Definition of the concept of mass communication. Mass communications. The concept of mass communication

Questions for the test in the discipline

"Mass communications and media planning"

1. The concept of mass communication. What is described using the concept of MK. MK definitions. Difficulties in the unambiguous definition of MC. MK and media. Directions scientific research MK. Reasons for the relevance of MC research. "Biological" and evolutionary approaches to the study of MC. Differences between the process of mass communication and the process of interpersonal communication.

The concept of communication comes from the Latin communicatio - exchange, connection, conversation. mass communication- the systematic dissemination of messages among numerically large dispersed audiences with the aim of influencing the assessments, opinions and behavior of people"; "Mass Communication represents the institutionalized production and mass distribution of symbolic materials through the transmission and accumulation of information. "Mass communication is a kind of spiritual and practical activities, i.e. activities for translation, transfer to the mass consciousness (public opinion) of assessments of current events recognized as socially relevant. The essence of mass communication as an activity is the impact on society by introducing a certain system of values ​​into the mass consciousness. Its essence always remains unchanged, and the phenomenon, content and forms of implementation may change depending on the conditions for the functioning of the entire QMS. The purpose of mass communication is to change social subjects in the interests of other subjects or the whole society.

In modern scientific and everyday language, along with the concept of mass communication, the concept is used "media". The concept is of Latin origin. The means of communication occupy a middle, intermediate position in the communication chain sender - channel - recipient of the message. Media is a communication mechanism between the sender and receiver of a message.

Mass communication is an activity based on a system of rules and norms, as well as on developed control over their implementation. Features of mass communication are:

The sender of the message is part of an organized group, and often a representative of the institution.

The individual acts as the host. It is often considered by the transmitting organization as part of a group with inherent common characteristics.

The message channel is a technologically complex information dissemination system. They include a significant social component, since their functioning depends on legal regulations society, habits and expectations of the audience.

Messages usually have a rather complex structure.

Public character and openness

Limited and controlled access to transmission media

Mediation of contacts between the transmitting and receiving parties

A certain inequality in relations between the transmitting and receiving parties

Multiple message recipients

The complexity of mass communication as a phenomenon predetermined its study within various research disciplines. The sociological study of the reality around us assumes that the individual is a product of social relations. Accordingly, when evaluating the role of the QMS in connection with various manifestations of human activity, we must necessarily take into account the peculiarities of the political, social, economic, cultural and technological context of this activity.

The differences between mass communication and interpersonal communication are manifested in almost all components of the communication process. The source of the message in interpersonal communication is the family, neighbors, etc. In mass communication, it is a kind of institution. The channel of distribution of interpersonal communication can be called “face to face”. The mass channel implies the presence of distribution technologies. The transmission time in interpersonal communication is direct, the distance is minimal, closed; in the mass - the transmission time is direct or with a delay in time, the distance is significant, or even unlimited. The receiver in interpersonal communication is the family, neighbors, i.e. immediate environment; in the mass - an anonymous heterogeneous audience. With interpersonal communication, there is the possibility of a direct reaction of the addressee (feedback). In mass communication, the reaction is predominantly “delayed” (in some cases, direct). The nature of the regulation of interpersonal communication is personal, individual; mass - using systems of rules and control.

1. Mass media as a social institution. The concept of a social institution. Definition of a social institution. Characteristics of a social institution. Characteristics of the media as a social institution

“Institutions of public life are considered to be a special type of integrative groups , the integrity of which is based on impersonal objective connections, the nature and direction of which does not depend on the individual properties of the people included in these institutions. Unlike non-institutional groups (like a friendly company), institutions such as the state or the army are not a collection of living people, but a system of interrelated social roles, performed by such people and imposing severe restrictions on their possible and acceptable behavior.

A social institution is “historically established forms of organization and regulation of social life (for example, family, religion, education, etc.), which ensure the performance of vital functions for society, including a set of norms, roles, prescriptions, patterns of behavior, special institutions, control system."

After analyzing various points of view in the definition of a social institution, we can conclude about the main characteristics of the latter, which are:

Role system, which also includes norms and statuses;

A set of customs, traditions and rules of conduct;

Formal and informal organization;

A set of norms and institutions that regulate a certain area of ​​public relations;

A separate set of social actions.

The social subject has specific interests and needs, which, as a rule, are in conflict with the interests of other social groups. The subject is a social instance whose need is satisfied by the product of this activity. For the subject, his needs are most important, but in order to satisfy them, he must realize his interest, i.e. perform the type of activity that the system needs. That. for the subject, interests are a means of satisfying his needs, and for the system, satisfying the needs of the subject is a means of realizing his interests.

The subjects of mass communicative activity do not have the goal of comprehensive and complete informing the audience. For them, their goals and their need for profit or special treatment for a mass audience always remain in the first place.

1) power and citizens

2) employers and employees

3) rich and poor

4) employed in social production and unemployed in social production

The type and features of the functioning of mass communication are determined by the type of society, its social, and above all, political structure, the institution of mass communication is most associated with politics as a social institution and a certain type of social activities. Politics is not the only kind of regulatory activity related to power. Another such type can be called administrative regulation, which in essence is not the relationship of people about power, but the direct actions of power, that is, power structures of various levels that administratively regulate the functioning and interaction of various parts and structures of society.

Social communication throughout a long period of human history has existed in the form of information activities that serve to establish links between various structures of society. However, the quality and organizational forms(as a social institution of mass communication) this type of activity was formed relatively recently - from the moment of the emergence of the mass media, the difference between which from simple communications is not quantitative, but qualitative, determined by the impact of mass communication precisely on the mass, that is, the practical consciousness of society.

MC is a type of regulatory activity, characterized as a subject-object relationship, where the object is mass consciousness as a level of consciousness of society, directly included in practice. The object of mass communication is such a state of mass consciousness, which is characterized by appraisal, namely public opinion, the formation of which through the implemented assessments is the goal of spiritual and practical mass communicative activity, the products of which satisfy the subjects of this activity. The subjects of mass communication can be not only the subjects of political activity, but also any other, for example, economic, subjects with the goal of evaluative impact on the mass consciousness.

2. Functional approach to the study of QMS. Typology of QMS functions. Levels of QMS interaction with different levels of social structure. Sociological approach to the study of the functions of the QMS. Surveys of the audience and media workers. The problem of allocation of QMS functions

The methodology of the functional approach proceeds from the fact that when explaining a social phenomenon, one should look for the function that it performs in a wider social or cultural context. At the same time, both explicit and implicit consequences of the functioning of the system, which have both positive and negative directions, are studied.

In the classifications currently available, two interrelated planes for studying the functions of the QMS are distinguished. Firstly, this is a specific type of QMS activity; secondly, the usefulness, the value that this activity has from the point of view of users, consumers.

In addition, usually the analysis is carried out at two levels - the level of society and the level of the individual.

I. Information function:

II . Social link function:

Socialization;

III

IV. Recreational Function:

V. Mobilization function:

I . Information function:

II

IV. Entertainment function:

Emotional discharge;

Escapism, avoiding problems;

Sexual arousal.

Conceptual diagram of an American specialist Melvin De Fluer It was developed for the specific conditions and traditions of media activity that developed in the United States in the mid-1960s. De Fluer investigated the relationship between the content of mass media products and the tastes of the audience. At the same time, QMS were considered by him as some autonomous (social) systems consisting of a set of subsystems.

The social system of mass communication consists of several important components: an audience differentiated by tastes, educational level, age, etc.; audience research organizations; organizations that create and distribute the content of mass communication; sponsors or advertisers; advertising agencies.

Naturally, like any other scheme, the proposed model involves certain simplifications. In particular, the content of mass communication is considered, first of all, as entertaining.

In addition to the listed interrelated components, there is also a subsystem of control, which includes: a set of legislative bodies of various levels; enforcement agencies; amateur associations that promote control.

According to De Fluer, the internal core or basic condition that ensures the functioning of the mass communication system as a whole is financial. Most of the components of the system are professional role structures, the motivation of the personnel of which is achieved through money. Moreover, all of them, to one degree or another, depend on the audience as the central component of the system.

According to the German sociologist-theorist Niklas Luhmann(1927 - 1998), the functions of mass media are to "direct" self-observation of social systems. In this regard, the author refers to the concept of the "memory" function of the system, which provides the basis for reality (assessments, interpretations) for all subsequent communication.

The functions of the mass media include the formation and maintenance of the properties of "irritability" and "excitability" in society. According to the author, the functions of mass media are not only to ensure the growth of knowledge, socialization or education of individuals in accordance with established norms. The description of the world and society is a cyclical process. This process involves the formation and interpretation of the state of "excitation" through information tied to a particular moment.

In connection with the peculiarities of the functioning of the media, Luhmann singles out three main types of program content of the mass media: news and interviews; advertising and entertainment programs.

According to Lazarfeld and Merton: Mass media perform a number of important social functions:

1) Status function. Mass media assign status to social problems, individuals, organizations and social movements. The function of assigning status is most pronounced when recommendations or statements of "famous people" are used in the course of advertising. Thus, the function of assigning a status is included in the structures of organized social action through legitimation, i.e. recognizing as legitimate their social status of certain politicians, individuals and groups receiving support from the mass media.

2) Strengthening social norms. Mass media can initiate organized social action by "displaying" conditions that differ from socially accepted morality. In the conditions of modern mass society, the function of public attention is institutionalized in the activities of the mass media. The press, radio, magazines cover well-known deviations. As a rule, this leads to some public action against what was privately tolerated. Messages, for example, may present phenomena whose content is contrary to non-discriminatory norms based on ethnicity. Sometimes the mass media, through the display of certain actions, can organize campaigns for or against something.

3) Anesthesia dysfunction The third can be called the narcotic dysfunction of mass media. Scattered studies show that people are spending more and more time consuming media content. The availability of information flows for an ordinary listener or reader often contributes to their lulling, narcotization, rather than activity. An increasing part of the time is devoted to reading and listening and, accordingly, a smaller part can be devoted to an organized social action. The individual reads the problem reports and may even discuss alternative courses of action. However, all this is largely related to the field of intellectual. Thus, there is not even a remote activation of organized social action.

One of the problems of the functional approach to the study of mass communication concerns the ambiguity of the very concept of function. Another problem is related to the fact that the work of the mass media is associated with the activities of a number of social institutions. This complicates the separation of the functions of mass communication itself and other structural components of the social organism (governments, parties, business, etc.). In addition, a coherent interpretation of the functions of mass communication presupposes a more or less coherent view of society as a whole. The same function can receive different interpretations from researchers depending on their theoretical positions.

3. Functions of mass communication in society. List the functions of MC in society. What are the components of each of them? Give examples of the implementation of these functions. Mass media as a means of constructing reality.

One of the necessary components of maintaining the stable functioning of the system is the maintenance of a more or less adequate picture of the life of society, the social environment of people. This is achieved, to a large extent, through the activities of the QMS.

The mechanism for implementing "social cohesion" is the interaction of two main components. The first of these are social needs - groups, collectives, individuals. The second is the "response" to the relevant requirements, the satisfaction of needs directly or indirectly by means of mass communication.

The main functions of mass communication in society

I. Information function:

Informing about events and conditions of life in society and the world;

Information support of innovative processes;

II . Social link function:

Interpretation of what is happening;

Support for existing norms and power relations;

Socialization;

Coordination of multidirectional social activity, formation of public consent;

III . Succession function:

Expression of samples of the dominant culture, "recognition" of subcultures, new cultural trends;

Maintaining commonality social values;

IV. Recreational Function:

Creation of opportunities for recreation and entertainment;

reduction of social tension;

V. Mobilization function:

Organization of campaigns in connection with current goals in politics, economics, social sphere.

German sociologist-theorist Niklas Luhmann (1927 - 1998) The functions of the mass media include the formation and maintenance of the properties of "irritability" and "excitability" in society. According to the author, the functions of mass media are not only to ensure the growth of knowledge, socialization or education of individuals in accordance with established norms. The description of the world and society is a cyclical process. This process involves the formation and interpretation of the state of "excitation" through information tied to a particular moment.

Mass media as a means of design reality. From Luhmann's point of view, the QMS phenomenon is one of the results of the process of functional differentiation modern society. This is determined by the fact that modern society has some stabilizing functional mechanisms that operate on a regular basis. Mass media is just one of them.

The concept of "mass media" includes the institutions of society that use the technology of "copying" (reproduction) for the dissemination of materials (texts) of communication. Here, diffusion technology plays a role similar to that of money in the economy.

Describing mass media as a social system, Luhmann singles out two aspects of media reality. Firstly, this is the “real reality” of the mass media - a wide range of actions, outside of which modern mass communication is not possible. For example, replication, distribution, reading, viewing, etc. But this does not include the actual "iron" or the material part of the media. In other words, the “real reality” of mass media is the actual communications that take place within and through them.

Secondly, the reality of the media is what is presented through the media. From the author's point of view, mass media is not a sequence of operations, but a sequence of observations (or observing operations). Luhmann points out in this connection that the mass media produces a "transcendental illusion".

Reality is not an object as such, but a kind of "horizon" in the phenomenological sense. In other words, reality is unattainable. From here, according to Luhmann, there is no other possibility than to construct reality and observe the observers, how reality is created.

4. Functions of mass communication at the individual level. List the functions of MC at the individual level. What are the components of each of them? Give examples of the implementation of these functions. Dysfunctionality of the MK system

In the concept of individual functions and dysfunctions, the activity of mass media is considered in the context of their audience. The focus here is mainly on the communicative behavior of the individual. The determining factor is the fact that the motives of individual activity in relation to mass communication are associated with the social context and, to one degree or another, with the structure of society as a whole.

At the individual level, the functions of the QMS involve meeting the following needs of the individual:

I . Information function:

Obtaining information about the events and living conditions of the immediate environment, society, the world as a whole; - learning and self-education;

Search for advice, necessary information for decision-making;

II . Personal identification function:

Reinforcement of individual values;

Obtaining information about models and norms of behavior; identification with the values ​​of others;

Achievement of self-understanding;

III. Social integration and communication function:

Formation of the basis for dialogue, social communication;

Assistance in the implementation of social roles, understanding the situation of another, experiences;

Opportunity to communicate with family, friends, society;

IV. Entertainment function:

Emotional discharge;

Filling free time;

Escapism, avoiding problems;

Getting aesthetic pleasure;

Sexual arousal.

Speaking about dysfunctions (i.e., violations in the activity of the system) of the QMS, we will keep in mind that this “measurement” reflects a situation of inconsistency in the implementation of certain functions at various levels. their specific functional correspondence at the individual level Dysfunctionality in the activities of the QMS can manifest itself, for example, in the fact that the information function takes the form of misinformation, the entertainment function can degenerate into the function of "mind control", the function of mobilization under certain conditions to promote violence, etc.

5. Functional link between industrialization and mass communication. Stages of the industrialization process and their chronology. Features of the QMS at each stage of industrialization. Features of the development of the QMS audience in the course of industry development and the impact of this process on the demand for QMS. Historical origins of the development of communication networks in the field of material production

Industrialization. New information channels contribute to the socio-political transformation of society.

The pre-industrial period is characterized by the traditional type of communication "by word of mouth"; in the industrial, along with this traditional communication, there is also remote communication, first with the help of newspapers, and later - radio and television.

The functional relationship between the process of industrialization and the development of the QMS (the former stimulates and financially provides the latter, while the QMS contributes to the growth of the pace of industrialization) is characterized by the fact that each stage in the development of the QMS creates the prerequisites for further development in the field of industrialization.

Economic development leads to the urbanization of society; urbanization (with an increase in education) leads to an ever-increasing literacy of the population, which, in turn, leads to an increase in the audience of newspapers; the press increases the political engagement of the masses, contributes to the awakening of their political interests; the masses already in this capacity are beginning to participate in the process of reducing government pressure on the press.

The industrial society was replaced by a post-industrial one, when there was a specialization associated with the growth of the so-called service sector.

Industrialization contributed to the development of specialized communications - an education system and a system of interpersonal means of communication (telephone, telegraph, mail), designed for the needs and tastes of specialized groups Audiences - expansion of the system higher education satisfies more specialized needs than primary and secondary; increasing the volume of educational television and radio; development of commercial communication systems.

After a long period of slave, serf labor, handicraft production, the manufacture of production began to emerge - there was an association of people specializing in a separate operation, to create a separate part of the product. Production began to consume land, air, water - everything that was considered a common good. There was a social need for special activities both to explain this fact itself and to relieve possible tensions in society. This need required new information channels between production and the population. The subsequently born PR structures are a response to this need. The figure (social role) of the owner of the finished product, different from the worker, was determined. At the same time, the owner had a need for constant communication with his employees. The worker, to no lesser extent, needed information support related to the mass production of goods, i.e. in advertising. The growth of labor productivity has led to the fact that production has become mass. The problem is how to sell.

6. Information society and its main features. Definition of the information society. The process of formation of the information society. Ownership in the information society. What are the realities of modern Russian society allow us to consider it as an information society, and which ones do not? Degree of QMS development in Russia

The fourth stage in the development of civilization, which began to be discussed in the last third of the 20th century, the so-called information society, has as its essential characteristic such an indicator as the employment of the bulk of the population in the information spheres of activity.

The use of new information and communication technologies and new applications based on multimedia - work from home, online shopping, customer service in real time (on-line), cable TV, etc. - are changing the current industrial society. Therefore, the future society is presented as a society in which most of the working part of the population is engaged in the production, processing and exchange of information. The production and distribution of goods are increasingly dependent on an efficient information and communication network. And information accessibility will lead to a change in the economic structure of the industrial and service society into the structure of the information society.

The main property of such a society is not land and buildings, as it used to be, but information. The characteristic of this property is that everyone can share it. And the object of ownership ceases to be physical.

7. The influence of QMS on the systemic stability of society. Interrelation of communicative and social systems. The role of communication systems in the formation of society. QMS as a regulator of social stability

The influence of QMS on the systemic stability of society. An attempt by the American specialist De Fluer to apply a systematic approach to the QMS. He investigated the relationship between the content of mass media products and the tastes of the audience. At the same time, QMS were considered as some autonomous (social) systems consisting of a set of subsystems. At the same time, QMS are "inscribed" in some external system, which is a set of social, cultural and economic conditions.

The social system of MC consists of several important components: an audience differentiated by tastes, educational level, age, etc.; audience research organizations; organizations that create and distribute the content of the MK; sponsors or advertisers; advertising agencies. But he considered the content of MK, first of all, as entertaining.

In addition, a subsystem of control is also distinguished, which includes: a set of legislative bodies of various levels; enforcement agencies; amateur associations that promote control.

The basic condition that ensures the functioning of the MC system as a whole is financial. But at the same time, everything depends on the audience as the central component of the system. From the point of view of the functioning of the QMS, it is decisive to provide the audience with "entertaining" content. Entertainment content stands out precisely because it is able to attract the widest segments of the “paying” part of the audience. The consumption of entertainment content is inextricably linked to the consumption of advertisements for certain products and services. Thus, the QMS obviously contribute to the fact that the audience members actively play the role of consumers of the advertised products and, thereby, contribute to maintaining the entire system in a balanced state.

There are certain requirements in this regard for the materials of the QMS. They should attract the attention of the audience, contribute to the conviction of the need to purchase various goods. At the same time, they must be within the framework of established moral norms and standards. This will avoid unwanted sanctions against material producers from the regulatory components of the system.

Thus, mass content is a key element of the media system. Broadcasting materials that are adequate to the tastes of the most numerous part of the audience, which is at the same time the largest segment of the market, makes it possible to ensure the financial stability of the system as a whole.

8. social subject. What is a "social subject"? Describe the role this concept in the theory of mass communication. Name the types of social actors and describe them. How is the development of MC connected with the development of social subjects? What marketing category can be correlated with the category of "social subject"? What do they have in common and what are the differences between them? Subject and subjects of mass communication

A social subject is a source of purposeful activity, an individual or a group of individuals that implements independently chosen action programs that contribute to the achievement of independently chosen and set goals. This is the main difference between the subjects - only the subject carries out goal-setting activities and determines the conditions and means of achieving it. At the same time, to achieve the goal, the subject may involve other individuals or groups of individuals with different goals.

The social subject has specific interests and needs, which, as a rule, are in conflict with the interests of other social groups. The subject, the social instance, whose need is satisfied by the product of this activity. For the subject, his needs are most important, but in order to satisfy them, he must realize his interest, i.e. perform the type of activity that the system needs. That. for the subject, interests are a means of satisfying his needs, and for the system, satisfying the needs of the subject is a means of realizing his interests.

The subjects of MC as such are social groups realizing their needs related to ensuring the conditions of their own existence. These needs are connected with the need to introduce social attitudes expressed in their own ideology into the mass consciousness. Based on these needs, social groups are interested in producing mass information.

The subjects of mass communicative activity do not have the goal of comprehensive and complete informing the audience. For them, their goals always come first, and their need for profit or special treatment for a mass audience.

In the process of mass communication activities, the quality of subjects acquires:

Carriers of social interests (their goals are to influence the mass consciousness)

Owners of individual QMS as subjects of realization of commercial interests

Journalists (communicators) as subjects of realization of creative and professional interests

Mass audience as a set of subjects having a common goal - obtaining information for orientation in the environment of existence.

The subjects of MC as a type of social activity, as a rule, are social groups involved in the translation of spiritual values ​​into the mass consciousness. Each of the participants in this activity is also a subject, but the subject of a different activity series. Any subject himself determines his goals and ways of their implementation.

There are two types of social subjects - institutionalized (i.e. backed by legislation - minors, pensioners, students) and non-institutionalized (youth, elderly) subjects.

The main social subjects of society:

5) power and citizens

6) employers and employees

7) rich and poor

8) employed in social production and unemployed in social production

The concept of “social subject” corresponds to the marketing category “market segment” – i.e. a group of consumers who have a similar response to a marketing event. Marketing Communication is a special case of mass communication.

