Towards the Conceptualization of Media Inclusion: managerial aspect

Abstract

The article suggests the author’s approach to the conceptualization of the concept of “media inclusion” in the managerial aspect, which is dictated, firstly, by the absence of this term as a whole and separately of the concept of “inclusion” in domestic media studies, and, secondly, by the presence of a large body of work on the inclusion of certain types of media in the social space, which requires its own understanding. The author (1) reveals the sources of the emergence and specificity of new media in the framework of managerial discourse; (2) notes the features of the use of the concept of inclusion in the scientific lexicon; (3) shows the the specifics of considering inclusion in the media and the effectiveness of media in domestic and foreign science; and (4) conceptualizes the media inclusion from managerial the point. The methodological basis of the research is the work of F.I. Sharkov and V.V. Silkin on the genesis of the sociology of media space, which presents sociological tools for the study of the inclusion of media in social space and media space as a set of fields that unite individuals in the social information space. The author’s concept of media inclusion is based on a comprehensive study of media inclusion as a paradigm in already existing social processes at the management level.