MASS MEDIA AS A SOURCE OF INFORMATION FOR MAKING BUSINESS DECISIONS (A CASE STUDY OF THE RUSSIAN FINANCIAL SECTOR)
This paper presents the results of a study, which aim was to find out how members of the Russian business use media information and to what extent they trust it. A number of indepth interviews with members of the Russian financial sector were conducted. The study showed that the role of mass media in the process of decision making is seen as secondary. However, there are reasons to believe that quality mass media are not a critically important but necessary source of information for making efficient business decisions. First and foremost, this is so because of the established standards of practice in quality media, including editorial selection of information.