Історико-теоретичні аспекти дослідження засобів масової комунікації

Abstract

the article defines the basic concepts in the field of mass media research. It is noted that the research of mass communications is presented in the scientific and educational literature by a wide range of author’s positions on its structuring depending on the choice of features and priorities for the selection of structural elements. It is pointed out that the study of mass communication in Western countries is developing essentially as a single research complex with a focus on managerial, ideological and cultural aspects of com- municative influence on man and society. It is noted that there are three relatively independent areas of research: 1) non-verbal analysis of rationality in the «production of culture», with emphasis on the organization of mass media and ensuring a level of professionalism and sales in a competitive environment. 2) Neo-Marxist approach, with the study of the symbolic aspect of ideological coercion and political hegemony. 3) Neo-Durkheimian studies of «public perception», which focus on the formation by the mass media of collective ideas of a sense of solidarity of individuals as members of mass audiences. It is emphasized that the basis for the differentiation of approaches to the study of mass communication in society is the relationship between the role of spiritual and material factors. It is pointed out that on the one hand, culturological approaches are widespread, which focus on the study of mass communication in the context of ideas, values, ideas that are both produced and disseminated by them in society. On the other hand, the influential tradition of analysis of mass communication sharpens attention to the study of the structure of property relations, the peculiarities of the imple-mentation of market relations in the field of mass communication. The impact on the media of the achievements of scientific and technological progress, which significantly change their nature, expand their functions in the following areas: 1) decentralization - the choice of programs increasingly depends on the individual, 2)increasing the volume of information programs, 3) the possibility of interactivity - interaction communication for information exchange