CIRCUS DIRECTING AND SHOW BUSINESS IN THE FIELD OF ENTERTAINMENT. THE ROLE OF PR IN PROMOTING OF CIRCUS SHOW

Abstract

The changes that took place in Ukraine in the last two decades of the XXI century, not only caused a radical renewal of the socio-economic situation in the state, but also led to the emergence of new branches of industrial activity. One of them is represented in the domestic entertainment space and terminologized using the borrowed English term “producer”, brought to Ukraine by the flow of cultural imports in post-Soviet times. Over the years of independence, the profession of producer, the phenomenon of production as a new phenomenon, previously not peculiar to Ukraine, has repeatedly become the subject of controversy, research, and discussion.

“National features” and problems of the circus production system in Ukraine are determined by the lack of a market for the circus product itself, the dominance of the form of sponsorship of show business, direct dependence on investments, mainly foreign, in the creation of circus shows, the outflow of qualified personnel abroad, tours of foreign artists in Ukraine, insufficient legislative support for the labor process and obtaining preferential seniority due to the high-risk activities of individual circus artists, the lack of a system of professional training of circus producers. The Ukrainian circus director, taking into account the situation in Ukraine, should be more “ideological” than his colleagues in the West, since the Western trend of introducing the so-called “multicolored tolerance” as a modern culture causes a negative reaction of compatriots, and in general does not affect the moral development of the population.

The main tasks solved by the PR service include: ensuring and conducting a certain planned and consistent program as part of project management; forming relationships between the organization and the public; monitoring awareness, opinions, attitudes and behavior both inside and outside the organization; the ability to make recommendations on the choice of a new policy that is mutually beneficial for the organization and the public; constantly forming new public relations.