For large or small audiences. It is transmitted through symbols and signs. With the rapid development of technology, this has acquired various forms, which, unfortunately, does not mean an increase in its effectiveness. Also, some theorists consider this phenomenon as a way of influencing large audience groups, with the help of which the goals of those who broadcast information are realized.

Social communication: characteristic

The communication process involves 5 elements, without which it cannot be realized:

• Communicator - the one who initiates the transmission and forms it into speech, text, audio and video form;
• The message itself;
• The channel through which communication with the audience is established;
• The audience to which the information is directed;
• The purpose of the transmission and the level of effectiveness of the message (impact).

Thus, social communication is characterized by the presence of certain information that is distributed through a wide audience, its purpose is to influence the behavior, emotions and feelings of people. There is also such a presentation of information that is focused solely on the intellectual development of the masses and the expansion of their horizons. Such a presentation is characterized by neutrality and the maximum possible objectivity without evaluative elements.

Types of social communication

Some researchers understand social communication not only as a large-scale distribution of a message, but also as an individual exchange that occurs between two people. Its usual form is conversation. Despite the fact that this fits the description of “social”, more often SC is used in this sense when it comes to a group or mass of people. Therefore, in this article, we use the more common meaning.

• According to the type of audience, social communication is divided into specialized and mass. The second category does not imply any specifics and is ready to perceive any socially significant information.
• According to the source of the message, it can be formal and informal: official statements by the authorities correspond to the first type, and, for example, rumors about stars belong to the second.
• Through the channel of transmission can be verbal and non-verbal.

Social communication and its intention

Intention is the goal. A very important element because the quality of perception depends on it. There are several types of intentions in modern communication:

• Spread knowledge about the environment, inform people;
• To popularize the ideas of goodness, draw the attention of the audience to disseminate culture and reliable information about it;
• Impact on public opinion and consciousness, as well as the audience;
• Support and assistance in solving difficult problems, clarifying situations;
• Striving for neutral and pseudo-objective coverage of events;
• Establishing a dialogue between the audience and the broadcast source.

Social communication and criteria for its effectiveness

The basis of any type of communication is the establishment of a dialogue between the addressee and the addressee. If it is set poorly, or if the interpretation of the recipient of the information is incorrect, then it is not necessary to talk about the effectiveness of communication. Therefore, this topic is important when covering any type and type of communication.

There are a number of criteria by which the effectiveness of this phenomenon is established:

• A prerequisite is the desire of the communicator to clearly convey to the audience why he publishes information, what is the purpose of broadcasting certain events.
• The next criterion is trust. If the audience trusts the author-communicator and the means by which the message is carried out, then the dialogue can be successful. The goals of the author and the audience should be consistent with each other.
• The desire to build material on the basis of universal values, making the right accents.
• Messages should not be intrusive or presented in an overly neutral form: this violates their naturalness, and therefore reduces the effectiveness of the impact, associating with lies.

Thus, it is easily achievable if you follow a number of principles for presenting information and clearly indicate your attitude towards the audience. Although there are various types of communication, this article outlines the most universal characteristics and tips that will be useful to everyone involved in the QMS.

1 .Social communication .. 2

2.Models of social communication .. 3

3.Who? Influence of the communicator .. 13

5.How? Communication channel .. 16

5.1 Encoding and channel selection . 17

5.3 Feedback . 19

5.4 Noise .. 19

5.5 Information barriers .. 20

6. To whom? The audience .. 20

7. Impact results .. 23

7.1 Negative impacts of mass communication . 24

7.2 Positive impact of mass communication . 25

Bibliography ... 26

1. Social communication

The communicative process is a necessary prerequisite for the formation, development and functioning of all social systems, because it is it that ensures the connection between people and their communities, makes possible the connection between generations, the accumulation and transfer of social experience, its enrichment, the division of labor and the exchange of its products, the organization joint activities, transmission of culture. It is through communication that management is carried out, therefore, in addition to all of the above, it also represents a social mechanism through which power arises and is implemented in society.

There are many definitions of social communication. The most common of them are: social communication is the transfer of information, ideas, emotions through signs, symbols; is a process that connects the individual parts of the social. systems with each other; - this is the mechanism through which power is realized (power, as an attempt to determine the behavior of another person).

There are several types of social communication:

By the nature of the audience:

Interpersonal (individualized)

Specialized (group)

Bulk

According to the source of the message:

Official (formal)

informal

By transmission channel:

Verbal

non-verbal

Communication is a complex multicomponent process. Its main components are:

1. The subjects of the communication process are the sender and recipient of the message (communicator and recipient);

2. Means of communication - a code used to transmit information in a sign form (words, pictures, graphics, etc.), as well as channels through which a message is transmitted (letter, telephone, radio, telegraph, etc.);

3. The subject of communication (any phenomenon, event) and the message that displays it (article, radio program, television story, etc.)

4. Effects of communication - the consequences of communication, expressed in a change in the internal state of the subjects of the communication process, in their relationships or in their actions.

Social communication in the process of its implementation solves three main interrelated tasks:

1. Integration of individual individuals into social groups and communities, and the latter into a single and integral system of society;

2. Internal differentiation of society, its constituent groups, communities, social organizations and institutions;

3. separation and isolation of society and various groups, communities from each other in the process of their communication and interaction, which leads to a deeper awareness of their specifics, to a more effective performance of their inherent functions.

2.Models of social communication

In the process of sociological research of communication processes, various models of social communication have been developed. Any communicative activity involves not only knowledge of the characteristics of the communicator, analysis of the content of information, but also an analysis of the audience. To carry out such an analysis, the communicator needs psychological competence. Knowledge of psychotypes allows you to determine the strategy of the communication process, to predict actions. Psychotype- a model of the behavioral structure of the personality and its interaction with the environment. Psychologists distinguish five main psychotypes: square, triangular, circular, rectangular and zigzag. Knowing the various psychotypes, the communicator in the process of communication uses this information to properly manage the communication process.

The effectiveness of information perception by the audience is influenced by the cultural, educational, social levels of the communicant. Important factors for successful communication are knowledge of the audience, respect for it, the ability to communicate with it on an equal footing, i.e. equality of psychological positions of the communicator and the communicant. In the 80s. 20th century J. Goldhaberg created a charismatic model of communication. He proceeded from the fact that TV has more effect on emotions than on the mind. Therefore, the success of television programs is less related to the information content, but directly depends on the “charisma” of the person who is on the screen. D. Goldhaberg identified three types of charismatic personality:

The hero is an idealized person, looks “as we want”, says “what we want”.

An antihero is a “simple person”, one of us. Looks “like all of us”, says the same thing, “as we do”. We feel safe with him. We trust him.

The mystical personality is alien to us (“not like us”), unusual, unpredictable. This type of communicator is suitable for late night transmissions.

When studying the impact on the perception of information by the intellectual level of the audience, it was found that for an audience with a high level of education, a two-way message is preferable. Such a message is a text that, in addition to the arguments of the communicator, contains the arguments of the other party. This is explained by the fact that such an audience needs to compare views and independently evaluate them. For an audience with a low educational level, it is recommended to use a one-way message containing only the arguments of the communicator. One-way communication is just as effective when the audience agrees with the communicator when it has not been affected by the opponent's arguments.

The goal of the specialist is to change the values ​​and behavior of the communicant. If it is possible to change the behavior of the communication object, then the actions of the communicator are considered as influence. Influence can be exerted in three ways: by forcing; manipulating the consciousness of the communicant; inviting him to cooperate. Since the specialist does not have formal power, his influence is based either on manipulation, or on cooperation, or on both of these methods at once.

The manipulation of consciousness is understood as the actions of a communicator aimed at changing psychological attitudes, value orientations, behavior of individuals and entire audiences, regardless of their desire. Among the reasons for manipulation are: a person's conflict with himself (A. Maslow); distrust towards other people (E.Fromm); feeling of absolute helplessness (existentialism); fear of close interpersonal contacts (E.Bern); an uncritical desire to get the approval of everyone and everyone; the desire for symbolic mastery of a communication partner (S. Freud); realization of a compensatory desire for power (A. Adler).

The purpose of manipulation is control over the audience, its controllability and obedience. To achieve the goal, various manipulative technologies are used: purposeful transformation of information (default, selection, “distortion”, distortion of information, reversal); concealment of exposure; impact targets; robotization. These technologies are used in such types of manipulative influence as:

Manipulation of images - since images have a strong psychological impact, they are widely used in communicative practice, especially in advertising.

Conventional manipulation is based not on personal psychological attitudes, but on social schemes: rules, norms, traditions accepted in society, family.

Operational-subject manipulation – is based on such mental characteristics of a person as the force of habit, inertia, the logic of the execution of an action.

