SYNERGETIC ASPECTS OF SHAPING OF MEDIA DISCURSIVE PRACTICES
Abstract
The article deals with methodological and conceptual principles of constructing a synergetic model of formation of media discursive practices and management in the sphere of mass communication. The prospects of application of N. Luhmann’s and S. Kurdyumov’s ideas in this field are determined.
The content of basic concepts and ideas of social self-organization theory by N. Luhmann such as “communication”, “operational isolation”, “self-referencing”, “autopoiesis ”, and “contingency” is disclosed. Mechanisms of checking “the reality” of representation created in mass media are described.
Media discursive practices related to marketing technologies of modern media sphere are considered. The role of determinate chaos and parameters of the order in social self-organization, in particular moral values of a person and society, are noted.
The cognitive modeling essence of the metaphors of mediation, presented in D. McQuail’s conception, is analyzed. It is concluded that the function of objective, impartial, and balanced information, and hence the function of mediatization, i.e. social connection, is paramount in the newest model of media. Attention is drawn to the fact that synergetic paradigm analyzing the complex nonequilibrium system of society proposes a new approach in management theory, namely the ecological one, which provides support for innovations that are in line with the tendencies of system sustainable development.
Optimal organization of mass communication sphere should be aimed at awakening the internal tendencies of a system’s development, it should foresee openness and non-linearity of the results of activity, feedback in the system and mutual cyclic determination (action – result), resonant embedding in the environment where media are in operation. Such synergetic principles of media sphere organization are intended to provide self-directed and self-supporting development of mass media and their discursive practices and to promote harmonization of value dominants in modern society.
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