Representation of Expert Opinion in Modern PR Technologies as a Way of Social Management

The expert community plays an increasingly important role in modern society and this trend will only increase in the context of the knowledge economy. The development of effective approaches to organizing the work of the expert community will help accelerate socially significant changes, including the democratization of society. Assessments and expert opinions on various issues are first and foremost conveyed through the media, and therefore are subject to representation. In this study we have made an attempt to understand the issue of the most independent and objective presentation of expert opinions in PR-technologies. At this stage, new approaches are needed to define the place of expert communities in social processes and to enhance their authority in society as the intellectual elite. The information society has given the expert community a number of new features, and its involvement in the political process and social governance is gaining features that have yet to be explored. All this suggests that the study of expert communities in the near future will be more relevant, the more information challenges the society receives.

I. Introduction

In an era of accelerating digital development, it is more important than ever to have benchmarks to guide decision-making in managing social processes. The expert community can help people who make significant social decisions navigate the diversity of these benchmarks, base their decisions on scientific principles, and make policy more farsighted and appropriate. It is important to study the expert community, because in the modern world the expert community can become both an institution for maintaining democracy and an instrument of politics in the context of its current trends. The development of optimal approaches to the organization of the expert community will contribute to the improvement of the social climate, taking into account the opinion of the intellectual elite in the management of public processes and thereby democratization of society. The problem of the study is to determine the circumstances under which the independence of the expert community will contribute to minimal distortion of the process of “experts - power” interaction in media representations. However, relying on expert opinion when making important management decisions involves a number of risks: 1

high demand for status experts at the expense of not less competent, but not media personalities;

2

the lack of ethical standards shared by all in the expert community;

3

insufficient publicity and openness of the examination process and discussion of significant social issues by experts;

4

low importance of the expert community in political decision-making and social management.