MEDIA MANAGEMENT AS AN EFFECTIVE SURROGATE TOOL OF ORGANIZATIONAL CULTURE FOR POST-WAR RECONSTRUCTION OF TELECOMMUNICATIONS ENTERPRISES

DOI: 10.31673/2415-8089.2023.120330

Abstract

The article clarifies the essential attributes of media management, and defines its role as an effective surrogate tool of organizational culture for the post-war reproduction of telecommunications enterprises, outlines the specifics, characteristic features, and key tasks of media management using social media. It is noted that the specificity of media management as an effective surrogate tool of organizational culture for the post-war reproduction of telecommunications enterprises is manifested through: avalanche-like growth of information flows; unpredictability of the media space; the impact of the convergence of digital and traditional communications; speed of introduction of modern digital technologies; changing the conditions of interaction with consumers; intensifying competition; intensive development of social networks and new media; the threat of loss of national identity; strengthening of requirements for the quality of service; generation of media innovations; growth of bureaucratic procedures; growing demand for personalized service; the development of democratization processes, and the tasks of media management for post-war reproduction will be: consolidation and expansion of the target audience; increasing the effectiveness of economic interactions; maximizing the level of loyalty of employees and consumers; constant monitoring of the situation; quick and adequate response to deformations and changes in the economic space. It is substantiated that the dominant factor in the modernization of the organizational culture of telecommunications enterprises is the development of strategic alternatives to media management and the corresponding optimal solutions for the formation of a compositional system on a new value platform, taking into account the competence levels of modern media, which will ensure: achievement of the strategic goal; invariance of organizational compositions, establishment of flexible interactions; interactivity and democratization of communications; expansion of event horizon opportunities, de-hierarchization of organizational design; creativity of management processes; multidimensional effectiveness of media innovations; narrowing the range of obstacles, risks and threats.

Key words: media management, organizational culture, telecommunications enterprises, effective surrogate tool, post-war reproduction.

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