс»3028%«Русское радио»2927%«Хит-
FM»2624,2%123«Ника-FM»1816,8%«Авторадио»1816,8%

Ваш вариант ответа:

Дорожное радио (4 чел.)

Маяк (2 чел.)

Радио Россия (1 чел.)76,5%

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0000000000000000000000000000000000000000000040000002d010400040000002d010
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500040000002701ffff030000001e00040000002d010400040000002d010100040000002
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6047c01ca010000000008000000fa0200000100000000000000040000002d01060004000
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50000000902ffffff00050000000102000000000400000004010d0004000000020102000
70000001b047801c50104000400040000002d010200040000002d010300040000002d010
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fffff000500000009029999ff00040000002c0100000700000016047c01ca01000000000
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40000002d010300040000002d010500040000002701ffff030000001e00040000002d010
400040000002d010600040000002d010100050000000102ffffff000500000009029999f
f00040000002c0100000700000016047c01ca0100000000040000002d010500040000002
d010400040000002d010500040000002d010400040000002d010200040000002d0103000
40000002d010500040000002701ffff030000001e00040000002d010400040000002d010
600040000002d010100050000000102ffffff000500000009029999ff00040000002c010
000070000001604200042000b001700050000000902000000000400000004010d0004000
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50000000102ffffff0005000000090200000000040000002c01000007000000160429008
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0002d010200040000002d010300040000002d010500040000002701ffff030000001e000
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d00040000000201010010000000320a7b00d8000600000031362c3830250600060003000
70006000b00040000002d010500040000002d010400040000002d010200040000002d010
300040000002d010500040000002701ffff030000001e00040000002d010400040000002
d010600040000002d010100050000000102ffffff0005000000090200000000040000002
c0100000700000016047c01ca0100000000040000002d010500040000002d01040004000
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500040000002701ffff030000001e00040000002d010400040000002d010600040000002
d010100050000000102ffffff0005000000090200000000040000002c010000070000001
6048d004001790016010400000004010d00040000000201010010000000320a7b0017010
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400040000002d010200040000002d010300040000002d010500040000002701ffff03000
0001e00040000002d010400040000002d010600040000002d010100050000000102fffff
f0005000000090200000000040000002c0100000700000016047c01ca010000000004000
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0002c010000070000001604a900c1019800950108000000fa02000001000000000000000
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400040000002d010100040000002d010600050000000102ffffff0005000000090200000
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60004000000f0010100050000000902ffffff00050000000102000000000400000004010
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c0100000700000016047c01ca0100000000040000002701ffff030000001e00050000000
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0002d010100040000002d010500040000002701ffff030000000000

Рис.10 Приоритетность радио внешней аудиторией ООО «РУСИНТЕРФАРМ».

Отвечая на пятый вопрос: «В какое время Вы обычно слушаете радио?»
респонденты выделяли те, часы суток, в которые они чаще всего слушают
различные радиостанции. На рисунке 11 отображена динамика активности
радиослушателей в разное время суток. Время с 3 до 5 часов утра на
рисунке не отображено, так как это время суток ни один из опрошенных не
отметил. Самым популярным отрезком времени у слушателей является с 6.00
до 17.00 и слушают радио в это время от 21,5% до 39,2% опрошенных, пик
прослушивания 8.00 утра выделяют 39,2% (42 человека) опрошенных
(рис.11):

picscalex93010009000003213f000008001610000000001610000026060f002220574d4
6430100000000000100b2890000000003000000002000005032000050520000010000006
c0000000500000005000000fe010000a1010000000000000000000011350000772b00002
0454d4600000100505200002404000005000000000000000000000000000000000500000
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Рис. 11 Шкала активности прослушивания радиостанций внешней аудиторией
ООО «РУСИНТЕРФАРМ».

Шестой вопрос: «Какие телеканалы Вы предпочитаете смотреть?» были
получены следующие данные (рис.12):

Таблица№5:

Предпочтения при выборе телеканалов внешней аудиторией ООО
«РУСИНТЕРФАРМ».

ТелеканалыКоличество ответов% от общего количества ответовТРК
«Ника-ТВ»2826%ГТРК «Калуга»2725,2%«CINV-Калуга»2523,3%«REN-ТВ
»2119,6%«ТВЦ-Калуга»1110,2%Ваш вариант ответа

ОРТ (3чел.)

РТР(2 чел.)

Вести – спорт (1 чел.)

Культура (1 чел.)

СТС (3 чел.)

ТНТ (6 чел.)