Manipulation of the identity of the addressee - the desire to shift the responsibility for any action to the addressee, while the manipulator remains the winner.

Manipulation of spirituality - manipulation of the highest levels of the psyche (the meaning of life, spiritual values, a sense of duty).

The linear model of communication developed by the famous American sociologist and political scientist G. Lasswell and including five elements has received wide recognition and distribution:

1. Who? (transmits a message) - communicator

2. What? (transmitted) - message

3. How? (transmitting) - channel

4. To whom? (message sent) - audience

5. With what effect? - efficiency

Finding Lasswell's model applicable, albeit greatly simplified, some researchers began to develop it further. R. Braddock added to it two more elements of a communicative act: the conditions under which communication takes place, and the purpose with which the communicator speaks. The "Lasswell Formula" reflects a characteristic feature of early models of communication - it assumes that the communicator is always trying to influence the recipient, and therefore communication should be interpreted as a process of persuasion. This assumption orients the model for application primarily in the field of political propaganda analysis.

In the Shannon-Weaver model, communication is also described as a linear one-way process. The mathematician Shannon worked on his communication model in the late 40s by order of the Bell Telephone laboratory, and this largely determined the "technical" nature of the created model, its "remoteness". The main task was to reduce the "noise" and facilitate the exchange of information as much as possible. The model describes five functional and one dysfunctional (noise) factors of the communication process. Functional elements include: a source of information that produces a message; a sender encoding the message into signals; the channel carrying this message; recipient; goal or destination.

The signal is only as vulnerable as it can be distorted by noise. An example of distortion can be the superimposition of signals simultaneously passing through one channel.

The advantage of this scheme is that it is clear that the message sent by the source and the message that reaches the recipient do not have the same meaning. Later, the provision on the distortion of information was supplemented by other reasons for the initial and final information. In connection with the work on the selectivity of perception, it became known that the communication channel includes a sequence of filters, leading to the fact that the amount of information at the input to the system is greater than the information that works at the output [N.Wiener].

The inability of communication participants to realize that the message sent and received does not always match is a common cause of communication difficulties. This important idea, embedded in the Shannon-Weaver model, attracted attention and was developed in the studies of DeFluer, who expanded the original model into a more extensive network:

In particular, he notes that in the communicative process, the "meaning" is transformed into a "message" and describes how the sender translates the "message" into "information", which is then sent through the channel. The receiver decodes the "information" into a "message", which in turn is transformed at the destination into a "value". If there is a match between the first and second values, then communication has taken place. But, according to DeFluer, full compliance is a very rare case.

The DeFluer model takes into account the main drawback of the Shannon-Weaver linear model - the absence of a feedback factor. He closed the chain of information from the source to the target with a feedback line that repeats all the way in the opposite direction, including the transformation of the value under the influence of "noise". Feedback gives the communicator the ability to better tailor its message to the communication channel to improve the efficiency of information transfer and increase the likelihood of a match between the sent and received value.

The inclusion of feedback as a full-fledged element in the model of such seemingly one-sided processes as television, radio broadcasting, and the press seems problematic at first glance. But one should distinguish between first-order feedback, when the communicator can receive it during the impact, and indirect second-order feedback, obtained on the basis of an assessment of the results of the impact. In addition, the communicator begins to receive feedback not only from the recipient, but already from the message itself (for example, from the sound and image on the monitor). The fundamental absence of feedback can be noted only in exceptional cases of communication between large social groups - for example, when sending probes with information into space, "towards" extraterrestrial civilizations.

But the final overcoming of the simplified interpretation of communication as a one-way linear process was the Osgood-Schramm circular model. Its main distinguishing feature is the postulation of the circular nature of the process of mass communication. Its other feature is determined by the fact that if Shannon was primarily interested in channels - mediators between the communicator and the audience, then Schramm and Osgood turned their attention to the behavior of the main participants in communication - the sender and recipient, whose main tasks are encoding, decoding and interpreting the message.

A review of the definitions of "communication" conducted by W. Schramm made it possible to single out the common thing that unites them - the existence of a set of information signs. This set may include not only facts, objects, but also emotions, latent meanings ("silent language").

The adequacy of the perception of the message implies the existence of an area in which the experience of the communicator and the recipient is similar, in which certain signs are recognized by them in the same way. The communicator and the recipient have a "fund of used meanings", a "correspondence frame", and the area in which they can communicate successfully lies in the "overlap" of their "framework". The success of communication also depends on the expectations placed by the participants in communication with each other. Professor of the Department of Journalism at the University of Memphis J. DeMott points out that a certain tacit agreement has developed between the media and their audience, an agreement (Mass Comm Pact) that defines the duties of the QMS in relation to the audience, and the duties of the audience in relation to the QMS. The imperfection of this agreement lies in the fact that the points of view of consumers of information and its producers on the range of these duties are not the same.

According to Schramm, it is wrong to think that the communication process has a beginning or an end. In fact, it is endless. "We are small switches that continuously receive and distribute an endless stream of information ...". (Some researchers go even further in this direction, arguing that the entire inner life of a person consists solely of a unique combination of what he saw, heard and remembered throughout his life.)

A possible point of criticism of this model is that it creates the impression of "equality" of the parties in the process of communication. Meanwhile, this process is often unbalanced, especially when it comes to mass communication. Under these conditions, the recipient and the sender are not such equal participants in communication, and the circular model, which equalizes them as links in the same chain, does not adequately reflect the share of their participation in the communication process.

Dance's spiral model does not pretend to be a full-fledged model and arose only as a striking argument in discussions on the comparison of linear and circular models of communication. Dance notes that at present most researchers agree that the circular approach is more adequate for describing communication processes. But the circular approach also has some limitations. It assumes that communication goes full circle to the point where it starts. This part of the circle analogy is clearly wrong. The spiral shows that the process of communication is moving forward, and what is currently in the process of communication will affect the structure and content of communication in the future. Most models give the so-called "frozen" picture of the communication process. Dance, on the other hand, emphasizes the dynamic nature of this process, which contains elements, relationships and conditions that are continuously changing in time. For example, in conversation, the cognitive field is constantly expanding for those who are included in it. Participants receive more and more information on the issue under discussion, about the partner, his point of view. Knowledge in the discussion expands and deepens. Depending on the course of the conversation, the spiral takes on different forms in different settings and for different individuals.

The Dance model is certainly not a convenient tool for a detailed analysis of the communication process. The main advantage and purpose of Dance's spiral model is that it recalls the dynamic nature of communication. According to this model, a person in the process of communication is an active, creative, information-storing individual, while many other models describe him, rather, as a passive being.

The goal of the American researcher of mass communication G. Gerbner was to create a model with a wide scope of application. It was first introduced in 1956.

A specific feature of this model is that it takes on different forms depending on what type of communicative situation is being described. The verbal description of the Gerbner model is similar in form to the Lasswell scheme:

perceives the event

and react

in this situation

through some means

to make content accessible to others

in some form

and context

and sends a message

with some consequences.

The graphical representation of the model already has the original look:

This model implies that human communication can be viewed as a subjective, selective, changeable and unpredictable process, and the human communication system as an open system.

What people choose and remember from a communicative message is often related to how they are going to use the information received. The behavioral approach links perception selectivity to reward-punishment categories. The probability of selecting information within this concept is determined by the formula:

Probability of selection = -------,

B - the expected measure of remuneration,

H is the intended punishment,

Y is the estimated cost of effort.

In addition to the variables mentioned in this formula, many other factors play a role in the choice of messages: random noise, impulsiveness, audience habits, etc. is what Gerbner calls context.

Gerbner believes that the model can be used to describe a mixed type of communication, including both a person and a machine, dynamic, visual, applicable to communication interactions of various scales - both at the level of individuals and at the level of large social communities.

Let us consider in more detail the simplest linear communicative model of Lasswell. He singled out three main functions of the communication process as an inherently managerial process:

1. Observation of the environment to identify a threat to the represented society and determine the possibilities of influencing the value orientations of this society and / or its constituent parts

2. the correlation of the ratio of the constituent parts of this society in its response to the "behavior" of the environment;

3. transmission of social heritage from generation to generation.

So, in this model, the following components of the communication process are distinguished:

Communication source (switch)

Communication channel

Target (audience)

3.Who? Influence of the communicator

Each of the elements of this scheme has become the object of numerous studies. For example, the characteristics of a communicator are highlighted that contribute to an increase in the effectiveness of the impact. In order for a person’s speech to have the desired effect, this person must, in the opinion of the audience, possess such qualities as competence (availability of relevant knowledge and skills), dynamism (personal openness, activity, enthusiasm), reliability (ability to inspire confidence). One way to build trust with your audience is to start making judgments that your audience agrees with so that you appear reasonable. Another way is to be presented as someone knowledgeable on the subject.

