SOCIAL ADVERTISING: POLITICAL AND LEGAL DIMENSION

Abstract

In the article, on the basis of the results of the political and legal analysis of the legislative base of social advertising in the Russian Federation, a number of conclusions were drawn about the peculiarities of the legal design transformation as well as of the specificity of the institutional design. The connection between social advertising and the political sphere is based both on the recognition of the state as the leading actor in this sphere and on the allocation of specific functions of social advertising as an effective tool for stabilizing the political system and the mobilization mechanism. The author opinion considers the role of the NGOs and socially responsible business has been strengthening in the area under consideration in recent years but that does not mean that the state refuses to step up its activity in one of the key areas of social policy. First of all, the necessity for a special law regulating social advertising is being discussed. Besides, it is important to develop a general strategy for the development of social advertising within the framework of interaction between the state, civil society and the business community.

Keywords

• social advertising
• legislative framework
• state
• social policy
• mobilization
• institutional design