НТВ (1
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500040000002701ffff030000000000

Рис. 12 Предпочтения, отдаваемые местным телеканалам внешней аудиторией
ООО «РУСИНТЕРФАРМ».

При ответе на вопрос: «В какое время Вы предпочитаете смотреть
телевизор?» были получены данные, что в период с 19.00 до 23.00 местные
телеканалы смотрят от 22,4% – до 64,4% опрошенных (24-69 человек)
внешней аудитории ООО «РУСИНТЕРФАРМ», пик активности приходится на 22.00
часа в данное время телевизор смотрят 64,4% опрошенных (69 человек)
(рис.13):

picscalex79010009000003763f000008001610000000001610000026060f002220574d4
64301000000000001001f610000000003000000002000000833000008530000010000006
c0000000500000005000000fe010000a1010000000000000000000011350000772b00002
0454d4600000100085300002704000005000000000000000000000000000000000500000
0040000510100000e01000000000000000000000000000068240500b01e0400460000002
c00000020000000454d462b014001001c000000100000000210c0db01000000600000006
0000000460000005c00000050000000454d462b224004000c000000000000001e4009000
c00000000000000244001000c000000000000003040020010000000040000000000803f2
14007000c00000000000000044000000c00000000000000180000000c000000000000001
90000000c000000ffffff00140000000c0000000d000000120000000c000000020000002
100000008000000220000000c000000ffffffff2100000008000000220000000c000000f
fffffff0a0000001000000000000000000000002100000008000000190000000c000000f
fffff00180000000c00000000000000140000000c0000000d000000300000000c0000000
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Рис. 13 Шкала активности просмотра местных телеканалов внешней
аудиторией ООО «РУСИНТЕРФАРМ».

На вопрос: «Являетесь ли Вы пользователем Интернет?», опрошенные
ответили следующим образом: да ответили 58% (62 человека), а нет,
ответили 42% (45 человек) (рис. 14):

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0002701ffff030000000000

Рис. 14 Степень использования Интернет внешней аудиторией ООО
«РУСИНТЕРФАРМ»

Так как пользователями Интернет являются 58% (62 человека) внешней
аудитории ООО «РУСИНТЕРФАРМ», то при ответе на следующий вопрос: «Если
«да», то что бы Вы посоветовали ООО «РУСИНТЕРФАРМ» для его улучшения?»,
это количество опрошенных будем считать за 100% . 22,5% опрошенных
(14)человек предложили создать свой сайт; 14,5% (9 человек) предложили
разместить рекламу в Интернет; дали ответ не знаю 16,3% опрошенных (10
человек); и 46,7% опрошенных (29 человек) не ответили на данный вопрос
(рис. 15):

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40000002d010500040000002701ffff030000000000

Рис. 15 Процентное соотношение предложений по улучшению ООО
«РУСИНТЕРФАРМ» внешней аудиторией.

Анализ результатов исследования внутренней аудитории ООО «РУСИНТЕРФАРМ».

В ходе проведенного исследования были опрошены 15 сотрудников, которые
составляют весь штат сотрудников. Из которых 7% (1 человек) мужчина и
93% (14 человек) женщины (рис.16):

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Рис. 16 Соотношение внутренней аудитории ООО «РУСИНТЕРФАРМ» по полу.

Возрастная аудитория сотрудников ООО «РУСИНТЕРФАРМ» составляет от 25 до
46 лет.

Внутренняя аудитория ООО «РУСИНТЕРФАРМ» по образовательному цензу в
наибольшей степени имеет сотрудников с высшим образованием 93% (14
человек) и среднее – специальное 7% (1 человек) (рис. 17):

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50000000c00000007000080250000000c00000000000080250000000c0000000d0000802
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Рис. 17 Соотношение внутренней аудитории ООО «РУСИНТЕРФАРМ» по
образовательном цензу.

Общий стаж работы сотрудников ООО «РУСИНТЕРФАРМ» составляет от 1 до 25
лет, а стаж сотрудников именно в ООО «РУСИНТЕРФАРМ» составляет от одного
до четырех лет, так как данная организация существует четыре года за
исследуемый период.

Средний ежемесячный доход на одного члена семьи составляет от 7 до 30
тысяч рублей.

По вопросам анкетирования сотрудников ООО «РУСИНТЕРФАРМ» мы получили
следующие данные:

Первый вопрос: «Какому средству массовой коммуникации доверяют Ваши
клиенты?» (рис. 18):

Таблица№6:

Приоритетность при выборе средства массовой информации внешней аудитории
ООО «РУСИНТЕРФАРМ» по мнению сотрудников фирмы.