The communicator's speech style also influences whether it is perceived as trustworthy. Confidence and speed of speech, a direct look, upholding something, while violating one's own interests, have a positive effect.

Most people deny that celebrity reviews have an effect on them. After all, everyone understands that the star is not an expert. This is where attraction comes into play. Often something like an audience or as an idol, an object to follow, a charming communicator captivates the audience. Attractiveness has several aspects. These are physical charm (arguments, especially emotional ones, are often more effective when spoken by beautiful people) and similarity (we tend to sympathize with people who look like us).

What is more important - similarity or credit (authority) - depends on whether the topic of the message affects subjective preferences or objective reality. Timothy Brock found that paint buyers are more influenced by the reviews of the average person who recently bought the paint, but when it comes to oral hygiene, the dental expert is more persuasive than the high school student using the toothpaste.

4.What? Message content

It is important not only who speaks, but also what exactly he says. What is more persuasive - a carefully reasoned message or a message that arouses certain emotions depends on the audience. A thinking, interested audience lends itself to direct persuasion, it is most receptive to rational arguments. An inattentive audience is influenced by indirect hints, it is most influenced by whether they like the switchboard.

Direct mode of persuasion is persuasion that takes place when an interested audience focuses all attention on favorable arguments. Researchers Richard Petty and John Cachoppo, Alice Eagley and Shelley Chaiken believe that people with an analytical mindset lend themselves best to this method of persuasion. They rely not just on the appeal of persuasive messages, but also on their cognitive response. It is not only the arguments themselves that are convincing, but also the reflections stimulated by them. And when these reflections are deep enough, any newly perceived attitude is more likely to withstand the attacks of objections and influence further behavior.

An indirect way of persuasion is a belief that takes place when people are influenced by random factors, and when it is not necessary to appeal to reason. This method of influence uses hints that incline to approval without hesitation. Instead of clear product information, cigarette ads simply associate the product with ideas of beauty and pleasure, or simply with a pretty picture. Even with analytical natures, preliminary opinion is sometimes formed on the basis of indirect persuasion, which suggests that both methods affect the entire audience to a greater or lesser extent.

Messages also become more persuasive if they are associated with positive feelings.

Good mood enhances persuasiveness, partly by encouraging positive thinking (when an audience is required to reason), and partly by the association that occurs between good mood and the proposed message. People in a good mood see the world through rose-colored glasses, make more hasty, impulsive decisions, rely more on indirect hints.

Sometimes a message can be persuasive if it appeals to negative emotions. Health messages have more impact when aroused by fear (before negative consequences). The main thing is not to overdo it, driving it into a dead end, causing rejection or displacement of information. This can be avoided by offering an effective defense strategy. An appropriate (not distracting) and expressive picture can replace dozens of words.

If the communicator is a credit source and the audience is not very interested in the issue, he may present an extreme, extremist point of view. Differences lead to discomfort, and the feeling of discomfort pushes a person to change his mind. Thus, the greater the disagreement, the greater the likelihood of a change in the original position. If the communicator is not a source of credit, then, having presented an unpleasant message, he may completely lose confidence, appear biased and biased. Also, if the audience cares about the issue at hand, then a slightly different opinion may seem radical to them, especially if it is based on the opposite point of view, and is not an extreme expression of the views that they share.

Should I consider all issues in the message only from my own position or take into account opposing points of view and try to refute them? A one-way message is most effective for those who already agree with the opinion being expressed. A message that addresses counterarguments has a stronger effect on those who initially disagreed. The impact of a two-way message is stronger and lasts longer in memory.

If information about opposing views is available to the audience, a two-way message will be more effective. Clearly, a one-sided message causes an informed audience to think about counterarguments and consider the communicator to be biased.

The information that comes first is more convincing. The latest information is better remembered. The secondary effect is less common. Forgetting creates a secondary effect when:

1) two messages are separated by a sufficiently long time;

2) the audience makes a decision shortly after the second message.

If both messages follow one after the other, and then some time passes, there is usually a primacy effect.

5.How? Communication channel

The channel of communication is the way in which a message is conveyed (face to face, in writing, or in some other way). There is a simple rule: persuasiveness decreases as the importance of the problem and the degree of familiarity with it increase. In minor matters, such as the choice of aspirin, the power of the mass media is easily demonstrated. In cases where more pressing and important issues are discussed, such as racial attitudes in cities with acute racial problems, it is much more difficult to convince people. The more figurative the presentation of information, the more convincing the proposed messages. Messages that are easy to understand are most persuasive in video form. Printed messages provide the best engagement and retention, and are more persuasive for difficult-to-understand messages. Persuasiveness is determined by the correspondence between the complexity of the message and the chosen variety of means of communication.

Persuasiveness studies show that the greatest influence on people is not indirect information, but personal contact with people. But the media and personal views are interdependent, as they are formed under the influence of the media. The impact of the media occurs in a two-stage communication flow: from the media to the person, from the person to the masses.

5.1 Encoding and channel selection

Before conveying an idea, the sender must use symbols to encode it using words, intonation and gestures (body language). This coding turns an idea into a message.

The sender must also select a channel that is compatible with the character type used for encoding. Some well-known channels include the transmission of speech and written materials, as well as electronic communications, including computer networks, e-mail, videotapes and videoconferencing. If the channel is not suitable for the physical embodiment of the symbols, transmission is not possible. If the channel is not very consistent with the idea that was born in the first stage, the exchange of information will be less effective. For example, a manager wants to warn a subordinate about the inadmissibility of serious security violations committed by the latter, and does this during a light conversation over a cup of coffee or by sending him a note on the occasion. However, these channels may not be able to communicate the seriousness of violations as effectively as a formal letter or meeting. Likewise, sending a subordinate note about the excellence of her achievement will not convey the idea of ​​how important her contribution to the work is, and will not be as effective as a direct conversation followed by a formal letter of thanks, as well as a bonus.

The choice of means of communication should not be limited to a single channel. It is often desirable to use two or more communication media in combination. The process becomes more complicated because the sender has to establish the sequence of use of these means and determine the time intervals in the sequence of information transmission. However, studies show that the simultaneous use of oral and written information exchange is usually more effective than, say, only the exchange of written information. Discussing the results of this study, Professor Terrence Mitchell points out: "The main finding of this work is that verbal plus written communication is likely to make this communication more effective in most cases." Orientation to both channels forces one to prepare more carefully and record the parameters of the situation in writing. However, by no means should every communication be written. The second stage will become clearer if we think of it as a packing operation. Many really good products are not marketed until they are packaged in a way that the consumer finds understandable and attractive at the same time. Likewise, many people with great ideas fail to package them with symbols and put them into channels that are meaningful and attractive to the recipient. When this happens, the idea, even if it is beautiful, often does not find "sales".

5.2 Decoding

After the message is transmitted by the sender, the receiver decodes it. Decoding is the translation of the sender's characters into the recipient's thoughts. If the characters chosen by the sender have exactly the same meaning for the recipient, the latter will know exactly what the sender had in mind when his idea was formulated. If no reaction to the idea is required, the information exchange process should end there. However, for a number of reasons, the recipient may give a slightly different meaning to the message than in the sender's head. From the manager's point of view, information exchange should be considered effective if the recipient has demonstrated understanding of the idea by performing the actions that the sender expected from him.

5.3 Feedback

In the presence of feedback, the sender and receiver change communicative roles. The original receiver becomes the sender and goes through all the steps in the communication process to relay its response to the original sender, who now plays the role of the receiver.

Feedback can contribute to a significant increase in the effectiveness of the exchange of management information. According to a number of studies, two-way information exchange (with opportunities for feedback) compared to one-way (no feedback), although it is slower, nevertheless relieves stress more effectively, is more accurate and increases confidence in the correct interpretation of messages. This has been confirmed in a wide variety of cultures.

5.4 Noise

Feedback greatly improves the chances of an effective exchange of information, allowing both parties to suppress noise. In the language of information transmission theory, noise is what distorts meaning. Sources of noise that can create barriers to information exchange range from language (whether verbal or non-verbal) to differences in perception that can change the meaning of encoding and decoding processes, to differences in organizational status between supervisor and subordinate. , which can make it difficult to accurately convey information.

Certain noises are always present, so at each stage of the information exchange process there is some distortion of meaning. We usually manage to overcome the noise and get our message across. However, a high level of noise will definitely lead to a noticeable loss of meaning and may completely block the attempt to establish information exchange. From the standpoint of the manager, this should lead to a decrease in the degree of achievement of goals in accordance with the transmitted information.

