Understanding the mission of the media as the most important social and political institution is a priority today. Reforms of the political system, state system, socio-economic and cultural-spiritual transformations, democratization of public relations carried out in Russia dictate the need not only to change the content and orientation of the media, but also require a radical change in their place and role as the most important tool for implementing public policy in the field of information ensuring the life of Russian society. These issues can only be resolved within the framework of improving the forms and methods of media activity in modern society.
Key words: mass media; policy tool; forms and methods of activity.
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