Bogomolova M.N. The role of communication in modern civil society. The role of communication in modern society

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Communication (from lat. communication- communication, transfer) - the process of information exchange that occurs in any society. The joint activity of people, the reproduction and creation of cultural heritage are the transmission and perception of certain messages.

The process of communication is a property of many complex systems. Therefore, when speaking about human society, the term “social communication” is usually used.

Social communication includes a number of components:

? subjects of communication (individuals, groups, institutions);
? means of communication;
? the content of communication, certain meanings and meanings transmitted during the interaction;
? communicative environment in which information is exchanged (depending on the characteristics of the communicative environment, the same signs can be interpreted differently).

Communication in human communities (unlike communication in animal communities) is always symbolic - mediated by certain meanings and meanings that are assigned to material or non-material objects (words, objects, images, actions, gestures, etc.) that serve as means of communication.

Language is the most important means of communication. Communication through language is called

verbal communication and is fundamental to humans. However, along with the verbal language, there are other symbol systems - non-verbal, which also serve as intermediaries in the communication process. These are facial expressions, gestures, as well as the so-called "secondary languages" - Morse code, programming languages, etc.

As a language system - a sign system - both culture as a whole and its "subsystems" - art, science, religion, etc., also using specific "languages" can be considered. For example, Russian icon painting is a complex sign system. Each element of the image has a special symbolic meaning - the location of the figures, their size and poses, the color of the robes and background, etc. People who do not know the specific language of the icon are not able to perceive all the information that it carries, and notice only the unusual style of the image, which seems “primitive” to them.

According to the definition of the German philosopher E. Cassirer, a person is a creature that creates symbols. Indeed, a person perceives the world and acts in it on the basis of certain meanings and meanings that he himself assigned to the objects of this world. Any object endowed with meaning can be considered as a symbol. Communication as an exchange of meanings, interpretation and creation of symbols is at the same time the process of constructing and maintaining the reality in which a person is immersed. We see the world through the prism of the symbols that make up our culture. Culture exists only through continuous communication.

Communication can be oral, written, visual(transmission of messages using visual images), etc. Various types of communication require specific forms of encoding the transmitted information. Letters of the alphabet, hieroglyphs, digital and musical notation - all these are various forms of encoding information.

According to the method of information transfer, communication can be direct(straight) and indirect(indirect).

Immediate communication involves the transmission of a message, the exchange of information in a situation of direct interaction. mediated communication can take place without personal contacts between the sender of the message and its recipient. For the emergence of this type of communication, it was necessary to invent additional ways of storing and transmitting information in addition to oral speech. Thus, the appearance of writing made it possible to exchange information between people separated not only by space, but also by time.

Communication is not only the "exchange" of messages, signs, signals. It is a process in which subjects influence each other's behavior. Thus, communication exists wherever there is joint activity. Actually, communication is a necessary condition for joint activity and, ultimately, survival - both in animal communities and in human society. Forms and means of communication not only changed in the process of cultural development, but also became a significant factor in cultural and social changes.

The emergence of verbal language meant a qualitative breakthrough in the evolution of forms of communication. Language makes it possible to operate not only with "real" objects, but with signs, images of objects, not only real, but also arising due to the very presence of language. U. Maturana writes: “... the appearance of a language among people and the entire social context in which language arises gives rise to a new (as far as we know) phenomenon - reason and self-consciousness as the most profound life experience of mankind. Without an appropriate history of interactions, it is impossible to penetrate into this sphere inherent in a person (let us recall, for example, a wolf girl). At the same time, the mind as a phenomenon of paganization in the network of social and linguistic conjugation is not something that is located in the brain. Consciousness and reason lie in the area of social conjugation - it is there that the source of their dynamics. As part of human social dynamics, mind and consciousness are involved in choosing the path that our ontogenetic structural drift follows. Moreover, since we exist in language, the discursive domains (fields of judgment) that we generate become part of our domain of existence, as well as a fragment of the environment in which we maintain identity and adaptation.

Thus, not the phenomenon of communication itself, but a new form of communication that became the property of man at a certain point in evolution, contributed to the emergence of qualities that distinguished man from the animal world.

The assimilation of language and the social experience mediated by it is a necessary condition for the formation of the human personality. A person becomes a full-fledged person precisely as he masters social experience and cultural heritage, which is impossible outside of linguistic communication.

