SOCIALIZATION OF PERSONALITY AND SOCIAL RESPONSIBILITY OF THE MEDIA

Aim. To identify the direct connection between the socially responsible positioning of modern mass media and the positive socialization of the individual in the mass information society.
Methodology. The methodological basis for the research is the socio-philosophical analysis of the urgent problems of modern social consciousness, the institutional ties of society and ensuring the sustainability of social life.
Results. The increasing importance of the socially responsible model of mass media in modern society is established in connection with the need to implement a positive type of socialization of new generations. The article presents contradictions between certain interests of the media community and public interests in general, as well as between the interests of the socialized individual. The increasing influence of parameters of mass-communication development process of socialization is revealed. In connection with this process there is awareness of the need to improve such tools of self-regulation of activity of mass media journalistic code of ethics, the professional community and its other supplements including legal methods of regulation. Attention is focused on a new type of social fragmentation: the emergence of communities associated with the blogosphere and social network activities. In some cases, the influence of these communities can play a determining role in the course of an individual’s socialization. The necessity of timely detection and achieving the required level of social responsibility of the mass media is substantiated. This will provide constructive socialization, as well as the related efforts of society to maintain the desired balance between efficiency and responsibility in the field of mass communication.
Research implications. Solving the problem of matching the society’s need for positive socialization of the individual and the activities of mass communication media will ensure the sustainable development of society and the individual in it, which is possible only if a socially responsible model of the mass communication environment is chosen.

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