Виды СМИКоличество ответов% от общего количества
ответовРадио1066,6%Телевидение7
6346,6%Газеты533,3%Журналы533,3%Интернет213,3%

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c01000007000000160495007c0180006101050000000902000000000400000004010d000
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d010500040000002d010400040000002d010200040000002d010300040000002d0105000
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c01ca0100000000040000002d010500040000002d010400040000002d010500040000002
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30000001e00040000002d010400040000002d010600040000002d010000050000000102f
fffff0005000000090200000000040000002c010000070000001604f9001a01e500ff000
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7000a00040000002d010500040000002d010400040000002d010200040000002d0103000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00004000000020101000f000000320a6201540005000000d0e0e4e8ee250800060008000
6000600040000002d010200040000002d010300040000002d010500040000002701ffff0
30000001e00040000002d010400040000002d010100040000002d010600050000000102f
fffff0005000000090200000000040000002c01000007000000160473018101600147000
40000002d010200040000002d010300040000002d010500040000002701ffff030000001
e00040000002d010400040000002d010100040000002d010600050000000102ffffff000
5000000090200000000040000002c010000070000001604730181016001470008000000f
a0200000100000000000000040000002d01000004000000f001060007000000fc0200009
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4010d000400000002010200070000001b046d01820066017b00050000000902000000000
40000000201010018000000320a620185000b000000d2e5ebe5e2e8e4e5ede8e5f206000
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40000002d010500040000002701ffff030000001e00040000002d010400040000002d010
000040000002d010100050000000102ffffff0005000000090200000000040000002c010
0000700000016047301810160014700040000002d010200040000002d010300040000002
d010500040000002701ffff030000001e00040000002d010400040000002d01000004000
0002d010100050000000102ffffff0005000000090200000000040000002c01000007000
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4000000f001010007000000fc020000ccffff000000040000002d01010004000000f0010
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a016601030105000000090200000000040000000201010012000000320a62010d0107000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Рис. 18 Приоритетность средств массовой информации внешней аудитории ООО
«РУСИНТЕРФАРМ», по мнению сотрудников данной организации.

Второй вопрос: «Какие газеты предпочитают читать Ваши клиенты?»
(рис.19):

Таблица №7

Предпочтения при выборе газет внешней аудиторией ООО «РУСИНТЕРФАРМ» по
мнению сотрудников фирмы.

ГазетыКоличество ответов% от общего количества
ответов«Весть»640%«Деловая провинция»640%«Знамя»533,3%«Калужский
прекресток» »5 2533,3%«Калужская неделя»533,3%Ваш вариант ответа