Thanks to language, culture is formed - an infinitely diverse world of meanings and meanings that arise, change and remain in the process of constant communication. Language did not arise as a means of knowing the world. It was formed as a tool of social interaction, ensuring the adaptation of the human species to the environment. However, the emergence of a language, the need to master it for the development of a person made it possible and necessary the process of knowing the world, which ultimately means mastering the meanings that are encoded in the language.

Cognition now means not just direct experience (this kind of “cognition” is also available to animals), but the assimilation of information about the world. And the possibilities of such knowledge are endless. Language takes a person far beyond the boundaries of direct experience. Being formed, the language creates not only a means for cognition, but also the object of cognition itself. Language does not reflect reality. He constructs it - for human consciousness.

“Language has never been invented by anyone just to perceive the outside world. Therefore, language cannot be used as a tool to discover this world.

Rather, it is with the help of linguizing that the act of cognition generates the world in that behavioral coordination that is language. We spend our lives in mutual linguistic contingency, not because language allows us to reveal ourselves, but because we are educated in language in the continuous becoming that we create with others. We find ourselves in this ... interconnection, not as a previous referential correlation and not as a correlation with some beginning, but as an unceasing transformation in the formation of the linguistic world that we build together with other human beings.

The means and forms of communication have changed and improved in the process of human cultural development. For millennia, oral communication, communication as direct communication in a face-to-face situation, was in fact the only one. It is this form of social communication that underlies tradition as a mechanism for preserving and transmitting cultural experience.

With this form of cultural heritage preservation, human memory plays a huge role - only what people remember is preserved. The transmission of cultural values occurs in the course of direct daily activities, woven into the usual way of life. There is no specialized activity aimed "only at training", only at the transfer of information. Man, acting, masters cultural experience. This applies to both household skills and religious beliefs.

Tradition as a mechanism for the inheritance of cultural experience is usually associated with inertia and immobility, rejection of the new. This is partly true, because tradition is the experience of ancestors, the experience of previous generations, which, from the point of view of traditional consciousness, has indisputable authority. Nevertheless, the very specificity of the functioning of tradition, the form of communication on which it is based, turns tradition into a living and

visible phenomenon. After all, if a tradition is passed "by word of mouth", if the only way to store information is human memory, then this inevitably gives rise to both distortions and the emergence of new elements. Something is inevitably forgotten, something, on the contrary, is added. Thus, tradition carries both constancy and variability. However, the specificity of traditional consciousness is such that even new elements of tradition are interpreted as ancient, inherited from their ancestors.

Societies dominated by oral tradition live, as it were, outside of time; history does not exist for them. Events that took place several decades ago are compared to much older ones. The past quickly turns into myth and legend. The same applies to prominent personalities, whose memory quickly acquires fictitious details, due to which they often turn into characters of myths, along with deities and spirits. A society dominated by oral tradition lives, as it were, in the eternal present, reproducing the experience of the past and not expecting any changes in the future. Everything that can happen has already happened.

The emergence of writing - a new form of storing information and a new way of communication - was the next important stage in the development of culture.

The earliest prototypes of writing were mnemonic signs - notches on a tree, knots ("knot writing"), tattoos, i.e. various symbols that were supposed to help keep some meaningful information in memory. Even today we use similar signs. But with the help of mnemonic signs, it was possible to save only a limited amount of information, in addition, only a fairly narrow circle of people could understand the meaning of these signs.

Quite early - back in the Neolithic era - the so-called pictographic letter- in other words, a successive series of "pictures" realistically depicting objects, phenomena or events. Pictographic writing is not a letter in the full sense of the word, since it captures not the speech itself, but its content.

Actually writing occurs when graphic symbols begin to fix the elements of speech. The letter is characterized by a constant composition of the characters used (although both the number and the style of the characters may change over time). Each sign fixes either a word, or a sequence of sounds, or a separate sound. The forms of signs used can be different: pictorial, geometric, etc. But it is not the form that is important, but the essence - writing allows you to fix the elements of speech. However, different types of writing solve this problem with varying degrees of efficiency.

Ideographic writing implies the use of graphic signs (both realistic "pictures" and rather schematic, abstract images) that have a fairly wide range of meanings.

For example, the image of a hand can mean both the word “hand” and the words “take”, “hold”, “edit”, etc. The possibilities of ideographic writing for transmitting information are limited precisely because of the “polysemy” of the graphic symbols used. Therefore, this type of writing existed only as a transitional to verbal-syllabic (logographic-syllabic).

Verbal syllabary preserves the ambiguity of graphic symbols. However, it uses additional signs that clarify the meaning of words. Despite its "cumbersomeness" and complexity, verbal-syllabic writing made it possible to convey any information - from economic reporting to religious myths. However, mastering this type of writing was a rather time-consuming process, since the number of characters used could be in the hundreds and even thousands.