9. The role of stereotypes in the organization of media activities. What is a stereotype? The role and functions of the stereotype in the process of perception of information and in the process of communication. Individual and group stereotypes. Stereotyping mechanisms

There are pre-communicative and communicative and post-communicative stages of the influence of the QMS. The stereotype refers to the pre-communicative stage.

stereotyping mechanism. In Lippmann's concept, a stereotype in its form is a vivid emotional representation of a phenomenon or object, which, as it were, is laid down in the consciousness (microsystem) in the process of socialization. Its main function is to classify and mediate new information, to serve as a guide in behavior. A stereotype is one of the most important mechanisms for adapting a person to the world. All human perception is stereotyped - by culture, past experience and interpersonal communications.

A stereotype is a standard that organizes a uniform attitude of a group towards reality. Stereotypes are an important part of the mechanism of human communication; they are necessary for the organization of behavior, both of an individual and of a whole group. According to Grushin, a stereotype is a stable idea about an object that controls its further perception and marks reality as familiar or unfamiliar. The stereotype acts both as a justifying means for accepting or rejecting the phenomenon, and as a means of blocking or selective perception of it. The idea of ​​the stereotype has had a powerful impact on the theory of mass communication. The limits of the effectiveness of communication are directly dependent on the degree of stability of the views of the Audience.

In the process of socialization, a huge amount of information falls upon a person. And he develops rules for orientation, rules for understanding any situation. A person develops the habit of a simplified understanding of the meaning of what is happening through the introduction of certainty and clarity of difference, stability and stability of meaning. As a result, familiar reality is perceived as “one’s own”, positive (often), unfamiliar reality as hostile (the evaluative nature of the stereotype).

The stereotype is stable, emotionally charged and fixed in its social function. The attitude of a given social group to an object that is of great value to the group is condensed in the stereotype, and the group's idea of ​​its position relative to other groups is formulated.

The stereotype takes an active part in various processes that perform the function of psychological protection, but at the same time it sometimes distorts reality.

Stereotype functions in real life individual:

1) The function of adapting consciousness to a particular culture, the ability to feel like its bearer without organic entry into the culture.

2) Protective (protects the individual from the flow of new information through unconsciously triggered self-censorship.

3) The function of transferring elements of the ethnic group's subculture in historical terms.

In the activities of the MC stereotypes are essential. Relying on the stereotypes that exist in the minds of society allows the IC to achieve consolidation in the mass consciousness of one or another system of values. To change the reaction of the audience and form a different system of values, MC resorts to the formation of new stereotypes. The influence on the formation of stereotypes is facilitated by the creation of social myths by mass communications. A number of sociopsychologists (D. Katz, M. Smith, J. Bruner, R. White, I. Sagnoff, D. Uznadze) identify four functions performed by attitudes in relation to the individual, the reasons that make people adhere to their attitudes: 1) fixture; 2) protection of one's "I"; 3) expression of values; 4) knowledge.

10. The concept of effective communication. conditions for effective communication. Give examples. The influence of language on the effectiveness of the process of mass communication. Influence of audience characteristics on the effectiveness of mass communication. Influence of characteristics of the message on the effectiveness of communication. Strategies for studying the effectiveness of the impact of the QMS. Difficulty in studying media effects

Speaking about the effectiveness of communication, we must be aware that we are dealing with a system whose elements are purposeful subsystems:

Publisher;

A communicator represented by a whole social institution with a complex decision-making mechanism, which in turn consists of different subsystems: the editorial team, decision makers, individual journalists with their professional consciousness and ambitions; from a subsystem with complex production of information messages;

The audience is a subsystem that is not inferior in complexity to the two mentioned above.

Each of these subsystems has its own goals, which may not coincide in terms of motion vectors. Actually, there is a tree of goals. Thus, the desired effectiveness of the impact of the message on the audience is the result of the goals of all participants in the process.

The process of communication is always informative and consists in the transfer of structures: cognitive, cognitive (maximally subject, objective, objective); evaluative (which imposes human preferences on this objectivity, and therefore this objectivity turns out to be sorted into “good - bad”); expressive (maximum non-objective, constituting the structure of human emotions and expressions).

The main effect of the impact of the media is a change in the behavior of the audience (it must be consistent with a pre-set goal)

Communication failures:

The communication turns out to be unestablished, i.e. there is no change in the behavior of the subject

Communication may not be effective; the behavior of the subject has changed, but not in the way that the source of communication expected.

Communication that achieves its goals is considered effective.

Conditions for effective communication:

Language proficiency/availability of an accessible language of communication (social language)

The cost of achieving the effect (becomes relevant when communication is difficult).

Availability of MK funds.

Zero, basic condition for effective communication (we are distracted from its non-verbal ways, not because they are not important, but because their role is minimal, namely in mass communications, although the facial expressions of the host and the color of his tie can change a lot in my perception of him) - mutual language. In experiments (1967-1971), T. Dridze found that the audience of an average industrial city of the USSR gives an erroneous interpretation or does not know the meaning of the words: “Bundeswehr”, “Wehrmacht”, “liberal” and “intrigues”, etc.

Persuasion is based on trust in the source. People are better at remembering and assimilating information that is organized in a special way. Their attitude to the Communicator also influences them. Moreover, the personalities from which the news comes are sometimes more trusted than the communication channels as a whole, which they represent.

Among the content characteristics that in one way or another - as factors or barriers - affect the outcome of communication, researchers mention the topic of the message, the argumentation system, its consistency, reliability, validity, completeness, the presentation of arguments for and against, the stylistic and compositional design of the text, the appeal to feelings, etc.

Separately, it is worth highlighting a group of factors of the communicative environment. It is known, for example, that in a situation that is close to extreme, we instantly react to messages like "Fire!". The American sociopsychologist H. Cantril proposed a name for such circumstances - "critical situation".

All researchers of mass information processes note that the action of the QMS includes three stages:

Reinforcement of positions, beliefs, knowledge, norms that the Audience itself has - this follows from the selective approach of the Audience to the QMS;

Low conversion of Audience positions;

Essential Conversion

It is necessary to mention Ball-Rokeach and De Fluer models (it includes 3 theories).The theory of individual differences Individual differences in the psychological and cognitive structure of audience members are the main factors that shape their attention to the media and their behavior in relation to the problems and objects discussed there. The theory of social differentiation, then, it states that people of a particular socio-demographic category (for example, the same age, gender, income level, religion) often behave in the same way. An important addition to these two formulations of selective influence is the theory of social influence, which states that connections with family, friends, colleagues, etc. can have a strong influence on people's perception of media messages.

Strategies for studying the effectiveness of the impact of the QMS. There is no exact mathematical apparatus that would allow reaching the final efficiency. There are two strategies common in today's marketing and sociological research. 1) laboratory research, establishing some dependencies between the reactions of the receiver to the displayed message of a visual nature (mechanical registration of the direction of gaze); measurements of the reaction to the constituent messages when they act as variables (color, font, composition). It can also be work with groups on the subject of understanding, interpreting the message, using a semantic differential, etc. In other words, this strategy assumes the establishment of some connection in the pair “one recipient - one message” or “a small number of recipients - a small number messages." 2) mass surveys when by the verbal behavior of the respondents we can judge their awareness, their assessments.

11. MK effects. The concept of the effects of MC. Classification of the effects of communication through the media. List the main effects of the impact of QMS. Give examples of such effects in modern conditions. List and describe the stages of studying the media

The main effect of the influence of the media is a change in the behavior of the audience from the influence of the media. Changing the behavior of the audience should be consistent with pre-set goals. An effect is a response. Communication effects - a change in awareness of a product or service or a change in attitude towards a product, service / brand. Efficiency is divided into: marketing and communicative.

Being a pragmatic (marketing efficiency) activity, the QMS sets goals: to track the price of its result (efficiency). With communicative effectiveness, any response is implied. Communicative effectiveness does not have a cost expression, but can be estimated by the cost of a response.

According to many researchers, the outcome of the impact of the mass media can be influenced by: the choice by the viewer, reader, listener of the material, the perception of this material, the consumer's ideas about the source (trust in him, his prestige, etc.), the consumer's belonging to a particular social stratum , the activity of the opinion leader of the group to which the consumer belongs, marital status, the educational and cultural level of the consumer, the nature of the information medium itself, the features of its content, social conditions where communication takes place.

In the 30s of the 20th century. Lazarsfeld gave a typology of effects - immediate, short-term, long-term and institutional, and also indicated the possible causes of these effects - individual blocks of texts (radio broadcast, for example), genre ("soap opera"), economic and social structure of mass media (frequent or public) , the technological nature of the communication channel.

Effects are planned and unplanned, main and side effects, immediate and delayed, long-term and short-term.

Main effects:

- individual response (response) - the process by which changes in attitudes, knowledge, behavior or their consolidation (as a reaction to the message)

Campaign in MC (use of several MC channels - most often in politics and consumer advertising)

Individual reaction (consists of consequences unplanned by the communicator. Occurs through imitation and learning), for example, following new life styles, manifestations of fear, etc.

Diffusion of innovations

Distribution of information and knowledge (a consequence of the activities of the QMS to disseminate information of an eventful nature. Often there is an uneven distribution of information between social groups, as well as selective prioritization in the coverage of certain fragments of reality).

Socialization (the influence of the QMS on the processes of learning and acceptance of norms and values, patterns of behavior in a particular social situation)

Social control (support for the stability of the established social order)

Representation of social reality (production of knowledge and opinions)

Institutional changes (the result of unplanned adaptation of existing institutions to the development of the QMS)

Cultural changes (transformations of the most common patterns of values, behavior inherent in individual social groups, society as a whole or a combination of societies).

A common classification in marketing research, presented by X. Fleming: attention, awareness, cognitive effect (what exactly respondents remember and how they express it), evaluative effect (preference, choice from the Suggested options, justification why you like it), conative effect (behavioral effect in an experimental setting), communicative, entertaining.

One of the results of studying changes in attitudes that have played an important role in people's understanding of media has been the idea of ​​cognitive fit and related concepts of cognitive dissonance and selective processes. Researchers have found that people choose messages that match the assessments and beliefs of those around them. This means that a person tends to keep their opinions, avoiding messages that can change them. Cognitive fit has also come to be understood as a tendency (on the part of individuals) to maintain or return to a state of cognitive balance, and this desire for balance determines the type of incentive communication to which an individual may be receptive. Festinger explained the essence of the theory of dissonance as follows: any information that does not correspond to a person's assessments and beliefs causes psychological discomfort (dissonance), which must be eliminated;

The study of the effects of the activities of the mass media involves the study of changes in the consciousness and behavior of people that occur under the influence of mass communication. There are three main stages in the study of effects.

At the first stage studies (in the 20-30s of the 20th century) it was assumed that mass communication has very great potential for impact. Such concepts as "the theory of the magic projectile" or "theory of the hypodermic needle" quite accurately reflect the early conceptual constructions.

At the second stage studies (from the mid-1940s to the early 1970s) found that the previously assumed powerful effects of mass communication do not find empirical confirmation. Therefore, the "theories of limited effects" of mass communication were dominant in that period.

Third stage effects research (from the early 70s to the present) is characterized by the absence of any one leading theoretical direction. It is significant that some researchers have returned to the notion of significant possibilities for the impact of mass communication.

12. State and media. Explain the goals and mechanisms of interaction between the QMS and various branches state power. What is meant by the definition of the media as the “fourth estate”? List the main normative media models and give them brief characteristics. What are ideology and propaganda? What role do they play in the activities of the media?

QMS is a social institution and in its activities the interests of different social actors collide. Provided a platform for different points of view, the QMS update the latest, not in demand by the legislative and executive authorities. QMS participate in the development of strategy and tactics social development. For social forces that are not included in the current composition of the legislative and executive authorities, the QMS acts as a means of updating views. That is why the QMS is often referred to as the “fourth estate”. QMS also acts as a kind of control, criticism of the current policy of the executive and legislative structures. The mass media assess the state of affairs in various sectors of social life, offer advice, put forward demands on those who have the right to make binding power decisions. Do not forget about such a concept as “the power of public opinion”. The relationship between the QMS and the state is regulated by law. There are three forms of this interaction in life:

The state owns the QMS and fully determines their policy

The state does not own the QMS, but influences their policy In the first and second cases, under totalitarian forms of statehood, the working instrument of relations between the state and the QMS is censorship.

The QMS reflects the pluralism of social and economic relations

There are partial restrictions on the activities of the press, regulated by private codes of laws (for example, mandatory labeling of films containing scenes of eroticism or violence, etc.). In the mechanism of exercising legislative power, there are situations of a public nature (for example, meetings, etc.) covered by the media. The press is able to move the legislature to respond. This “feedback” is typical for developed democracies. The press today is an extremely important channel of communication between the authorities and the population. This includes updating the management program by the authorities and informing the population about their activities. And this is the key to a positive image of its effective activity. The government often thwarts journalists who seek to raise sensitive issues with the public when it comes to national security issues. Then it turns to the law on state secrets. Contacts of a political leader with the press are divided into 2 classes:

Contacts organized by the PR service (dissemination of prepared materials through the media)

Real relations between the media and the authorities depend primarily on the fact that the press makes the very mechanisms of their activity transparent. By the extent to which three branches of power are open to the “fourth”, one can judge the degree of democratization of society, etc. Any political program has a personalized character. The society chooses the program of its development together with the individuals who will carry it out. This explains the deliberate efforts of political parties and movements to create stable communication channels to communicate with the masses. The activities of government institutions are the subject of close attention of the JMC. But this does not preclude deliberate efforts by the authorities to ensure this attention:

Development of the text of the program, taking into account the characteristics of the audience. Formation of a benevolent image of government personalities

Creation of “news” and information flow by the forces of PR structures

ideology and propaganda. Manipulative means of state influence on society through the media are ideology, propaganda and agitation. The QMS is faced with the task of forming public opinion, this is done with the help of ideology, agitation and propaganda.

Ideology- the function of specialized consciousness (knowledge) in a socially heterogeneous society. This is a worldview that provides knowledge about the world as a whole, but from the point of view of the interests of the social group whose worldview it is and whose interests it expresses. It is the core, self-consciousness of a particular social group. Ideology is developed by a special group of people - ideologists. Ideology is a manifestation of specialized social consciousness. In order to become a motivating force for large groups of people (for this knowledge to function in practical activities), it must be translated from specialized consciousness into mass consciousness, into practical knowledge, transforming into forms of such a phenomenon as social psychology. This translation takes place within the framework of the MK. One of the methods of such broadcasting is propaganda. This also includes campaigning. The form of such a broadcast, to some extent, is popularization. Therefore, ideological concepts, systems of views should be turned into a form of convictions, beliefs, attitudes towards the appropriate perception of reality and attitude towards it.

Mechanisms for the formation of the necessary public opinion: this is propaganda and agitation.

Agitation- dissemination of information containing in one form or another a call to action. Has no hidden goals or motives. Methods are predominantly persuasive. This is the so-called "soft manipulation" because it allows the recipient the possibility of free choice. The results appear quite quickly and are expressed in the form of specific actions (one-time action).

Propaganda- dissemination of knowledge that forms the fundamental foundations of a worldview that is acceptable from the point of view of acting political subjects. Its action is designed to change the worldview, to suggestion. The results of the impact appear after a certain period of time. + propaganda information is always presented through the prism of the interests of certain social groups - i.e. through an ideological lens. Taken from the side of the source of information, propaganda can be:

White - when the source of information is obvious

Gray - when the source of information is not obvious

Black - when information from one source is submitted on behalf of another

Propaganda includes two stages - at the first, based on knowledge of the value system of the mass audience, it presents the propagated object from the outside, which is of value to the audience (even if it does not have one). At the second stage, through the method of suggestion, propaganda instills in people the idea that they themselves made this choice. The structure of propaganda includes a combination of three methods - informing, persuading and suggesting. Depending on the coincidence of the goals of the subject of propaganda and recipients, the effect can be achieved at any of these stages. Propaganda, as well as agitation, is aimed at forming a certain style of thinking and subsequent behavior among the mass audience. The most important channel and means of propaganda and agitation are the media.

13. Media ethics. What is meant by media ethics? List the areas professional ethics journalist. List the main conflict areas of journalistic activity and give specific examples of them. Give examples of the opposition of private and public interests in the activities of the media? What fundamental rights are in conflict with this? Why is there a conflict between private and public interests?

Media ethics describes human behavior in media conditions. It does not set standards, but rather sharpens the sense of responsibility. Media ethics deals with the criticism of existing morality. She pays special attention to debunking information and media myths, trying to uncover contradictions in existing theories and ideologies related to the media, as well as normalizing the language of media practice. Media ethics focuses on issues relating to the relationships of media systems, their organizers, users, and information. Media ethics is a discipline that examines the relationship between media expressions and human behavior. on covers 5 different areas - journalistic ethics, economic ethics of the media, information ethics, scientific and pedagogical ethics.

Ethics can in no way prevent violations and erroneous actions, but it can prevent their implementation. Often, journalists are not only blind to issues of professional ethics, they also do not attach importance to the consequences of their own activities. Small everyday mistakes, withholding information, insufficient searches, etc., are given little attention. Journalistic awareness of their social status has created a myth. Quite often, journalists have a penchant for moralizing and missionary activities, they perceive themselves as selfless guardians of democracy, defenders of the offended, educators, etc.

Often, under the guise of an information duty, journalists go to any faux pas. With the growth of competition in the media sphere and the pressure of sensationalism, there is a growing coarsening of journalistic mores. It is important not to let the viewer get bored and keep him in suspense. Let's try to identify the significant conflict areas of influence on journalists and their activities and in the impact on recipients.

1) Problem corruption. Journalists are offered PR materials, greatly facilitating their work and saving time, but at the same time, the facts are falsified, or at least they are shown one-sidedly. Or promises of exclusivity in cooperation are made, as was the case during the Gulf War. Especially here is danger the journalism of convictions, which most readily seizes on material that disavows a political opponent. Dramatic insights into this area, as in the "Kiesling-Werner case", are the revelations of the joint work of the West German press and the East German Stasi service. Belief journalism is prone to professional disinformation. However, corruption also occurs within the media. Every journalist knows the inner taboos and exposes his reporting, albeit often unconsciously, voluntary censorship. Corruption also manifests itself in a wide area of ​​the already mentioned "political correctness" where language alignment sometimes results in content falsification. For example, the "famous" interview of an American television journalist with the South African Bishop Tutu, who referred to the latter as "African American".

2) Problem race behind sensations. If the economic goal is at the center of journalistic activity, i.e. inclusion quota and circulation size, the informative vocation of journalists is rapidly receding into the background. All eyes are on effects and sensations. The recipient must first of all be attracted, not informed. Due to the tendency to put the sensation in the center of the message, the recipients' view of reality is changing. It comes down to a misjudgment of reality. The argument, often expressed by journalists with reference to public goodwill, that the recipient is given whatever he wants, is hard to beat in meanness and cynicism.

The external effect of the pursuit of sensationalism is that the proportional relationship between the news and its actual social significance is lost. This leads to an incorrect assessment of social reality.

3) Problem privacy violations. Entire newspaper headings live only due to what the private sphere does, and not only outstanding personalities, public theme. At the same time, it is diabolical that in the scandalous presentation of cases of journalistic errors, all the elements to which scandalousness belongs also find their application. Diffusion of private and public spheres in development modern means mass media is the key theme. Entire sections of the media derive their justification for their existence from this diffusion. A good example is television "talk shows" that live off the voyeurism of the public and the exhibitionism of program guests. At best, the private realm is resolved as a revealable realm of mysteries.

4) Pressure problem relevance. Key issue journalism is under increasing pressure of relevance, which often prevents the serious presentation of the material. With regard to electronic media, there is an increasing need for authenticity and live presentation. Presenting material live creates an expectation of the greatest objectivity and authenticity; it promises the unexpected, thus increasing the tension of the recipient. The print media can, of course, follow this pressure of relevance only to a limited extent. However, even daily newspapers are trying to supplement the belated information offerings with the help of Internet applications. The message is limited to the news aspect. The aspect of actual significance is often overlooked,

5) Problem journalistic ubiquity. in central Europe there is a journalistic saying, to be not only relevant, but also ubiquitous. The system of correspondents covers the whole world. Where the means of the relevant media outlet do not allow placing own correspondents, world events are controlled by news agencies. Although in reality it is only an appearance that the whole world is in sight, Jörg Becker proves in numerous publications, and it becomes obvious that the way in which journalistic omnipresence is organized is increasingly revealing an internationalist misunderstanding. Wrong points of view and judgments in the presentation of messages are not least based on cultural blindness. The style of speech and supportive gestures of the Arab often seem aggressive, although they are quite common. Understanding and, at the same time, an objective presentation of the message are, of course, based on the readiness of the journalist for cultural participation.

6) Problem economization of journalism. The economization of journalism has been exacerbated in the past decade by the institution of private broadcasting and television, and by the so-called globalization of the information market. The public institutions of broadcasting and television are also under economic pressure as never before. Niches that have so far been relatively free of such pressure are getting smaller and narrower. Often the cheapest and most undifferentiated program gets the most recipients. The radical path of a new era, "overcoming the economization" of journalism, is outlined today in the electronic media. There are speculations about offering news on the Internet, paying articles according to the number of calls they make, which would have the effect of reducing the number of professional article editors, as only a few could live off what they publish there.

14. State regulation of the media. In what forms is state regulation of the media carried out, and for what purposes is it carried out? positive and negative sides state regulation of the media

legislature and the press. Speaking about the interaction between the state and the QMS, let's define the real limitations for today that it sets for the QMS, within the framework of the democratic organization of society. These restrictions are set for the press by the legislative, executive and judicial branches.

"Working", daily interactions with the press of the legislature are provided by PR services. Nevertheless, in the mechanism for exercising this power, there are situations of a public nature - for example, meetings of the highest legislative institutions of the country, the limit of the presence of the QMS at which each country regulates in its own way, sometimes even prohibits it by law. Today, this issue has been most radically resolved in the United States. there in 1979. C-SPAN TV channel was organized - a cable satellite television network with public issues. This non-profit (non-profit) organization with a staff of about 200 people since 1982. Covers the work of the government around the clock with live coverage of meetings of the House of Representatives and Congress. The filtering of information by journalists is minimized here.

Developed democracies are characterized by a "feedback" between publications in the press and the activities of the legislature. Part of the activity of the press in the form of investigative journalism is, as one British politician put it, the raw material for parliamentary debate.

