Abstract ◊ Potential of public opinion monitoring in the system of communicative media, channels and forms of effective feedback of administrative and political structures is being analyzed. Different forms and methods of fixation of public opinion trends and social expectations in monitoring regime are being investigated, its role and significance in enhancement of administrative efficiency of interaction between civil society and public power structures are being determined.
Keywords: public opinion monitoring, administrative interaction, civil society, public power structures.
Vorobiev Yuriy Lvovich — a Candidate of Science (sociology), associate professor, the head of the Journalism and Marketing Communications Department of Irkutsk State University (Bratsk Branch Office). Теl.: (3953) 47-92-20. E-mail: u-vorobev@mail.ru
