Effective Communication in the Media Sphere: Creation of Cultural Identity

Authors

  • Vladimir Nikolaevich Kiselev Северо-Западный институт управления - филиал РАНХиГС , North-West Institute of Management - branch of the Russian Presidential Academy of National Economy and Public Administration Автор
  • Anna Mikhailovna Sosnovskaya Северо-Западный институт управления - филиал РАНХиГС , North-West Institute of Management - branch of the Russian Presidential Academy of National Economy and Public Administration Автор
  • Aleksandr Alekseevich Startsev Северо-Западный институт управления - филиал РАНХиГС , North-West Institute of Management - branch of the Russian Presidential Academy of National Economy and Public Administration Автор

Keywords:

hash tag, identity, communication, media, culture, constructivism, semiotics, implied reader, simulacrum, management, survey

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.

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References

Бодрийяр Ж. Система вещей. М.: Рудомино, 1999.

Сосновская А. М. Семиотика и семантика рекламы и связей с общественностью: учеб. пособие. СПб.: ИПЦ СЗИУ РАНХиГС, 2013.

Сосновская А. М. Журналист: личность и профессионал (психология идентичности). СПб.: Роза мира, 2005.

Филлипс Л., Йорегнсен М. В. Дискурс-анализ. Теория и метод: пер. с англ. Харьков: Гуманитарный центр, 2004.

Hall S. Culture, the Media and the Ideological Effect/J. Currant et al. (eds.). Mass Communication and Society. L.: Edward Arnold, 1977.

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Published

2016-09-15

Issue

No. 5 (2016)

Section

Articles

How to Cite

Kiselev V.N., Sosnovskaya A.M., Startsev A.A. Effective Communication in the Media Sphere: Creation of Cultural Identity // Administrative Consulting. 2016. no. 5. P. 120–128.