Executive power and the press. The press is today an extremely important channel of communication between the authorities and the population of the country. In this activity, two interrelated plans can be noted that are included in the very concept of management. One of them consists in updating the management program by the authorities, which is a guarantee of its implementation to the extent that certain steps are required from the population (behavioral, socio-psychological). The second plan concerns informing the population about their activities and is for the authorities to a certain extent a report on such activities, and therefore a guarantee of a positive image of its effective activities in the eyes.

The ratio of what can be said to the press and what it is better to keep silent about is also a “historical” category, if it is possible to speak in this way about the views of the authorities on the content of published information. It is known that in 1962 one of the former representatives of the PR service of the Pentagon said: in the interests of national security, the government has the right to lie.

The issue of national security often comes to the fore when the government thwarts journalists who intend to raise sensitive issues with the public. One of the "batons" is the application of the law on state secrets, which is in the legislation of all countries. There have been repeated attempts to bring journalists to justice for seeking to publicize civil rights or conservation issues. environment. Among such events is the censorship "due to the circumstances of the military conflict" established by the Pentagon for the television channel CNN when the latter covered Operation Desert Storm. It is not uncommon for the executive branch to interfere in the activities of those QMS that it partially finances.

Contacts of a political leader with the press are divided into two large classes:

Contacts organized by the PR service; we are talking here about the dissemination of materials prepared by her through the QMS (all relationships between the PR service and the QMS, including personal contacts with press workers)

The activities of the JMC to cover political issues, the focus of which may fall on a certain political leader.

The judiciary and the press. In many countries, discussions are underway at what stage of the investigation of criminal cases to allow the press to get information. This is also related to the question of the legality of the admission of the press, including the electronic press, to court hearings. The problem of individual rights to information intersects here with the problem of information leakage to the detriment of the judicial process: the abundance of information in the press can put a kind of pressure on the jury. In the last decade of the XX century. the issue of “information security” has come up for public discussion. It is possible that the resources of the state will first of all be used to solve such problems - another argument in favor of the fact that the role of the state in this process will be strengthened.

TOTAL. The press fits into the structure of power institutions, based on its fundamental characteristics associated with the fact that it participates in the development of the strategy and tactics of social development. Its real relations with other branches of power depend primarily on the fact that the press makes the very mechanisms of their activity transparent.

15. Media in the system of relations "market - state - society". The evolution of forms of ownership in the media. Forms of private ownership of mass media. State and public forms of QMS ownership. What is the concept of "public broadcasting"?

The form of ownership can be private, state or public.

Print: the evolution of forms of ownership. The first medium of mass communication is the printed press. From the beginning, the press has played a significant role in the dissemination of official government information. Moreover, this was accompanied by various forms of direct control. In the era of the industrial revolution, especially since the middle of the 19th century, the dependence of publishers on the government begins to weaken. Publishing becomes one of the activities of the new, economically and politically influential class of the bourgeoisie. The interests of private publishers were not only in the purely economic plane. In the 19th century, the press gradually acquired the functions of one of the subjects of politics. The press acted as the public, the public expressing the interests of the "common man". Other subjects (along with the government) were the church, business, landowners. The trend of private ownership of printed publications, which appeared in the 19th century, subsequently developed. At present, the press, at least industrially developed countries with few exceptions, it is privately owned.

Forms of private ownership of mass media. There are various classifications and types of private enterprises in the field of mass communication. Solitary enterprises were most common in the early stages of the development of print and broadcast organizations. In this case, the enterprise belongs to one or more owners and is not economically connected with other enterprises or organizations. Now this form remains predominant in the book and magazine industry. The second most important type are related companies or horizontally integrated chains of firms. The companies are similar in type of activity but have different locations. They can be radio stations, newspapers, etc. In this case, greater efficiency is achieved through the optimal distribution of, for example, editorial opportunities, software tools, activities of advertising departments, etc. Another form is vertical integration, when companies belonging to the same owner consume resources and are supplied with each other's products. A typical example is the ownership of publishing facilities by newspapers.

There are also forms of ownership with the so-called. cross ownership of QMS. This applies to companies that simultaneously own various mass media within one specific market (region, type of service). Cross ownership is often prohibited by law, especially in the field of television. This prevents a situation where one company controls access to the source of information through various channels. Let us also dwell on such a form of ownership as conglomerates. There are a variety of intersections of horizontal and vertical integration of companies, as well as cross-ownership of firms operating in different markets. There are two types of conglomerates. The first are conglomerates that receive the bulk of their income in the field of mass communication. The second are conglomerates whose commercial activities are also connected with other areas.

One of the major trends in media ownership is the acquisition by large companies of small ones. The latter gradually leads to increased concentration and the practice of forming oligopolies, i.e. dominance in the market by one or more entities. State and public forms of QMS ownership. Compared with the press, the involvement of society and the state in the ownership and management of radio broadcasting, and then television, initially turned out to be greater. On the one hand, this was expressed in adhering to the ideals of a free press, which meant that citizens could "hear and be heard." On the other hand, when organizing the Institute of Radio Broadcasting, they tried to take into account the shortcomings and difficulties that appeared during the formation of the Institute of the Press. There was also a desire to organize the work of radio broadcasting in the name of the public good on the basis of the principles of neutrality and impartiality.

In technical terms, the limited frequency spectrum of broadcasting from the very beginning required the intervention of state or semi-state structures. The functions of the latter were to distribute licenses and regulate the technical aspects of broadcasting.

At the same time, the relatively high cost (compared to printed media) of the means of production and distribution of television and radio products objectively contributed to the concentration of resources in the hands of large broadcasting organizations, including state ones. Historically, the most common form of public QMS ownership has been a nationwide monopoly. Its organizational structure and finances may be controlled by the state, but public service broadcasting is usually characterized by some level of independence in matters of programming policy.

The concept of public broadcasting. Democratic ideas in the 20th century proceeded from the need to protect the freedom of action and manifestations of the individual from the excessive influence of both the state and market forces. It was these needs that led to the concept of public broadcasting - a neutral and impartial organization of the public sector, protected from the influence of business and government at the same time. The activities of this organization are carried out on the basis of legislation under the guidance of the supervisory board.

A detailed definition of the principle of public broadcasting belongs to the first director general of the British Broadcasting Corporation, J. Reith. In Broadcasting in Great Britain, published in 1924, Reith identified four main components of the principle of public broadcasting. First, public broadcasting should be characterized by aversion to commercialization. Second, public broadcasting programs should be as accessible as possible to every member of the community. Thirdly, public broadcasting presupposes the existence of unified control. Fourth, public broadcasting programs must distinguish high standards quality, support for the best, and rejection of what could be detrimental to society. In general, the public broadcasting service is an institution whose main goal is to serve the highest interests of society and the country.

It is important to note that the idea of ​​public broadcasting implies its formal independence from the state and complete political neutrality. According to the author of the concept, the tasks of public broadcasting were primarily in the field of culture and education. It was assumed that this institution should, first of all, inform and educate the people of the whole nation as a whole, as well as provide the population with entertainment programs of high taste, ethical and aesthetic standards.

When organizing public broadcasting, the most important thing is the public interest - satisfaction of the maximum possible range of interests of citizens, for example, of all ages or living in different regions of the country. In general, this type of broadcasting organization reflects the fundamental features of the socio-political and socio-cultural plan of each country. An important role here is played by the language situation, the problems of religious and cultural identity, and regional specificity. The initial principles of public broadcasting represent some ideal construction.

16. What is the phenomenon of media globalization and what are its main causes? The impact of technology, politics and economics on the development of global media. Emergence of the "global consumer". The main trends in the development of the global media industry and the reasons for their emergence. Monopolization of global media markets

In the last quarter of the 20th century, important processes were observed in the field of world development that seriously influenced the practice of world information exchange. Among the reasons for this, there is a set of cardinal changes associated with globalization trends. The audience has the opportunity to access events in real time, to become their accomplices. In general, the combination of computer capabilities with telecommunication networks "compresses" time and space, reduces the importance of national boundaries, gives individuals a sense of belonging to some global community.

The spheres of manifestation of globalization are technical, economic, political and socio-cultural areas. One of the most important factors of globalization is the rapid technology progress, primarily in the field of electronics, communications, transport. Separately, it is necessary to highlight the rapid development of microprocessor technology, digital technologies, and telecommunications. As a result, there is a real opportunity to create a global information environment. The progress of technology has significantly reduced the cost of accumulating, processing and transmitting information on a global scale, which could not but affect the indicators of economic growth. New technologies have played a decisive role in the restructuring of labor relations, making certain specialties obsolete and giving rise to others. The reduction of distances and the instant transmission of information also influenced the nature of power relations both within and between states.

Speaking about the progress of technology, we must not forget that the cardinal transformations of the global plan are based on economic forces. One of the leading factors is the almost universal dominance of market relations. At the same time, the integration of the world economy was carried out at an unprecedented pace. The engine of this process was transnational corporations (TNCs). Currently, they control about 75% of world trade in consumer goods, industrial products and services. In general, the emphasis towards strengthening market relations and private entrepreneurial activity was a response to the crisis that seized the industrialized countries in the 70s of the XX century. It was recognized that the main reasons for the crisis tendencies are the expansion of state control over the economy, the ineffectiveness of the policy of stimulating high demand and taxes, and the provision of broad social benefits. That is why the main content of the radical reforms was focused on the privatization of state-owned enterprises, price liberalization, the reduction of social programs, and the limitation of state intervention in the economy as a whole.

In practical terms, globalization involved the removal or weakening of barriers to the movement of trade and capital. In this regard, the importance of the development of the financial sector of the world economy should be emphasized. Strengthening has played a special role here. international cooperation in the field of currencies, trade and payments, which was associated with the activation of such influential international institutions as the World Bank, the International Monetary Fund. The subject of their activity was focused on the regulation of international financial relations: on the restructuring of the debt of borrowing countries, reducing the budget deficit, the maximum liberalization of prices and foreign trade.

It should be noted that challenges to the nation state as such are associated with globalization. The integration of the world economy and finance turned out to be associated with the erosion of the autonomy of the decisions of nation states. If before the state borders coincided with the boundaries of the political and economic jurisdiction of the authorities, now the states, more and more drawn into the sphere of influence of world economic processes, are subordinate to these processes. The economic power of the leading TNCs is now comparable to the gross national product of many sovereign states. The international financial system, being outside the control of any individual country, often dictates its own priorities.

The main trends in the global media industry. The globalization of the media is largely associated with the problems of ownership and control of the world's leading media. characteristic feature modern market The QMS is that transnational actors are playing an increasingly important role in it, considering the world media as some single space. At the same time, the national QMS proper, while continuing to perform important functions, are increasingly dependent on the global media market.

The world's most developed media markets are the markets for sound recording, film production and book publishing. The global recording market is characterized by the most high level concentration and controlled by a limited number of players. Almost all of these companies are part of the world's leading media conglomerates. The same applies to the global film industry.

The leading players in the global media market are US-based campaigns. Their leadership is determined by a number of factors. The development and size of the US media market itself is important, which makes it possible to successfully apply pre-worked out marketing strategies in the world.

The formation of global media is impossible to imagine without advertising, which is an integral part of the global market. For the advertising market, as well as for the media market, the process of consolidation, the formation of global advertising conglomerates, was characteristic. Leading advertising groups form conglomerates with the most powerful advertising agencies, providing their clients with the means of corporate lobbying, influencing the journalistic community and managing public opinion almost all over the world. All this is due to the need to fulfill the business tasks of TNCs to promote their products to the market on a global scale.

From the conclusion. On the whole, globalization is by no means a "natural" process that goes on by itself. There is no doubt that technological progress intensifies the processes of information exchange, increases the level of interdependence of the planet's population. At the same time, the forms of embodiment of globalization trends (including in relation to the field of QMS) reflect the configuration of political and economic forces that have developed in the world today. Leading media transnational structures have a decisive influence on the production and distribution of global information flows.

The global liberalization of the economy, the reduction of the regulatory role of the state is clearly manifested in the field of QMS. Governments often prioritize the development of commercial media while public media opportunities are shrinking. This, in turn, leaves an imprint on the overall content spectrum of materials, where forms that presuppose, first of all, commercial success are predominant.

17. The main directions of criticism of the globalization of media processes and media structures. The concept of cultural imperialism. Globalization as Westernization. Negative Consequences of Media Globalization

The concept of "cultural imperialism" was put forward in the first half of the 60s. It, along with other circumstances, considered changes in the field of world information flows in the context of the expansion of the capitalist system and the inclusion of developing countries in its orbit. It has been argued that the dominance of the industrialized countries in the production technology and distribution of QMS materials has had a number of important social consequences. Such Western cultural values ​​(often understood as the values ​​of the "American way of life") such as consumption and individualism, explicitly and implicitly expressed in the materials of the QMS, replaced the values ​​of the traditional culture of developing countries. In essence, there was a one-sided "export" of everything connected with mass culture to developing countries by developed countries, primarily Western countries.

Proponents of the concept noted that the functioning of Western QMS in the information space of developing countries inevitably leads to increased socio-economic, political and cultural dependence; destruction of national identity; the formation of privileged conditions for the realization of the interests of the "Westernized" elite; creation of a psychological atmosphere in the society of developing countries, involving the implementation of projects related to momentary consumption, to the detriment of investments in health care, education, and infrastructure.

The concept of cultural imperialism received a certain development in the 80s - 90s. The emphasis was placed on the analysis of the dominance not so much of the United States (as the leading superpower), but on the decisive role of transnational corporations, their deep involvement in the management of world political, economic and cultural processes. Currently, there are not many supporters of the idea of ​​cultural imperialism in its purest form, however, in general, the influence of this "paradigm" remains very significant.

18. Positive consequences of globalization in the field of media. List the positive effects of globalization in the field of media. The Logic of the Debate on the Cultural and Ideological Consequences of Media Globalization

The Logic of the Debate on the Cultural and Ideological Consequences of Media Globalization There are 2 main directions: First direction- "critical" in relation to the globalization of the media, brings to the fore the analysis of political and economic foundations. It is characteristic that here the emphasis is placed on the idea of ​​global culture as a sphere of predominant dominance of the cultural patterns of the modern West, assessments of globalization primarily as "Westernization". At the same time, the grounds for conclusions are studies of the interdependence of economic, political and socio-cultural components in the activities of global media. The concept of "cultural imperialism""was put forward in the first half of the 60s. It, along with other circumstances, considered changes in the field of world information flows in the context of the expansion of the capitalist system and the inclusion of developing countries in its orbit. It was argued that the dominance of industrialized countries in the field of production technology and distribution The materials of the QMS had a number of important social consequences.Western cultural values ​​(often understood as the values ​​of the "American way of life"), such as consumption and individualism, explicitly and implicitly expressed in the materials of the QMS, replaced the values ​​of the traditional culture of developing countries. In essence, there was a one-way "export" everything related to mass culture to developing countries from developed countries, primarily Western countries.Proponents of the concept noted that the functioning of Western mass media in the information space of developing countries inevitably leads to an increase in the socio-economic, political coy and cultural dependence; destruction of national identity; the formation of privileged conditions for the realization of the interests of the "Westernized" elite; creation of a psychological atmosphere in the society of developing countries, involving the implementation of projects related to momentary consumption, to the detriment of investments in health care, education, and infrastructure. The concept of cultural imperialism received a certain development in the 80s - 90s. The emphasis was placed on the analysis of the dominance not so much of the United States (as the leading superpower), but on the decisive role of transnational corporations, their deep involvement in the management of world political, economic and cultural processes. Currently, there are not many supporters of the idea of ​​cultural imperialism in its purest form, however, in general, the influence of this "paradigm" remains very significant.

Second direction- arose as an alternative to the first. Here they try to justify disagreement with the theses about the negative consequences of globalization on the basis of studies of the characteristics of the perception of mass media materials by the audience, the specifics of the interpretation of texts by recipients from different cultural environments. "Apologetic" direction in relation to the globalization of the media and denying the ideas of cultural imperialism. The basis for this is the premise that the interpretation of QMS materials in different audience groups can be extremely ambiguous. Thus, the thesis about the unidirectional influence of global media is called into question. In fact, the rejection of the thesis of cultural imperialism is justified by emphasizing the qualitatively different nature of the processes of production and consumption of QMS materials.

The logic of the arguments turns out to be something like this. On the one hand, it is difficult to deny the leading role of transnational companies in the production and distribution of global QMS products. On the other hand, the study of world media with an emphasis on the issue of ownership and distribution of power resources does not allow us to give an adequate answer to the question of the social consequences of the perception of mass media texts.

As part of the critique of the theses of cultural imperialism, the notion of globalization as Westernization was questioned. The concept of Westernization refers to an extremely wide range of phenomena and thus obscures a whole range of complex interweaving, overlapping traditions of the Western and non-Western worlds. For example, in the modernizing societies of the Arab East, tendencies towards the flourishing of consumer styles are combined with traditional religious ideas.

The development of capitalism, industrial relations, nation states objectively leads to the growth of areas modern civilization in different geographical areas modern world. In this sense, the Western countries themselves are objectively losing their privileged positions, since now we should talk about expanding the areas of production and functioning of global cultural samples.

19. Russia and global QMS. Positive and negative consequences of Russia's participation in the process of media globalization. Globalization and commercialization of Russian media. The impact of globalization on the content of Russian media. Media globalization and influence on the political consciousness of Russians. Describe the situation in Russia in terms of its participation in globalization processes

Media is one of the leading factors that individuals from different countries are gradually beginning to perceive themselves as belonging to some kind of world society, in the sense of the absence of closed information, economic, political and cultural spaces on the planet.

Talking about globalization in modern Russia It is necessary to take into account the "superimposition" of the two tendencies. On the one hand, the transformation of the post-Soviet economy objectively required market reforms; on the other hand, the adopted radical-liberal version of their implementation was due to the existing alignment of political forces in the highest echelons of power and elite circles and, accordingly, reflected the dominant trends in global transformations in general.

The Russian media played a significant role in this process. Moreover, it is legitimate, in our opinion, to analyze their role in two interrelated aspects: the influence of market trends in the activities of the QMS; the role of the media as a translator of market images in society as a whole. At present, in fact, the only nationwide campaign in Russia is the All-Russian State Television and Radio Broadcasting Company (which broadcasts RTR and Kultura TV channels). The role of the state in other national and quasi-national channels turns out to be significantly smaller, and there is a tendency towards an increase in the commercialization of television. The transformation of media institutions into business organizations is inextricably linked with the formation of markets for advertising, television programs, means of production and delivery of television products to the audience. The implementation of the logic of the market in the activities of commercial media can be represented by the following chain: a campaign is focused on profit - profit is primarily provided by advertising revenue - the advertiser goes to those channels that collect the largest number of solvent segments of the audience - accordingly, the channels compete for the audience through programs that attract the maximum number of viewers - the concept of "rating" becomes decisive in the struggle for the advertiser. Thus, we have a closed cycle: advertising - money - audience - advertising.

One of the main formats of Russian television is the television series. A certain proximity in terms of structure and content of both foreign and domestic television products is that they are focused, first of all, on attracting the largest possible audience. This is often achieved with the help of blockbusters with criminal plots, melodramas, unassuming comedies. One of the brightest manifestations of the global trend in the Russian media was the broadcast of licensed game shows such as "The Weak Link", "Greed", as well as programs in the format of reality shows - "Behind the Glass", "The Last Hero". It is significant that often the ideological core of these programs is social Darwinist assumptions about the struggle for existence as a necessary law of the life of society, in which the incapable are destroyed, and the fittest survive in the course of "natural selection".

In general, the content of commercial QMS in Russia differs little from analogues in other countries. In this sense, manifestations of market mechanisms in the field of media have a global character. Market competition often gives rise to a kind of market "censorship", due to the fact that commercial QMS are not interested in non-market views and non-market forms of relations in society.

Now it is through the media that certain events acquire the status of real. In other words, only what the QMS talks about (regardless of their real scale) is a significant event, while what is silent about does not become an event at all. Global media are increasingly becoming a tool for mobilization that can take place across the borders of nation states.

At the same time, it should be borne in mind that the individuals themselves do not at all become more active. Their actions turn out to be dependent on the symbolic politics of the media.

First of all, we must pay attention to the fact that practically any control of the masses (as well as, in fact, relationships within the masses) is based on knowledge of the laws of the psyche of the individual and the masses, extends into the plane of the existence of such laws, and occurs through the use of communication rules, or other in words - communication both between individuals and the mass, and communication (communications) within the mass (collective, community, gathering of people).

Consider what is communication.

Communication in translation from the Latin word communico means communication.

Communication should be understood as the exchange of thoughts, feelings, knowledge, etc., between individuals.

In a more scientific aspect, one should speak of communication as a unidirectional process of encoding and transmitting information from the source to receiving information by the recipient of the message. Communication can also be understood as a certain kind of joint activity of communication participants (communicators), during which a common (up to a certain limit) view of things is developed.

Communication takes place not only in human social systems. A certain kind of communication is typical for animals (mating dances of birds, the language of bees, etc.), and for mechanisms (pipelines, transport, telegraph and telephone signals, the interconnection of computers on the Internet, etc.).

The purpose of communication is to convey a message. Communication can take place not only in the process of direct communication through words, but also with the help of road signs, teletext, books, films, etc. In fact, there can be several purposes of communication. For example, a film may inform, entertain, warn, explain, and so on. The main reason for communication is the corresponding needs of an individual or a group of individuals. And then - the goals of communication serve the various needs of individuals.

Scientists R. Dimbleby and G. Burton divide our needs into four groups: personal, social, economic and creative.

According to A. Maslow, there are basic biological needs, and the needs of self-realization of the individual: 1) physiological needs (food, drink, sex); 2) security needs (roof over head, clothing, sense of security); 3) relationship needs (love, friendship, family, belonging to a group of people); 4) the need for respect (self-respect, recognition, power); 5) the need for self-realization (to be yourself, self-expression).

In the process of communication, several functions can be combined, one or two of which will be the main, determining ones.

Karl Buhler (1879-1963) singled out three functions of language that are manifested in any act of speech: a) the function of expression (expressive), correlated with the speaker; b) the function of address (appellative), correlated with the listener; c) the function of the message (representative), correlated with the subject of speech.

