Currently, one of the main places in the political processes takes the media. Their interaction with politics, its subjects is felt on a daily basis in a variety of forms and manifestations. The importance of the media becomes apparent when one considers that the instruments of mass communication, as such, are the instruments of power ("fourth power"). The speed and agility give the media an opportunity to effectively influence on the spiritual life of society, the consciousness of the broad masses of the population. They can contribute to the stimulation of public opinion in support of a particular purpose or political course. At the same time, they can perform the functions of integration, urging people graciously accept and absorb the prevailing socio - political values. The political content is viewed in the media especially during periods of various changes in the system of public relations, in the forms of governance. Political power, as one of the most important manifestations of power, is characterized by the ability of the class, group, individual to carry out the will, expressed in politics. Historical experience shows that the mass media can serve a variety of political goals: how to educate people, to develop in them a sense of self-esteem, the desire for freedom and social justice, to promote and assist the competent participation in politics, to enrich personality, as well as spiritually enslave, misinform and intimidate, foment mass hatred, sow distrust and fear.
The main subject of the impact on the media is a state, system of government bodies. The state through various institutions of power and governance defines the status and standards of media activities through the adoption of laws by parliament, government regulations, presidential decrees. These acts, for example, prohibit propaganda of violence, calling for the overthrow of the constitutional order, etc. That is, the media can not act against the basic goals and interests of the state policy. State affects the acquisition of property through the media, its use, sale to private individuals or financial - industrial groups, this economic lever may have an impact on the political side of media activities. Media also experience guiding influence of other political actors such as political parties, public organizations, some political factions within the ruling elite and military control bodies. They tend to use the media to implement their interests. On the other hand, the media, being a system, controlled by politics, have at it the opposite impact. In modern conditions this influence is so great that the media are characterized as the "fourth power" (along with the legislative, executive and judicial). Of course, such a characteristic is conditional, because the media do not have the attributes of power; their ideas and the recommendations are not necessary to be implemented by citizens. They "exercise authority" over the minds of people, affect mood and behavior of the broad masses, and thus on the political process, politics in general. Today it is not possible to introduce political activities without the press, radio and television, they intrude into all areas of political leadership. Media can serve a variety of political goals: from support of political power to the misinformation of the population in favor of opposition groups. Therefore, in a society, as a rule, is conducted open or hidden struggle between the various political forces for influence on the individual print and electronic media, for attraction them to their side and use in their own interests, such as political and economic, ideological, and others. (Ejupi et al, 2014)
Media plays a big role in the formation of government bodies, change of their personal staff during the election campaign. In most countries, presidential or parliamentary elections can not be carried out without a wide use of the media. Various socio - political, economic, financial - industrial groups, relying on one or another candidate for president, deputies, governors, long before election day develop a detailed plan of election technology. The main content of these technologies is the creation of attractive for voters images of candidates. Here, the primary means is television. Professionals - image-makers present on TV screens the candidates for public office in the most modern clothes, they dictate the manner of behavior in front of potential voters, the content of their speeches is carefully worked through in electoral headquarters of candidates. All this is aimed at formation among the voters a positive image of the future political leader. The organizers of election campaigns and some of the candidates are not always concerned about whether there are a material and other means to carry out their campaign promises. The main thing - to create among voters the right understanding of particular policy, to win their votes. As a rule, nobody feels sorry about monetary funds on advertising, a large part of spending on election campaigns is expended on media. Particular importance is attached to a television debate between competing candidates for senior positions. They have become a tool in the election campaign. These rivals are preparing very carefully not only in terms of the content of their conversation part, but above all prepare their appearance, train the ability to behave before the general public. Entertainment, theatricality often dominate over richness of the content. After elections in collaboration of politics and the media is created a new direction - the media by accessible to them methods explore the public opinion in relation to new personal composition of the new government bodies, ranking of the highest officials in the state, in general, state of political relations in society. One of the main methods to identify public opinion on a particular issue is a survey. This problem can be put in front of the mass media by political leadership as the social order, but the subject of the survey can be initiated also by the media (TV channels and radio, newspaper). Public opinion surveys are a means of political intelligence, identifying the positions of some groups of the population on issues of a political nature, as well as on economic, social, cultural - spiritual life. They reveal what opinion the citizens have about this or that political leader, what specific life issues they care about and what solutions people expect from them. Politically engaged media not rarely transform the results of public opinion surveys into an instrument of providing to this view a certain direction for the decision of the authorities on political and other issues, for support of the internal or foreign policy actions of the government. Here is most clearly manifested the interconnection of politics and the media. In general, the surveys give the government a real picture of the mindsets of the population and its separate groups, especially negative feelings until they are manifested in behavior, unwanted, destructive actions of people. Smart leadership of the country should take into account the public opinion while planning certain nationwide events. It often makes corresponding adjustments to its position and changes tactics so as not to cause a negative reaction from the population. (Pistekova, 2008)
Another important area, in which politics and media work closely, is propaganda through the press, television, radio of decisions of the highest political leadership of the country, an explanation to the people of what will give the execution of these decisions to each individual citizen or social groups. An important task of the media is the justification and disclosure before the people of the necessity of so-called "unpopular" measures (increase in the prices of goods and services, freezing for certain period of wages or pensions, etc.). The role of the media in transitional periods of social development is especially great, because without their active work is impossible to change the political consciousness, values and goals of the wider population and to achieve mass support of social transformations policy. The society should be aware of the fact that the media, particularly applying new information technologies, can be used to control the actions and thoughts of people. The media play an important role in the preparation of easily managed manipulated subject of the political process. In a society that has not yet consolidated philosophically, ideologically, politically, in short, in a divided society, information is the most important strategic resource, a means of human exposure for the establishment of normative consciousness. Strong and well-planned informational and political injections into the public consciousness become a sort of compensatory mechanism of unfulfilled citizen expectations. Informational manipulation of a person is first and foremost a form of control over his personal freedom. Therefore, only when the media turn into a public form of knowledge, advocating the ideas of cooperation and normal (without revolutions and counter-revolutions) development of the entire society, it will be possible to shape a political culture, based on free choice by a person political position and political behavior. (Bernays, 1928)
In democratic societies, the media to a certain extent are free from the dictates of the state, some government measures that reduce the material standard of living of people, restricting their rights and freedoms, are often criticized. In these media actions also can be seen the politics - interests of specific opposition-minded political forces, oligarchic groups, political parties and movements, which have access to the media and the opportunity to influence the content of their materials. This occurs, as a rule, through material - economic levers - financing of some media, the appointment of a high fee to journalists, editors and other measures. As a consequence, some publications, TV and radio channels are becoming oppositional in relation to the existing government. Thus, the interaction between politics and the media is an important part of the functioning of society’s political system. In activity of mass media present open or covertly presents defined political course from outside. Mass media enjoy considerable opportunities to actively influence not only on the perception by citizens of certain political phenomena and events, but also on their relationship to politics in general. The political passivity of the population in any matter as well as its mass activity are directly connected with the position of the media in this matter. In the absence of formed civic institutions and organizations, instability of value orientations caused by changes in the political system, when obtaining political information does not require direct communication between people, and its distributor (media) defends the subjective point of view, among people is formed the illusory idea about the political world.
References
Bernays, E. L. (1928). Manipulating public opinion: the why and the how. American Journal of Sociology, 958-971.
Ejupi, V., Siljanovska, S., Iseni, A. (2014). The mass media and persuasion. European Scientific Journal, 636-640.
Pistekova, Z. (2008). The Public and the Media in the U.S. Presidential Campaigns. Masaryk University Press, 31-42.
