PHENOMENOLOGY OF SOCIAL MEDIADISCOURSE ESSAYING: STRATEGIES AND TACTICS (ACCORDING THE WORKS OF M. MCLUHAN, N. LUMAN AND J. HABERMAS)

Abstract

Phenomenon of social media-discourse consists a lot of communicative situations, describing basic tendencies and problems of influence of mass communications on society. In this case, we can define the mass-media system as an implicit-educational environ. The problem field of pedagogy develops around the concepts media literacy and media competence. It is described in article the question of need of her from positions of phenomenology and a hermeneutics. The hermeneutical circle of pedagogy reveals such concepts as media understanding and media interpretation. In the works of mass sociologists, which are essayed science texts, are described in detail this range of problems. Didactic potential of the works of M. McLuhan, N. Luhmann, and J. Habermas is defined by their analyticity, associative imagery and axiological content, representing the ideals of goodness and justice in a contemporary democratic society. The phenomenology of an essaying of a social discourse consists in differentiation of such phenomena as social/mass identity, media fact/media myth, preservation/liberalization of the social relations, quality / social risks of consumption. Designing of consciousness happens by means of the texts forming modern culture. The results of this researching can be used when reading courses «Basic theories of communications», «Sociology of mass communications», «Psychology of mass communications» for the students-bachelors of educational direction «Advertising and public relations».