The sender of the message expresses himself, appeals to the recipient and represents the subject of communication.

Traditionally, two or three functions of communication are distinguished:

1) information function: the expression of ideas, concepts, thoughts and their communication to other communicants.

2) evaluative: expression of personal assessments and attitudes,

3) affective: the transfer of emotions and feelings.

Roger T. Bell correlates three areas of the humanities with these functions:

1) linguistics and philosophy (cognitive function),

2) sociology and social psychology (evaluative function),

3) psychology and literary criticism (affective function).

A functional characteristic of a communicative act can be given depending on its orientation and its main communicative task.

R. Dimbleby and G. Burton identify six functions of messages and communicative acts: warning, advice, information, persuasion, expression of opinion, entertainment.

This classification of functions is pragmatic, that is, associated with the use of communicative means to achieve certain goals.

Typology of communication.

There are the following forms of communication - written, oral, visual, etc. These forms differ from each other by special message encoding systems.

Communication media - combine various forms of communication, often using some technology to fill the temporal and spatial distance between the sender and recipient of the message (for example, a book: words, fonts, pictures, graphics). Mass media (MSK) can also include various forms of communication. For example, television and cinema use spoken language words, pictures, music; newspaper - written language words, fonts, illustrations, etc.

Some of the forms and means of communication are associated with technological limitations. For example, words are heard only at a distance of the power of the sender's voice and the hearing of the recipient. Printed materials are more resistant to time and space.

All forms and means of communication are 'extensions of the human body', supplementing and amplifying deficient functions, especially those of sight and hearing. For example, loudspeakers and audio transmissions amplify the voice, reducing the distance between communicants.

The means of communication can be used both intentionally and unintentionally. Non-verbal signals (facial expressions) very often inform the recipient without much desire of the sender of the message. An outside listener can also be an involuntary recipient of an oral speech message.

American researcher Edward Sapir made a distinction between fundamental means, or primary processes, communicative in nature, and some secondary means that facilitate the process of communication.

According to Sapir, the primary means of communication are: language, gestures,

imitation of public behavior in the process of inclusion in the lifestyle of society and "social hint" (implicit processes of new acts of communicative behavior).

Secondary means of communication are aimed at facilitating the primary communicative processes in society: language transformations, symbolism and the creation of physical conditions for the implementation of a communicative act.

Language transformations are associated with code substitution, symbolic “translation” (for example, oral language into writing, Morse code, etc.) and make communication possible in cases where it is difficult by circumstances (for example, time and distance).

Symbolic systems (flags-signals in the navy, semaphore and traffic light, bugle in the army communicative environment, etc.) translate a possible verbal message not symbolically, but globally, in its entirety. This is required in cases where the speed of perception of the message is necessary, the speed of reaction, when the simplest yes / no answer is expected. In the military, for example, where ‘orders are not discussed’, or on the road, when there is not much time to turn at high speed, long text messages would be inappropriate.

The development of physical conditions that allow communication, according to Sapir, includes railways, aircraft (deliver the communicant), telegraph, telephone, radio (deliver the message or its reproduction). At the same time, the increase in the number of means expands the scope of communication.

Two opposite views on these processes belong to M. McLuhan and E. Sapir. McLuhan believed that the means largely determine the very content of the message. He believed that modern culture is visual in nature, as opposed to, for example, the culture of the 19th - early 20th centuries, predominantly written (printed). The globalization of communication, according to McLuhan, leads to the creation of a single communicative space - the ‘global village’. E. Sapir, on the contrary, expressed 'fear of being understood by too many'. From his point of view, this jeopardizes the psychological reality of the image of the extended self, as opposed to the non-self. The impossibility of keeping the message within the limits for which it is designed was also recognized as a price for facilitating communication (examples: listening devices or a drop in the level of artistic values ​​with an increase in demand and circulation). At the same time, he realized that it was rather the constraints on communication, such as the diversity of languages ​​and the need for translation, that were seen as a threatening obstacle. He also positively assessed the globalization of the scientific community and the introduction of the language of international communication.

Types of communication (intrapersonal, interpersonal, group, mass).

Types of communication are distinguished by the composition of communicants. This is due to the fact that the technology of the communicator in each case has its own specifics (even the volume of the voice in the case of, for example, talking to yourself, with one interlocutor or with a large group will differ).

There are the following types of communication:

1) intrapersonal communication (talking with oneself);

2) interpersonal communication (as a rule, two communicants participate, but there are options for an observer, an included observer and an outsider, communication against the background of witnesses present, in a crowd, in a restaurant, etc.);

3) group communication (within the group, between groups, individual - group);

4) mass communication (if a message is received or used by a large number of people, often consisting of groups of different interests and communicative experience (television, radio, Internet, etc.).

There may also be additional types of communication:

a) intercultural (communication both between peoples who speak different languages ​​and communicative cultures, or between states,

b) interpersonal - between individual representatives of these peoples or states),

c) organizational (communication in the business and industrial sphere, including interpersonal, group and personal-group communication).

These varieties are associated not only with the characteristics of the communicative environment in the area where communicative activity is carried out, but also with the composition of communicants (one communicator or a community of communicators, or some combination of both).

Group and mass communications (types and characteristics of groups; roles of an individual; stages of groups; leader, types and characteristics of a leader; specifics of mass communication, its difference from group communication).

The property of individuals is to unite in groups or masses.

The main features of groups: 1) common interests of group members; 2) communication between members.

Without interaction and exchange of views among members, a group cannot form.

The main types of groups are family, informal, formal.

1) A family group is an involuntary (parents are not chosen), long-term group with a variety of common interests (blood ties, blood ties, blood feuds).

2) Informal group - a friendly group, voluntary, not necessarily long-term.

3) A formal group is both a voluntary (music school, circles and clubs) and involuntary (school, army) group, with a fixed term and conditions of membership (from a day to life), an established structure and relationships between members (charter of the school, universities, parties; constituent documents of the company), established goals and objectives (for example, educational: training and socialization; production: production of goods, services, making a profit; social: implementation of social tasks and relations).

In addition to statutory tasks, formal groups can also perform non-statutory tasks. This includes the development of relationships (joint parties and trips to nature); social protection of group members (medical and legal assistance, kindergartens and rest homes); personal development and image creation.

Group characteristics:

1) relationships and communication between members (relationships are not necessarily good, they can even be competitive and hostile);

2) common goals, interests and tasks for members (without communication, common goals do not create groups, for example, a crowd at a bus stop);

3) a system of values ​​and norms of behavior generally accepted for members (Charter of the guard and garrison service, the Charter of the CPSU, the Moral Code of the Builder of Communism);

4) a set of behavioral roles and models of communicative behavior developed by the group members in a certain situation (for example, at a meeting: chairman, secretary, presidium). These roles may change over time and as the group member develops as an individual (eg promotions).

Within the group, each member has a certain status (boss - subordinate, leader - follower, etc.). The role of each member of the group can be further supported by verbal and non-verbal markers (your majesty, comrade, insignia, crown, uniform, salute, etc.).

The main goals of association in groups can be: 1) Achieving a common goal or resistance to a common threat (to unite for or against; 2) Getting a sense of belonging (own need and usefulness) and security.

One of the main added benefits of being a member of a group is the ease of communication with your peers.

The three main characteristics of intragroup communication are roles, norms, and leadership.

Roles are a way of behaving that is considered appropriate for a particular situation (group of situations); script of behavior (written by parents, teachers, friends, party comrades, etc.).

Roles are manifested in the process of communication, in discourse as speech action. (The term role is borrowed from the realm of drama and means ‘a piece of text’.)

The individual plays many different roles in life.

According to Dimbleby and Burton, the following types of roles can be distinguished:

1) Age (child, teenager, boy / girl, adult, old man).

2) Sexual (clearly manifested when the usual characteristics of the role are violated, for example, hugs and kisses for men and women, and the traditional threefold kiss for former communist leaders).

3) Class roles. It is generally accepted that there are behavioral stereotypes among the upper, middle and lower class).

According to the American psychologist B. Tuckman, communication processes in the formation of a group go through four stages:

1) the stage of formation (singling out a leader, setting tasks, communication rules),

2) stage of protest (conflict of individuals and subgroups, rejection of the leader and attitudes),

3) the stage of norm setting (the emergence of a stable structure of the group, its norms, mutual grinding of members),

4) the stage of cooperation (overcoming interpersonal friction, solving common problems).

The process of forming a group takes place in a dialogue between a person and another person, or - a person and a total person, if the team has already taken shape and a new member joins it.

The basis for the formation of a group is mutual concession, here a consensual sphere of interests and actions is formed (according to Maturana).

The leader has informal power in the group, unlike the official leader. There can be several leaders in one group. In addition, they may change. The group is managed through leaders. The same leader can behave differently in a group.

There are the following types of leaders:

1) authoritarian - a leader who is characterized by the following features of behavior in relation to subordinates: authoritativeness, the desire to single-handedly make all decisions, impose his opinion on others, while exerting a psychological impact on them; ignoring them as individuals, avoiding personal relationships with dependent people, using orders and submissions as the main methods of work.

2) democratic - the predominance of respect for subordinates, recognition of the right of others to their opinion, communication with subordinates as equals, appeal to others - with requests and advice, and not with orders and orders.

3) liberal - the type of leadership, when the leader gives subordinates complete freedom of action, when there is a lack of any control, when subordinates are empowered and make any decisions (up to the removal of the leader's leadership).

4) bureaucratic - preference is given to formal bureaucratic methods of management, i.e. power and authority is maintained by bureaucratic methods.

5) opinion leader - a person whose opinion is most listened to by others.

6) nominal leader - a person who leads the group only formally, but his opinion is not listened to. Instead of him, the group is either led by another, or no one is in charge.

7) a people-oriented leader - a leader for whom the main thing in his activity is the well-being of the people who make up the group.

8) work-oriented - a leader for whom the main thing in managing a group is to solve the problem facing the group.

9) charismatic leader - a leader endowed by nature with leadership qualities.

10) situational leader - a leader who becomes such for a while, depending on the circumstances.

The typology of leaders is determined by their preferred leadership style. In addition, the leadership style is characterized in accordance with the personal characteristics that it demonstrates in dealing with people. Traditionally, it is customary to distinguish between three main leadership styles: authoritarian, democratic, and liberal. Recently, such leadership styles as combined and flexible have begun to be distinguished.

A combined leader is a leader who uses elements of the three main leadership styles (authoritarian, democratic, liberal) in managing a group.

An agile leader is a leader who uses a combination of the three main leadership styles, but all the time - depending on the circumstances - one of them predominates.

Communication in a group can be divided into informative (exchange of information between members of the group) and constitutive (aimed at maintaining relationships, at maintaining the group itself).

The rules of communicative behavior in a group include:

1) Mutual recognition of the status of group members;

2) Public evaluation of the achievement of others;

3) The ability to defuse the situation in time (joke, anecdote);

4) Ability to express agreement with group ideas, actions and decisions.

5) Ability to offer the necessary information and ideas to the group;

6) The ability to evaluate the proposed ideas and information so as not to offend the other).

7) The ability to encourage others to express their opinion and provide the necessary information;

8) Ability to integrate various ideas and information;

9) Ability to propose a plan of joint action.

The tone of the speech may vary, but a democratic, deliberative tone is preferred, although in some cases people even expect to be ruled and welcome dictatorial manners.

Mass communication.

Mass communication is a system consisting of a source of messages and their recipient, interconnected by a physical channel for the movement of messages. These channels are: A) printing (newspapers, magazines, brochures, books of mass publications, leaflets, posters); B) radio and television - a network of broadcasting stations and audiences with radio and television receivers; C) cinema, provided with a constant influx of films and a network of projection installations; D) sound recording (a system for the production and distribution of records, tapes or cassettes); video recording.

According to the definition of the domestic scientist B. Firsov, "mass communication is the process of disseminating information using technical means (press, radio, cinema, television) to numerically large dispersed audiences."

B. Firsov distinguishes three phases in the process of communication: 1) pre-communicative, 2) communicative and 3) post-communicative.

The first phase is characterized by the needs and expectations of the audience. The second is the direct implementation of these requests. The third is the use of the information received.

The main function of mass communication is to ensure the relationship between the elements of the community (individuals, social groups, classes) and between the communities themselves in order to maintain the dynamic unity and integrity of a given social entity.

Mass communication, by disseminating information about facts, events, social and cultural values ​​of both international and regional nature, realizes its main function, solving the following social tasks: A) Creates and maintains a common "picture of the world". B) Creates and maintains a "picture of a separate community." C) Passes on the values ​​of culture from generation to generation. D) Provides a mass audience with entertaining, tonic information.

Mass communication is the systematic dissemination of messages among numerically large, dispersed audiences with the aim of influencing the assessments, opinions and behavior of people.

Means and prerequisites of mass communication.

The main media of mass communication are print, radio, film and television, which are also defined as mass media.

The material prerequisite for the emergence of mass communication in the first half of the 20th century was the creation technical devices, which made it possible to quickly transfer and mass replicate large volumes of verbal, figurative and musical information.

Collectively, the complexes of these devices, serviced by workers of high professional specialization, are usually called "mass media and propaganda" or "mass communication media".

The effectiveness of mass communication is determined not only by the goals and objectives of influencing readers, listeners, viewers of transmitted messages, but also by the correspondence of their content and form to the constant and current information needs of people.

According to Lazarsfeld and R. Merton, mass communication is a stream of communicative actions with the aim (in addition to purely informational, educational purposes): 1) assigning a status to social problems, individuals, organizations and social movements; 2) strengthening social norms; 3) unintentional transformation of people's energy from active participation to passive knowledge.

Charles Cooley understood communication as the mechanism by which all diverse human relationships are carried out and developed, the symbols contained in the mind, as well as the means for transmitting them in space and preserving them in time.

Models of mass communication.

The Lasswell model: "who said what, through what channel of communication, to whom, with what result."

Applied communication models are models that track the components of the communication chain in order to predict new effective communication actions.

Applied communication model according to Shannon:

1) technical - the accuracy of information transfer from the sender to the recipient.

2) semantic - the interpretation of the message by the recipient in comparison with the original meaning.

3) effectiveness - the results of changing behavior in connection with the transmitted message.

Shannon also identified five models of mass communication: 1) Source of information; 2) Transmitter; 3) transmission channel; 4) Receiver and ultimate goal; 5) Arranged in a linear sequence (linear model).

In the future, the model was revised in order to meet the needs of other areas of research related to other types of communication. The revised model included six components: source, encoder, message, channel, decoder, and sink. These terms have also been used metaphorically in other communication systems, with varying degrees of success.

In addition to these terms, Shannon also introduced the concepts of noise (entropy) and redundancy.

Entropy (noise) in communication theory is associated with those external factors that distort the message, violate its integrity and the possibility of perception by the receiver.

Negentropy (negative entropy) is associated with those cases when an incomplete or distorted message is nevertheless received by the receiver due to its ability to recognize the message, despite distortions and missing information. The concept of redundancy, repetition of message elements to prevent communicative failure, that is, a means against entropy, is most often demonstrated precisely on the example of natural human languages. It is believed that all languages ​​are about half redundant: you can ink half the words of a text or erase some of the words in a radio speech, and still be able to understand them. Of course, there is a limit of acceptable noise, beyond which the possibility of understanding is sharply reduced. It is especially difficult to understand in noisy conditions a message using an unfamiliar code).

Norbert Wiener (father of cybernetics) supplemented Shannon's model with the concept of feedback. The model has become more dynamic.

In order to make the model of communication more relevant to the needs of fields other than the telegraph, other dynamic theories of communication have been put forward. For example, the psychologist Theodore M. N'kom developed a more mobile model of communication that reflected the interaction of the participants in the communicative act, especially in relation to their cognitive, emotional and artistic aspects.

McLuhan defined mass communication as primarily visual. In his opinion, the transmission channel largely determines the message itself.

Jacobson model.

In the Jacobson communication model, the addresser and the addressee participate, from the first to the second a message is sent, which is written using a code. The context in the Jacobson model is associated with the content of the message, with the information transmitted by it, the concept of contact is associated with the regulatory aspect of communication.

Unlike Jacobson, Saussure proposed to study communication in context - in and for itself.

M.M. Bakhtin put forward the following ideas for understanding communication:

1) a necessary feature of any utterance is its addressing, addressing, that is, without a listener there is no speaker, without an addressee there is no addresser;

2) any statement acquires meaning only in the context, at a specific time and in a specific place.

According to R. Barth, the word has no meaning, the word is only the possibility of a meaning that receives it in a specific text. Moreover, each new reading of the text creates a new meaning, the reader, as it were, writes his own text again.

The French researcher of Bulgarian origin Julia Kristeva, developing the ideas of Bakhtin and Barthes, proposed the concept of intertextuality: every text is created in the form of a 'quotation mosaic', direct or indirect references to previously perceived foreign texts.

Now Kristeva's idea has been taken up in a wide variety of fields, for example, in the study of the language of cinema, in psychoanalysis, in the study of advertising.

Conditions for the functioning of mass communication (according to Konetskaya).

1) mass audience (it is anonymous, spatially dispersed, but divided into interest groups, etc.);

2) social significance of information;

3) the availability of technical means that ensure the regularity, speed, replication of information, its transmission over a distance, storage and multi-channel (in the modern era, everyone notes the predominance of the visual channel).

The participants in mass communication are not individuals, but certain collective images, such as: the people, the army, etc.

Interpersonal communication.

Interpersonal communication is understood as the process of transferring information by a certain source - to another specific target object or members of an identifiable group. These communications are usually carried out in the course of personal interactions, but they may also be carried out using mail, telephone or other electronic means.

Functions of interpersonal communication:

1) Information.

Information - as an exchange between people of various kinds of knowledge and information. In this case, communication plays the role of an intermediary, and is an exchange of messages, opinions, ideas, decisions, which takes place between communicants. Information exchange can be carried out both for the sake of achieving some practical goal, solving a problem, and for the sake of the communication process itself, maintaining relations between people.

2) Social.

It consists in the formation and development of cultural skills of relationships between people. This function forms our opinions, worldview, reactions to certain events. Thanks to this function, all members of society are provided with the acquisition of a certain level of cultural competence, with the help of which their normal existence in this society becomes possible.

3) Expressive.

It means the desire of communication partners to express and understand each other's emotional experiences. Thus, interpersonal communication always begins with establishing contact between partners. At the same time, it is important not only to communicate the information necessary for communication (introduce yourself), choosing stereotypical verbal statements for this, but also to supplement them with non-verbal means (smile, handshake), which should show our disposition (disinclination) to contact. A bad first impression can ruin a partner's far-reaching plans. The expression of emotions is very important in further communication, when the intended ties between people are strengthened, some kind of joint project is being carried out. It manifests itself in the expression of feelings, emotions in the process of communication through verbal and non-verbal means. They are associated with the chosen style. speech communication used by non-verbal means of communication. Depending on which method of conveying feelings and emotions is chosen, the expressive function can significantly strengthen or weaken the information function of communication.

4) Pragmatic.

This function allows you to regulate the behavior and activities of communication participants, to coordinate their joint actions. It can be directed both at oneself and at a partner. In the course of this function, it becomes necessary to resort both to encouraging the partner to perform some action, and to prohibiting some actions.

5) Interpretive.

It serves to understand your communication partner, his intentions, attitudes, experiences, states. This is due to the fact that various means of communication not only reflect the events of the surrounding reality, but also interpret them in accordance with a certain system of values ​​and political guidelines (i.e. they evaluate them from different positions). This function is also used to convey specific activities, assessments, opinions, judgments, etc.

It should be borne in mind that all these functions are closely related to each other and are present in one or another combination in any type of communication. In practice, all these functions are manifested to an appropriate extent at different levels of interpersonal communication: social role, business and intimate personal.

The social-role level of interpersonal communication is associated with the fulfillment of the role expected from a person and is impossible without knowledge of the norms of the human environment. Communication in this case is, as a rule, anonymous and does not depend on whether it occurs between relatives, acquaintances or strangers.

At the level of business communication, there is joint cooperation, so the purpose of communication at this level is to increase the effectiveness of joint activities. Partners are evaluated in terms of how well they perform their functional duties and solve the tasks assigned to them.

At the intimate-personal level of communication, a person satisfies his need for understanding, sympathy, empathy. Typically, this level is characterized by psychological closeness, empathy, trust.

Features of interpersonal communication;

Interpersonal communication has the following features that make up its specificity as a type of communication.

1) Inevitability and inevitability (explained by the very conditions of human existence - a person as a social phenomenon could not exist without communication, which is his most important need. The irreversibility of interpersonal communication is understood as the impossibility of destroying what has been said (“the word is not a sparrow”).

2) Direct feedback.

3) Interpersonal relationships (the determining factor in the phasing of the process of interpersonal communication. These relationships develop as a result of business and creative contacts - official and informal, as a result of the ability of people to emotionally perceive each other - empathy. It should be emphasized that along with psychological and social factors, a large role in interpersonal relationships is played by the emotional factor.The phasing that is observed in the development of interpersonal relationships (establishment, maintenance, rise, decline, termination and possible resumption) is directly related to the nature of interpersonal communication in terms of its form and content.)

The nature of interpersonal communication.

The nature of interpersonal relationships is influenced by the conditions in which communication takes place. This can be anonymous communication - interaction between strangers (in an airplane, auditorium, etc.), functional-role communication (relationships between members of a professional team), personal or intimate communication (in a group of friends, in a family).

Multichannel interpersonal communication.

Multichannel is a specific feature of the actualization of interpersonal communication. In interpersonal communication, it is possible to simultaneously use several channels for transmitting and perceiving information (for example, you can not only hear and see the interlocutor, but also touch him with your hand, catch a smell that can provide additional information about the partner, evaluate the distance between yourself and the partner as an indicator of interpersonal relationship.)

Structural and descriptive models of interpersonal communication.

In structural models, the following are usually distinguished as mandatory components:

1) who transmits the information (sender);

2) what is transmitted (information content);

3) to whom the information is transferred (recipient);

4) how information is transmitted (channel);

5) feedback (direct or indirect).

In descriptive models, two more components are distinguished - the effectiveness of communication and its situational conditionality (environment, number of participants, temporal and spatial characteristics, etc.).

The effectiveness of interpersonal communication.