Российская газета (1 чел.)17%

picscalex77010009000003b32b000007001610000000001610000026060f002220574d4
643010000000000010061c30000000002000000002000006414000064340000010000006
c0000000500000005000000fe010000a1010000000000000000000011350000772b00002
0454d460000010064340000c902000005000000000000000000000000000000000500000
0040000510100000e01000000000000000000000000000068240500b01e0400460000002
c00000020000000454d462b014001001c000000100000000210c0db01000000600000006
0000000460000005c00000050000000454d462b224004000c000000000000001e4009000
c00000000000000244001000c000000000000003040020010000000040000000000803f2
14007000c00000000000000044000000c00000000000000180000000c000000000000001
90000000c000000ffffff00140000000c0000000d000000120000000c000000020000002
100000008000000220000000c000000ffffffff2100000008000000220000000c000000f
fffffff0a0000001000000000000000000000002100000008000000190000000c000000f
fffff00180000000c00000000000000140000000c0000000d000000300000000c0000000
f000080260000001c0000000100000000000000010000000000000000000000250000000
c0000000100000027000000180000000200000000000000ffffff0000000000250000000
c00000002000000250000000c00000007000080250000000c00000000000080220000000
c000000ffffffff0a0000001000000000000000000000002100000008000000250000000
c00000002000000250000000c00000001000000190000000c000000ffffff00180000000
c00000000000000250000000c00000007000080250000000c00000000000080220000000
c000000ffffffff0a0000001000000000000000000000002100000008000000250000000
c00000002000000250000000c00000001000000190000000c000000ffffff00180000000
c00000000000000250000000c00000007000080250000000c00000000000080220000000
c000000ffffffff2100000008000000250000000c00000002000000250000000c0000000
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00000000000000004020000a6010000520000007001000003000000f3ffffff000000000
00000000000000090010000000000cc0000000041007200690061006c002000430079007
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0000000000000000000000000001300120000001496b300c8db1300e6b40030eadd1300c
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50000000c00000003000000250000000c0000000d000080250000000c000000030000002
50000000c0000000d000080250000000c00000003000000250000000c0000000d0000802
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50000000c00000003000000250000000c0000000d000080250000000c000000030000002
50000000c0000000d000080250000000c00000003000000250000000c0000000d0000802
50000000c00000003000000250000000c0000000d000080250000000c000000030000002
50000000c00000007000080250000000c00000000000080250000000c0000000d0000802
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c00000002000000250000000c00000001000000190000000c000000ffffff00180000000
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80000000c0000000100000027000000180000000100000000000000ffffff00000000002
50000000c00000001000000280000000c00000002000000180000000c000000ffffff001
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c00000004000000190000000c00000000000000180000000c000000ffffff001e0000001
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40000002c0100000700000016047c01ca0100000000040000002d010500040000002d010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0002d010200040000002d010300040000002d010500040000002701ffff030000001e000
40000002d010400040000002d010100040000002d010000050000000102ffffff0005000
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6000b00040000002d010500040000002d010400040000002d010200040000002d0103000
40000002d010500040000002701ffff030000001e00040000002d010400040000002d010
100040000002d010000050000000102ffffff0005000000090200000000040000002c010
0000700000016047c01ca010000000008000000fa0200000000000000000000040000002
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000f0010100050000000902ffffff00050000000102000000000400000004010d0004000
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40000002d010500040000002701ffff030000001e00040000002d010400040000002d010
000040000002d01060005000000010200000000050000000902ffffff00040000002c010
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0002d01060005000000010200000000050000000902ffffff00040000002c01000007000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40000002d010100040000002d010000050000000102ffffff00050000000902000000000
40000002c0100000700000016047301b8014d011100040000002d010200040000002d010
300040000002d010500040000002701ffff030000001e00040000002d010400040000002
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c0100000700000016047301b8014d01110008000000fa020000010000000000000004000
0002d01060004000000f001000007000000fc020000ffffcc000000040000002d0100000
4000000f0010100050000000902ffffcc000400000004010d00040000000201020007000
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600080006000500070006000300070006000600060006000600060006000500060005000
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20101001f000000320a62011e0010000000cae0ebf3e6f1eae0ff20ede5e4e5ebff07000
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0000000040000002c0100000700000016047301b8014d011100040000002d01020004000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Рис. 19 Приоритетность, отдаваемая местным газетам внешней аудиторией
ООО «РУСИНТЕРФАРМ», по мнению сотрудников данной организации.

Третий вопрос: «Какие журналы предпочитают читать Ваши клиенты?»
(рис.20):

Таблица №8

Предпочтения при выборе журналов внешней аудитории ООО «РУСИНТЕРФАРМ» по
мнению сотрудников фирмы.

ЖурналыКоличество ответов% от общего количества ответов«Золотой
квадрат»1386,6%«Жить хорошо »853,5%«Рейтинг- PRO»640%

picscalex99010009000003cd1d000007001610000000001610000026060f002220574d4
643010000000000010021200000000002000000002000004403000044230000010000006
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0454d460000010044230000c901000005000000000000000000000000000000000500000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fffff00040000002c0100000700000016047c01ca0100000000040000002701ffff03000
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10200000000040000002d010000040000002d010500040000002701ffff030000000000

Рис. 20 Приоритетность местным журналам внешней аудитории ООО
«РУСИНТЕРФАРМ», по мнению сотрудников данной организации.

Четвертый вопрос: «Какое радио слушают Ваши клиенты?» (рис. 21):

Таблица №9

Предпочтения при выборе радиостанции внешней аудиторией ООО
«РУСИНТЕРФАРМ» по мнению сотрудников фирмы.

РадиостанцииКоличество ответов% от общего количества
ответов123«Хит-FM»746,6%123«Русское радио»640%«Ника-
FM»640%«Авторадио»533,3%«Европа-плюс»533,3%

Ваш вариант ответа:

Шансон (1 чел.), Дорожное радио(2 чел.)320%

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0000000

Рис. 21 Предпочтения, отдаваемые местным радиостанциям внешней
аудиторией ООО «РУСИНТЕРФАРМ», по мнению сотрудников данной организации.

