Event practices as an effective tool of public relations

Abstract

Purpose of the article is to turn to the analysis of event practices as an effective tool of public relations for the conceptual understanding of its value potential, which is expressed in communication, contacts, in the harmony of man with the world around him. Methodology is based on the application of general scientific and special methods of cognition, including methods of generalization, synthesis, and analytics, which allow studying event practices as an effective means of social communication. Scientific novelty. Currently, there is a lack of scientific analysis of the key role of domestic event practices in the general system of public relations. The scientific novelty of the work lies in the theoretical generalization of the problem and the definition of categorical statements related to the research topic. Conclusions. As a result of the research, the need to form a new Ukrainian culture of self-realization of individuals, which is due to fundamentally new modifications of socio-cultural institutions, among which the latest event practices used in modern public relations. The impact of PR-methods can be both negative and positive. The nature and functional purpose of these methods depends in general on those who manage and own the technology and their practical implementation. As a result, the role of some PR - technologies in society, to a greater extent, is defined by us as the manipulation of the consciousness of citizens, the role of others - as enlightenment. Due to significant civilizational, technical and technological progress, including the development of the media, the transformation of event technologies in the world and Ukraine has accelerated. Event practices shape public opinion in various cultural spheres and promote positive changes in the mass consciousness. The transition of an essential component of the structure of event practices into a virtualized space will be the essence of the culture of the future. With the development of visual technology, events have acquired new functions - they have become an instrument of political and ideological struggle, a weapon of rebellion, a form of shock, which is an effective tool of modern public relations. This trend, accordingly, increases the role of event practices in the cultural process and in general in public life, stimulates the interest of scientists in their further research.