БАҚ-ының ҚОҒАМҒА ӘСЕР ЕТЕТІН КОММУНИКАЦИЯ МОДЕЛЬДЕРІ

Abstract

Abstract. This article provides an overview of communication models that optimize at the scientific level the purpose and methods of communication of the communicator with the audience. At the same time, if possible, I will take into account how models are used (or are used) in communicative practice, how they are tested in public opinion and ordinary consciousness. The features of reflection of communication models in real communicative practice are also traced, taking into account the current socio-cultural space, social and political context. The study of scientific literature revealing the research topic allows us to identify several working groups. The works are devoted to the study of communication models, which are analyzed using various approaches: G. D. Lasswell (linear model). Here the author defines a "network" model of communication, represented by many communication trends; the concepts of behaviorism and neo-behaviorism of John B. Watson and C. Osgudt are widely known, in which the peculiarities of the influence of various speech signals on human reaction were studied; the concept of E. Noel-Neuman, interpreted as a "spiral of calm/silence"; T. With the help of Newcomb's interactionist model, it can be concluded that the relations between socio-psychological prerequisites are realized as a result of personal and social communication as subjects; dialogical model (T. M. Dridze). The author offers here a broad understanding of dialogue as "a meaningful connection based on the ability and desire to adequately interpret the communicative intentions of the communication partners of the subjects"; J. The Overton communication model called the "Overton Window" has the ability to manipulate public opinion by creating and distributing intermediate values and values over a long time, creating new values necessary for the communicator. The center of gravity and changes of global processes is always connected with the communication processes that are developing today in the global socio-cultural space. Indicators and catalysts of these processes are communication models, which at the scientific level legitimize one or another way of interaction of the communicator with the audience. Therefore, it is important for modern social science to assess the specific consequences that can initiate or initiate the spread of a particular model of communication in communicative practice. Keywords: communication model; communicator; audience; person; meaning; impact; manipulative technologies; dialogue; population; group; information; communicativeness; communication; circle; message; global process.