A MODEL TO ASSESS EFFECTIVENESS OF REGIONAL MASS MEDIA

The article presents the structure of the media in the Trans-Baikal Territory. The elements of the media system include leading information agencies, television channels, periodicals, determined by the media rating in the Trans-Baikal Territory. The mass media presented in the model have different technical and technological properties allowing them to represent the interests of various social and age groups. Taking into account the interests of the maximum number of the media product consumers makes it possible to assess the overall level of awareness of the population about the events and facts of regional social and economic development, which, in the authors' view, should be considered an indicator of the regional media effectiveness. The significance of this indicator is determined by the participation of the media in the formation of values, political views, moral and ethical guidelines and motives of the population. In this context, an evaluation of the overall performance of the system and partial performance indicators of its elements is an important management task. At the same time, the task is complicated because of the lack of a generally accepted system of indicators for assessing the processes of creating and transmitting information, as well as tools for their convolution. In accordance with the purpose of the study, the authors proposed a system of indicators for assessing the factors that determine the effectiveness of the processes of creating information products at each of the media in the region, as well as indicators of the overall effectiveness of the media system of the region. Given the differences in technologies for creation and transmission of information products, the authors solved the problem of comparability of indicators and data. At the stage of obtaining integral estimates, the problem of the convolution of the obtained indicators arose. To solve the problem of convolution, the apparatus of fuzzy logic and fuzzy logic inference was used. The obtained estimates revealed a high level of awareness of the population of the Trans-Baikal Region about the events, facts and processes of regional socio-economic development. The evaluation algorithm presented in the work allows one not only to assess the overall level of effectiveness of the regional media system, but also to compare the media systems of different regions, and to monitor the activities of individual media enterprises. The principal moment of practical application of the proposed algorithm is the possibility of building on its basis a computer expert system that allows to automate the calculations and the formation of an information base.