5.5 Information barriers

These are obstacles that arise during the transmission and perception of messages.
Possible information barriers:

Technical

Psychophysiological (associated with a person's ability to concentrate, the ability to cursive)

Sign and semantic (implies the ability to recognize signs, know the words and terms of special languages; the ability to restore the meaning of a sign in a certain context)

Situational (occurs when the message is irrelevant to the person in the given situation)

6. To whom? The audience

There are many definitions of the audience as a social community. Below are some of them:

The audience is an element of the communicative process, which is the subject (individual, group, society, etc.) to whom the message is directed.

The audience is a social community that is formed on the basis of interaction with a communicator, the most unstable of all quasi-groups.

It is the perception of QMS messages by the audience that can be considered the final, resulting stage of communication. This is where the objectives of the communicator are concentrated.

In some cases, we can only talk about the potential audience. Nevertheless, this is quite enough for a number of tasks: to compare different countries on this basis, to compare the development of the mass media in terms of the rate of saturation of the consumer market with them, to compare this market in dynamics over a number of years, when it comes to one medium of mass communication, etc. .d. But already for an advertiser who wants to know exactly which groups of the population read this newspaper, in order to place his advertisement in it for a certain product designed for a certain group of the population, more detailed information is needed - who reads this newspaper, which pages in particular, etc. d. The communicator needs the same information to know how to increase his impact on the audience: whether the audience understands everything in his messages, which messages are ignored, etc. After all, not having feedback from the addressee, the Communicator is forced to focus on the potential consumer, on some of its characteristics, on some of the recipient's expectations related to information. We have to focus on characteristics that are obviously repetitive, typical, since the regularity and stability of the audience's relationship with the mass media also imply the typicality of these characteristics.

In order to understand the reasons that influence the size of the real audience, what determines its choice, and the possible changes in the audience after communicative contact, sociologists operate in their studies with a huge number of signs. They can be grouped in a certain way.

There are purely objective conditions for receiving information. At a minimum, it is necessary that the city where you live has purely technical possibilities for receiving a television signal or cable networks, if you are studying them. It is necessary that the consumer of information knows the language in which the newspaper is published.

Special mention should be made of such factors of inclusion in the QMS system as the level of income (has or does not have a TV), the amount of free time and purely physiological factors (sees/does not see, hears/does not hear).

When we compare the consumption of a newspaper, radio and television, we must take into account situational factors (you can’t read a newspaper if you need to wash the dishes, but we can read a newspaper in the subway, which cannot be said about the process of listening to the radio).

In order to reach out to the thematic interests of the Russian audience, the respondents were asked the question: “How do you personally feel about media reports?” Education turned out to be the factor that sharply differentiates people in their attitude to political topics.

Education can visibly model our consumption of press material, whether it be analytical versus informational broadcasts, classical music versus mass, popular, and so on. If we are talking about channels with specific features of this kind of content, we can certainly predict an audience of different educational levels that is typical for them.

In fact, sociological knowledge about the audience consists in discovering the role of these factors, in their ordering, in their systematization, in discovering the connections between them, the priorities for communicative behavior, and so on.

Today, there is a tendency to differentiate social and political attitudes depending on age. This is due to two factors: 1) attitudes change with age in accordance with known life cycles (for example, they become more conservative); 2) the attitudes of older people, assimilated by them in their youth, basically do not change, the gap between generations arises due to the difference in attitudes. The formative power of experiences in youth and early adulthood is partly due to the fact that they are associated with deeper and more enduring impressions.

As mentioned above, there are 2 ways of persuasion. With the direct method of persuasion, it is not the content of the message itself that is decisive, but the reaction that it causes in the minds of people. If the message evokes the right thoughts, it is persuasive. If it makes you think about counterarguments, it is more difficult to change your previous opinion. The warning that a controversial message is about to arrive encourages counterargument and reduces persuasiveness. If you manage to divert the attention of the audience enough to suppress possible objections, the persuasiveness of the controversial message increases.

The stimulation of thought makes a strong message more persuasive and a weak one (due to counterargument) less persuasive. The following methods of stimulating thought processes are used: rhetorical questions; ranks of communicators (successive speech of three speakers giving one argument each, instead of one speaker who would give all three arguments); provoking a sense of responsibility for evaluating the message or inattention to it; the use by the speaker of relaxed postures, repeated repetitions and methods of attracting the undistracted attention of the audience.

7. Impact results

According to S. Ball-Rokeach and M. DeFluer, we can talk about the following results of the impact on individual and mass consciousness:

1. behavioral effect

Activation (provoking certain actions)

Deactivation (stopping some activities)

2. emotional effect - influence on a person's passions, appearance:

Anxiety

Alienation

3. cognitive (cognitive) effect:

Uncertainty resolution (through mass communication, additional information is supplied that allows you to get an idea of ​​​​new, ambiguous phenomena and processes);

Formation of attitudes, i.e. systems of cognitive, emotional and behavioral reactions in relation to objects of the external environment (physical, social, political, etc.);

Setting a set of topics for people to discuss;

Spread of new systems of opinions (ideological, religious, economic, etc.);

Clarification of the value orientations of the population (the media report on the conflict of some value systems, for example, in the field of civil rights, which forces readers to take a certain position on this issue, and therefore clarify their own views).

Social institutions and the media, interacting with the audience, form a variety of needs, interests and attractions in people. Having formed, this motivational system, in turn, begins to influence where, in what area a person will begin to look for sources of satisfaction of needs. By choosing one or another source, a person may later find himself in a certain dependence on them.

Mass communication has a formative and reinforcing effect on social stereotypes, i.e., schematic and simplified ideas about social objects that are widespread in society. Stereotypes can relate to other nationalities, classes, groups, etc. The perception of a foreign group through a stereotype has two sides: positive (a stereotype gives relatively quick knowledge, allows you to attribute the group to a wider class of phenomena) and negative (filling the stereotype with negative characteristics leads to the formation intergroup hostility). The existence of stereotypes can also influence the formation of public opinion.

7.1 Negative impacts of mass communication

Negative consequences include the need for recipients to immediately satisfy their own desires and needs, as well as the weakening of reading skills and a decrease in creativity.

The massive impact of mass communication can negatively affect the quality of interpersonal communication of children, reduce the number of games with peers. Cartoons, with their rapid change of visual and auditory stimuli, especially attract the attention of children and can significantly reduce interpersonal contact.

The heroes of television and video films to some extent replace the family for some people. Immersion in the "day dreams" of TV films allows you to excite, hide from the problems and difficulties of real life, which in some cases exacerbates social maladaptation, increases loneliness.

The influence of the media is also noted on the development of an inadequate fear of crime in people. This kind of fear is most dependent on the nature of the coverage of the crime: fear and anxiety are stronger when information is given about crimes at the local level, as well as about crimes, the victim of which did not provoke the perpetrator in any way, and, finally, about the crimes of "sensational ”, different from most others.

Violence in the media is extremely common. Watching violent films tends to trigger aggressive behavior. The impact of media violence on people's aggressiveness is mediated by many intermediate variables. These include:

Features of the recipient (gender, age, attitude towards aggression); degree of social and cognitive maturity of the viewer;

The context in which the act of violence appears (manner of presentation, genre of transmission);

Features of the external environment (opportunities for social control, family relationships).

7.2 Positive impact of mass communication

Mass communication has not only a negative impact on the mass and individual consciousness. It can counteract ethnic and gender stereotypes. Its positive results include increased awareness, curiosity, improved speech skills. Mass communication promotes generosity, friendliness, cooperation and restraint, strict adherence to social norms, as well as a decrease in anxiety and fear. After watching humanistically oriented films, children improve their communication skills with peers, mutual understanding with them, and the desire to help other people is activated.

Bibliography:

1. "Sociology", S. S. Frolov, Gardariki, 2000

2. “Sociology. Fundamentals of the General Theory, edited by G. V. Osipov, NORMA, M., 2003

3. "Sociology of Mass Communication", L. N. Fedotova, St. Petersburg, 2004

4. "General sociology", E. M. Babosov, Minsk, 2004

5. "Information and communication", A. A. Korennoy, Kyiv, 1986

6. "Communication technologies of the twentieth century", G. G. Pocheptsov, Vakler, 2002

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Introduction

The concept and components of social communication

Functions of social communication

Models of social communication

Typology of communications

Conclusion

Bibliography

Application

Introduction

Social communication occupies a special place in the life of modern society and every person. Almost all communicative spheres are directly or indirectly connected with it.

The human ability to communicate, especially through language, is far more extensive than that of any other animal. The ability to communicate in time and space has expanded enormously in recent times with the acquisition of writing, printing, electronic communications - telegraph, telephone, radio and mass media, as well as the mechanization of transport.

