The communication of local government administration with its environment in the light of the mediatization of public life

Changes that take place in social and media space on the local level indicate a weakening position of media. Current sources of media power start to be increasingly taken over by new political actors. Participants of the media market as well as actors active in social space acquire new competences, which were previously characteristic only of journalists. The balance of forces, relations as well as interrelations between media and politics starts to create a new form of partnership and cooperation. This gradually leads in consequence to the codependency of media and politics in financial and organizational aspects. This raises a question of how public institutions, including those of the local level, can find themselves in the existing reality? Do they have a chance to pursue their information and communication functions? And finally, does the mediatization of a local political scene allow for the individual shaping of the relations of the local government with its social environment and building a reputation?