FORMATION OF MECHANISMS OF SELF- REGULATION OF PROFESSIONAL ACTIVITY OF TELEVISION AND RADIO ORGANIZATIONS FOR ENSURING THEIR PUBLIC RESPONSIBILITY

Abstract

Abstract. The authors focus on the problem of low level of public responsibility and distrust of the audience to the media, in particular electronic, both national and regional television and radio organizations. The policy of public authorities at different levels should be aimed at meeting the needs of all consumers of information through a responsible attitude and maximum consideration of their interests without any harassment or humiliation. The regulatory, institutional and financial mechanisms of self- regulation are revealed in the article. Adherence to democratic principles in the work of the media, readiness to implement and effectively use self- regulatory mechanisms are important indicators of the development of media independence. That's why this topic is the subject of research by many scholars and practitioners around the world. Self-regulation reflects balancing rights and responsibilities, as these are the joint efforts of the professional media community. The independent media assume responsibility for the quality of public discourse in the country while maintaining editorial independence during its formation. In order to obtain data on the quality, accuracy and objectivity of the information provided, as well as the level of trust in the media, opinion polls, questionnaires and other tools are conducted on an ongoing basis. This allows to get meaningful empirical data that are taken into account in the development and adoption of appropriate management decisions. The article summarizes the experience of Austria, Italy, Germany, Slovakia, Hungary in implementing self-regulatory mechanisms, which allows to increase the level of public responsibility, ethical norms and to formulate specific scientific conclusions and proposals. The current situation of lack of awareness in the media about effective mechanisms of self-regulation, dialogue and solidarity in ensuring the protection of personal and public interests, political pressure on the media, financial dependence on political elites creates a number of problems that require the formation and development of effective mechanisms of self- regulation, which will increase the public responsibility of professional activity of teleradioorganizations.