The verbal-syllabic type of writing includes the writing of Ancient Egypt and China, Sumerian, Cretan writing, Maya writing, etc. Not all ancient systems of verbal-syllabic writing have been deciphered. In the modern world, the only surviving system of verbal-syllabic writing is Chinese.

syllabic writing uses signs that convey sequences of sounds. Elements of such writing could also be present in the verbal-syllabic system of writing, and the syllabic writing itself could arise as a result of simplifying the verbal-syllabic one. Syllabic writing in ancient times was common in India, Southeast Asia.

There are fewer signs in syllabic writing than in verbal-syllabic, but, nevertheless, much more (hundreds) than in the alphabetic writing that is familiar to us.

AT alphabetical letter one sign (letter) conveys, as a rule, one sound (in this case, vowel sounds may not be transmitted in writing). The source of the alphabetic writing was the Phoenician script. The Phoenician proto-alphabet, which included only 22 characters, in addition to Asia Minor, was adopted (and, of course, modified taking into account the peculiarities of the language) in Greece and Italy, giving rise to Western alphabets and, quite possibly, Western civilization. The beginning of the "Western alphabets" was given by the Greek letter, which arose probably in the 8th century BC. e.

Slavic letter(Cyrillic) arose on the basis of adding new specifically Slavic phonemes (“sh”, “h”, etc.) to the Byzantine Greek alphabet (although even before cultural contacts with the Greeks, the Slavs may have used their own script. It is still unclear, for example , the origin of another Slavic script, supplanted by later Cyrillic - Glagolitic).

Alphabetical writing is much more convenient and "democratic" than other types of writing. It allows you to encode information of any level of complexity, including abstract logical constructions. At the same time, mastering alphabetic writing requires much less time and effort. It is no coincidence that ancient ideographic and verbal-syllabic writing systems existed in societies where a powerful priesthood was formed, which was the main custodian of the written tradition, and literacy was not available to everyone. Literacy (for example, in ancient Egypt) opened the way to a successful career - the profession of a scribe was highly respected. Where alphabetic

writing, literacy was much more widespread (however, in addition to the complexity or simplicity of writing, there were other, specifically social factors that could prevent or promote the spread of literacy).

The emergence of a new type of communication - communications, mediated by graphic symbols, encoding the content of oral speech, has had many important social and cultural consequences.

Writing allowed information to be stored. Thus, human memory has ceased to serve as the only "receptacle" of cultural heritage. A new efficient way of storing information opened the way for its virtually unlimited accumulation. With the advent of writing, it became possible to record historical events, and thus humanity had a real, not a mythical past.

Writing made it possible to accumulate knowledge about the surrounding world, which created the conditions for the emergence of ancient science. With the advent of writing, religious myths were also codified, sacred texts and sacred books appeared, which also meant a complication and enrichment of the cultural heritage.

It should be noted that along with writing, which transmitted speech itself, other systems of graphic symbols also arose - for example, symbols associated with the development of technical and mathematical knowledge.

Writing has changed the nature of communication, making possible "mediated" forms of communication that do not require the direct presence of participants. With the help of writing, communication became possible between people separated not only by space, but also by time.

Writing contributed to the complication of the culture of society, creating the so-called "written", or "high" culture of "scientists", educated people. Representatives of the written culture lived in a different, much more saturated information space than the illiterate bearers of the oral tradition. In traditional societies, access to literate culture served as one of the social "delimiters" that separated the privileged minority from the illiterate and disenfranchised majority. The mass access to education (“literate culture”) that characterizes modern societies is a phenomenon that is virtually unique in history.

The creation of writing contributed to the codification of language norms, the prerequisites were created for the formation of a "literary", "correct" language. The structure of the language also became more complex. Communication mediated by a written text did not allow the use of additional channels of communication, which is possible with direct communication (gestures, facial expressions). Written communication does not provide an opportunity to “request” the interlocutor in order to achieve a better understanding. Therefore, the development of written communication contributed to the gradual improvement of linguistic means of transmitting information - the emergence of complex sentences, various ways of structuring the text - for example, highlighting paragraphs, separate spelling of words, etc. All this contributed to the development of abstract thinking skills.

The formation of writing is closely connected with another important and critical process in the development of human societies - the emergence of ancient states. Writing made it possible to improve management.

