Interaction of public administration and mass media in the context of digitalisation: problem statement

The article considers the current topic of interaction between public administration and mass media in the context of digitalisation. Digitalisation is defined as a glob -al trend changing socio-political reality. The concepts of “mass media” and “mass communication” are analysed in detail, and the features of their cooperation while expanding digital audience are revealed. In the realities of the 21st century, when digita lisation has a significant impact, the state transforms its functions, starting to actively interact with society and citizens, creating equal relations in the updated political system. An important link that unites information is mass media which closely cooperates with state authorities and the entire management system. Through the media, government agencies coordinate the efforts of various social groups and organisations without coercion, defining the main directions and strategies of socio-political initiatives and actions. The article highlights the use of the mass media as a political tool and a way to organise a dialogue between the state and civil society. It also analyses the influence of the mass media as the fourth branch of government. The author concludes that it is necessary to comprehensively study the problem of interaction between public administration and mass media for more effective functioning of both institutions. This means that in the context of digitalisation, there is a need to consider changes in the media sphere and develop new approaches to media policy, given modern challenges and trends.