Download Development Tendencies in Latvia Public Communication

Development Tendencies in Latvia Public Communication
Abstract
Creativity and knowledge are becoming increasingly important driving forces of
modern post-industrial economies and fundamental factors of transformations of
economics and social changes. This study is focusing in social and economical
transformations which have required changes in public communication. The role of
public administration is to establish the promoting infrastructure, including legislation
and support programs, to develop public and private partnership, involving nongovernmental organizations, public institutions and private sector to achieving of
public goodness.
Social and economical transformations are also a challenge for public
communication. It is marked two important changes – firstly, the public
communications goal is not just increasing of public awareness, but also public
involvement in state development, and secondly, it changes the methods and way of
public communication.
It has to be noted that transformation processes have affected not only public
administration activities and formation of its public relations but also mass
communication. Assessing the impact of those processes on public communication,
German philosopher Jurgen Habermas has pointed out that private entities form an
idea of their customers that in their consumption decisions they act as citizens and
state has to address its citizens as consumers. In the result of that even public
authorities compete for publicity. Thus consumer addressing methods of
contemporary integrated marketing communication age affects also the content and
form of public communication.
This study is focusing also in the development tendencies in Latvia public
communication that is directed to the formation of public understanding and meeting
with approval for public administration activities.