Conclusion|detention|

One will not envy the Ukrainian elector|voter|: each 15 minutes|mn| he is fed with large|big| portions of killed |big| political information on TV. If you open|reveal| a newspaper, it is an analogical|similar| situation. If you glance in a mailbox|letter-box|, it is the same. If you go out in the street , it is the same again. If you get on a bus or a trolley-bus|electrobus|, you will get|receive| a new|firsttime| source of information. Otherwise it could not be, it is the elections.| Therefore during the elections| the question about the illumination of mass media position and possibilities |potentialitie| becomes more actual. In spite of all mass media play an essential role in the Ukrainian population determination|definition| of the political likings and antipathies. In the publications, reportings and comments|commentary| mass media often throw light on the hidden springs of policy|politics| power of the propertied and pay public attention to the most odious sides of their activity and thus play an important role in power limitating|limination| and making healthy.

Not by chance many participants of pre-election marathon consider mass media as a wonder-working mean to guarantee victory and use|use| all conceivable facilities to make mass media an obedient instrument of the politicians|tool|. Unfortunately|I am sorry|, the Ukrainian mass media produced a tradition of close connections with politicians and their surroundings, coming to the level|Y-level| of ideal symbiosis|symbiose| |environment|. In spite of the fact that|although| at a superficial look journalists|minder| and politicians look as natural|real-life| opponents|enemy|, grabbed in an endless fight|wrestling|, indeed they need each other. Politicians need an audience|auditory|, the journalists|minder| need newsmakers |. Politicians understand well that journalists|minder| will attend any measure|step|, which can be the article of narrow-minded interest, even if it is| banal.

The results of researches|work-up| show that most of the electors|voter| judge about a candidate in deputies or presidents in accordance with media, especially television image formation. Behind the brilliant advertising|shining| it is difficult to define real|this| professional and personal|private| candidates’ qualities and their political positions.

Mass media in a democratic society must be dialectically opposite in relation to "power" pole, rather than just propaganda instrument|tool|, though|both| they play this role. As the experience|tentative| shows, it is not a simple task. It is enough to remember the sharp|bitingly| murmuring at the press from the public agents and |just| citizens’ side. They say, the press began to comment on any matters|, it|her| sowed enmity, blows up bases|backing|, distorts|tamper|. Authorities change. The authority appointed from above is changed by the elected in a democratic way, but|but| prosecutions|accusation| essence |accusation| remains almost unchanged.

The financial|cost| aspect of this question |too| is also important. The obtrusive political advertising on the screen irritates people, thus far|much| more than ordinary one|usual|, because in our politician’s values system, as a rule, it occupies|borrow| a less meaningful place|seat|, than meal|food| or preparations for health improvement. In addition, people have a question: |but| whose money|funds| is it done for|after|? And the answer|reply| will never be in behalf of a political force|strenth| which fills everything with|spacefill| advertising rollers|godet|. A bigboard lease|rent| in Kiev|Kyiv| costs|worth| on the average 660 dollars per a month for a political party (such advertising is by 10 % more expensive than|costly| ordinary|usual| one ). If a bigboard | is in the center of|heartland| the capital, it is necessary to prepare about 900 «bucks» monthly|once a month|. Rental cost of a 15-second political roller|godet| on the channel|lade| «1+1» in a prime-time| is 3385 dollars. Although, |of c there are cheaper variants. Millions of dollars are spent|spend| on electoral|selective| companies by|Co.| each candidate, in spite of the fact that|although| in the country there are many socially unprotected|unprotected| people who need help.

Mass media are the main|king| instrument|tool| in public opinion formation about one or another situation, in this case, about political elections|. At present there are hundreds of methods and technologies|technicology| of influence on an elector|voter| in order he makes a right choice. The main |king| problem is in the following. Sometimes this instrument|tool| (MASS-MEDIA|media|) is in the politicians’ «ferrous» fist and they do not serve the society, but are|on the contrary| against it .