Abstract
<p>Digitalization of the mass media, which has radically changed the information environment, creates new opportunities for self-education and upgrowth of the audience. The paper defines the communicative and cultural status of new media, characterizes the socio-cultural and technological aspects of their dynamics; substantiates the necessity of elaborating mechanisms for systematization of heterogeneous information flows and elaborating criteria for their evaluation in the era of globalization of the media sphere, what implies a qualitatively different level of media competence of the audience, provided with such factors as media education, media coverage, media criticism. The definition of concepts "media competence", "media enlightenment", "media education", "media criticism" is given and their functional areas are delineated. Social networks are considered as an important tool for media enlightenment which provides significant opportunities for promoting cultural achievements in the new media environment.</p>
Highlights
The Internet demonstrates unlimited possibilities in all spheres of life, offering new communication technologies for different subjects, new technologies for working with information products and new ways of their delivering to target groups, new technologies for forming public opinion and behavioral models
The goal of research is to define and specify the opportunities mediated by new media that contribute to raising the level of both media and socio-cultural competence of the audience
Identification of the educational potential of new media which are heterogeneous in their nature involves a multidimensional approach
Summary
The Internet demonstrates unlimited possibilities in all spheres of life, offering new communication technologies for different subjects, new technologies for working with information products and new ways of their delivering to target groups, new technologies for forming public opinion and behavioral models. Innovative processes in the field of social communication have led to the emergence of so-called new media information resources based on digital and portal and network technologies with instant response to user's requests. The qualitative novelty of communicative and social interaction of actors strengthens the role of new media in both information and educational aspects. The problem of new media attracts experts in the field of mass and Internet communications, and humanitarians whose scientific and professional interests concern new information and communication technologies and their impact on people, culture and society (Kazak, 2014; Karpenko, 2013; Polonskiy, 2015; Popov, 2013; Tyazhlov, 2016; Bennato, 2012; Crosbie, 2002; Manovich, 2001; Kireev, 2010; Jenkins, 2006). The goal of research is to define and specify the opportunities mediated by new media that contribute to raising the level of both media and socio-cultural competence of the audience
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