Academic journal article Journal of Organizational Culture, Communications and Conflict

Communication Tools of the Internet Social Space

Academic journal article Journal of Organizational Culture, Communications and Conflict

Communication Tools of the Internet Social Space

Article excerpt


The modern mass media based on application of information and computer technologies are called means of socio-cultural globalization. At the same time their role in dissemination of culture and forming cultural spaces (R. Jenkins), influence on identity is emphasized (Jenkins R., 2007, p. 82). As D. Morley and K. Robbins consider, networks of e-mail and the Internet message open unprecedented opportunities for establishment and maintenance of relations, that is communications (Morley D., Robbins K., 1995). However, as, for example T.H. Eriksen, notes, in case of the growing amount of information and, respectively, increase in text variety, decrease in opportunities of information flow, especially contents (Eriksen T.H., 2003) judgment is observed which finds reflection in results of a number of social researches of audience behavioral models, in particular, of the internet mass-media allowing to make forecasts of classroom interests development (Sharikov A., 2014, p.174; Davydov S. G., Logunova O.S., Petrova E., 2014, p. 85). These interests in the conditions of media communications influence nature of the meanings transfer reproduced by the subjects included in communication process. Meanings in media communications are given a sign shape that allows to consider mass culture sign system after R. Bart (Barth R., 1993, p. 421). Sign registration of communication process, as R. Bart defines it, marks society, giving it high-quality shades, mythologizing social environment. Excess of information results in excess of knowledge as T.H. Eriksen considers, there is an urgent need to select what is essential from what is misinformation and does not rend the air. Then we can talk about creation or development of the filtrational thinking allowing to perform information selection processes on the basis of the cultivated and developed taste, moral values to protect creative interests and creativity as process and product.

Protection in the mass media provocative role conditions, as D. McQuail sees it, is when media call situation a crisis and in time it becomes crisis (McQuail D., 1993, p.421), should be placed in the context of cultures dialogue which is intended to remove risks, as N. D. Nikandrov considers (Nikandrov N. D., 2015). Reflexive reviewing of content perceived by audience becomes the most important communication instrument of cultures dialogue.

Reflexive reviewing of content, being a subject of our research, can be defined as selection process of the meanings containing in products of mass media on the basis of filtrational thinking and comparison to a value system of the personality as to the authors providing Networks texts, and to consumers. However the sign system of media communications, information speeds, deficit of information time cannot but leave a mark on structure and bases of reflexive reviewing as communication tool of the Internet. To find out features of structural and typological changes of this process - is a task of this research.


Studying reflexive reviewing as instrument of professional media communications on the Internet was carried out with use of the following methods: typological analysis, structurally functional and discourse analysis which were applied to defining features of its transformation in socio-cultural space of the all-Russian and national (regional) segment of the Internet. At the same time we considered how new technologies in the form of Internet communications have influenced functioning of all media system that has created a number of functioning features and reflexive reviewing in the Global network. Since under their impact transformation specifics are exposed, the main lines, as well as organizational system of reviewing are especially brightly shown in such form as the literary review. More than 1500 texts placed in 2013-2015 have been analyzed using the above described methods. On the Internet websites versions of traditional specialized mass media - literary and art editions: all-Russian The Literary Newspaper and regional - Idel-Idel and Utlara Cauldron magazines ("Fires of Kazan") were analyzed. …

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