Пятый вопрос: «В какое время Ваши клиенты обычно слушают радио?» (рис.
22) Сотрудники ООО «РУСИНТЕРФАРМ» отмечали те часы, в которые по их
мнению клиенты данной организации слушают радио. Промежуток времени с 1
часа до 5 утра ни кем не был отмечен. По мнению сотрудников ООО
«РУСИНТЕРФАРМ», клиенты данной организации слушают радио с 7.00 до
17.00, это время отметили 20%- 53,3% опрошенных, наиболее высокий
показатель активности это 13.00 в это время радио слушают 53,3%
опрошенных (8 человек) (рис. 22):

picscalex59010009000003203a000008001610000000001610000026060f002220574d4
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Рис. 22 Шкала прослушивания местных радиостанций внешней аудиторией ООО
«РУСИНТЕРФАРМ», по мнению сотрудников, данной организацией.

Шестой вопрос: «Какие телеканалы предпочитают смотреть Ваши клиенты?»
(рис. 23):

Таблица№10:

Предпочтения при выборе телеканалов внешней аудиторией ООО
«РУСИНТЕРФАРМ» по мнению сотрудников фирмы.

ТелеканалыКоличество ответов% от общего количества ответовТРК «Ника-
ТВ»960%ГТРК «Калуга»746,6%«CINV-Калуга»640%«REN-ТВ »426,6%«ТВЦ-
Калуга»213,3%Ваш вариант ответа

ОРТ (1 чел.)

()17%

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0000000000000000000040000002d010400040000002d010200040000002d0103001c000
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00000000000000000000000000000000000040000002d010500040000002701ffff03000
0001e00040000002d010400040000002d010100040000002d010000050000000102fffff
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000ffffff000000040000002d01000004000000f0010100050000000902ffffff0005000
0000102000000000400000004010d000400000002010200070000001b042201c50104000
400040000002d010200040000002d010300040000002d010500040000002701ffff03000
0001e00040000002d010400040000002d010000040000002d01060005000000010200000
000050000000902ffffff00040000002c0100000700000016042501ca010000000007000
000fc020000c0c0c0000000040000002d01010004000000f001000008000000fa0205000
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00004010d0004000000020102000e000000240305000d000d00bc010d00bc01db000d00d
b000d000d00040000002c0100000700000016042501ca01000000000700000015041d01f
8000a01d10008000000fa0200000100000080808000040000002d0106000500000014020
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0001302db000d000500000013020d000d00040000002d010200040000002d01030004000
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700000016042501ca0100000000040000002d010200040000002d010300040000002d010
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d010600050000000102ffffff00050000000902c0c0c000040000002c010000070000001
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0002701ffff030000001e00040000002d010400040000002d010100040000002d0106000
50000000102ffffff00050000000902c0c0c000040000002c010000070000001604db00b
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fff030000001e00040000002d010400040000002d010100040000002d010600050000000
102ffffff00050000000902c0c0c000040000002c010000070000001604db00be010c000
c0008000000fa0200000100000000000000040000002d01070004000000f001060007000
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f000400000004010d0004000000020102000e0000002403050023002b003f002b003f00d
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4005e01db004201db004201b4000e000000240305008a01c600a601c600a601db008a01d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0002d010400040000002d010200040000002d010300040000002d010500040000002701f
fff030000001e00040000002d010400040000002d010600040000002d010100050000000
102c0c0c00005000000090200000000040000002c0100000700000016042501ca0100000
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0002d010200040000002d010300040000002d010500040000002701ffff030000001e000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40000002d010500040000002d010400040000002d010200040000002d010300040000002
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0002d010100050000000102c0c0c00005000000090200000000040000002c01000007000
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8000000320ae3005e000b000000c3d2d0ca20cae0ebf3e3e0e8050006000500060003000
6000500060005000400050018000000320ae300a2000b000000d1c8cdc25fcae0ebf3e3e
0e80700070007000600050006000600050005000400050010000000320ae300f90006000
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0000000

Рис.23 Предпочтения, отдаваемые внешней аудиторией ООО «РУСИНТЕРФАРМ»
местным телеканалам, по мнению сотрудников данной организации.

Седьмой вопрос: «В какое время Ваши клиенты предпочитают смотреть
телевизор?», сотрудники выбрали следующие промежутки времени. Наиболее
активно внешняя аудитория ООО «РУСИНТЕРФАРМ», по мнению внутренней
аудитории ООО «РУСИНТЕРФАРМ» смотрит телевизор в промежутке с 19.00 до
24.00 смотрят 33,3% – 80% (5- 12 человек), пиком просмотра является
временной отрезок 21.00 -80% (12 человек) (рис.24):
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fffffff2100000008000000250000000c00000003000000250000000c000000020000002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701ffff030000000000

Рис. 24 Шкала активности просмотра внешней аудиторией ООО «РУСИНТЕРФАРМ»
местных телеканалов, по мнению сотрудников данной организации.