First, it became possible to formulate and fix legal norms. Secondly, “remote” control arose - with the help of decrees, orders, messages, the ruler could give orders and control subordinates without being directly next to them. Writing made it possible to formalize the management process, to make it more streamlined.

Finally, writing also contributed to the improvement of economic activity. The most ancient written documents that have come down to us are not only decrees of rulers and inscriptions glorifying their deeds, but also materials on economic reporting related to the activities of ancient temples, as well as ordinary merchants. However

the written heritage of ancient civilizations is not limited to this.

Thus, the emergence of writing was directly related to the formation of ancient civilizations, with the exit of mankind to the next, new stage of historical development. Literary works, religious and philosophical teachings, descriptions of the life of various peoples of antiquity, even private correspondence, which have come down to us thanks to writing, allow us to recreate, although not completely, the appearance of ancient civilizations. It was writing that made it possible to understand their spiritual world, i.e. communication between different eras. The "unwritten" past of mankind is still "mute". The objects of material culture that have come down to us only allow us to speculate about the world of ideas, ideas and beliefs in which their creators lived.

In the era of antiquity and the Middle Ages, written culture was the property of a minority. Written communication coexisted with oral communication, which dominated traditional societies. The invention of writing made it possible to replicate texts. But this was done most often through rewriting, so the number of texts in traditional societies was very limited.

The situation changed radically when the very type of traditional society began to crumble in Western countries. The processes of development of the capitalist economy, changes in the social structure and culture led to a change in the forms of communication. This will be discussed in more detail below.

Maturana U., Varela F. The tree of human understahding. - http://www.uic.nnov.ru/chi-bin/htconvent.cgi7maturana.txt
Maturana U., Varela F. The tree of human understahding. - http://www.uic.nnov.ru/chi-bin/htconvent.cgi7maturana.txt

A.P. Kolmykov

Orenburg State Pedagogical University

Scientific adviser: M.A. Petrunina, Candidate of Pedagogical Sciences, Associate Professor

Social communication in the modern information society is considered as a mutual exchange between communicants of semantic and evaluative socially significant information that affects both the participants in social interaction and society as a whole.

In sociology and social pedagogy, the concepts of "society", "information society" have different meanings and are perceived ambiguously. It is important to take into account that, in a broad sense, society is considered as a historical result of naturally developing relationships between people, and in a narrow sense, as a social organization of a nation, nationality, population of a country.

Thus, the famous Russian sociologist Peterim Sorokin understood society as a set of individuals who are in the process of communication. The famous German sociologist Max Weber believed that society is the interaction of a group of people who are the product of social actions, because. focused on other people. The American sociologist and political scientist Talcott Parsons defined society as a system of relations between people who are united by norms and values.

It follows from this that society as a whole is understood as a unity, which consists of people and their social relations, interactions and connections. These components (social ties, relationships, interactions) are distinguished by their originality and are reflected in the historical process, which is characterized by the transition from generation to generation. Society, as you know, includes people, public institutions, social interactions, social relations, values, norms, connections. Moreover, each of these elements is closely interconnected with other elements, which plays a huge role in the further functioning of the entire system.

Public opinion plays a huge role in the life of society and shows the real state of social consciousness, interests, moods, feelings of society. Public opinion is a "litmus" test, as it considers the attitude of groups of people to the problems of social life.

The analysis carried out allows us to reveal that the factor of the emergence of public opinion is the interests of society. Public opinion most often appears where issues of a controversial nature arise. It is formed both spontaneously and purposefully. Public opinion includes several stages: the emergence of personal opinions, the mutual exchange of opinions, the transition of a single point of view from many others. In real life, these processes occur at the same time and are characterized by jumps and mutual transitions.

For example, public opinion may have a unified character of expression. It expresses the opinion of the public mind, the opinion of the whole society. The main essence of the already established public opinion includes points of view that are accepted by the whole society or most of it, despite the fact that this opinion may be wrong and erroneous.

The main aspect of the formation of public opinion is the mass media. They have a huge impact on people's point of view, and in particular they have a strong influence on people's emotions. The main means of mass communication are print media, radio broadcasting, television broadcasting, the World Wide Web, and advertising.

Television and advertising are the strongest sources that influence the consciousness of society in a special way. Advertising is understood as information that is distributed in various ways, in various forms, where any means are used to attract attention. Advertising is able to influence the tastes of people, no matter how these tastes manifest themselves. In sociology and psychology, there are many different types, ways and methods of manipulating people's minds.

