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In modern Russian sociology and political science it is usually considered the political and communicative processes mainly in the election campaign, when there is an active kommunitsirovanie political leaders and the electorate. Electoral communication today is one of the most popular topics for researchers and practitioners concerned with the exchange of information in the political system. At the same time, another aspect of the communicative interaction between the authorities and society, aiming at the formation of a permanent constructive dialogue with a view to ensuring the legitimacy of the existing order and give it stability, are virtually unexplored. There is no unambiguous definition and defining the phenomenon. More versatile seems the notion of "public communication", which is quite rarely used in the conceptual apparatus of domestic scientists. This situation stems from the fact that this type of political communication is not widely distributed, and in the practice of Russian political actors (government included) who prefer a series of powerful information, "attacks" during elections planned formation of public opinion, using a feedback mechanism. However, the changing socio-political and economic situation in our country dictates and other priorities in the field of communication policy. All these transformations require reflection and study, both theoretical and practical level. The problem of relations between the authorities and society is still worried about the ancient Greek philosophers whose ideas have been developed further in the works of N. Machiavelli, Jean Rousseau, Hobbes , Dzh.Lokk and other thinkers. Active discussion on this topic was conducted in the framework of the theory of mass society (G.Lebon, G. Tarde, H.Ortega Gasset, K.Manngeym, G.Blumer et al.). In addition, the relationship in the "control - driven" and actively discussed in the debate on civil society, which in the 90s of XX century again intensified in the wake of democratic reforms in the former socialist countries. All of this suggests a fairly high interest in the issue of building a dialogue between the authorities and society, as well as its information component.
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