The reduction in what geographers call "difficulties of distance" is particularly evident in this century, making it possible to send messages over long distances at great speed. This has many and not least an increase in the ability of the modern state to exercise social control.

That is, the communication process is a necessary prerequisite for the formation and functioning of all social systems. Because, as you know, it is he who provides the connection between people and their communities. It makes possible the connection between generations, ensures the accumulation and transfer of social experience, its enrichment, and the transmission of culture. With its help, the organization of joint activities is built. It is through communication that management is carried out, therefore, in addition to everything that has been said, it also represents a social mechanism through which power arises and is implemented in society.

The concept and components of social communication

In modern science, social communication is studied from different angles; the approach to it depends on the scientist's belonging to a certain scientific tradition, school or some direction. The corresponding understandings of communication can be roughly divided into three groups. These are understandings formed on 1) social, 2) linguistic and 3) proper communicative basis. The concept of "social communication" covers all three of these interpretations. The first approach is focused on the study of communicative means for the sake of their application (implementation of the social functions of communication); the second approach is related to the problems of interpersonal communication; the third - with the problems of the impact of mass communication on the development of social relations.

The main components of social communication are:

1) subjects of the communication process - the sender and recipient of the message (communicator and recipient);

2) means of communication - a code used to transmit information in a sign form (words, pictures, notes, etc.), as well as channels through which a message is transmitted from the switch to the recipient (letter, telephone, radio, telegraph, etc.). d.);

3) the subject of communication (some phenomenon, event, etc.) and the message reflecting it (article, radio broadcast, television story, etc.);

4) the effect of communication - the consequences of communication, expressed in a change in the internal state of the subjects of the communication process, in their relationships or in their actions

A.V. Sokolov offers the following scientific definition of social communication: social communication is the movement of meanings in social time and space. This movement is possible only between subjects, one way or another involved in the social sphere, so the obligatory presence of communicants and recipients is implied. Sokolov A.V. General theory of social communication. pp.17-18.

In expedient social communication, communicants and recipients consciously pursue three goals:

1. cognitive - dissemination (communicator) or acquisition (recipient) of new knowledge or skills;

2. incentive - to encourage other people to do something or get the right incentives;

3. expressive - the expression or acquisition of certain experiences, emotions.

Depending on the material and technical equipment, that is, on the channels used, Sokolov proposes to distinguish three types of social communication (Fig. 1.2) Sokolov A.V. General theory of social communication. pp.101-102. :

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Rice. 1.2. The ratio of different types of communication

1. Oral communication, using, as a rule, simultaneously and in an inseparable unity, natural non-verbal and verbal channels; its emotional and aesthetic impact can be enhanced through the use of such artistic channels as music, dance, poetry, rhetoric. Oral communication includes travel with educational purposes - expeditions, tourism.

2. Documentary communication, using artificially created documents, initially iconic and symbolic, and later writing, printing and various technical means to convey meanings in time and space.

3. Electronic communication based on space radio communication, microelectronic and computer technology, optical recording devices.

Communication functions

We can talk about the functions of communication in general (about its role in the life and activities of a person and society). One can also talk about the functions of individual communicative acts and communicative events.

Communication functions are highlighted for analysis purposes only. In a real communicative process, even in one single communicative act, several functions can be combined, one or two of which will be the main, determining ones. Based on which of the functions is leading, it is possible to build a classification of communicative acts.

Communication functions can be built on top of the communication model and "attached" to its participants and elements. Six functions follow from R.O. Jacobson's model:

· Emotive;

· Conative;

· Referential;

· Poetic;

phatic;

· Metalinguistic.

Each of the functions he proposed is associated with one or another participant or element of communication.

Some researchers (A.A. Leontiev, N.B. Mechkovskaya) also add a magical or incantatory function, an ethnic (unifying people) function, a biological function (for animal communication).

Other researchers prefer to minimize the number of functions, highlighting only the main ones and considering others as a variety of the main ones.

Thus, the famous psychologist and linguist Karl Buhler (1879-1963) singled out three language functions that appear in any act of speech: the expression function (expressive), correlated with the speaker, the appeal function (appellative), correlated with the listener, and the message function (representative) related to the subject matter. The sender of the message expresses himself, appeals to the recipient and represents the subject of communication.

Traditionally, either two or three functions of language and communication are also distinguished, which intersect with each other. It was believed that the language primarily performs a cognitive (cognitive) or informational function: the expression of ideas, concepts, thoughts and communication to other communicants. The second function that was usually singled out is evaluative: the expression of personal assessments and attitudes, the third is affective: the transmission of emotions and feelings.

Roger T. Bell, a well-known American author of works on sociolinguistics, correlates three areas of the humanities with these functions of language: linguistics and philosophy (cognitive function), sociology and social psychology (evaluative function), psychology and literary criticism (affective function).

Another interesting model of language functions is associated with the name of the Australian linguist M.A.K. Halliday. Halliday's system contains three macrofunctions, into which seven initial discrete (individual) functions in the child's linguistic behavior are connected in the process of the individual's language development. Each act of an adult, according to Halliday, serves more than one function at once. The three macrofunctions in Halliday's system are ideational, interpersonal, and textual. The ideational function is close to the traditionally distinguished cognitive one, but wider than it, it includes the "expression of experience", evaluative and affective aspects. and maintaining social relations through which social groups are demarcated, and the individual gets the opportunity to interact and develop his own personality.

The textual function is associated with the structuring of speech acts - the choice of grammatically and situationally relevant sentences. No wonder it was Halliday who called functional grammar the grammar of choice. Halliday's model makes it possible to describe the situational use of language, in which the semantic component correlates with the social, on the one hand, and, on the other hand, with the linguistic one. According to Halliday, semantics has a social input and a linguistic output. Semantics, therefore, is an intermediate, mediating level between the social (situation) and linguistic (text and linguistic means of a particular speech act).

Models of social communication

social communication emotive

Any model as a way of cognition is an attempt to reflect the phenomena of the real world in terms of an abstract theory. Since the model must reflect certain aspects of the original, then, naturally, the construction of models is subject to the task of displaying its properties as accurately as possible. The design and study of models of real-life phenomena is carried out on an objective, symbolic, structural, behavioral basis.

Modeling of social systems involves a certain abstraction, idealization and their application in combination with other general scientific and special methods. Modeling of communication systems is also subject to the definition or improvement of the characteristics of the object of interest to the researcher. There is an opinion that the first model of communication was developed by Aristotle. He considered the linear chain "speaker - speech - audience" as the main elements of the act of communication.

Object models involve the reproduction of certain functional characteristics of the object. In particular, in analog models, the original is described by certain ratios.

In sign models built on the basis of a natural or artificial language, the main thing is the transformation of sign constructions and their understanding. Either the structure of the object or its behavior is subjected to modeling.

The avalanche-like development of information and communication systems at various levels (from local to global) requires the use of methods of model representation and research of communication systems and communication processes. Different approaches to the consideration of communication form the basis of quite different models.

In theoretical studies, communications are considered either as an action (a one-way process of signal transmission without feedback), or as an interaction (a two-way process of information exchange), or as a communicative process in which communicants alternately and continuously act as a source and recipient of information. This circumstance is one of the main criteria for classifying communication models. Another classification basis, on the basis of which the simplest models are built, is the four main components of communication (source, message, channel, recipient).

Researchers structure communication models on various grounds (sociological, psychological, semiotic). G.G. Pocheptsov identifies Marxist, literary, theatrical, hermeneutical, folklore, cultural, pragmatic, narrative, textual, philosophical, playful, anthropological, material, deconstructivist, post-structuralist, mathematical, cybernetic, intelligence, conflictological and other communications. It is obvious that all the marked models of communication, except for the marked reasons, can be structured according to functions, content, form, goals and objectives.

As we have already noted, communication is, on the one hand, a system, and on the other hand, it is an action, an interaction, and a process. For each of the marked communications, their own models are built. In the simplest model of communication in the form of an action, the source of communication sends a signal, which is received by the addressee. There is no feedback in this type of communication.

In the classic model of communication by the American political scientist G. Lasswell, the elements of communication are included in the model in order to answer the question: "WHO - reports WHAT - through which CHANNEL - TO WHOM - with what EFFECT?"

The Shannon-Weaver linear model (Claude Shannon and Warren Weaver, engineers at Bell Telephone), built on the same principle, has gained great fame. It is modeled on the basis of studying the efficiency of propagation of radio waves and signals in a telephone cable. The model includes a source of information, a transmitter, a signal, a channel, a receiver, a message target, and a source of interference.