The effectiveness of interpersonal communication is determined by the results of the actualization of two main socially significant functions - interaction and influence.

These results depend on three main conditions that determine the nature of verbal communication:

a) the type of communicative personalities; b) perception of semantic and evaluative information; c) purposeful influence on each other.

For the effectiveness of interpersonal communication, the most optimal options for these conditions are: a) compatibility of partners as communicative personalities; b) adequate perception of semantic and evaluative information; c) influence through persuasion.

Of the two types of interpersonal communication - verbal (speech) and non-verbal - non-verbal communication is more ancient, verbal communication is the most universal.

Non-verbal communication.

Body language can reveal a lot about the feelings and intentions of communicators. Human postures are not completely innate: they are acquired in the process of communicating with their own kind. Body language includes five components: A) Gestures (a way to sign use of hands); B) Facial expressions (way of using facial expressions); C) Body position (way to hold ourselves (our body)); D) Proxemics (a way of using space. The distance between the interlocutors depends on the age and gender of the communicants, and on the degree of acquaintance between them); E) Tactile communication (touches, pats, etc. The use of tactile elements of communication indicates mutual relations, status, degree of friendship between communicants).

Paralanguage and paralinguistic means.

Paralanguage tells how to interpret words, gives additional information to the interpretation.

Paralinguistic means - accompany speech, complement the emotional side of communication (whistle in surprise, sigh in despair, etc.)

Paralinguistic moments include: intonation, tonal level of the voice, for example, loudness - expressing, for example, anger. Paralinguistic means can tell about the momentary state of the interlocutor (calmness, excitement, confidence, fatigue, etc.).

Clothing and appearance (hairstyle, jewelry, cosmetics, etc.) can reveal facts such as the personality of the communicant, his or her social status, role, work.

verbal communication.

Verbal communication is the most researched type of human communication. Speech (verbal) communication has a complex multi-tiered structure (from the differential feature of the phoneme to text and intertext) and appears in various stylistic varieties (various styles and genres, colloquial and literary language, dialects and sociolects, etc.). All speech characteristics and other components of a communicative act contribute to its (successful or unsuccessful) implementation. Speaking with others, we choose from a vast inventory of possible means of verbal and non-verbal communication those means that seem to us the most suitable for expressing our thoughts in a given situation. This is a socially significant choice. This process is both endless and infinitely diverse.

Communicative characteristics of speech.

From the point of view of communication theory, speech is included in a single communicative act and exhibits the following properties: A) Speech is part of the communicative culture and culture in general; B) Speech contributes to the formation of the social role of the communicant; C) With the help of speech, mutual social recognition of communicants is carried out; D) Social meanings are created in speech communication (for example, in the context of understanding Russian speech patterns by foreigners).

Communication skills;

(Communicative goals; Communication strategy; Communication tactics; Communication intention (task); Communication experience.)

The behavior of communicants in the process of communication pursues certain goals.

The communicative goal (according to E.V. Klyuev) is the strategic result, to which the communicative act is directed. To declare impeachment, file for divorce, assume obligations for after-sales service - these are the key speech components of communicative behavior in this situation, realizing one or another communicative intention of the individual communicator to carry out some action through a communicative act or with its help.

A communicative strategy is a part of a communicative behavior or communicative interaction in which a series of different verbal and non-verbal means used to achieve a specific communication goal.

Communicative tactics - a set of practical moves in real process speech interaction. Communicative tactics - a smaller scale of consideration of the communicative process, in comparison with the communicative strategy. It does not correspond to a communicative goal, but to a set of separate communicative intentions.

Communicative intention (task) is a tactical move, which is a practical means of moving towards the corresponding communicative goal.

E.V. Klyuev offers the following scheme to understand the relationship between the elements of strategy and tactics in the communicative process: “using communicative competence, the speaker sets a communicative goal (defining or not defining a communicative perspective, that is, the ability to cause the desired consequences in reality) and , following a certain communicative intention, develops a communicative strategy that is transformed into a communicative tactic (or not transformed, or transformed unsuccessfully) as a set of communicative intentions (tasks), replenishing the speaker's communicative experience.

Communicative experience is understood as a set of ideas about successful and unsuccessful communication tactics, leading or not leading to the implementation of appropriate communication strategies.

Characteristics of the main types of communicators:

A) Dominant communicator (strives to seize the initiative, does not like being interrupted, harsh, mocking, speaks louder than others).

B) Mobile communicator (easily enters into a conversation, moves from topic to topic, speaks a lot, interestingly and with pleasure, does not get lost in an unfamiliar communication situation).

C) Rigid communicator (experiences difficulties in the initial phase of establishing contact, then clear and logical).

D) Introverted communicant (does not strive to take the initiative, gives it away, is shy and modest, constrained in an unexpected situation of communication).

Intergroup communications.

Intergroup communications - relations between different social groups of people (not only small, but also large).

The sphere of intergroup communications - (according to V. Ageev) - affects communications not only by large, but also by small social groups. Among the main topics of such research is the study of the processes of perception and understanding of each other by representatives of different social groups (intergroup social-perceptual processes). In this case, the social group acts as a subject and an object of perception on the part of representatives of other social groups.

A feature of intergroup communication is its integrity (in comparison with interpersonal communication). (for example, common to a particular social group - attitudes, beliefs, stereotypes, etc.)

Intergroup communication differs from interpersonal communication also in greater stability, stability, and inertness. And it is also valuable, and reflects mainly social relations between groups, while interpersonal - is based on the personal relationships of the relevant people.

The main phenomena of intergroup communication are intergroup warning and ingroup favoritism, and both of these phenomena are functionally interconnected.

Intergroup prejudice is manifested in the fact that members of one social group, socially and psychologically separating themselves from representatives of other social groups, treat them differently than they treat members of their own social group. (They consider their own group to be the best, and other groups to be inferior to it).

Ingroup favoritism is back side intergroup prejudice. It manifests itself in the fact that in most cases the members of the group prefer "their own", i.e. members of their own group. (“Aliens” are in the background, deprived of the privileges enjoyed by members of their social group.)

Channels of interpersonal and intergroup communications.

The channels of interpersonal or group communications are the system of communication or information exchange between its members that has developed in the group (i.e., members of the group can exchange the necessary information with each other, interact with each other in joint activities).

There are different systems of communication channels in the group.

Centralized structures of communication channels - one of the group members is always at the intersection of all directions of information transfer or interaction of group members, is in the center of everyone's attention and plays a major role in organizing group activities. (Through such a person in the group, interactions and information exchange between other members of the group are carried out.)

There are three variants of the centralized structure: frontal, radial and hierarchical.

Frontal structure - participants are directly next to each other, which allows them to take into account each other's behavior in joint activities.

Radial communication structure - participants in joint activities cannot directly perceive, see or hear each other and are able to exchange information or interact only through one person who occupies a central position in the group.

Hierarchical structure - there are several levels of subordination of group members. At the same time, interpersonal communication of each member of the group is limited, and communications between them are carried out with people located nearby (related to the same level of subordination).

The distribution of roles is a set of rights and obligations, in accordance with which interaction is organized and the relationship of group members with each other is built. Each group has its own role structure. It represents the composition of social roles and their individual distribution among members of the corresponding group.

Leadership refers to the relationship of leadership - subordination. Such relationships develop between the leader of the group and the rest of its members. The same members of the group perform different functions in it and occupy an unequal position in the systems of relations characteristic of it.

A role is defined as a normatively set and collectively approved pattern of behavior expected from a person who occupies a certain position in a group (performing a particular function in it). The role can be established by position, can be chosen by the member of the group (say, the role of leader or jester). Having entered a certain role, a person in the group gradually gets used to it, and other members of the group begin to expect from him behavior corresponding to the role assigned or chosen by him.

The status of a person in a group is a socio-psychological characteristic of his position in the system of intra-group personal and business relationships.

There are different types of statuses: a) elected; b) prescribed; c) acquired; d) sociometric; e) socio-economic.

An elected status is a position that a person has determined for himself, without coercion or pressure from other members of the group.

Prescribed status is a position of a person in a group, determined for him by other people, or a status received by him without any effort on his part, for example, by position or by inheritance.

Acquired - the status that a person has acquired through his own efforts and abilities.

Sociometric is the status of a person, established using a sociometric technique.

The structure of a small social group can also be represented and described through the relationships that develop between members of the group. So, for example, it can be characterized through the business and personal relationships of the members of this group, official and unofficial, coordinating and subordinating.

In order for a group to have the right to be called a collective, it must meet high standards. The team is such a small group in which a system of business and personal relationships has developed, built on a high moral foundation.

(Such relations can be called collectivist. They are defined through the concepts of responsibility, openness, collectivism, contact, organization, efficiency and awareness (RS Nemov)).

Responsibility is interpreted as the voluntary acceptance by the members of the collective of moral and other obligations to society for the fate of each person, regardless of whether he is a member of this collective or not. Responsibility is also manifested in the fact that the members of this team confirm their words with deeds, are demanding of themselves and of each other, objectively evaluate their successes and failures, never leave what they have begun halfway, consciously obey discipline, put the interests of other people on a par with their own. interests, treat the general good in a businesslike way.

Collective openness refers to the ability to establish and maintain good, collectivist-based relationships with other collectives or their representatives, as well as with newcomers within this collective. The openness of a highly developed team is manifested in providing them with versatile assistance to other teams, as well as to non-members of their team, the absence of intra-group favoritism. Openness is one of the most important characteristics by which one can distinguish a real, highly developed team from other social groups that look like it.

Collectivism includes the constant concern of the members of the team about its success, the desire to resist what divides, destroys this team. Collectivism is also good traditions, everyone's confidence in their team. The feeling of collectivism does not allow its members to remain indifferent if the interests of the entire collective are affected. In a real team, all important issues are resolved jointly and, if possible, with a common agreement.

For truly collectivist relations, contact is also characteristic. It represents a good personal, emotionally favorable (friendly, trusting and other) relationship between members of the team, including attention to each other, goodwill, respect and tact (tact). Such relationships create a favorable psychological climate in the team, a calm and friendly atmosphere.

Organization is the ability of team members to independently detect and correct shortcomings in work and other group affairs, prevent conflicts and promptly resolve emerging problems. The results of the activities of the team directly depend on the organization.

Awareness - knowledge by members of the team of each other and the state of affairs in the team.

Efficiency - the success of the team in solving the tasks assigned to it.

Collective theories (Bekhterev, Makarenko, Petrovsky, Umansky).

The theory of V. M. Bekhterev about the collective did not emphasize the priority of the collective principle over the individual, society over the individual, did not contain the idea of ​​the dominance of the collective over the individual, and there was no statement about the need for the obligatory subordination of the individual to the collective. All this manifested itself later, and was highlighted in the works of A. S. Makarenko. On the eve of the destruction of the Soviet Union, domestic scientists A. V. Petrovsky and L. I. Umansky created their socio-psychological theories of the collective. A. V. Petrovsky (strato-metric concept of the collective) contrasted the interpersonal relations that exist in a developed Soviet collective with the relationships that exist in any small group identified and discussed in the works of foreign (Western) scientists. L. I. Umansky proposed a similar, “ideologically sustained” understanding of the collective. Among the parameters of the team he singled out, there is, for example, a communist orientation.

Phenomenology of small groups

The phenomenology of small groups is understood as the representation and description of the main phenomena characteristic of small groups. These are phenomena that arise in the sphere of human relationships. The socio-psychological basis of all relations that develop in a group is the values ​​and norms adopted in it. Values ​​are what is valued by the members of this group, what is most significant and important for them. Values ​​can be the goals that members of the group aspire to. From the values ​​follow the norms that develop and operate in a given social group. Group norms are the general rules by which the members of the group are guided in their actions and deeds, as well as in their relationships with each other.

In managing the life of a group, norms perform a number of functions - regulatory, evaluative, sanctioning and stabilizing.

The regulatory function of group norms lies in the fact that they determine (regulate) the behavior of people in the group and outside it, set patterns of interactions and relationships, form the basic requirements for members of the group by its participants.

In the phenomenology of small groups, important research is given to such phenomena as sanctions, group pressure, conformism, cohesion, group compatibility, polarization and leadership. Let's consider these phenomena.

Group sanctions - the impact exerted by the group on its members. If these influences are positive (approval, encouragement, support, protection, acceptance into a group, choice as a leader, etc.), then they speak of positive sanctions.

If the corresponding impacts have a negative connotation (disapproval, disrespect, punishment, deprivation of privileges, exclusion from the group, etc.), then they are called negative sanctions.

Group pressure refers to the influence that a group has on the psychology and behavior of its members. If this influence is significant, then, accordingly, we are talking about the presence of strong group pressure. If this influence is insignificant, then one speaks of a weak group pressure.

A possible consequence of the influence of the group is conformism (the conscious refusal of the individual under the pressure of the group from his opinion).

Group cohesion - the internal unity of the group.

Group compatibility - the ability of group members to act in different situations as a single mechanism.

Group polarization - the existence within a group of small groups with their own opinion (not willing to compromise).

Leadership is the emergence of one of the group members into leaders.

Issues and features of the effectiveness of group activities.

The effectiveness of group activities - how the group copes with the functions assigned to it. It is customary to compare efficiency with the success of the same number of individuals. Accordingly, the group works effectively if the results are higher than those who work independently of each other.

Factors influencing the success of group activities - in terms of significance and logical priority: 1). meaningful (group - as a developed team); 2). formal and general content.

There are three main criteria for the effectiveness of group activities: 1) productivity; 2) quality of work; 3) the positive influence of the group on the individual.

The success of the group is influenced by the task facing the group. The group task determines the structure of interaction between group members in the process of their joint work, and this structure, in turn, affects the results of group work. The individual composition of the group (determined by the psychological characteristics of its members) affects the life of the group through a system of relationships and interactions that characterize the level of socio-psychological development of the group as a collective. With the same composition, a group can be psychologically compatible and incompatible, efficient and inoperable, cohesive and disunited. Highly developed groups with significant individual psychological differences among group members are better than homogeneous ones in coping with complex problems and tasks. Due to differences in experience, approaches to solving problems, points of view, thinking, perception, memory, imagination, etc., their participants approach the same problems from different angles. As a result, the number of ideas, options for proposed solutions increases and, consequently, the probability of an effective solution to the problem at hand increases.

The heterogeneity of the composition of the group, if it is poorly developed, makes it difficult for mutual understanding and the development of a common position. Under such conditions, the heterogeneity of the composition of the group leads to contradictions and conflicts in the sphere of personal relationships.

For the orderly activity of the group, it is advisable:

1) divide into subgroups consisting of people who are psychologically compatible with each other,

2) ensure coordination of actions and distribution of responsibilities (division of labor) between subgroups within this group.

Advantages of leadership styles depending on the nature of the groups:

1) For a group approaching the level of development of the team (having self-governing bodies and capable of self-organizing activities), collegial forms of leadership will be more effective, suggesting a democratic, and in some situations even a liberal leadership style.

2) In groups that are at an average level of development, the best results will be given by a flexible leadership style that combines elements of directiveness, democracy and liberalism.

3) In underdeveloped groups that are not ready for independent work, incapable of self-organization and having complex, conflicting interpersonal relationships, a directive leadership style with elements of democracy is preferable.

Directive style as a temporary measure can also be useful in medium-developed groups when they work in difficult situations: a new task, lack of time, unexpected and significant changes in the composition of the group, requiring a difficult and urgent redistribution of responsibilities, etc. Important for the successful work of the group have personal relationships. The success of the group depends on the form of organization of its activities.

Forms of organization: 1) Collective-cooperative (organized on the basis of interaction and interdependence of group members in work); 2) Individual (based on the independent work of each); 3) Coordinated (everyone works independently, but correlates the process and results of their work with the activities of the other members of the group).

The choice of one or another form of organization of joint labor is determined by two factors:

The challenge facing the group

And the level of its socio-psychological maturity.

In most cases, with the exception of certain types of complex creative work, preference is given to the collective-cooperative form of organizing joint activities.

(It has the maximum effect, best mobilizes the intellectual, emotional and physical resources of the group members, improves the ability to perceive, process information and make optimal decisions. This form of work organization is better than others to prevent erroneous decisions).

In complex creative work, individual and coordinated forms of organizing joint activities are preferable, sometimes combined with a collective-cooperative form of labor organization.

The process of making group decisions.

One of the main tasks that groups in most cases solve better than individuals is decision-making on complex issues (when you need to collect and analyze from different angles, weigh and evaluate a large amount of information, and also find as many different solutions as possible.

The group discussion method is especially useful when discussing problems, when making decisions on issues on which there is no consensus, there cannot be a single correct point of view. The meaning of the collective discussion of such issues is not to necessarily come to their unambiguous solution, but to understand the essence of the issue, discuss it from different sides and find its possible solutions, evaluate and weigh each of them. The main thing in group discussions is that group members learn to reason logically, clearly state and defend their opinions with arguments, convince and listen to others (that is, they learn to interact effectively with other people).

A. Osborne proposed a form of organizing the process of making group decisions, called brainstorming.

The brainstorming technique is based on the following:

1. Selection of a limited number of participants in the discussion group (only specialists who are well versed in the issue under discussion).

2. A clear distribution of roles between them in the process of group discussion. These are the roles:

Idea generator (one who proposes constructive solutions to the problem under discussion or develops them),

Roles of critics (those who look for and point out the shortcomings of other people's solutions),

Roles of arbitrators (those who seek compromise solutions that take into account the merits and demerits of individual decisions),

The role of systematizers (those who collect and categorize all expressed sentences or points of view.

3. The introduction of clear rules for the interaction of group members in the process of their joint work (group discussion). For example, in the process of discussion, do not go beyond the assigned group role; do not criticize other members of the group as individuals; treat any proposal with attention and respect, no matter how strange it may seem.

4. Phased (programming) group work.

At each stage of the discussion, a well-defined, clearly defined task is solved, and until it is solved, the group does not move on to the next stage of its work.

Another well-known method of organizing a group discussion is called synectics. It was proposed by W. Gordon and literally translated into Russian means “combination of heterogeneous”. In a group working according to this method, special people stand out - sinectors, who are the instigators of a group discussion or its leaders. They are actively involved in the discussion among themselves and try to express as many diverse (preferably opposite and at first glance incompatible) opinions on the problem under discussion as possible. Other members of the group are included in the discussion of sinectors and try to bring their positions closer (proposed solutions), discard extremes and find a compromise.

Summarizing the various methods of making group decisions, we can say the following:

1. When organizing and conducting a discussion, it is necessary to take into account a number of circumstances on which its success depends. First of all, the members of the discussion group should be explained the goals and objectives of their joint activities, the procedure for the discussion, the time and place of its holding should be determined.

2. In order for the discussion to be concrete, constructive and fruitful, it is necessary to limit the subject of discussion in advance and constantly ensure that during the discussion its participants do not deviate from the given topic.

3. Work in the discussion group should be based on the principles of mutual trust, openness, carried out in an atmosphere of goodwill, in which even the most extravagant and strange opinions are not immediately discarded, do not cause a negative reaction or remarks that degrade the personal dignity of the author.

The psychologically correct organization of a group discussion includes several consecutive stages of work (Nemov R.S. and Altunina I.R.)

1. Formulation and clarification of the essence of the issue under discussion (this must be done even before the group discussion begins).

The question should be formulated in such a way that it is unambiguously understood by each participant in the discussion. At this stage, several of the most prepared members of the group participate in the activities of the group, who know the essence of the issue better than others, are able to assess the possibility of solving it in the group and accurately formulate the task of the discussion. The number of participants here should be small, for example, three to five people, so that you can quickly come to a consensus.

2. Expression of alternative ideas about the ways and means of solving the issue under discussion.

At this stage of group work, all members of the group participate in it. There must be a leader in the group at this time. He tries to conduct business in such a way that each member of the group has the opportunity to make as many different proposals as possible in resolving the issue under discussion. Evaluation and criticism of proposals made at this stage of group work is not allowed. All incoming proposals are recorded, systematized and presented in the form of a brief summary to the whole group at the end of this stage of the discussion.

3. Discussion of the advantages and disadvantages of each of the proposals received at the previous stage.

The group members consistently evaluate each proposal, express their criticisms and note its merits. All criticisms should concern only the essence of the proposals under discussion, but not their authors. Personal criticism affecting the personality of the authors of the proposals is not allowed.

4. Weighing all the pros and cons of the proposed options for solving the problem under discussion.

At this stage, again, as at the beginning, a small group of the most competent participants gathers. They consider the proposals received along with the arguments "for" and "against" each of them, choose the most successful - the best of them, finalize it, supplementing it, if necessary, with positive aspects that are available in other proposals.

Based on the best of the selected proposals, a program is further developed and an action plan is drawn up.

In order for the group discussion to be successful, special attention should be paid to the selection and training of the facilitator. This role requires special skills and abilities, but it does not allow active intervention in what is happening. The leader in the process of group discussion should only follow the course of the discussion, analyze and evaluate it, weigh the correctness of the arguments and facts given by the participants, the correctness of their behavior, the degree of achievement of the goal that the group has set. From time to time, the facilitator takes the floor and shares his thoughts with the rest of the group discussion participants. When engaging in conversation with them, he should carefully avoid personal criticism and express his thoughts precisely and concisely. The leader of the discussion almost always has some useful ideas for discussion, but he should not rush to express them. In order for the discussion not to stop when the opinions of the participants differ, the facilitator must be able to direct the conversation in time so as to reach at least agreement on the issue under discussion and continue its discussion. Concluding the discussion, the facilitator once again draws the attention of its participants to the results of the discussion. They can be differences in opinions, positions, their change that occurred as a result of the discussion, measures that need to be resorted to in the future to find better solutions to the problem, to bring the positions of the participants even closer. The facilitator then summarizes the discussion.

An important final point in organizing and conducting a group discussion of problems, increasing the effectiveness of a group discussion is the evaluation of its results.

Mass media (MSK) and Mass media system (media).

The concept of QMS and the media.

Mass communication is the systematic dissemination of information through print, radio, television, cinema, sound and video recording in order to assert the spiritual values ​​of society and to exert an ideological, political, economic or organizational impact on people's assessments, opinions and behavior.

