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NETWORK TECHNOLOGIES AND THE NEW PERCEPTION OF COMMUNICATION
Abstract
The relevance of the research subject is proved by transformation of social communication under the influence of social and technological progress factors. In our opinion, this process requires studying, as it directly influences public consciousness, creates new images of reality, determines the framework of interaction between the person and the social environment. We draw on M. McLuhan's ideas about the dominating role of communication in public relations, concepts of the sociotechnical imaginaries after Sh. Jasanoff and N. Nikiforova’s of society and new technologies interaction, also we take into consideration the work of I. de Vries on emergence of person’s dependence on those technologies. On the one hand, under the influence of new socio-communicative tools the vertical hierarchy of social communications is being replaced by the horizontal one; simplification of information presentation and its unification occur, as O. Shipunova and L. Mureyko convincingly show, claiming this to lead to greater controllability of mass behavior. According to H. Köchler, totality of the information influence results into emergence of "digital crowd". On the other hand, information technologies promote free self-expression of the individual, acting as a powerful factor of civil activism mobilization beyond the established political institutes - first of all, among the youth, as to V.V. Petukhov and J. Brenner. Importance of information and communicative technologies is emphasized by N. Paulo and Ch. Bublitz, as they consider those individuals deprived of access to network resources to be excluded from democratic processes. The social and philosophical approach used in the work allows us to determine the change of human consciousness and bases of his perception of the social environment through communication transformation processes.
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