In the communication model of Professor Wilbur Schramm, the signal interacts with the social environment, turning into a message. W. Schramm defined communication as the act of establishing contact between the sender and the recipient using a message. This assumes that the sender and recipient have a common sense, allowing to encode and send a message that the addressee is able to receive and decrypt.

In the well-known cybernetic model of Norbert Wiener, the control information, returning to the source, tends to counteract the deviation of the controlled variable from the control one. Wiener considers stabilizing systems not only at the technical level, but also at the societal level. The social system also functions optimally if reliable information is returned to its input through the feedback channel that can cause counteraction to undesirable deviations. As studies conducted by American scientists M. Janowitz and W. Delaney have shown, messages going through the feedback channel are largely subject to deliberate distortion by lower-level communicants for various reasons. As a result, higher-ranking managers have a very vague idea of ​​the impact that management information has had on subordinate structures. In addition, some of the information received through the feedback channel is deliberately suppressed or deliberately interpreted inaccurately. In order to obtain the most complete information through the feedback channel, many organizations use offer boxes, helplines, etc.

John Riley and Matilda White distinguish three components of the communication process in their model: the communicator, the recipient, and the message. They place these components in a three-level social structure - a social group, a social institution, society as a whole.

David Berlo places the source and recipient of the message in a socio-cultural environment that influences the content of the message through feedback. He identifies five possible channels of communication (visual, auditory, tactile, gustatory, olfactory). In his opinion, the success of communication is determined by the coincidence of the attitudes and knowledge of the source and the addressee. The model is convenient for analyzing the content of a message.

Russian specialist in semiotics Yuri Vorontsov introduced various additional filters and fields into the linear model of the communication process, which includes fifteen components:

1.Source of communication.

2.Communicator.

3.Message.

4. Communication channel.

5.Communicator.

6.Extra-linguistic parameter of the message.

7. Source of mechanical interference.

8. Source of semantic interference.

9.Class and social filters.

10. Personal-individual filters.

11. Semantic fields.

12. Fields of communication environment.

13. Loss of information.

14. Feedback "communicator-communicator".

15. Feedback "communicator - source of information."

The head of the Annenberg school of communication, George Gerbner, considers four components of the model: event, recipient, message, signal. Such forms as access to communication channels, selection of message content, media control act as direct and feedback links. This model successfully reflects the initial stage of message generation. The middle stage of the communication process is described by Kurt Lewin's so-called "information gatekeepers" model. "Information gatekeepers" are people who serve as the perceivers and interpreters of news for their small group. Information gatekeepers evaluate the incoming message stream based on their own criteria for the importance of news.

This theory was subsequently developed by Stuart Hood. According to Hood, the importance of having information gatekeepers in the media and society lies in the ability to realize through them the political interests of the middle class.

Linear models, thanks to simplifications, make it easier to understand the sequence of events. However, in reality, communication is a complex multi-level and not always consistent actions of subjects exchanging information. Information is not always created in one place, and then, after some time, is received in another place by the recipient, as, for example, occurs when exchanging messages using technical means. Linear models in most cases do not reflect the real state of the system. In practice, often not just a consistent exchange of information takes place, but more complex processes are taking place, involving in their structure not only people, but their thoughts, feelings, relationships, social experience, emotional and mental state, and much, much more. Otherwise, the actual social situation is located between the communicants.

The most common non-linear communication model was developed by Theodore Newcomb. The model has the form of an equilateral triangle, the vertices of which are the communicant, the communicator and the social situation. The interaction of a communicant with a communicator is carried out both taking into account the social situation and without taking it into account. If the communicants are positively oriented towards each other, then they will strive to match their attitudes to the situation under consideration. With a negative attitude towards each other, the attitude of the communicants to the situation under consideration will not coincide.

In the Westley-McLean model, the editorial function of communication is considered as the fourth vertex of a geometric figure. They introduced distinctions of individual roles into the model. Emphasized the importance of feedback and information exchange with the external public environment. The introduction of the feedback function makes the model circular.

In circular communication, in contrast to linear communication, a person simultaneously and constantly acts both as a source and as a recipient of information. Here the linear model is transformed into a continuous process of communication. The German communicativist G. Malecke was the first to introduce the circular model of communication. In the traditional components of communication (communicator, message, recipient, medium), under the medium he means both communication channels and an information carrier. G. Malecke introduces the concept of "communicator's image" and "recipient's image". In the field of feedback, it considers the pressure on the communicator of the content of the message and the medium, and the medium - on the recipient. From the recipient's point of view, he distinguishes four levels of analysis: structural, social environment, audience membership, and self-image. For the communicator, he additionally considers the nature of the influence of the media context and the analysis of the activities of the communicator's team.

Another circulation model, which is a two-level system of circles, was proposed by Elisabeth Anders, Lorin Staats and Robert Bostrom. At the first level (circle), incentives are created for the exchange in the "message-response" mode between the sender and the recipient in the second level of the system.

In practice, the transfer of mass information from the communicator to the recipient is often not carried out immediately to all consumers of information. First of all, due to the possession of a number of qualities, leaders accept and comprehend information earlier than the mass of people. At the next stage, the leaders themselves begin to actively disseminate the information received among their public. Since their opinion is considered by the majority of the environment, the mediation of leaders in the transfer of mass information from the source (mass media) to its recipient becomes the main tool for shaping public opinion.

Such a two-stage (multi-stage) communication model was first substantiated in 1940 during the election campaign in Ohio (USA), and was developed in more detail when studying the mechanisms of public opinion formation in Decatur (Illinois) in 1955. Sociologists P. Lazarsfeld and R. Merton suggested that the message sent to the audience first reaches the most authoritative member of the group. Studies have confirmed the assumption that when assimilating the content of the information received, people tend to listen first of all to those who for their environment are the most influential and competent. Such leaders were often informal leaders. A certain judgment offered to the audience by the media is brought into concrete action, most often through the mechanism of interpersonal communications. Moreover, leaders have the greatest influence on decision-making. They, in turn, also have their own "opinion leaders" and turn to them for the necessary information. "Opinion leaders" become a link between various media and the masses. They are not only more active in the use of mass media, but take an active part in the activities of political parties and organizations.

Messages in the system of mass communications tend to go "on the occasion" of the audience, i.e. the audience is given the information that it needs and understands. Otherwise, it will not be included in the communication system. This is how the audience shows its homogeneity (homogeneity), and the initial information interacts with the whole mass of people and with each one individually. The homogeneity of people as members of the mass is realized through the behavior of people. At the same time, people are part of various strata, strata, groups, institutions of society, i.e., they constitute a community that is heterogeneous in structure. However, "people, becoming members of the mass, begin to behave independently of the roles determined by their social position." ... The audience of mass communication thus turns out to be a very specific formation that does not coincide with social groups, with human communities that are steadily reproducing within one social structure or another.”

Among three-dimensional models, the mosaic model of L. Baker, consisting of small cubes, the four faces of which correspond to the source, recipient, message and communication channel, has gained some popularity. All cubes of the volumetric system are in contact with four faces.

Another model of volumetric communication is Frank Denis' spiral model. In it, the communication cycle is not closed, communication moves forward, repeating the past stages of development at a new level.

One of the varieties of the volumetric model is the diffuse model of E. Rogers. According to the author of the model, in the system of mass communication there is no need to influence everyone at once. It is important first of all to convince the critical five percent. When the propagandized idea takes possession of the minds of one-fifth of the population, then it "spreads" itself over all levels of the voluminous social structure and it is no longer possible to stop it. Any new idea goes through six stages: attention, interest, evaluation, acceptance, confirmation. E. Rogers divided recipients according to the degree of susceptibility to innovations into five types: innovators; early receivers; early majority; late majority; late receivers. Innovators who are able to "grasp" new ideas immediately make up 2.5%. The majority of influencers are formed from among the early adopters, who make up 13.5% of the population. This category of people is consulted when making any decisions. The early majority, which includes 34% of the population, accepts new ideas a little earlier than the average citizen does. Only after the average citizen accepts a new idea will 34% of the late majority skeptics accept it. Finally, 16% of the population (late adopters) are suspicious of new ideas.

The homogeneity of the audience creates the basis for the formation of mass communications and a homogeneous model of communication. The homogeneous model is built in accordance with classical individualism. The mass media supply the audience with certain information, formed in the form of certain parcels. Further, in the system of intrapersonal and interpersonal communications, this premise is accepted or rejected. Discreteness in a homogeneous model means the presence of an atomic structure, in the form of components (individuals), which, however, do not violate the homogeneity of the mass in terms of expressing one's opinion about something.

The model of social atomism in the system of mass communications, developed by the author, is based on the principles of integrity and constructive completeness of the elements included in the communicative system. Any stable interaction between social groups or formalized structures can be represented as a model of social atomism, if the communicators in it are a sufficiently structured and independent form.