Mass media - a means of disseminating information, characterized by: 1) appeal to a mass audience; 2) public accessibility; 3) the corporate nature of the production and dissemination of information.

Types of QMS (media).

QMS includes: - press, radio, television; - cinematography, sound recordings and video recordings; - videotext, teletext, billboards and panels; - home video centers combining television, telephone, computer and other communication lines.

Publishing house - an enterprise engaged in the preparation, production and release of book and other printed products (documents).

Periodical publication - a serial publication, published: - at certain intervals; - a constant number of issues (issues) for each year; - non-repeating in content, similarly designed numbered and/or dated issues with the same title.

Newspaper - a periodical newspaper published at short intervals, containing official materials, current information and articles on current socio-political, scientific, industrial and other issues, as well as literary works and advertising. Usually the newspaper is published in the form of large sheets (strips).

Journal - a periodical journal publication: - containing articles or abstracts on various socio-political, scientific, industrial and other issues; - literary and artistic works; - having a permanent heading; - officially approved as a magazine publication. The journal may have appendices.

Digest - a periodical that reprints materials from other publications, adapting them to the interests and educational level of a wide audience.

Corporate publication - a corporate newspaper or magazine that allows: - to communicate to the general public without distorting the position and opinion of the company; - inform the public about their achievements and plans. In addition, corporate publications are an effective tool for shaping corporate culture.

Conditions for the functioning of mass media.

Such conditions include the following:

1) the availability of technical means that ensure the regularity and replication of mass communication;

2) the social significance of information, which contributes to increasing the motivation of mass communication:

3) a mass audience, which, given its dispersal and anonymity, requires a carefully thought-out value orientation;

4) multi-channel and the possibility of choosing communication means, providing variability and, at the same time, normativity of mass communication.

Let's analyze each point in more detail.

1) Technical means.

Among the technical means that provide communication, it is customary to distinguish between the media (mass media), the means of mass influence and the actual technical means. The media include periodicals (press), radio and television. The means of mass influence include cinema, theater, circus, all spectacular performances and fiction. Media - different periodicity. The means of mass influence are characterized by the frequency of appeal to a mass audience. Technical means of communication (telephone, teletype, etc.) do not have a mass coverage of the audience, and the transmitted information may be of a purely personal nature, not related to socially significant realities.

The European press has been counting down the time since the 17th century. (first appeared commercial newspaper). The first newspaper in the United States - in 1833. Radio as mass media - 75 years. Television - a little over 50.

A television.

Unlike the film (cinema - as a prototype of TV), TV shows do not have integrity and completeness, the narrator (communicator) is identified and easily recognizable, has a permanent audience, which at the same time has a choice (can switch the channel). The greatest difference in a number of features is noted between the press (as a channel of written communication) and radio, as well as television as channels of oral communication. (For example, the situational presentation of information in a television program eliminates ambiguity. The dynamics of information transmission, the effect of complicity, and the degree of completeness of feedback are also different.)

The media provide regularity and replication of information and, due to this, are a powerful mechanism for influencing a mass audience. Television, like radio, has the ability to implement mediated interpersonal communication, including popular interviews and conversations in programs of various kinds. Teletext and videotext are offered for intrapersonal communication.

Computer video games and programs are intended for individual use, as are videodiscs using laser technology.

The emergence of new means of mass communication expands the functions of the media in the following areas: 1) decentralization - the choice of a program depends on the individual, 2) an increase in the volume of information programs (thanks to cable and satellite television), 3) the possibility of interactivity - interaction through feedback for information exchange.

2) The social significance of information.

The attractiveness of the media to a mass audience. The content of mass communication has an impact on the audience in various aspects (training, persuasion, suggestion, etc.). The impact of information depends on how it corresponds to the social needs of the audience and on the regularity of the broadcast. Along with the social relevance of semantic information, evaluation information is of great importance. The recipient of information voluntarily or involuntarily "expects" evaluative information. It is evaluative information that largely contributes to the formation of public opinion.

3) Mass audience

as a component of mass communication, it is characterized by heterogeneity, dispersal (on a territorial basis) and anonymity. The individuals who form this audience are considered as individuals included in the network of real social relations and connections. It is with the help of mass communication that these individuals can establish and maintain relationships and connections not only within their social group, but also with the wider social environment.

4) Methods and means of mass communication.

There are the following ways: a) orientation; b) multi-channel; c) normativity; d) variability of communication means.

In the past, mass communication was unidirectional. With the introduction of letters and calls from readers, listeners and viewers, it became mutually directed (mutual interest).

Noteworthy is the so-called. hidden feedback (characteristic of radio and television). An experienced communicator can predict the reaction of the listener or viewer to this or that information and its evaluative interpretation.

The effect of complicity in the process of communication is the stronger, the better this hidden feedback is carried out. This is achieved through thoughtful structuring of the speaker's discourse, providing for a sequence of information, and through careful selection of communication means - words, communication formulas, stereotypes of speech behavior, including phonation and kinetic means of non-verbal communication. (example - the program "Two against one").

In mass communication, the degree of social mediation differs. Live TV programs (reports, interviews) are directly directed. Prepared and edited TV shows are socially mediated.

Mass communication is multichannel. The following channels are used: A) visual, B) auditory, C) auditory-visual channels. The main difference between them lies in the predominant use of written or oral forms of communication.

Traditionally, the press typically uses a common literary written language - book words, terms. For radio and television, it is typical to use forms of oral communication, including elements of colloquial speech. However, it is difficult to establish a strong correlation between the features of oral and written speech and types of media, since radio and television programs are pre-processed as written texts and inevitably retain the features of written speech; on the other hand, the use of dialogues in the press allows the use of elements of colloquial speech. The functional style is determined by the communicative sphere, determined by the subject of information, the social role of the presenter and his social orientation towards a certain social group of the potential audience. Programs for youth or professional groups differ in vocabulary, the design of statements from programs designed for a mass audience.

Traditionally, mass communication is viewed as indirect communication - through the media, since direct communication (direct contact of the speaker with the audience) involves a large, but not mass audience. This explains why, of the two basic functions of communication - interaction and impact - in mass communication, it is impact that comes to the fore. Within the framework of this basic function, a number of private functions such as social control, contact, etc. are considered, which can be combined into three main socially significant functions of mass communication - informational, regulatory and cultural

Functions of mass media.

In 1948, the American scientist G. Lasswell singled out three functions:

1) Review of the surrounding world (information function).

2) Correlation with the social structures of society (impact on society and its knowledge through feedback).

3) Transfer of cultural heritage (cognitive-culturological function, the function of the continuity of cultures).

In 1960, the American researcher K. Wright added one more function - entertaining.

In the early 1980s, McQuail proposed another function, the so-called mobilizing one, referring to the specific tasks that mass communication performs during various campaigns, more often political ones.

In domestic psycholinguistics (Leontiev A.A.) there are four functions typical of radio and television communication:

1) optimization of the company's activities by focusing on social communication, which makes it possible to change the collective (joint) activity;

2) the function of contact, which plays a role in the formation of group consciousness:

3) function social control through the use of social norms, ethical and aesthetic requirements;

4) the function of socialization of the individual - the educational function of instilling in the personality those traits that are desirable for society.

The information function is to provide the general reader, listener and viewer with up-to-date information about the most various fields activities: business, scientific and technical, political, legal, medical, etc. Receiving a large amount of information, people not only expand their cognitive capabilities, but also increase their creative potential. Knowing the information makes it possible to predict your actions, saves time.

The regulatory function has a wide range of impact on the mass audience, from establishing contacts to controlling society. In this function, mass communication influences the formation of public opinion and the creation of social stereotypes.

The recipient of information has the opportunity to compare various social situations that are commented on by the media either with a positive or negative assessment. (as a rule - if the information is from the media, especially the central TV channels - then it is positive).

Culturological function - contributes to society's awareness of the need for the continuity of culture, the preservation of cultural traditions. With the help of the media, people get acquainted with the characteristics of different cultures and subcultures. This contributes to the integration of society. The concept of mass culture is connected with this function: A) as a desire to acquaint the broad masses with the achievements of world art; B) the low artistic level of entertainment programs - as the education of bad taste among consumers of mass culture.

Theories of mass media (foreign; domestic).

The beginning of mass communication research is associated with the name of M. Weber (1910)

The available theories can be grouped into three groups: 1) the function of political control, 2) the function of mediated spiritual control, 3) the cultural function.

The theory of the “information society” stands apart, within the framework of which the role of mass communication is explored.

Let's take a look at these theories.

1) The function of political control.

There are two subgroups.

a) Political-economic theory (the postulates of Marxism are used most consistently, it puts forward the role of economic factors that determine the functions of the media in the first place.)

b) The theory of "hegemony" and the theory of mass communication, built on the basis of Marxist methodology.

The theory is based on the position on the self-sufficiency of ideological factors as social incentives for the development of society, depending not so much on economic or structural criteria, but on the mechanisms of influencing the consciousness of the masses. The huge role of the media is emphasized due to their regularity and the possibility of influencing people in an indirect, hidden form.

The Soviet sociological school based on the Marxist-Leninist methodology developed the theory of mass communication as a type of social communication. One of the postulates of this theory is the position according to which mass communication is realized only when people have a pronounced community of social feelings and a common social experience. The most significant studies of the social aspect of mass communication were carried out under the leadership of B.A. Grushin - studied the influence of the media on the formation of mass consciousness and public opinion. Under the leadership of B.M. Firsov, studies were carried out mainly on the material of television.

In the second group, the most significant are the theories developed on the basis of the methodology of structural functionalism. Structural-functional theories go back to the sociological theory of action by the American sociologist T. Parsons, the creator of the system-functional school in sociology, to a large extent based on the position of the American sociologist R. Merton, according to which all actions in society are conditioned by its needs. Ideological factors are not significant in this case. The media are seen as a self-organizing and self-controlled subsystem, functioning within the established political rules.

The most important functions of mass communication include: 1) informational, 2) interpreting, ensuring the continuity of the dominant culture, 3) entertaining, 4) mobilizing people to take action during various campaigns.

The theories of the third group are characterized by a sociocultural approach to understanding mass communication and the role of the media.

The Frankfurt (late) school in the second period of its activity turned to the problems of the culturological functioning of mass communication. Willingly or unwittingly, representatives of this school retain the Marxist postulate about the importance of a historical approach to the analysis of the factors that determine social relations in society. This is reflected in the formulation and conditions for the implementation of the main task: before studying the reaction of various social groups to information transmitted by the media, it is necessary to conduct a thorough analysis of the position that this or that group occupies in the cultural heritage of a given society.

The critical orientation of this school found the most consistent expression in the works of T. Adorno. Adorno showed: a) the destructive impact of the media on the individual through the spread of stereotypes of mass culture. b) indicated a change in personality types under the influence of television stereotypes,

G. Enzensberger considered the media as a repressive mechanism that exercises centralization and bureaucratic control, which aggravates the passivity of the audience.

Birmingham School (started functioning in 1970) - had the opposite view. One of the authoritative representatives is S. Hall. He emphasizes the positive, integrating role of mass culture.

H. McLuhan and A. Mol. (Culturological theory of mass communication - as a new stage of social communication).

McLuhan developed a typology of historically developing cultural systems (oral, written, audiovisual) based on various means of communication. He considered the study of communicative means the main task for understanding their interaction with a person. His observation is interesting that when using "electronic information", we are forced to think not "linearly sequentially" (as we are used to when reading a book), but "mosaic", at intervals. The "mosaic" of culture created with the help of the media was also noted by Mol.

Theories of the "information society". (D. Bell.)

The basis of theories is the concept of post-industrial society:

1) Information is the main source and means of production, as well as its product;

2) the media are a powerful stimulus for the consumption of information and its evaluation;

3) changes in society are not in the content of information, but in the ways and means of its transmission and its further application.

R. Park and C. Cooley considered communication as communication of individuals within a big city, country, and the whole world. At the same time, individuals are torn out of the usual conditions of interaction, they act independently of the social roles assigned to them by society.

The considered theories of mass communication, with all their variability, are mainly focused on the role of the media.

McQuail points out:

A) search for convergence of social and individual use of communications;

B) creation of the concept of correlation of information and culture in terms of their objective capabilities and conditions of functioning;

C) a more thorough analysis of relations in the process of communication in order to balance the practiced transmission of information and the real demands of society;

D) focus on various technologies and study of their potential orientation in practical use;

E) a more thorough study of the alternative understanding of commercialization and its place in mass communication;

E) revision of the "public interest" in communication and understanding the nature of information as a type of private property and public good (McQuail. 1987. P. 105-106).

The theory of mass communication in domestic research.

Most of the works are devoted to the study of the characteristics of the transmission and perception of information through various channels and the impact of the media on public consciousness, speech behavior and motives for the actions of individuals. Mass communication is considered in line with the problems of philosophy, sociology, psychology, ethnography, linguistics and other humanities. Interdisciplinary areas (psycholinguistics, sociopsychology, sociolinguistics, sociocommunication, etc.) are of the greatest importance for the theoretical and pragmatic aspects of mass communication.

In psycholinguistics, based on the material of speech acts, ways of optimizing speech impact and the possibilities of their modeling are considered (A.A. Leontiev, E.F. Tarasov, Yu. A. Sorokin, N.V. Ufimtseva, etc.).

The substantiation of the two-phase nature of communication allowed a deeper study of the features of the communicative phase, which is associated with the organization of communication itself and communicative units (statements and discourse), and the post-communicative phase, which is actualized in the form of decisions and specific activities as a kind of reaction to speech influence. Therefore, the problem of motivation in speech influence occupies one of the key places in the theory of mass communication.

The problem of feedback in mass communication is deeply studied by sociopsychology, for which it is important to clarify the psychological conditions that contribute to a change in public consciousness, understanding the connection between the socially significant reaction of the recipient of information and the actual mental structure of his consciousness.

Of considerable interest in this regard is the problem of the connection between the suggestibility of the recipient of information and his intractability to change his attitude or assessment of events. It has been experimentally proven that during a mass reaction to a particular socially significant situation, an individual involuntarily adheres to the assessment of the situation that was projected onto a certain group of the population (“population”) with which he is in solidarity.

In the sociolinguistic aspect, mass communication is studied primarily in terms of the features of the functioning of the language in the conditions of mass communication as a type of social communication. For this purpose, the features of the functional styles of the periodical press (V.G. Kostomarov, A.D. Schweitzer, G. Ya. Solganik, radio and television broadcasts (M.V. Zarva, S.V. Svetana) are studied). The central problem remains the identification the mechanism of interaction of social and linguistic factors that determine social differentiation, integration, interference and variability of language in the conditions of mass communication.

A special problem is the study of the role of oral channels of information transmission in the formation of speech norms (L.P. Krysin). The study of the principles of sociolinguistic measurements of language variability - linguistic, information-content and communicative and the substantiation of the three-part measurement model (S. I. Treskova) is essential for the methodology of mass communication research.

The main distinguishing features of the problems of mass communication in sociocommunication are its functional orientation and close connection with pragmatics. The first feature is explained by the specifics of the communicative process - thought precedes linguistic design, and communicative units (utterance and discourse), unlike linguistic units (words, not to be confused with single-word statements, and phrases), are formed in the process of communication. This feature of the communicative process is associated with the theory of two-phase, in another version of three-phase communication: (pre-communicative) - communicative - post-communicative. Of course, the boundaries between the phases are arbitrary, since the interaction of thought and communicative means of its expression is more complicated. One way or another, when studying mass communication, it is necessary to take into account its functional features.

The second feature is explained by the fact that it is in communication that its two basic functions are actualized - interaction and influence, which are closely related to the pragmatic side of communication.

In sociocommunication, the communicative aspect of mass communication is dominant, and the informational and content aspect occupies a subordinate place - in sociocommunication it is important not so much what, but how, who, to whom. Therefore, one should agree with those researchers who, instead of the traditional term "mass media (media)", use the term "mass media", emphasizing the priority of the communicative aspect.

The socio-communicative problems of mass communication include the following:

1) substantiation of the essence and functions of mass communication; 2) feedback mechanism; 3) modeling of mass communication; 4) the role of sociological dominants in mass communication; 5) the influence of mass communication on the social normativity of speech; 6) the specifics of the press, radio and television as mass media.

Most of these problems are closely related to the pragmatic aspect of the study of mass communication and therefore must be considered from this angle.

Models of mass media.

Model of the "communicative act" G. Lasswell.

G. Gerbner's cultivating theory of communication.

Dynamic model of B. Westley and M. McLean.

Psycholinguistic model of speech influence by A. A. Leontieva.

The study of mass communication in a pragmatic aspect involves, first of all, the identification of a mechanism for a targeted impact on the audience and the individual, as well as the establishment of factors that ensure the expected result.

With all the variety of models, each one contains as mandatory components that were presented in the “communicative act” model developed in 1948 by the American political scientist G. Lasswell.

In this model, communication is presented as a unidirectional, linear process: who informs - what - on what channel - to whom - with what effect. That is, social components are obligatory: A) informational; B) technical; B) psychological.

Communication means are implied. In unidirectional communication, there is no indication of feedback.

After the model was improved by introducing "feedback" - as a mandatory type of relationship between components. As a result, the understanding of the communication process, presented as a closed chain, in which all components are interconnected, has changed. Further improvement was facilitated by the introduction of additional components - sources of information, conditions for the flow of communication, the social composition of the audience, and, finally, language as a means of communication.

In the pragmatic aspect, of interest are those models in which the component that plays the main role in the impact function is defined. The list of such factors was proposed by the American scientist G. Gerbner, the founder of the so-called cultivating theory of communication, according to which mass communication “cultivates” a certain pattern of image (i.e., the socially significant impact of mass communication is determined not by the media themselves, but by certain social strata of society - groups politicians and economists, competing social institutions, advertisers, experts and mass audiences.)

In the Gerbner model, the mediating and main link in the mechanism of reflecting a fact or a real event in a text that is perceived by a mass audience is a communicator (a person or a machine) that composes the author's text. The identity of the real event or fact and the text of the message perceived by the audience depends on what information is selected, how carefully the editing of the text is designed for a specific communication channel, and what communication means are used.

Models B. Westley and M. McLean - under pressure from information sources, the communicator is perceived as the main component of the communication process, affecting the audience. (This is facilitated by the psychological factors of communication through the means of communication.) In this regard, it is useful to refer to the psycholinguistic model of speech influence proposed by A.A. Leontiev (there are two main ways of influencing the audience - informing and persuading.

Informing - the impact is carried out by transmitting information that is completely unknown to the audience and therefore can radically change the opinion or point of view of the recipient of information.

Persuasion is a more complex method of influence, since it sets the task of changing the opinion of the interlocutor or the mass audience without resorting to new information or new facts. In this case, a persuasive argument is needed, which requires a good knowledge of the individual and the audience.)

The limited feedback in mass communication, according to Leontiev, imposes special requirements on the mass media - to develop an attitude towards the “average listener (reader)” and ensure his interest, since at any moment he can switch, turn off the communication channel or put down the newspaper.

P. Lazarsfeld and G. Godet established in the QMS the presence of a “two-stage flow of communication” (the information transmitted by the media is sent primarily to the “leaders” and the opinion is transmitted to the rest in the process of interpersonal communication.) That is, mass communication - affects indirectly. The identification of the role of interpersonal communication in the dissemination of mass communication information has been called "the rediscovery of the primary group."

Factors of influence of mass communication.

1. Sociological factors contributing to the impact of mass communication.

2. Information factors that determine the effectiveness of mass communication.

3. Communicative factors of mass communication.

4. Features of adequate perception of information. Objective and subjective factors that ensure communication.

Sociological factors:

With a certain degree of conventionality, these factors can be defined as: A) sociopsychological, B) informational, C) communicative.

Sociopsychological factors are associated with such components of mass communication as the communicator and the audience.

To carry out the basic functions of mass communication, the direct sender and recipient of information must meet the general requirements:

1) have a certain minimum of general background knowledge,

2) own a common code - the necessary amount of verbal and non-verbal communicative units,

3) be able to use this code and correctly interpret its units.

4) have motivation - a mutual desire to implement communication, in which targeted information meets the expectations of its recipient.

For a communicator, the main condition for successful communication is the correct social orientation to the potential audience - to the background knowledge and interests of both the mass audience and "small groups". The selection of information, its optimal volume and structure, as well as the selection of verbal and non-verbal communication means depend on this.

Information factors

Information factors are associated primarily with the content aspect of newspaper materials, radio and television programs. Both the sender and the recipient of information are interested in this. The decisive factors are the selection of information, its structuring and ways of expression, taking into account the specifics of the channels. The selection of information is carried out on the basis of two main criteria - relevance and orientation to the social and personal motivation of the audience. The relevance of information is determined by temporal and territorial parameters - how timely it is and how many people need it.

On a territorial basis, up-to-date information can have a global and local character.

The most effective means of expressing tonality, which lend themselves to structuring in radio and television discourses, are intonation, rhythm and tempo (not to be confused with the physical speed of speech). The ratio of intonationally distinguished and non-highlighted components of utterances, the number and alternation of speech measures within utterances, the number and duration of pauses create a certain tonality and expressiveness of speech. The way information is transmitted is largely determined by the genres of oral and written forms of speech, which are largely standardized in each communication channel.

Communication factors

We are talking about the choice of the language code of verbal and non-verbal communication means. The choice of the language code provides for the volume, frequency and variety of communication means depending on the mass communication channel, subject matter, genre of publications and type of radio and television programs. The process of encoding and decoding was studied in the works - A.R. Luria, A.N. Leontiev, A.A. Leontiev, N.I. Zhinkina, I.A. Winter and others.

It is important for the recipient of information to be able to:

1) quickly highlight the subject of information by keywords;

2) correctly interpret the beginning of the message and, therefore, anticipate its development;

3) restore the meaning of the message, despite the missing elements;

4) correctly determine the intention of the utterance (discourse).

