Paradigmatics of the Modern Mass Communication System in the Model of G. Lasswell

Abstract

The study examined the transformation of mass communication classical model developed by G. Lasswell: who speaks? who is he talking to? What does he say? on what channel? with what effect? Operationalization of these variables is taking place within main institutionalized communication spheres — journalism, advertising, public relations, as well as in the institutionalized sphere — media communications. The participants of communications in journalism, advertising, public relations and media communications have their own special characteristics. The last three are the most diversified in media communications. The emergence and active development of the virtual public environment in its two varieties — the public sphere proper and the maintenance sphere influenced the composition of the actors of this environment and the implementation and ways of implementing the category of authorship in public communication. We also identify various specific content consumers in mass communications. Main features of social information that form content — initiation, optimization, selectivity and relevance — are implemented in four communication spheres in different ways. In modern system of mass communications, it is possible to define a system of messages created by the actor of communication as a form of a certain communication product — a visual communication product, a communication tool product, a prosumer communication product. One of the most important features of modern communications in digital space is their peer-to-peer nature, and use of mobile technology as the main channel. The study of modern mass communications in their component analysis makes it possible to specify individual and common features of social institutions of journalism, advertising and public relations and reveal the characteristics of institutionalized communication practices — media communications. G. Lasswell's model will allow us to build a correct spatial model of the functioning of a modern mass communications system.