Восьмой вопрос: «Являются ли Ваши клиенты пользователями
интернет?»(рис.25):

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00009020000000004000000020101000c000000320a6201ef0003000000ede5f20506000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Рис. 25 Степень использования интернет внешней аудиторией ООО
«РУСИНТЕРФАРМ», по мнению сотрудников данной организации.

Краткие выводы по главе:

В результате анкетирования внешней аудитории ООО «РУСИНТЕРФАРМ» было
выявлено, что приоритетным каналом средств массовой информации является
телевидение 43% (46 человек); самая читаемая газета «Весть» 30% (31
человек) и «Калужский перекресток» 30% (31 человек); самый популярный
журнал «Рейтинг- PRO» 30,8% (33 человека). Внешняя аудитория ООО
«РУСИНТЕРФАРМ» предпочитает слушать радио в промежуток времени с 12 до
19 часов и это «Европа- плюс» 28% (30 человек), «Ника-ТВ» является самым
популярным телеканалом 26,1% (28 человек), который смотрят с 18 до 22
часов, 58% (62 человека) внешней аудитории ООО «РУСИНТЕРФАРМ».
Пользователями интернет являются 58% (62 человека), которые считают, что
данной организации для улучшения эффективности деятельности необходимо
создать сайт в Интернет 22,5% (14 человек), а 14,5 % (9 человек) внешней
аудитории ООО «РУСИНТЕРФАРМ» считают что необходимо разместить рекламу в
сети Интернет.

В результате анкетирования внутренней аудитории ООО «РУСИНТЕРФАРМ» мы
выявили, что клиенты ООО «РУСИНТЕРФАРМ» доверяют радио 66,6% (10
человек), читают такие газеты как «Весть» 40% (6 человек), «Деловая
провинция» 40% (6 человек), предпочитают журнал «Золотой квадрат» 86,6%
(13 человек), слушают радио «Хит-FM» 46,6% (7 человек) в промежутке
времени с 11 до 16 часов, смотрят телеканалы «Ника-ТВ» 60% (9 человек) и
ГТРК «Калуга» 46,6% (7 человек), в промежуток времени с 19 до 23 часов.
И 66,7% (10 человек) внутрееней аудитории ООО «РУСИНТЕРФАРМ» считают,
что внешняя аудитория данной организации является пользователями
Интернет.

Получив результаты исследования внешней и внутренней общественности ООО
«РУСИНТЕРФАРМ» следует провести сравнительный анализ, для завершения
практической части, данной курсовой работы (см. таблица №11 стр. 67).

3.3 Анализ информации о ООО «РУСИНТЕРФАРМ» в Средствах массовой
информации (СМИ)

За период существования ООО «РУСИНТЕРФАРМ» с 2005 по 2009 годы не одна
публикация о деятельности данной организации не была опубликована в
прессе. Это подтверждает справка подписанная директором ООО
«РУСИНТЕРФАРМ» Блох Н. Н.(Приложение № 4).

Заключение

Мировой фармацевтический рынок является одним из самых высокодоходных и
быстрорастущих секторов мировой экономики. Несмотря на общий спад в
мировой экономике последних лет, фармрынок продолжает динамично
развиваться: темпы его роста составляют примерно 6-10% в год. В отличие
от других отраслей, где чистая прибыль составляет в среднем 5% от общего
дохода, в фармотрасли этот индекс достигает 18% в год. По данным
экспертов, в 2004 г. мировой фармацевтический рынок вырос на 7% и по
объему продаж достиг рекордной суммы $ 550 млрд. Рост продаж отмечен во
всех основных регионах. При этом максимальная доля продаж (45%)
традиционно принадлежит Северной Америке, где рост по сравнению 2003 г.
составил 8%. В странах Евросоюза рынок фармацевтической продукции вырос
на 6%, достигнув примерно 26% от мирового рынка ($ 144 млрд.). В
Восточной Европе продажи выросли на 12% – до $9 млрд. Медленнее всего
рос японский рынок – всего на 2 %, а наиболее динамично развивался
китайский рынок, который вырос на 28% и по объему продаж ($ 9,5 млрд.)
превысив аналогичный показатель восточноевропейского рынка. Наименее
развитыми сегодня являются фармацевтические рынки Африки, некоторых
арабских стран и ряда стран Латинской Америки. Росту продажи лекарств
способствуют несколько различных факторов. Во-первых, это общий рост
заболеваемости из-за усиливающегося влияния техногенных факторов и
ухудшения экологической обстановки. Во-вторых, это тенденция «старения
населения» в развитых странах. В-третьих, в Китае, Индии, России,
странах Восточной Европы, рост уровня доходов населения приводит к
использованию более дорогостоящих и качественных препаратов. Растет
фармацевтический рынок также благодаря быстрому развитию таких
сравнительно новых направлений как сегмент биологически активных добавок
(БАД) и сегмент дженериков (просроченных препаратов) – дешевых аналогов
известных лекарств. Сегодня доля дженериков на рынках США,
Великобритании, Канады и Германии достигает уже 30% и, по мнению
специалистов, он будет увеличиваться и дальше.

