Effective Communication in the Media Sphere: Creation of Cultural Identity

Abstract

The article discusses the conditions of effective communication, the key social and cultural process of society. On the basis of sociological survey among youth made in the social networks, the authors show modern trends of communication. The study draws on identity theory, cultural study, theory of consumption and motivation, as well as on psychoanalysis. The authors come to the conclusion that the appeal to a permanent process of identity-building by audiences is a prerequisite for the effectiveness of communication. Described structures, schemas, communication strategies allow to optimize communication, to come to a satisfactory and desirable results for both the communicator and the recipient.