These skills are correlated with objective and subjective factors that ensure communication. The objective factors include the external structure of the speech message, in which the introductory part, the main part and the conclusion stand out, and the internal structure that reflects the dynamics of the message (introduction, climax, denouement), the ratio of the part and the whole, etc. The subjective factors include: a) meaningfulness of perception (the relationship between real and described events), b) discreteness of perception (discreteness is associated with the peculiarity of a person to isolate “semantic supports” in the message as a result of dismemberment, analysis and association of the flow of information), c) the conditionality of perception by a person’s past experience, d) leading nature of perception (a person's ability to anticipate the future)

Features of perception are taken into account when preparing information. The most stringent requirements apply to radio and television programs. A typical three-part structure of radio news has strict time limits: an introduction - no more than 35 seconds and no more than four different messages; the main part is 8 minutes long and contains no more than 10 news items; the conclusion, which summarizes no more than four main news items, lasts up to 40 seconds. This structure of radio news is designed for the peculiarities of auditory perception and human memory. Usually, the beginning and end of the radio information is remembered better, and repeating it three times guarantees memorization.

Dialogue is used as an effective communication factor in radio and television programs.

Norms and rules for constructing even individual statements are associated with the peculiarities of auditory perception of information. Syntactic requirements - prescribe the use of short statements with a simple grammatical structure (a direct word order is desirable, which is better perceived "by ear", verbose circumstantial turns are undesirable, since they distract from the main meaning.)

The sound aspect of radio and television information - in addition to the normative pronunciation, the correct distribution of semantic stress, the intonational design of the statement, the general tone of the message that conveys the communicator's evaluative attitude to information, tempo and rhythm are of great importance as the most important characteristics of sounding speech. The ideal condition for adequate perception of information is the coincidence of the tempo and rhythm of the communicator and the personal tempo and rhythm of the listener.

Features of the perception of information by the QMS and the media.

In the scientific literature, the terms "mass media (mass media)" and "mass media (MSK)" are used either selectively, without overlapping, or interchangeably as options. Historically, the concept of the media has developed as an idea of ​​the type of social institution, the dominant characteristic of which is the impact on society through the information function. In their evolution, the media have gone through a number of stages at different rates - “elite” (for a selected audience), mass, specialized (for certain social groups), interactive (the consumer of information chooses the program himself).

The scientific concept of QMS is formed later, in connection with the study of communication methods and the construction of models of mass communication.

The main characteristic of the QMS is the impact on society through the communicative function, which involves the study of the components of the communicative process, their relationship and the interaction of communicative means of various levels in specific situations.

With the help of the mass media, especially on the auditory and audiovisual channels, a wide variety of situations are actualized before the mass audience, which receive either a positive or a negative assessment - people accept a system of social norms of behavior, ethical and moral values ​​that are desirable from the point of view of this society.

The pragmatic typology of the QMS is based on such characteristics as the degree of impact in terms of the integration of society and in terms of the "conversion" of public opinion about social values.

According to the first basis, three types of QMS are distinguished:

A) QMS that do not contribute to the integration of society in a positive way

B) QMS that contribute to the integration of society, both positively and negatively,

C) QMS that contribute to the integration of society in a positive way, but in a differentiated way, depending on the needs of society and the dominant function of the QMS - informational, regulatory, cultural, which correlates with the structural-functional theory of mass communication.

Since the impact of the QMS can be carried out in positive and negative terms, there are two opposite processes - the integration and differentiation of society. In conditions of social stability, this contributes to the improvement of various forms of integration. In conditions of social instability, this is fraught with conflicts and aggravation of mutual misunderstanding both in interpersonal and mass communication.

QMS are able to: 1) cause changes intentionally and unintentionally, 2) cause minor changes in form and intensity, 3) reinforce the existing opinion without changing it, 4) prevent emerging changes, 5) promote emerging changes.

QMS, on the one hand, reflect the ongoing changes in society, on the other hand, they influence these changes with varying degrees of intensity. This interdependence is based on the functional basis of mass communication and is actualized in specific social conditions characteristic of various spheres of human activity.

Consideration of mass communication in a pragmatic aspect.

Mass communication promotes the interaction of people, develops in the individual a sense of belonging to society and creates a sense of personal security. QMS allow an individual to identify himself as a person - to make sure that his understanding of social values ​​is correct, to get acquainted with patterns of behavior, how to “try on” them for himself or, on the contrary, reject them, while maintaining his individuality. This desire for self-knowledge is the key to the development of a harmonious society in conditions of social stability.

The history of the development of the QMS and the media.

1. The transition to printing - as the beginning of the development of mass media (MSK).

1445 J. Gutenberg developed methods for precise casting of metal letters - symbols of letters and typographic printing, and during the second half of the 15th century this technology quickly spread throughout Europe. The development of printing at the turn of the Middle Ages and the New Age was an integral part of the formation of the capitalist economy of Western Europe. The church actively supported the development of printing. The first printing houses were created at monasteries. Further - the number of printing houses grew, and the distribution network expanded. Attempts by the state and the church to introduce censorship met with limited success (prohibited materials were published in another province. Thus, censorship contributed to the growth of printing). Printing and book distribution created new communication links and structures (new channels for transmitting information between people), contributing to the establishment of a new type of social relationship. At first, humanity communicated through interpersonal communication (people communicated only when they were together). Book publishing (as a means of mass communication) has expanded the boundaries of communication (communications). So far it has only been limited to printing. With the development of the media, there was a transfer to electronic forms of coding and transmission of information, which means the possibility of informing about events taking place in other regions.

According to the terminology of J. Thompson, there are three types of communication: 1) direct interaction (interpersonal communication "face to face"), 2) indirect interaction, and 3) indirect quasi-interaction.

Direct interaction is built on a two-way information exchange (the communicator is also the addressee, the “recipient” of a message from another participant in the communication act and vice versa.) Direct interaction takes place in the case of direct contact between participants in the communication process who are in the same space-time system. Such communication has the character of a dialogue - and to convey or interpret the semantic content in the process of interpersonal communication, along with words, other symbolic forms are usually used - intonation, gestures, facial expressions, etc.

Mediated interaction - involves the use of auxiliary means that allow people to exchange messages "distant" from each other in spatio-temporal terms. The role of such aids can be, for example, paper in the case of personal or business correspondence, as well as electrical wires, electromagnetic waves and various technical devices in the case of telephone conversations, radio conversations, teleconferences, Internet discussions, etc. Compared to interpersonal communication, mediated interaction is able to "overcome" spatio-temporal localization. Indirect quasi-interaction - special types of social relations that are established as a result of the use of mass media - print, radio, television, etc.

Mediated quasi-interaction involves expanding access to information and semantic content in time and space, symbolic forms are reproduced for an indefinite circle of potential recipients, it is a monologue - in terms of the unidirectional information flow. (The reader, TV viewer, radio listener are in this case the recipients of symbolic forms, the producers of which do not expect to receive a direct and immediate answer.)

The differences between the three indicated types of social interaction underlie the theoretical concepts of J. Meirovich and J. Thompson. Historically, the development of mediated types of communication did not always occur due to the displacement of its interpersonal form. (in some European countries at the turn of the Middle Ages and the New Age, it was common to read books aloud for those who were going to listen to the printed word; at present, it is customary to discuss television programs with family or friends.) However, more and more people come into communicative contact with those who is not nearby (i.e. mediated MC prevails over interpersonal).

The future of mass media and mass media (from typography to mass media convergence).

1st revolution (from the appearance of book publishing, and printing houses at the church - to mass media publications), 2nd - the appearance of radio, 3rd - television, 4th - satellite and cable TV, the Internet.

A. Toffler's theory of "demassification" (that the era of traditional SII is ending. And the era of media oriented to "microaudience" is coming in accordance with the diverse interests and needs of various audience groups. An example is the development of cable and satellite television, offering viewers choice from dozens of channels specialized in content (news, sports, comedy, popular science, animation, etc.)).

Active development of the Internet (developed by the CIA and the Pentagon) - (200 million in 2000, and 800 million in 2006 - worldwide). The rapid development of electronic media. (since 2000, all daily newspapers and almost all magazines published in the United States have been presented on the Web.) Media convergence (the convergence and merging of "traditional" media (periodicals, broadcasting and television) when they are transferred to a single digital platform).

Considering the issues of the influence of mass communications on the masses, one should pay attention to the factor of the possibility of introducing installations that are introduced into the subconscious of the masses in the ways, methods and capabilities of mass media. In other words, in the case of such an impact, a kind of programming of the mental consciousness of the masses takes place in accordance with the goals and attitudes emanating from those controlled by one or another financial groups or political media parties. You can also say that at all times the media have had this kind of impact. The nature of the impact itself depended on certain ideological attitudes. For example, during the existence of the centralized state of the times of the USSR, the media pursued a unified policy in line with the instructions of the party and government. During the collapse of the Soviet Union in the post-Soviet territory, the media for the most part became subject to oligarchic-criminal structures, which means that they introduced into the minds of the masses the attitudes initiated by the owners of big capital. With the coming to power of the country, V.V. Putin, who began to restore order in the country again, the mass media in their bulk ceased to belong to those owners of capital who were interested in the further collapse of the country and the impoverishment of the people. A kind of redistribution of property took place, by changing owners (examples of NTV, ORT, TVC, a number of large periodicals). D.A. Medvedev, who became the leader of the country after V.V. Putin, announced the continuity of Putin's course. At the same time, in our opinion, one should pay attention to the positive example of the media during the existence of the USSR, when newspapers, magazines, television, etc. - they supported exclusively one ruling course, promoted one political ideology, and thereby contributed to the removal in the psyche of the masses of the symptoms of neurosis caused - as during the coming to power of Gorbachev and Yeltsin - of uncertainty about the future. In addition, the unified media, the media - subordinate to one course, one line of the party, in our opinion, are also noticeably better able to exert a positive influence in the spirit of patriotic education. Which, let us note, in our country, against which, after the fall of the Iron Curtain, the active expansion of Western norms and values ​​began, is very relevant.

Among other things, it should be emphasized that the role of the mass media, information and propaganda is actually very important in the factor of ideology. It was ideology that at all times was the course, the formation of the course followed by the masses. Therefore, if one ideology appears in the country, then, firstly, this will significantly reduce the neuroticism of the masses (because, as you know, if a person needs to choose between one and the other, or even the third, this causes unnecessary psycho-emotional tension), and secondly, submission is inherent in human nature. Submitting - the individual relieves the tension caused by the likelihood of a struggle, and hence the violation of inner harmony. Whereas unconsciously everyone strives for harmony and unity with others. And here one should really pay attention to the fact that any confrontation (both taken place and just planned) almost certainly causes a certain emotional excitement in the psyche of the individual and the masses (the masses - as a concentration of individuals). Or a kind of neurosis. Whereas if such a variant of the threat (threat to the psyche) can be devalued by any means, the psyche of the individual and the masses responds quite favorably to this fact. And the symptoms of neurosis (and its various manifestations) begin to pass.

2008
© Published with the kind permission of the author

All communication systems can be divided into two groups: mass And interpersonal communication systems. The main feature of mass communication systems- within the framework of these systems, two separate individuals cannot separately exchange information with each other. Respectively, mass communication- the process of operating information, which involves a large number of people. Mass communication includes mass actions of the carnival type, political, religious and cultural meetings, the activities of exhibitions, museums, libraries, education systems, as well as actions performed using technical means and networks - telephone, telefax, computer. Systems of the second group - interpersonal communication - allow individuals to establish a separate (from other members of society) exchange of information. Such systems include telephone, telegraph and other types of postal communication, as well as an example of interpersonal communication are conversations, exams and other similar ways of communication.

In the Soviet theory of mass media in the late 70s of the twentieth century, a methodological approach took shape, in accordance with which mass communication is interpreted as a process of information dissemination by means of technical means (press, radio, cinema, television) to numerically large dispersed audiences. Until now, this approach remains relevant.

main function mass communication in accordance with this approach is to ensure the relationship between the elements of the community (individuals, social groups) and the communities themselves in order to maintain the dynamic balance and integrity of this social entity. Mass communication also performs other important social functions:

1) disseminates information about reality;

2) transfers the values ​​of culture from generation to generation;

3) provides a mass audience with entertaining, tonic information.

Thus, this approach insists on defining mass communication not like any communication in which many people participate, but only carried out with the help of technical means, primarily such as print, radio and television. They are also called mass media. The term began to be used in official documents after its inclusion in the preamble to the charter of the United Nations Educational, Scientific and Cultural Organization (UNESCO) in 1946.

The possibility of isolating and applying this approach is explained by the fact that it is the use of technical means of information transmission that turns communication into mass communication, since it makes it possible to simultaneously include a huge number of people, a wide variety of social groups and communities in the communication process. This leads to the fact that with the help of mass media, not individual people, not individuals, but large social groups actually communicate. In other words, mass communication- this is, first of all, the communication of large social groups with all the resulting social and psychological needs.

Features of mass communication:

1) pronounced social orientation. If interpersonal communication, depending on the situation, can have either a social or an individual-personal orientation, then in mass communication communication is always socially oriented, no matter in what personalized form it appears, since this is always a message not for one particular person, but for large social groups, for the masses of people;

2) organized character. Technical means give people the opportunity to transmit colossal amounts of information. The implementation of this process is unthinkable without proper organization and management. In other words, spontaneously, spontaneously, it is impossible to collect information, process it, or ensure its dissemination. In contrast to interpersonal communication, where, depending on the circumstances, both spontaneous and organized forms are present, mass communication cannot exist outside organized forms, no matter how diverse they may be;

3) institutional character. The activities of the mass media are organized and managed by special institutions - the editorial offices of newspapers, radio, television, in other words, social institutions that have their own goals and ultimately realize the interests of a particular social group;

4) absence direct feedback. Due to the mediation by technical means in the course of mass communication, there is no direct, immediate contact between the communicator and the audience;

5) increased demands on the observance of the norms of communication accepted in society compared to interpersonal communication;

6) the collective nature of the communicator. This is explained, firstly, by the fact that in the information interaction of large social groups, which, in fact, is mass communication, each communicator, whether he is aware of it or not, objectively speaks not only and not so much on his own behalf, but on behalf of the group. which he represents. Secondly, a significant number of people (editors, technical staff) are involved in the preparation and transmission of the message;

7)mass audience. The mass is an unsystematic, disorderly association of individuals, devoid of selection according to social, professional, educational, age or other essential criteria. First of all, it should be noted such important characteristics of the mass audience as its huge size and unorganized, spontaneous character. Hence the uncertainty of its boundaries and the enormous diversity of its social composition. The communicator, during the preparation and transmission of a message, can never know exactly what the size of his audience is and who it consists of. This makes the audience anonymous, which creates a lot of problems for him.

Another feature of the audience is that at the moment of perception of the message, it is most often divided into small groups. . Messages of mass communication “without knocking” enter any home, and they are perceived, as a rule, in the family circle or in the circle of friends, acquaintances, etc., and these groups can be located both nearby, in the same city, and dozens thousand kilometers apart;

8) versatility(inclusion of a wide variety of information), social relevance(content relevance to large social groups) of mass communication messages, and periodicity of information;

9) unidirectional character, those. the roles of the communicator and the audience in the communication process remain basically unchanged (in contrast to face-to-face interpersonal communication, where usually during a conversation these roles change in turn);

10) two-stage character of perception of messages: the final opinion of individual readers, listeners and viewers on certain issues covered in mass communication is formed, as a rule, only after discussing the relevant messages with other people, primarily with persons significant to them, who are usually called "opinion leaders". These are usually competent, well-informed (due to their extensive use of various media) people. Researchers on concrete facts managed to show that mass public- this is not an amorphous set of consumers of information ("atoms" of the audience), but a system consisting of groups ("molecules") that have their own leaders, capable of forming one or another opinion about mass media messages through interpersonal ("interatomic") connections and the means themselves.

At the same time, for each individual reader, listener and viewer, not only the opinion of significant groups and individuals is important, but also the mass reaction of the audience. This explains the fact that during the broadcast of a communicator's speech to a large audience, the media transmits not only the communicator's speech itself, but also the direct reaction of the audience to this speech.

The concepts of "communication" and "mass communication"

Let's take a look at what communication is.

If we understand communication literally, then this is communication, the exchange of thoughts, feelings, emotions, knowledge, etc. between individuals. (Regardless of the number of participants in the process).

In a more scientific aspect, one should talk about communication - as a process of disseminating information (knowledge, spiritual values, moral and legal norms, etc.), with the help of technical means (press, radio, television, etc.) to numerically large, dispersed audiences. Communication can also be understood as a certain kind of joint activity of participants - communicants, during which a certain view of things is developed.

Mass communication.

According to the definition of the Russian scientist B. Firsov: "Mass communication is the systematic dissemination of messages among numerically large, dispersed audiences in order to influence the assessments, opinions and behavior of people."

Mass communication is a system consisting of a source of messages and their recipient, interconnected by a physical channel for the movement of messages. These channels are:

• printing (newspapers, magazines, brochures, books mass publications, leaflets, posters);
• · radio and television - a network of broadcasting stations and audiences with radio and television receivers;
• · cinema, provided with a constant influx of films and a network of projection installations;
• sound recording, video recording.

The main parameters that distinguish mass communication from other types of communication are quantitative.

main function mass communication is to ensure the relationship between the elements of the community (individuals, social groups, classes) and between the communities themselves in order to maintain the dynamic unity and integrity of a given social entity.

Mass communication, by disseminating certain information and responding to audience requests, implements the following social tasks:

• · Creates and maintains a common "picture of the world".
• · Creates and maintains a “picture of a separate community”.
• · Passes on from generation to generation the values ​​of culture.
• Provides a mass audience with entertaining, tonic information.

Structural models of mass communication

Mass communication has a number of specific features. They are most evident when considering communication through structural models. Let's consider a few of them:

I) Lasswell Model

American political scientist Harold Dwight Lasswell proposed a linear model of communication, highlighting 5 elements in it:

• § WHO transmits the message - communicator;
• § WHAT conveys - the message itself;
• § HOW / HOW the message is transmitted - channel;
• § TO whom the message was sent - the audience;
• § WITH WHAT EFFECT - the efficiency of transmission and reception.

Lasswell considers the addressee (the recipient of information) as an object that is "managed". It is assumed that the message reaches the addressee unchanged.

Later, already in 1968, G. Lasswell proposed a more detailed version of his communication model. Its essence is also built on questions, only now they are much more detailed:

Who? With what intention? In what situation? With what resources? Using what strategy? Influences which audience? With what result?

The key question in the augmented model is "With what intent?". Only having understood the true purpose of communication, we can talk about the selection of means and about the choice target audience. As in any other work, a clear understanding of the goal determines, accordingly, the selection of other components of communication as a condition for its effectiveness.

Lasswell's "communicative formula" is both a model for studying the communication process and a detailed plan of the actual communicative action - this is its undoubted merit. At the same time, it also has a significant drawback - it is monological, it lacks feedback, thanks to which we consider communication not unidirectional and not "in itself", but as a two-way process.

II) Shannon-Weaver model.

Mathematicians K. E. Shannon and W. Weaver worked on a communicative model in the late 40s. commissioned by the Bell Telecom television company, which determined the technical focus of their model. In essence, this model is a graphical similarity to the previous one. It is based on an analogy with telephone communication.

In this model:

The source is the one who makes the call (transmits the message);

The message is the transmitted information;

Telephone transmitter -- encoder;

Telephone wire - channel;

Telephone receiver (second device) - decoder;

The recipient is the person to whom the message is addressed.

Suppose that two people living in different countries, speaking different languages ​​and poorly understanding the language of their subscriber, are forced to negotiate on the phone. At the same time, the conversation time is limited, and the telephone connection is unstable. It is clear that this conversation will be accompanied by constant interference (noise) that occurs on the communication line, the subscribers will not understand each other's language well. It is clear that in this situation they are trying to maximize the amount of information transmitted over the communication line.

The mathematical theory of communication was originally developed with the aim of separating noise from useful information transmitted by the source. According to Shannon, overcoming noise can be achieved by using signal redundancy

The concept of redundancy - the repetition of message elements to prevent communicative failure - is most often demonstrated in natural human languages. It is believed that all languages ​​are about half redundant: you can ink half the words of a text or erase half the words in a radio speech, and still be able to understand. Of course, there is a limit of acceptable noise, beyond which the possibility of understanding is sharply reduced.

Shannon's mathematical theory of communication abstracts from the content of the transmitted information, focusing entirely on its quantity: it doesn't matter what message is transmitted, what matters is how many signals are transmitted.

The advantage of this model is due to the fact that with its appearance, an idea arose about the speed and amount of transmitted information. However, the Shannon-Weaver model also has a number of limitations:

• § it is mechanistic - it reflects mainly technical methods of communication; a person is included in it only as a "source" or "receiver" of information;
• § it abstracts from the content, the meaning of the transmitted information, paying attention only to its quantity;
• § The communicative process in this model is linear, unidirectional, there is no feedback.

III) Two-stage communication model.

When studying mass communications, P. Lazarsfeld developed a model of two-stage communication. He drew attention to one regularity: the impact of information transmitted to the population through the media does not weaken after a while, but only intensifies. Studies have shown that information is absorbed by the mass audience not immediately, but after some time and under the influence of "opinion leaders". This fact made it possible to significantly correct the activities of the media.

According to the two-stage communication model, the information disseminated by the media does not reach the target audience directly, but in two stages. At the first stage, the transmitted information reaches a special category of influential and active people - "opinion leaders". In the second stage, these leaders convey the message further through direct contact with the members of their group, i.e. in the process of interpersonal communication. Even in cases where the information comes directly to the rank and file members of the group, they usually turn to the leaders for clarification.

Lazarsfeld showed that the mass media, as such, are ineffective at the level of an individual, they do not change either his opinions or his attitudes, but, penetrating into the primary groups of neighbors, family, friends as a result of personal and group discussions, they influence a person and change his mind. This model is especially pronounced in relation to information relating to something "high" - art, cultural heritage, historical memory.

Further development of this model is associated with the identification of the so-called "intermediary factors", based on which there is an impact on a person, for example: a person's predisposition to perceive certain information; a person's belonging to a certain group and the influence of group values ​​and norms. It is the “intermediary factors” that are able to loosen and change established points of view and attitudes that lead to changes in the behavior of the audience.

The Lazarsfeld model can be assessed as a two-way model, as in this case the sender forms the submitted information based on the interests and needs of social groups. Information provided to the public complies with the "addressee rule", that is, it is understandable to the audience.