Ключевая проблема фармацевтического рынка – рост затрат на исследования.
Сегодня средняя цена разработки одного нового препарата составляет $ 800
млн., и по прогнозам экспертов эта сумма в скором будущем перевалит за $
1 млрд.

Низкая инвестиционная активность на фармацевтическом рынке Российской
Федерации обусловлена не только далекой от совершенства общероссийской
политической и экономической ситуацией. Национальные особенности
инвестиционного климата влияют на все отрасли российской экономики, но
при этом финансовые вложения в фармацевтическую отрасль – одни из самых
скудных. На лицо парадоксальное положение, когда потенциально
рентабельный рынок медикаментов находится вне зоны инвестиционных
приоритетов, то есть существуют заведомо более привлекательные
российские товарные рынки, нежели фармацевтический, куда в настоящее
время и направлены финансовые ресурсы инвесторов. Так, общая сумма,
получаемая сегодня фармацевтической промышленностью из внутренних и
внешних источников, то есть в результате собственной деятельности и
внешних вложений, включая кредиты для пополнения оборотных средств,
составляет не более 160 млн. долл. в год. При этом инвестиции в
российскую экономику распределяются следующим образом: топливная
промышленность – 22%, транспорт – 18%, строительство – 16%. На долю
фармацевтической промышленности приходится лишь 0,2% всех привлеченных
капиталовложений [25]. Что касается иностранных инвестиций, то большая
часть из них (70%) распределяется между топливной и пищевой
промышленностью, торговлей и транспортом.

Фармацевтический рынок Калужской области развивается быстрыми темпами.
Соответственно, нагрузка на лицензирующие органы с каждым годом
возрастает. О том, как может работать коллектив из четырех человек, о
законодательных изменениях и о взаимодействии с Росздравнадзором
корреспонденту «Фармацевтический Вестник» рассказала начальник отдела
лицензирования медицинской и фармацевтической деятельности Минздрава
Калужской области Светлана Плешакова: « 1 января 2008 г. Калужской
области переданы для осуществления полномочия РФ по лицензированию
фармацевтической, медицинской деятельности и деятельности, связанной с
оборотом наркотических средств и психотропных веществ. Правительством
области принято Постановление № 6 от 18.01.2008 «О наделении
Министерства здравоохранения Калужской области отдельными полномочиями»,
в соответствии с которым в министерстве создан специальный отдел по
лицензированию фармацевтической и медицинской деятельности. В отделе
сегодня работают четыре человека, из них два провизора и два врача.
Предварительно нами был изучен объем работы и принято решение о
привлечении квалифицированных специалистов с опытом в лицензировании. За
восемь месяцев 2009 года принято 60 заявлений о предоставлении и
переоформлении лицензий на фармацевтическую деятельность, выдано 52
лицензии, четыре приложения. На деятельность, связанную с оборотом
наркотических средств и психотропных веществ поступило 27 заявлений,
выдано 16 лицензий и 11 переоформлено».Связи с общественностью занимают
все более значительное место в рыночной деятельности российских
компаний. Одна из важнейших задач PR в бизнесе – обеспечение позитивных
условий развития и взаимоотношения бизнеса с социальной средой.

Таблица № 11

«Сравнительный анализ данных, полученный в результате исследования
проведенного между внешней и внутренней общественностью ООО
«РУСИНТЕРФАРМ»».