K. Barnlund considered the transactional model of communication at the level of personality. In his opinion, the process of communication puts both the evolution of the meaning of the message and the decrease in the degree of uncertainty. As components of the model, personality, message, coding-decoding processes and four types of signal are distinguished: social level, personal level, verbal and non-verbal. Signals of the social level are the impact on the personality of the factors of the surrounding social environment, personal signals characterize the interaction of the individual with other people. Behavioral signals reflect verbal and non-verbal reactions successfully reveal the final stage of communication - the transition of communication to the intrapersonal stage.

Semiotic models of communication implement informational, expressive and pragmatic functions of communication. The information function reflects the ability to communicate information about objects, phenomena, actions and processes. The expressive function expresses both semantic and evaluative information about the realities of the surrounding reality. The pragmatic function is aimed at the transfer of a communicative attitude, counting on an adequate reaction of the recipient in accordance with the social speech norm.

In the model of Gustav Shpett, the notion of meaning is invested in the subject-objective, or psychological-subjective. The subject-objective meaning is embedded in the word as a sign to be interpreted, and the psychological-subjective component indicates only the intentions, desires, ideas of the communicator. Shpett differentiated between meaning and meaning, investing in meaning a multi-valued set fixed in dictionaries, and in meaning as the only understanding that arises in a given speech context. Shpett believes that the message is the element of consciousness in which understanding lives and moves. From a semiotic point of view, the word is considered as a specific type of sign. Actions and deeds in this model are considered not as consequences of causes, but as signs behind which a certain meaning is hidden, i.e., when they are built into the context of a situation that predetermines the place and position of a given act. The word in the Shpett model is perceived ambiguously only as long as it is not used to convey meaning. “The theory of the owl as a sign is the task of formal ontology, or the doctrine of an object, in the department of semiotics. A word can function as any other sign, and any sign can function as a word. Any sensory perception of any spatial and temporal form, any volume and any duration can be considered as a sign and, consequently, as a meaningful sign, as a word.

Unlike social signs, the so-called "signs of the second category" are considered as components of the experience itself, the emotion itself. “Behind every word of the author, we now begin to hear his voice, to guess about his thoughts; suspect his behavior. Words retain all their meaning, but we are interested in some kind of special intimate meaning, which has its own intimate forms.

Roman Yakobson builds a model of speech communication in the form of six language functions. Between the communicator and the recipient, he places a context, a message, a contact, a code. These six elements of the model are in various kinds of connections and relationships with the functions of the language.

The expressive function is associated with the communicator and expresses its relation to the outgoing speech. One and the same content can have multiple intonation-emotional connotations.

The metalinguistic function has a direct connection with the code. With its help, you can find out the meaning of a word through a description of its content, without knowing the word itself, for example, by showing the subject.

The cognitive function is context-oriented and is realized by referring directly to the object being reported.

The conative function expresses a direct impact on the party receiving the message, for example, using the imperative mood.

The phatic function realizes the goals of maintaining contact without paying much attention to the content.

The poetic (rhetorical) function focuses more on form than on content.

The Italian semiotician Umberto Eco, however, believes that not all communicative phenomena can be explained using only semiotic categories. If, with the help of linguistic categories, something that actually did not exist is described, then, according to U. Eco, a lie is generated. W. Eco and Y. Lotman note that in visual communications it is impossible to single out discrete semantic elements. Their components do not mean anything in themselves, but appear only in context.

The model of the Estonian professor Yuri Lotman, a prominent representative of the Tartu-Moscow semiotic school, denies the possibility of the existence of absolutely identical codes and the same amount of memory for the speaker and the listener due to their non-equivalence. The codes of communication participants only have many intersections. The literary text especially clearly reveals such a divergence of codes. So, with repeated reference to the same literary text, new knowledge appears. Yu. Lotman considers two cases of increasing information in an individual or a team. In one case, it comes completely from the outside, and in the other, only a certain part of the information comes from the outside, which plays the role of a catalyst that causes an increase in information inside the recipient's consciousness. For example, in folklore, information cannot be perceived by the recipient only in a passive form - he is both an observer and a creator, capable of increasing information. Yu. Lotman notes that in folklore communication, in contrast to "high art", the recipient of information contributes to the artistic and communicative process.

Vladimir Propp in his book "The Morphology of a Fairy Tale" highlights the functions applied to the characters of this fairy tale, which can be attributed to another character in another work. As functions, for example, absenteeism, prohibition, violation, etc. can be singled out. Moreover, the axiomatics of communication required certain restrictions: the number of functions should be strictly limited and it should be constant; the sequence of functions must be preserved.

Typology of communications

Social communication in the process of its implementation solves three main interrelated tasks:

1) the integration of individual individuals into social groups and communities, and the latter into a single and whole system of society;

2) internal differentiation of society, its constituent groups, communities, social organizations and institutions;

3) separation and isolation of society and various groups, communities from each other in the process of their communication and interaction, which leads to a deeper awareness of their specifics, to a more effective performance of their inherent functions.

It is important typology of communication interactions. It can be done for several reasons. Depending on the content of these processes, they are divided into:

Informative;

managerial;

Acoustic;

Optical;

Tactile;

emotive;

According to the modality of the embodiment of communicative interactions and their orientation, they differ as follows:

Message of an incentive-informational order;

Expressive-emotional interactions;

In accordance with the level, scale and context of communication are divided into the following types:

Traditional;

Functional-role-playing;

Interpersonal;

Group;

Bulk;

By means of expression, communication interactions can be divided into:

Symbolically-sign and object-sign;

paralinguistic;

Hypnosuggestive;

According to the forms of expression, communication interactions can be divided into:

verbal;

non-verbal;

Conclusion

Since human beings have to adapt to their environment, they need the ability to communicate with each other. Indeed, any social interaction involves communication. Communication is the process by which people communicate information, ideas, opinions, and states of mind to each other. It includes all those verbal and non-verbal processes by which a person sends and receives messages. Without the ability to communicate, a person would be locked in his own private world. Communication allows us to establish "commonality" with each other by bringing together the "sender" and "receiver" of a message. It is an integral mechanism by which people achieve social goals. Communication helps people coordinate complex group activities and is an expression of institutional life.

Bibliography

1. Sociology. Under the editorship of prof. Yeshukova A.N. Minsk, Tetra Systems, 2000

2. Sociology. Exam answers. Rostov-on-Don "Phoenix" 2001

3. Sokolov A.V. General theory of social communication: Proc. allowance. - St. Petersburg: Mikhailov, 2002. - 460 p.

4. Pocheptsov G.G. Theory and practice of communication. M.: Center, 1998.

5. Mechkovskaya N.B. Human communicative activity. Functions of language and speech // Social Linguistics. Moscow: Aspect-press, 1996.

6. Jacobson R.O. Language in relation to other communication systems // Selected Works. Moscow: Progress, 1985.

7. Bolotova A.K. , Zhukov Yu.M. , Petrovskaya L.A. Social communications. Tutorial. M.: Gardariki, 2008, 279 p.

8. Kunitsyna V. N., Kazarinova N. V., Pogolsha V. M. Interpersonal communication. St. Petersburg: Peter, 2001.

9. Bogomolova II.P., Melnikova O.T. The attitude of the audience to the communicator as a factor in the effectiveness of communicative influence. // Optimization of speech impact. M., 1990.

10. Podguretski Yu. Social communication. M, "Helios ARV", 2006

11. Smelzer N. Sociology. Per. from English. Moscow: Phoenix, 1994.

12. Sokolov A.V. Introduction to the theory of social communication. - St. Petersburg, 1996.

Application

Topic: "Dehumanization of culture among the inhabitants of Samara"

Target:

1. Determine how much the culture of the local population has declined.

2. Determine the change in relations between people in terms of culture.

Tasks:

1. Determine the ratio of people less and more attached to the culture.

2. Determine the most popular types of cultural pastime.

3. Determine the level of cultural communication between people.

4. Find out the opinion of the population on the question: “Is there a dehumanization of culture” and how relevant this topic is today.

Hypothesis:

About 20% of the local population is involved in culture, mostly people of the older generation.

The most popular pastime is outdoor recreation.

The level of cultural communication between people is average.

The dehumanization of culture is taking place and this topic is relevant today.

Questionnaire

1. Name _________________________

a) male b) female

3. Your age __________________

4. Do you attend theater (opera, ballet, etc.) on your own?

a) yes b) no

5. How often do you go to the theater (opera, ballet, etc.)?

a) several times a year b) once a week c) less than once a year

d) once a month e) I don’t go to the theater (opera, ballet, etc.)

