THE FORMATION OF PUBLIC OPINION ON THE NEED TO INCREASE CITIZEN PARTICIPATION WITH WEB 2.0 TOOLS

Citizen participation is an essential component of modern democratic public administration. However, it is not provided automatically but requires efforts from both public authorities and citizens themselves. The formation of public opinion on the need for citizen participation contributes to the unification of these efforts on both sides. In the context of the development of the information society, public opinion can and should be formed with Web 2.0 tools and technologies, primarily social media, which have a significant impact on the formation of public opinion in modern societies. The purpose of this article is to explore the possibility of forming public opinion on the need to increase citizen participation using social advertising on social media as a Web 2.0 tool. To achieve this, three research tasks were solved: to determine the essential features of public opinion; to consider the features of analysis and formation of public opinion; to consider the use of social advertising as a Web 2.0 tool for forming public opinion. A separate section of the article is devoted to each of the tasks. Based on the results of the study, several conclusions are drawn. The authors propose a mechanism for shaping public opinion on the need to increase the level of citizen participation, which includes the following components: identification of social groups for further interaction; monitoring of the social mood of these groups; tracking and analysis of social information targeted at these groups; studying public opinion rooted in certain social groups through establishing communication with them; analysis of public opinion in terms of its contribution to increasing the level of citizen participation; application of Web 2.0 tools to identify and analyse public opinion.