The science of the fundamentals and principles of communication. Theory of communication as a science and a discipline

The theory of communication within the framework of humanitarian knowledge considers this concept primarily from the point of view of the variety of mass communication of people. As evidenced by the science of the fundamentals and principles of communication (this is linguistics), each social system is aimed at the formation of a value-normative structure (i.e., ideology as an indicative basis for the vital activity of this particular society). A society that stands at a high level of civilization development, as priorities, highlights humanitarian values, such as human rights, social justice, democracy, etc. Mass media are actively used (printed, visual, Internet resources, etc.), through which a relationship is formed The public to some or other events in the world. Communication in science also acquires its importance. Newspapers, radio channels, television, the Internet - all these tools contributed to the process of everyday communication between subjects and the integration of their spiritual life.

Scientific role

Communication plays an equally important role in modern science. The development of the means of mass communication has greatly increased the opportunities for scientific and cultural exchange in the society, the transfer of cultural achievements. Mass communication is used as the formation of a kind of psychological phenomenon - the so-called special "space" - both in socio-political and cultural-ideological terms. Under these conditions, public consciousness acquires a more differentiated and structured order.

Functions of mass communication

In science, it was noted that the rapidly increasing volume of information became one of the main features of modern society. Not only possession of material goods is an indicator of power and solvency in modern society. The possession of information resources also becomes an attribute of the social status of individuals and groups. The science of the foundations and principles of communication comes to the conclusion that the emergence of an information explosion in modern society has an increasing impact on its citizens. A specific psychological type of modern man is being formed. In the process of comparing and combating political positions, opinions and views, the public realizes the urgent social problems.

In addition to the informative function, communicative acts can perform expressive (emotional stimulation) and social-contact function. The theory of communication as a science considers the mass media as regulators of mass forms of behavior. The task of these regulators is to form the representations of broad sections of the population, influence their emotional sphere, etc. With their help, wide coverage of various spheres of the economy, politics, social services, culture, communication, etc. is carried out. At the same time, the emphasis is on the motivational and demanding sphere of the audience Consumption of mass media.

Means of mass communication

If initially mass media were created to expand the sphere of communication, by now they themselves have become an organic need of the modern subject. The theory of communication as a science distinguishes the functions of the means of mass communications, proceeding from their social nature. This is a broad socio-psychological impact of mass media on large audiences. It is precisely this scale that the means of mass communication differ from the former ways of direct communication between people. At the same time, the process of implementing the specific functions of mass communications does not take place automatically (without regard to how the audience perceives the information - readers, listeners or viewers). In this connection, the theory of communication as a science and educational discipline is of interest, which attempts to comprehend the very psychological specifics of the process of perception and processing of social information by a subject.

Modern mass media and mass culture

The wide availability of all possible means of mass communication contributed to the consolidation of the socio-psychological phenomenon of mass culture. Even in the works of H. Ortega y Gasset, long before the advent of the Internet and various kinds of gadgets, ideas were presented that a broad range of the public are now being accessed by those resources that until recently were a priority among the elite. Mass culture is oriented towards mass consumption. In this regard, it is not surprising that often it acquires the features of a cultural substitute. The audience is offered a more simplified, primitized model of existence in society. First of all, this scheme refers to the system of human relationships. In addition, the cult of external success is actively preached, which is also a consequence of the devaluation of high culture.

Access to political events

Another phenomenon brought to life by the conditions of modern media is the so-called political spectacle. Henceforth, the political life of society has also become an open object of social vision. Broad masses are witnessing the political life of society, actively show their political sympathies and antipathies. Politicians, in turn, receive additional opportunities to conduct their propaganda and political mobilization. Also, opportunities for performing actions with hidden political effects, opportunities for holding large-scale political games are expanding.

Mass communication and power

Intercultural communication as a science shows that in democratic societies, mass communication media are distanced to some extent from state power (in any case, society actively seeks to do this). Political figures, on the other hand, are trying to get closer to these means and, as they say, to get them to their hands. The authorities are always interested in managing the news. And the more a given state in its nature is far from democratic, the more it succeeds. In such a situation, the information is primarily distributed to the extent that it is beneficial to the "tops". Of course, it is not uncommon for cases when certain facts from a series of undesirable information fall into the press. This happens, as a rule, without specifying the specific sources from which the information has leaked. Therefore, the classification of secrecy acquires a separate significance and simply necessity.

We see the same thing in advertising (which will be discussed below): a large number of specialists are occupied with the question of how to present to the broad masses objects of material and spiritual consumer goods. And do it in a way that does not look like a consumer goods, but, on the contrary, offers consumers to feel their own "uniqueness". As the science on the fundamentals and principles of communication determines, the main specificity of the bodies of mass communication in this case is that they, as a rule, are not a source of transmitted information. Instead, they act as its repeater. However, a wide audience usually does not see a difference between them, identifying the repeater with the source.

Being under the pressure of social control, the system of mass communication serves as a means of establishing spiritual values and basic social norms - including in the process of socializing the younger generation.

Main categories of mass media

The importance of mass communication means is determined by the function of organizing and maintaining a social information link between individuals in society and between various elements of the social structure. Currently, there are three main categories in the mass media:

- a letter,

- the word,

- sound image.

At the same time, the main difference between visual and verbal means of mass communication is the way the message is perceived, as well as the spatial and temporal characteristics of the message (environment, room, conditions of the situation, etc.) in which the process of perception of information is carried out.

Communication in the system of group communication

According to the researches on which the science relies on the fundamentals and principles of communication, the communicative system has a direct connection with the positions of individuals depending on the system of information flows. The possession of information often directly depends on the status of the individual in the group. For example, high-status members of a group usually receive a larger number of messages that are favorable (friendly), in contrast to messages sent to individuals with low status in the group.

The fundamentals and principles of communication in the functioning of the group are of great importance. Communication influences the effectiveness of group decisions of various tasks within the framework of centralized and decentralized communication networks. It also actively promotes the emergence of leadership in groups, influences its organizational development and the level of satisfaction / dissatisfaction of its members.

Advertising as an object of communication influence

Advertising is also a means of social communication, while it is a question of paid firms and organizations of information aimed at promoting certain goods and services on the market. The means of dissemination of commercial information in advertising have a rather wide range: they are periodicals (magazines, newspapers), and radio broadcasts, and television, outdoor displays (billboards, signboards and display cases), transport tablets, as well as various souvenirs (pens, mugs, T-shirts, towels, etc.).

Advertising forms a firm image of the firm, its products and services, spreading information about the sale, to approve a promising commercial idea, etc. Again, as the science of the fundamentals and principles of communication shows, advertising has received the greatest peak in the US. The production of the abundance of products was caused by the introduction of mechanized processes into the American industry. As a result, manufacturers received an overabundance of goods and, consequently, the need for advertising incentives for consumer activity. Currently, advertising in the United States spends about tens of billions of dollars a year.

At the same time, advertisers accurately track feedback from one form of advertising message. Advertising appeals, accordingly, try to create in such a way that the presented goods become for potential consumers not only desirable, but also exclusive. At the same time, it is extremely important to observe the "believability" of such information. The necessity of acquiring a good can also be induced indirectly (for example, at the subliminal level of the individual's perception).