6. How often do you read books?

a) once a month b) all the time c) I don’t read at all

d) once a week as needed

7. Do you visit libraries?

a) yes, by choice b) yes, by necessity c) no

8. Do you visit museums, art galleries and how often?

a) yes, once a year b) yes, less than once a year c) yes, once a month d) no

9. Are you satisfied with the number of cultural institutions (places) in your city?

a) yes b) no

If “no”, what would you like to see in your city? (write)

_____________________________________________________________

10. Do you know the history and culture of your city?

a) I know, in general terms b) I don’t know, but I would like to study

c) I know quite well d) I don’t know, I don’t need it

11. Do you attend festive events (state, national)?

a) yes b) no

If yes, why do you visit them?

a) relax and have fun b) observe cultural traditions

c) see old acquaintances d) other (write)

______________________________

12. Do you throw rubbish (candy wrappers, plastic bottles, etc.) on the street?

a) yes, when there is no bin b) no, I will look for the bin (trash can, etc.)

c) yes, always d) no, in any case e) hard to say

13. Do you give up your seat to older people or women with children on public transport?

a) yes b) no

14. Do you use obscene language in conversation?

a) yes, all the time b) no c) yes, sometimes d) occasionally

15. You are talking to a stranger, your peer. How do you contact him?

16. Hurrying to the place you need, on the street you knock down a passerby, and he drops his purse (folder with documents, etc.). You

a) apologize and help pack b) run away immediately

17. You accidentally stepped on a stranger's foot. He starts scolding you, pointing out your clumsiness, etc. Your actions:

a) apologize and step aside b) apologize and try to justify yourself

c) apologize and point out to this person that he is behaving inappropriately

d) also try to be rude to him

18. You enter a store where you see a large line of customers. Will you wait your turn or will you jump in without a queue?

a) I will wait my turn b) I will wait if the queue is small

c) “I’ll get in” without a queue d) I’ll apologize and ask if I can without

queues, because I'm in a hurry

19. Do you know the rules of etiquette?

a) I know quite well b) I don’t know, but I would like to know

c) I know in general terms d) I don’t know, I don’t need it

20. You are celebrating something and making noise longer than the allotted time (after 23:00 hours). How will you react to the request of the neighbors to stop this noise?

a) stop partying b) ignore this request

c) try to be quiet

d) declare that there is only one such holiday in a year, and continue walking

d) hard to answer

21. Do you like to relax in nature?

a) yes b) no

22. If you were offered to celebrate any holiday, what place would you choose?

a) a cafe, a restaurant b) a field trip c) an entertainment club d) a house

23. Resting in nature, do you leave garbage?

a) yes b) no

24. How many times a year do you have a rest in nature?

a) less than 5 times b) more than 20 times c) 5 - 20 times d) never, no possibility

25. Write down your favorite vacation spot

___________________________________________________________

26. To answer the following questions, read the definitions:

Dehumanization - the weakening of philanthropy, justice in public life; non-recognition and disrespect for universal human values, inattention to people.

Relevance - the importance, significance of something at the present time.

In your opinion, is the dehumanization of culture taking place?

a) yes b) no

27. Do you think the topic of dehumanization of culture is relevant?

a) not relevant at all b) rather irrelevant than relevant

c) more relevant than irrelevant d) very relevant

e) is relevant, but does not stand out from the total number of problems

e) hard to answer

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Communication as a constitutive factor in the behavior and activities of people, an integral part of social reality. The study of public communications, the mechanisms of the influence of mass communication on the minds of young people; the role of the development of Internet communication.

The most important component is social communication. Although in some situations it is possible to interact without communication, in the vast majority of cases, social contacts involve communication.

Communication - this is a mutual exchange of information, which implies the orientation of both participants to the reciprocal openness of the partner. Such an exchange does not necessarily take place in a verbal form (verbal), but also in a non-verbal one. Non-verbal communication is much older than verbal communication. It includes gestures and facial expressions, dance, music, visual arts, sculpture and architecture. In fact, the engineering structures, temples, palaces, sculptures, and paintings left over from the past centuries convey without words information about the life, feelings, relationships of long-dead people.

The essence of the communication process, as follows from the definition, is to transfer a message containing information to another participant. The very act of revealing the content of one's consciousness in the course of communication in sociology is called signal.

But a signal is not always a message or information. For example, if a passer-by in a foreign language, which we do not know, turns to us on the street, then we will receive such a signal, but we will not receive a real message. Of course, in this case, neither communication nor receipt of information will take place. If something is said that we already know, we receive a message, but it is not information for us. A message will be information only if it contains something unknown to us.

The transfer of information in the course of the communicative process requires certain carriers - symbols and signs, since communication by its nature is a symbolic process. Objects that reveal the meaning that they contain not by themselves, but due to the fact that society endowed them with this meaning, act as symbols and signs. This meaning is the meaning of the sign. Therefore, we can say that communication is a process of deciphering signs and reading their social meanings.

Signs are words, gestures, postures, facial expressions, sometimes expressive behavior (laughter, smiles, tears, sighs, etc.).

Language - the most important sign system institutionalized by society and therefore having a historical character. An individual is born and formed in a specific social context, where a specific structure of the language is already set. Therefore, the language of any society indirectly reflects the structure of the society itself and, as it were, sets the specifics of social communication.

An important characteristic of any communication process is the intention of the participants to influence each other. Influence can be carried out through the use of such mechanisms of psychological influence as:

• persuasion is a process of purposeful communicative influence, characterized by a logical substantiation of a message (or several messages) in order to achieve the consent of the interlocutor (or audience) with the expressed point of view;
• suggestion - a method of communicative influence, designed for non-critical perception of information; such a nature of perception does not require any detailed logical analysis, nor evaluation, nor deep reflection, but is realized by influencing feelings, emotions, which in turn affect the intellectual and volitional characteristics of an individual who is unaware that he is exposed to external influences.

Suggestion is used to create a state in the interlocutor that encourages him to take certain actions. The effectiveness of this process directly depends on the individual characteristics of the individual, the level of his education, culture, mental state and the degree of exposure to influences. In addition, the power of influence largely depends on the visibility, accessibility, imagery and conciseness of information. The effectiveness of communicative means is largely determined by the extent to which the content of the suggested message generally corresponds to the interests and needs of the audience.

The term "communication" (lat. communicatio, from communico - I make common, I connect, I communicate) originally meant the ways of communication, transport, communication, the network of the underground urban economy. In the broadest possible sense communication is a means of communication of any objects of the world. However, in relation to social objects, this term acquires a special meaning. The communicative process is a necessary prerequisite for the formation, development and functioning of any social systems. Social communication provides a link between people and their communities, makes it possible to link between generations, the accumulation and transfer of social experience, its enrichment, the division of labor and the exchange of its products, the organization of joint activities, the transmission of culture. It is through communication that management is carried out, power arises and is realized in society.

There are many definitions of social communication. Let's present some of them. social communication - this is:

Ø transfer of information, ideas, emotions through signs, symbols

Ø process that connects separate parts of social systems with each other

Ø the mechanism through which power is realized (power as the desire to determine the behavior of another person).

The mechanistic approach treats communication as a unidirectional process of encoding and transmitting information from the source and receiving information by the recipient of the message. From the point of view of the activity approach, communication appears as a joint activity of communication participants (communicators), during which a common (up to a certain limit) view of things and actions with them is developed.

Communication is a specific form of interaction between people in the cognitive and productive process, carried out mainly with the help of language (less often with the help of other sign systems).

Social communication is a type of social connection based on the directed transfer of information that allows for the socio-cultural interactions of individuals and social communities. Social communication should be understood as the interaction of people, due to a number of socially significant assessments, specific situations, communicative spheres and norms of communication accepted in society, in this society.

Social communication in the process of its implementation solves three main interrelated tasks:

1. Integration of individual individuals into social groups and communities, and the latter into a single and integral system of society;

2. Internal differentiation of society, its constituent groups, communities, social organizations and institutions;

3. Separation and isolation of society and various groups, communities from each other in the process of their communication and interaction, which leads to a deeper awareness of their specifics, to a more effective performance of their inherent functions.

Communication is a process, the main components of which are:

Ø The subjects of the communication process - the sender and recipient of the message (communicator and recipient)

Ø Means of communication - a code used to transmit information in a sign form (words, pictures, graphics, etc.), as well as channels through which a message is transmitted (letter, telephone, radio, telegraph, etc.)

Ø The subject of communication (any phenomenon, event) and the message that displays it (article, radio program, television story, etc.)

Ø Communication effects - the consequences of communication, expressed in a change in the internal state of the subjects of the communication process, in their relationships or in their actions.