Результаты опроса внешней аудитории ООО «РУСИНТЕРФАРМ»Результаты опроса
внутренней аудитории ООО «РУСИНТЕРФАРМ»1 2Выбор каналов
коммуникациителевидение-43%(46 чел)

радио-22,4%(24 чел)

газеты-27%(29 чел)

журналы-6,5%(7 чел)

интернет-14%(15 чел)телевидение-46,6%(7чел)

радио-66,6%(10чел)

газеты-33,3%(5 чел)

журналы-33,3%(5 чел)

интернет-13,3%(2 чел)

Приоритетность газет«Весть»-30%(31 чел)

«Калужский перекресток»30%(31чел)

«Калужская неделя»-18,6%(20 чел)

«Знамя»-15%(16 чел)

«Деловая провинция»-8,4% (9 чел.)

Ваш вариант отв.-14%(15 чел)«Весть»-40%(6 чел)

«Калужский перекресток»-33,3%(5 чел)

«Калужская неделя»-33,3%(5 чел)

«Знамя»-33,3%(5 чел)

«Деловая провинция»-40%(6 чел)

Ваш вариант отв.-7%()1 челПриоритетность журналов«Рейтинг-PRO»-30,8%(33
чел)

«Золотой квадрат»-30,2%(32 чел)

«Жить хорошо»-30%(31 чел)

Ваш вариант отв.- 10,2%(11 чел)«Рейтинг-PRO»-40%( 6 чел)

«Золотой квадрат»-86,6%(13 чел)

«Жить хорошо»-53,5%(8 чел)

Приоритетность радиостанции1 2«Хит-FM»-24,2%(26 чел)

«Европа-плюс»-28%(30 чел)

«Русское радио»-27%(29 чел)

«Ника-FM»-16,8%(18 чел)

«Авторадио»-16,8%(18 чел)

Ваш вариант отв.-6,5%(7 чел)«Хит-FM»-46,6%(7 чел)

«Европа-плюс»-33,3%(5 чел)

«Русское радио»-40%(6 чел)

«Ника-FM»-40%(6 чел)

«Авторадио»-33,3%(5 чел)

Ваш вариант отв.-20%(3 чел)В результате опроса потребителей услуг ООО
«РУСИНТЕРФАРМ» выявлено, что они слушают радио с 6 часов до 10 часов
утром и с 18 часов до 21 часов вечером.По мнению сотрудников, клиенты
ООО «РУСИНТЕРФАРМ» слушают радио в периоды с 7 часов до 10 часов утром и
с 18 до 23 часов вечером.Приоритетность телеканаловГТРК
«Калуга»-25,2%(27 чел)

ТРК «Ника-ТВ»-26,1%(28 чел)

Cинв- Калуга-23,3%(25 чел)

ТВЦ-Калуга-10,2%(11 чел)

REN-ТВ-19,6%(21 чел)ГТРК «Калуга»-46,6%(7 чел)

ТРК «Ника-ТВ»-60%(9 чел)

Cинв-Калуга-40%(6 чел)

ТВЦ-Калуга-13,3%(2 чел)

REN-ТВ-26,6%(4 чел)В результате опроса внешней аудитории ООО
«РУСИНТЕРФАРМ» выявлено, что они смотрят телепрограммы с 18 часов до 22
часов вечером.По мнению сотрудников, клиенты ООО «РУСИНТЕРФАРМ» смотрят
телевизионные передачи с 19 часов до 23 часов вечеромИспользование
ИнтернетаПо результатам исследования Интернетом пользуются- 58% (62
человека) опрошенных, и по их мнению следует создать сайт ООО
«РУСИНТЕРФАРМ» 22,5% опрошенных (14 человек) и запустить рекламу в
интернете посоветовали 14,5% опрошенных (9 человек).По мнению
сотрудников- 66,7% (10 человек) клиенты ООО «РУСИНТЕРФАРМ» пользуются
сетью Интернет.

Подводя итоги, можно сказать, что задачи, поставленные в курсовой
работе, были выполнены, а точнее, был собран и проанализирован
теоретический материал об общественном мнении, механизмах его
формирования и методах его исследования, теоретическом анализе сущности
массовой коммуникации. Было осуществлено планирование и проведение
экспертного исследования, с целью изучения каналов формирования
общественного мнения внешней аудитории ООО «РУСИНТЕРФАРМ» для
определения эффективности работы. Была осуществлена обработка (см. с.
63) и интерпретация (таблица №11) данных проведенного исследования,
составлены практические рекомендации для повышения эффективности работы
ООО «РУСИНТЕРФАРМ» (см. приложение №3). На основе этого мы можем
считать, что основная цель курсовой работы достигнута, а задачи, стоящие
перед нами, решены, гипотеза подтверждена.

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