Is it possible for journalism to be the " fourth power" in Ukraine?

Give me the mas-media and I will do a herd of pigs of any people

Paul Joseph Goebbels

This words of the Minister of Propaganda of A.Hitler`s Government are proving their veracity the last half of the century. There always have been people, who positively believed in everything what is written in the newspapers and what is shown on local TV. Such people compose the majority. Of course, there is also a minority, which is searching for alternative sources of information and education. In politics this minority calls elite; usually it makes up a smaller part of society and thinks not the way others do. But still there is a term "fourth power"- stamp, which was first used by Scottish writer T.Karlailis and  now it is the main symbol of journalism as a model of influence on the masses, model of communication. Effectiveness of such exposure is measured by the results - planned or unplanned. Human (interpersonal) factors are affected on any of the communication processes.

He that pays the piper calls the tune

Speaking about the influence of the media on social awareness and people`s reaction we can confidently say: with the help of active spreading the information journalists can form the public opinion. Nazi Germany and Soviet Union use the rules of unfair play from this statement to propel slightly distorted model of classical journalism in the history of this profession. In contrast to the long-established canons like simple presentation of news or reflexion the attitudes in society, systems of pro-government propaganda of "supercountries" accented: except informing the media also have to form a required picture of reality. Useful -disseminate, harmful - hide - the only correct principle.And this policy was effective. In this way in USSR  the extent of the Chernobyl disaster was suppressed, in this way the radio was screaming about the next party congress. What do we have today? Information war between the honest and marginal media is continued and the number of misinformed victims in favor of the last.We must remember that there are several types of mass communication that are appointed to perform the tasks defined by society:mass media, PR, propaganda and agitation. For healthy society it is important not to mix them. We can compare east and south parts of Ukraine with  George Orwell`s novel "1984",which ilustrate the society thoroughly saturated with russian propaganda  and agitation. In that case there is no other way for society, it lives and thinks as  dictated and then term "the fourth power" takes a negative undertone - it`s not a journalism anymore. When the media is only a mirror of  social life, then "the fourth power" is something natural, what is a mediator in the dialogue between the power and the people.In Ukraine there is enough space for unbiased media today,they are required, their popularity is growing. Such media as Hromadske TV, 24 channel, TVI has a position of independent and earned the audience`s trust. Scandal on TVI channel,while general director becomes a politician and unsuccessfully trying to sell coleagues to the government, once again proves that journalism is not an arena for political games.

Through the eyes of journalists themselves

My friend`s teacher used to say that a person always has two thoughts about what have happened - positive and negative. An event can be shown only from one side- the most profitable or not. Like golden mean doesn`t exist in journalism. And before you started writing you have to think what do you finally want to get and who you whanted to be in the eyes of your readers.Personally I think that this statement is true, because limits of impact on the audience can be illustrated here.Nowadays (Ukrainian readers in particular) can and should trust those media who are economically independent and owned by the editorial staff. For example, its "Le Monde" newspaper in France, which once become an implacement of pro-facist edition "Le Temps". In Ukraine we have Hromadske TV, which works on the crowdfounding principle, when everyone can transfer funds  on livelihoods of the media. Hromadske TV is high-quality media, not popular and mostly available on the internet.Qualitative  media adheres to the principles of social responsibility, 

which gives them the freedom awareness of their power and responsibility to 

society. Freedom in this context has a positive understanding: not only 

freedom from external constraints, but also the opportunity to be guided by 

the ethical codes of journalism. In this case, the media separating facts from 

opinions and is a mirror of society.

Such media are laying the groundwork of approval the press and other 

other media in the public consciousness as "the fourth power". Not difficult to

 see that quality editions are the older ones and  in Ukraine are not as commonl

y known as other popular. And here we are back again to the division between cl

ass and mass. The contrast between the "class" and the "mass" existed in the 

U.S. at the end of XIX century as it was noted by Professor John Piters.

Difference between the elite and rational analysis and vulgar-sensational 

reading matter became distinct once in a while.And now, the third party of 

issue - society as the final consumer of information product.

Elite newspapers today is designed for relatively narrow stratum of society - 

highly educatedpopulation for which awareness is a part of professional duties. 

People who are in management, politics, and other areas, they are opinion 

leaders in their time range of individuals.Until recently, almost all the Ukrainian

 media were filled with hidden subtext and advertisements are published by this

 news.Ukrainians confidently consume such a product, which led to a complete 

lack of understanding of the situation and disorder in society. The bigger 

absurd of lie, the easier it believe we say today.But people who have the

 good sense wouldn`t think as dictated. Stamp "fourth power" in Ukraine may

 no longer be just a stamp with a negative shade, but it can mark the real 

source of power as it is in other countries. For this we have to choose a quality

 product. Ability to make the right choice depends on the consciousness of 

society. Ukrainians haven`t fully matured to such a step yet, but nations, 

like people, tend to grow up.