Rozenberg Natal'ya Vladimirovna, Doctor of philosophy, associate professor, head of sub-department of communication management, Penza State University (40 Krasnaya street, Penza, Russia), email@example.com
Loginov Aleksandr Vadimovich, Postgraduate student, Penza State University (40 Krasnaya street, Penza, Russia), firstname.lastname@example.org
Background. In modern reality of the information society the institutions of mass media and communication obtain special importance. In the present time the significance of such institutions is not less, than the traditional social institutions (education, family etc). The article is to show on the basis of the analysis of the main theories of communication that in XXI century the mass media and communication, giving the rise to a great number of new practices and modifying the existing ones, are one of the primary means of interaction of people.
Materials and methods. Theoretical- methodological base of the research includes the ideas and concepts of study-nomenological methodology, and the concept of information society.
Results. The authors analyzed the main modern theories of communication, pointed out major functions of mass media and communication. It is shown that the development of mass communication means is a significant factor of dynamics of the social mobilety processes.
Conclusions. The analysis of modern concepts of the theory of communication showed that mass communication penetrated all spheres of social life and appears to be a form of production of the modern society by means and in the framework of which there are established and disseminated various mental-cultural values that form the models of behavior and activity of peole, purposes and dedications of the life of a person from the mass.
mass media, mass communication, social mobility, social practice, young people, Internet, audience
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