Output: Having studied several structural models of mass communication, which are basic for all subsequent models, we can conclude that for the successful transmission and reception of information, many factors must be taken into account. First of all, be puzzled by the question “why do we need this?”; choose and take into account the specifics of our audience, what kind of reaction our information can cause. Take into account the fact that any information is "dusty", is not transmitted in full, and sometimes on the principle of a "broken phone". And, of course, take into account the psychology of the respondents, their characteristics and beliefs. More serious communication will require much more effort and money.

After reading this chapter, you will know:

• o the concept of mass communication;
• o the role of attitude and stereotype in the process of mass communication;
• o psychology of rumors and gossip.

The concept of mass communication

Communication is one of the central components of modern society. The status of a country, firm, organization in the real world is also determined by its status in the information space.

mass communication- the process of disseminating information (knowledge, spiritual values, moral and legal norms, etc.) with the help of technical means (press, radio, television, computer equipment, etc.) to numerically large, dispersed audiences.

The main parameters that distinguish mass communication from group communication are quantitative. At the same time, due to a significant quantitative superiority (an increase in individual communicative acts, channels, participants, etc.), a new qualitative essence will be created, communication will have new opportunities, a need will be created for special means (transmission of information over a distance, speed, replication, etc.). .P.).

Conditions for the functioning of mass communication (according to V.P. Konetskaya):

• o mass audience (it is anonymous, spatially dispersed, but divided into interest groups, etc.);
• o the availability of technical means that ensure the regularity, speed, replication of information, its transmission over a distance, storage and multi-channel (in the modern era, everyone notes the predominance of the visual channel).

The first mass media in history was the periodical press. Her tasks have changed over time. So, in the XVI-XVII centuries. dominated by the authoritarian theory of the press, in the XVII century. - the theory of free press, in the XIX century. along with others, the theory of the proletarian press arose, and in the middle of the 20th century. the theory of socially responsible printing appeared. From the point of view of information perception, periodical printing is a more complex form in comparison with computer networks, radio and television. In addition, newspapers are less efficient than other types of media in terms of reporting. At the same time, periodical printed means of delivering mass information have undeniable advantages: a newspaper can be read almost everywhere; one and the same material of the newspaper can be repeatedly returned; newspaper material traditionally has all the signs of legal legitimacy; a newspaper can be passed to each other, etc. According to sociological surveys, the average citizen in the morning prefers radio as a means of mass communication, since in conditions of time pressure it creates an unobtrusive informational background, provides information and does not distract from business. In the evening, television is preferable, as it is the easiest in terms of information perception.

Mass communication is characterized by the following features:

• o mediation of communication by technical means (providing regularity and replication);
• o mass audience, communication of large social groups;
• o pronounced social orientation of communication;
• o organized, institutional nature of communication;
• o lack of direct connection between the communicator and the audience in the process of communication;
• o social significance of information;
• o multi-channel and the ability to choose communication tools that provide variability, normativity of mass communication;
• o increased demands for compliance with accepted standards of communication;
• o one-pointedness of information and fixation of communicative roles;
• o "collective" nature of the communicator and his public identity;
• o mass, spontaneous, anonymous, disparate audience;
• o mass character, publicity, social relevance and frequency of messages;
• o the predominance of the two-stage nature of the perception of the message.

The social significance of mass communication lies in the compliance with certain social needs and expectations (motivation, expectation of evaluation, formation of public opinion), impact (training, persuasion, suggestion, etc.). At the same time, the expected message is better perceived when separate messages are prepared for different target groups, taking into account the interests of the target audience.

The relationship between source and recipient in mass communication is also acquiring a qualitatively new character. The sender of the message is a public institution or a mythologized individual. The recipients are the target groups, united according to some socially significant features. The task of mass communication is to maintain communication within groups and between them in society. In fact, such groups can be created as a result of the impact of mass messages (the electorate of the new party, the consumers of the new product, the clients of the new firm).

Mass communication, according to W. Eco, appears at a time when there is:

• o an industrial-type society, outwardly balanced, but in reality saturated with differences and contrasts;
• o communication channels, ensuring its receipt not by certain groups, but by an indefinite circle of addressees occupying different social status;
• o Groups of manufacturers that produce and release messages in an industrial way.

G. Lasswell names the following functions of mass communication:

• o informational (survey of the surrounding world),
• o regulatory (impact on society and knowledge of it through feedback);
• o cultural (preservation and transmission of cultural heritage from generation to generation);
• o A number of explorers add an entertainment feature.

V.P. Konetskaya speaks of three groups of theories focused on the predominance of one or another leading function of mass communication:

• o political control;
• o indirect spiritual control;
• o cultural.

The globalization of mass communication, predicted by M. McLuhan, at the end of the 20th century. expressed in the development of the worldwide computer network Internet. The possibility of almost instantaneous communication with the simultaneous use of visual and auditory channels, textual and non-verbal communication has qualitatively changed communication. The concept of virtual communication appeared. In the literal sense, the network itself is not a mass medium, it can be used for both interpersonal and group communication. At the same time, the opportunities that it opens up specifically for mass communication testify to the beginning of a new era in the development of communication systems.

We can say that communication in nature and society has gone through the following stages:

• 1) tactile-kinetic in higher primates;
• 2) oral-verbal among primitive peoples;
• 3) written-verbal at the dawn of civilization;
• 4) printing and verbal after the invention of the book and the printing press;
• 5) multi-channel, starting at the present moment.

Mass communication, especially in the modern era, is characterized by multi-channel: visual, auditory, auditory-visual channel, oral or written form of communication, etc. are used. There is a technical possibility of bidirectional communication, both open (interactivity) and hidden (reaction of the listener or viewer, behavior), mutual adaptation of the sender and recipients. Because both channel selection and accommodation are influenced by society and recipient groups, it is sometimes said that the media is ourselves.

Mass character as a defining characteristic of mass communication actually creates new entities in the communication process. Participants in the communication process are considered not individual individuals, but mythologized collective subjects: the people, the party, the government, the army, the oligarchs, etc. Even individuals appear as image mythologemes: the president, party leader, media magnate, etc. Modern researchers come to the conclusion that the function of informing in mass communication is giving way to the function of association, and after it - management, maintaining social status, subordination and power.

The emergence and development of technical means of communication led to the formation of a new social space - mass society. This society is characterized by the presence of specific means of communication - mass media.

Mass media (MSK) are special channels and transmitters, thanks to which information messages are disseminated over large areas. Technical means in mass communication include the media (mass media: press, radio, television, the Internet), mass media (SMV: theater, cinema, circus, spectacle, literature) and technical means proper (mail, telephone, telefax, modem). ).

Mass communication plays the role of a regulator of the dynamic processes of the social psyche; the role of an integrator of mass sentiments; channel of circulation of psycho-forming information. Thanks to this, the organs of mass communication are a powerful means of influencing cash and a social group. The uniqueness of the communication process in the QMS is associated with its following properties (according to M. A. Vasilik):

• o diachronism - a communicative property, due to which the message is stored in time;
• o diatopicity - a communicative property that allows information messages to overcome space;
• o multiplication - a communicative property, due to which the message is subjected to repeated repetition with relatively unchanged content;
• o simultaneity - a property of the communication process that allows you to present adequate messages to many people almost simultaneously;
• o replication - a property that implements the regulatory impact of mass communication.

The rapid development of mass media in the XX century. led to a change in worldview, transformation, the formation of a new virtual world of communication. There are two main directions in the theory of mass communication:

• 1) a person-centered approach that supported the minimum effect model. The essence of this approach is that people are more likely to adapt the mass media to their needs and requirements. Proponents of a human-centered approach proceeded from the fact that people selectively perceive incoming information. They choose that part of the information that matches their opinion, and reject the one that does not fit into this opinion. Among the models of mass communication here are: the constructionist model of V. Gamson, the "spiral of silence" by E. Noel-Neumann.
• 2) media-oriented approach. This approach is based on the fact that a person is subject to the action of mass media. They act on him like a drug that is impossible to resist. The most prominent representative of this approach is G. McLuhan (1911 - 1980).

G. McLuhan was the first to draw attention to the role of mass media, especially television, in shaping mass consciousness, regardless of the content of the message. Television, collecting on the screen all times and spaces at once, collides them in the minds of viewers, giving significance even to the ordinary. By drawing attention to what has already happened, television informs the audience about the end result. This creates in the minds of viewers the illusion that the demonstration of the action itself leads to this result. It turns out that the reaction precedes the action. The viewer, therefore, is forced to accept and assimilate the structural-resonant mosaic of the television image. The effectiveness of the perception of information is influenced by the life experience of the viewer, memory and speed of perception, his social attitudes. As a result, television actively influences the spatial and temporal organization of information perception. The activity of the mass media ceases to be a derivative of any events for a person. The means of mass communication begin to act in the mind of a person as the root cause, endowing reality with its properties. There is a construction, mythologization of reality by means of mass communication. The mass media begin to perform the functions of ideological, political influence, organization, management, information, education, entertainment, and maintenance of the social community.

Mass media functions:

• o social orientation;
• o social identification;
• o contact with other people;
• o self-affirmation;
• o utilitarian;
• o emotional release.

In addition to these socio-psychological functions, according to the French researchers A. Catl and A. Kade, SM K performs the functions of an antenna, amplifier, prism and echo in society.

Among the methods of research of mass communication stands out:

• o text analysis (using content analysis);
• o advocacy analysis;
• o analysis of rumors;
• o observations;
• o surveys (questionnaires, interviews, tests, experiments).

Content analysis (content analysis) is one of the methods for studying documents (texts, video and audio materials). The content analysis procedure involves counting the frequency and volume of references to certain units of the text under study. The resulting quantitative characteristics of the text make it possible to draw conclusions about the qualitative, including the hidden content of the text. Using this method, you can explore the social attitudes of the audience of mass media.

G. G. Pocheptsov, describing the models of mass communication, singled out the standard classical unified model of communication, which consists of the following elements: source - encoding - message - decoding - recipient.

Note that, since the process of transition to the message is often built with some delay, including the processes of various transformations of the source text, an additional stage is introduced - "coding". An example would be a speech delivered by a group of assistants to a company executive. In this case, there is an encoding of the original intentions into a message, which is then read out by the leader.

constructionist model. American professor W. Gemson believes that different social groups are trying to impose on society their own model of interpretation of an event.

The predecessors of the W. Gemson model were two models: 1) minimal effect and 2) maximum effect.

The maximum effect model was based on the following factors for the successful use of communications:

• 1) the success of propaganda in the First world war, which became the first systematic manipulation of mass consciousness;
• 2) the emergence of the public relations industry;
• 3) totalitarian control in Germany and the USSR. Considering it, the researchers came to the conclusion that communication can affect a person and nothing can be opposed to it.

The minimum effect model was based on the following factors:

• 1) selective perception. People selectively perceive information, they perceive what coincides with their opinion, and do not perceive what contradicts their views;
• 2) the transition to considering a person as a social molecule from considering him as an individualized atom;
• 3) political behavior during elections. Researchers of electoral technologies have paid attention to the resistance of voters. The conclusion they made is that it is impossible to change the stereotype, the predisposition of the voter, the struggle can be waged only for those who have not yet made a final decision.

These two models - maximum / minimum effect - can be represented as an emphasis either on the source (in the case of maximum understanding, everything is in his hands), or on the recipient.

W. Gemson bases the constructionist model, relying on some modern approaches. Considering that the effect of the mass media is not the same and minimal, he lists the following components:

• 1) work with the definition of "idea of ​​the day", revealing how the mass media gives people the keys to understanding reality;
• 2) work within the framework of presidential races, where the press influences people's assessments;
• 3) the phenomenon of the spiral of silence, showing how the press, by giving a voice to a minority, makes the majority feel like a minority and not pretend to speak publicly;
• 4) the effect of cultivation, when artistic television, with its massive display of, for example, violence, influences municipal politics, dictating priorities.

W. Gemson distinguishes two levels of functioning of his model: cultural and cognitive.

Cultural level - this is about "packaging" messages in ways such as metaphors, visual images, references to morality. This level characterizes the discourse of mass media.

The cognitive level is related to public opinion. It adapts the information received to the psychological prerequisites and life experience of each person.

The interaction of these two levels, functioning in parallel, gives the social construction of meanings.

mass communication audience as an object of information impact can be divided into mass and specialized. Such a division is carried out on the basis of a quantitative criterion, although a specialized audience in some cases may turn out to be either more or less numerous than a mass one, based on the nature of the association of people that make up the audience.

Theoretical ideas about the mass audience are quite ambivalent.

This term is most commonly used for:

• o all consumers of information distributed through media channels (readers, radio listeners, TV viewers, buyers of audio and video products, etc.), where mass character is the main attribute of this audience;
• o random associations of people who do not have common professional, age, political, economic, cultural and other characteristics and interests (a crowd of onlookers who have gathered to listen to a street speaker or musicians, etc.).

In the scientific community that studies the processes of mass communications and their means, there are conceptual interpretations of the concept of a mass audience. In some cases, it appears to us in the form of an inert, unorganized mass, passively absorbing everything that the media offer. Here we are talking about the mass audience as an amorphous formation, poorly organized, without clear boundaries and changing depending on the situation.

In other cases, the mass audience looks like a social force capable of actively influencing the "mass media", requiring them to satisfy their own special (age, professional, cultural, ethnic, etc.) desires and interests (meaning organized, systemic, well-structured education).

Verification of these interpretations is carried out within the framework of two approaches. Theoretical basis The first is the concept of two-stage communication by P. Lazarsfeld and a number of other specialists in this field. They proposed to study the mass audience not as an amorphous set of consumers (atoms), but as a system consisting of groups (molecules). These groups have their own "opinion leaders" who are able, through interpersonal (interatomic) connections, to streamline and structure the mass audience, to form certain ideas about the media and about the information itself - its content, form and purpose. However, most modern theories focus on the growing massive indifference of the audience, its destructuring, entropy, which results in the increasing manipulation of its consciousness by the media.

Quantitative socio-structural characteristics of the audience (i.e. data on gender, age, education, occupation and place of residence, their interests and preferences) are, of course, necessary, but this is only the first stage of knowledge. This is explained by the fact that with this perspective of its study, many processes that arise in the minds of people as a result of the perception of media products remain out of sight. Thus, television ratings answer the questions "what" and "how much", but do not answer the questions "why" and "with what result". Answers to these questions require a qualitative analysis of both the audience itself and the functioning of the media, which includes the study of communication technologies and their influence on the pictures of reality that arise in the minds of viewers.

A specialized audience is a fairly definite and stable whole with more or less defined boundaries, including many individuals. People in them are united by common interests, goals, value systems, lifestyle, mutual sympathy, as well as common social, professional, cultural, demographic and other characteristics. This audience can be considered as a wide segment of the mass media audience if it is, for example:

• o about the audience of a certain type of mass communication (only about radio listeners or only about TV viewers, newspaper readers, etc.);
• o about the audience of a particular mass communication channel (about viewers of ORT or RenTV; about radio listeners of Retro-FM or Radio Russia; readers of Vesti or Kommersant newspapers, etc.);
• o about the audience of certain types of messages (headings) - news, sports, criminal, cultural, etc.

The presence of specialized audiences is an indicator that the public perceives information depending on their social, cultural, educational, professional, demographic, age and other characteristics. The ability to structure the audience, identify the necessary segments (target groups) in it largely determines the success of communication, no matter what specific form it takes - party propaganda, election campaign, advertising of goods and services, commercial transactions, environmental or cultural events.

Each of the groups requires its own strategy, its own ways of informing and forms of communication. And the more accurately the audience differentiation is carried out and the parameters of the target group are determined, the more successfully communication will be carried out.

The creation and consumption of mass information is directly interconnected with the psychological processes of perception and assimilation. The main role in the process of consumption is played by the audience - the direct consumers of this information.

Audiences can be stable or unstable in their preferences, habits, frequency of appeal, which is taken into account when studying the interaction between the source and recipient of information.

The characteristics of the audience largely depend on its socio-demographic characteristics (gender, age, income, level of education, place of residence, marital status, professional orientation, etc.). Also, when receiving mass information, the behavior of the audience is mediated by factors of an objective nature (the uniqueness of the circumstances, the external environment, etc.). The relevance for consumers and the significance of the mass information itself and the source of its transmission are often indicated by the quantitative parameters of the audience: the larger the audience, the more important the information and the more significant its source.

Audience types. The typology of the audience is based on the possibility of access of certain groups of the population to specific sources of information. Based on this, the following types of audiences can be named:

• o conditional and non-targeted (whom the media does not directly target);
• o regular and irregular;
• o real and potential (who is actually the audience of this media and who has access to it).

Audience analysis carried out in two directions:

• 1) according to the form of information consumption by different social communities;
• 2) methods of operating the received information.

Stages of interaction between audiences and information:

• o contact with the source (channel) of information;
• o contact with the information itself;
• o receiving information;
• o development of information;
• o formation of attitude to information.

By access to the source of information and the information itself, the entire population is divided into an audience and a non-audience. At present, most people in developed countries belong to the real or potential audience of the QMS.

Non-audience happens:

• o absolute (those who do not have access to the QMS at all, there are already few such people);
• o relative (who has limited access to the QMS - no money for newspapers, a computer, etc.).

It should be noted that SMC products, which are formally available to the majority of the population, are consumed in different ways.

Features of consumption and assimilation of mass information directly depend on the level of readiness of the audience to accept information, which can be identified on the basis of the following features:

• o the degree of proficiency in the vocabulary of the media language in general;
• o the degree of understanding of a particular text;
• o the degree of development of internal operation (adequate semantic interpretation of the text);
• o adequate reproduction of the meaning of the text in speech.

The French sociologist A. Touraine identified four cultural and informational strata of modern society:

• 1) the lowest level - representatives of forms of social life that are fading into the past, peripheral in relation to modern information production, actually excluded from the sphere of mass information consumption (immigrants from developing countries, representatives of the elderly population, degrading rural communities, lumpen, unemployed, etc. );
• 2) low-skilled workers (mainly focused on entertainment products);
• 3) active consumers of the products of the QMS - employees oriented towards superiors, executing other people's decisions (this includes journalists and PR managers);
• 4) "technocrats" (managers, producers of new knowledge and values, combining professional interests and aristocratic art).

Nowadays, people need social information, as a result of which information is activated - consumer activity audience. It includes the reception, assimilation, evaluation and memorization of information and manifests itself in the following forms:

• o complete - complete reading, viewing, listening and analysis;
• o partial - superficial review without analysis and serious conclusions;
• o refusal to receive a message in case of its irrelevance (disinterest in an article or transmission) or an overabundance of information of a certain direction or topic, when there is a threat of "satiation of information" on a particular issue.

An acute problem of information-consumer activity of a mass audience is misunderstanding. There are usually two types of misunderstanding:

• 1) subjective - the unwillingness of the audience and individual subjects to understand the problems, to learn and remember the terminology;
• 2) objective - due to ignorance of new words, peculiarities of personal perception and social stereotypes, as well as all kinds of distortions in the transmission of information in the media.

Modern media strive to qualitatively improve the process of information and consumer activity. For this purpose, feedback is established between communicators and audiences:

• o epistolary (by mail);
• o instant ("hot line", "hot phone", interactive survey via telephone or computer network);
• o questioning the audience;
• o conferences are held (discussion of media products), consultations and joint preparation of materials for issues of the author's asset "editorial" and representatives of the QMS audience;
• o assessment of the activities of a particular media outlet (study of reviews, reviews and reviews of a mass media source);
• o rating studies ("measurements" with the help of sociological studies of the daily dynamics of the real audience of publications and programs).

In general, the consumption of mass information is a complex and psychologically active process that divides the audience according to economic, socio-demographic, cultural and other characteristics. The process of consumption of mass information is associated with the fact that the audience themselves produce mass social information, both directed through certain channels (for example, letters or requests to the media or government bodies), and "non-canalized" (diffuse), circulating in poorly structured networks of interpersonal communication ( rumors, conversations, etc.).

Mass Communication Functions. In 1948, G. Lasswell identified three main functions of mass communication:

• 1) review of the surrounding world, which can be interpreted as an information function;
• 2) correlation with the social structures of society, which can be interpreted as the impact on society and its knowledge through feedback, i.e. communicative function;
• 3) the transfer of cultural heritage, which can be understood as a cognitive-culturological function, a function of the continuity of cultures.

In 1960, the American researcher K. Wright proposed to single out the following function of mass communication as an independent one - entertainment. In the early 1980s McQuale, a specialist in mass communication at the University of Amsterdam, singled out another function of mass communication - mobilizing, or organizational and managerial, referring to the specific tasks that mass communication performs during various campaigns.

Domestic scientists-psycholinguists distinguish four functions typical of radio and television communication: 1) informational; 2) regulatory; 3) social control; 4) socialization of the individual (i.e. education in the personality of traits that are desirable for society).

The information function is to provide the general reader, listener and viewer with up-to-date information about various fields of activity - political, legal, business, scientific and technical, medical, etc. A large amount of information allows people to expand their cognitive capabilities, increase their creative potential. Knowing the necessary information allows you to predict your actions, saves time, and increases motivation for joint actions. In this sense, this function contributes to the optimization of the useful activities of society and the individual.

The regulatory function has a wide range of impact on the mass audience, from establishing contacts to controlling society. Mass communication influences the formation of the public consciousness of the individual and the group, public opinion and the creation of social stereotypes. It also makes it possible to manipulate and control public consciousness, in fact, to exercise the function of social control.

People tend to accept those social norms behavior, ethical requirements, aesthetic principles that have been promoted by the media for a long time as a positive stereotype of lifestyle, clothing style, form of communication, etc. This is how the socialization of the subject takes place in accordance with the norms that are desirable for society in a given historical period.

The culturological function includes acquaintance with the achievements of culture and art and contributes to the awareness of the society of the need for the continuity of culture, the preservation of cultural traditions. With the help of the media, people get acquainted with the characteristics of different cultures and subcultures. This develops aesthetic taste, promotes mutual understanding, the removal of social tension and, ultimately, the integration of society. The concept of mass culture is connected with this function.

Taking into account the above characteristics and main functions of mass communication, its social essence is reduced to a powerful impact on society in order to optimize its activities, integration, and socialization of the individual.