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The article is devoted to the study of the community residents’ behavior, their informational attitudes, preferences, and interests, as well as summarizing the results of own survey, which reflect the communication environment of one area – the Boiarka town territorial community. In the context of decentralization, this topic requires closer attention in an attempt to understand the peculiarities of the newly created community life. The role of local media in the territorial communities formation is to consolidate society and attract new audiences – villagers, in the information space of the city. So that they do not feel abandoned on the outskirts of the community. It is the press as the main communicator to the rural population that should contribute to the formation of the community not only administratively, but also mentally. Although sociology has been studying social behavior for decades, trying to interpret and understand it, the novelty of this study is that it is the first attempt to comprehend the information component of a small suburb of the Ukrainian capital. The research methodology consists of the application of such general scientific methods as synthesis, analysis, generalization, comparison, which allowed to investigate and identify features of the behavioral aspect of the community information environment. One of the important empirical methods was observations and surveys, which formed the main part of the work, formed from the practical knowledge of reality. Residents of Boiarka town and seven eldership districts of the community took part in the survey. These are such villages as Tarasivka, Nove, Maliutianka, Ivankiv, Zabiria, Novosilky, Kniazhychi, Zhornivka, Dzvinkove and Pereviz. Based on the research results, the criteria were determined, depending on which the information needs and preferences of people are formed – a place of residence, age, educational level, earnings, type of activity, inner circle. Social networks are the most popular news source for residents as the most efficient, cheap, and mobile tool. The official pages of the community and online media are also used by a large number of respondents, which indicates a high level of involvement in the Internet. It was found that the only local media, the newspaper «Boiarka-Inform», is not so popular and used by citizens. The main reasons for this are the heterogeneous frequency of the publication, efficiency lack, and the lack of promotion. The Internet is the most common way to consume news from both social media and online media. |