For example, the famous psychologist Sergei Zelinsky in his work “Mass Manipulation and Psychoanalysis” singled out many different ways of manipulating people: false questioning, or deceptive clarifications; false inferiority, or imaginary weakness; false love, or lulling of vigilance; violent pressure, or exorbitant anger; fast pace, or unjustified haste.

In total, Zelinsky singled out several methods of manipulation that are psychological, but in order to use them in practice, it is not necessary to have a psychological education or have a degree in psychology.

In its most general form, communication, as a rule, means means of communication between two or more persons based on understanding; information message of one person to another or a number of persons through a common system of symbols.

The communication process consists of several constant elements:

1) the sender (the one who sends the message - the communicator);

2) a channel that transmits information;

3) the message itself;

4) the recipient (the one who receives the messages - the recipient).

It should be borne in mind that there are many ways in the world that help to influence the consciousness of society. Public consciousness is primarily understood as a complex of psychological properties that are inherent in society as an integral system. In the age of information technology, the development and further growth of more and more new ways of manipulating a person, including with the help of mass media, are being activated, which entails unpredictable processes. A situation may be created in which it will be difficult for people to recognize whether this is manipulation or real information.

If we compare traditional mass media with the Internet, then the Internet as a new type of mass communication has a number of advantages:

1) multimedia, unlike other sources of mass communication, the Internet can combine sound tracks, printed texts and videos, pictures;

2) personalization - using the Internet, information can be delivered in any way that the user prefers (sending by e-mail or via cable television);

3) interactivity - through the Internet, people have the opportunity to interact with each other, have many connections with thousands of users, which are possible through social networks, forums, chats, teleconferences;

4) the absence of intermediaries - the Internet, unlike traditional mass media, gives the right of direct access of the authorities and political parties to the people.

It is important to note that the impact of information on the masses depends on the social needs of this audience. It is also worth noting that the public status of the source of information plays a huge role. If the mass media have the official status of a source of information, that is, they are registered according to the law, then the information they disseminate must be reliable. However, the reliability of this information is difficult to verify, therefore, evaluation information is very important for society, which helps to understand which trends dominate in society.

Mass media use two main ways of disseminating information - sequential and fragmented. The first method is more often used in print media publishing houses that cover events in a sequential form and publish them in articles and other sources. The second method is most used on television, where the visual transmission of information and images prevails.

A generalized view of the problem of manipulating people with the help of mass media made it possible to identify the most famous:

1. Distraction of attention is the main element of social control (people's attention is diverted from serious intentions and issues, constantly filling the information space with unnecessary messages).

2. Creating problems, and then offering ways to solve them (during the economic crisis, people are “forced” to buy things they don’t need).

3. A method of gradual application (in order to achieve a solution to an unpopular goal for the people, its ideas are introduced gradually, over a long period of time).

4. Appeal to the people at the level of populism (in many propaganda speeches designed for the general public, they use simple arguments, endearing intonation).

Thus, the role of social communications in the modern information society lies in the mutual exchange between members of the community of semantic and evaluative socially significant information that affects both the individual person of social interaction and society as a whole. It should be borne in mind that the main factor in the formation of public opinion is the mass media, which help to manipulate people. This manipulation is mostly hidden, as many people may not be aware of it. In this regard, the communicative culture of all members of the information society is important.

List of used literature

1. Gurevich, P.S. Political psychology: textbook. allowance / P.S. Gurevich. – M.: UNITI-DANA, 2013.

2. Zelinsky, S.A. Mass manipulation and psychoanalysis / S.A. Zasursky. - St. Petersburg: Scythia, 2014.

3. Kolesnikova, I.A. Communicative activity of the teacher: textbook. allowance for students. higher ped. textbook institutions / I.A. Kolesnikov; ed. V.A. Slastenin. – M.: Ed. Center "Academy", 2007. - 336 p.

4. Lozovsky, B.N. Manipulative technologies for media management / B.N. Lozovsky - Yekaterinburg: Ural Publishing House. un-ta, 2014.

5. Matveeva, S.Ya. Fears in Russia in the past and present / S.Ya. Matveeva - Novosibirsk. 2014.

Similar information.

The role of communication in society

1.2 Types and functions of social communication

The variety of spheres of public life determines the multitude of objects of communication. For the researcher, it becomes obvious that the typology or simply the classification of these species will be incomplete if separate indicators are used, it must be carried out according to multiple criteria. We encounter this in the literature, discovering various approaches. F.I. Sharkov 4 gives the following approaches to the typology of communication:

by the scale of the course (mass, medium level, local, intragroup, intergroup, interpersonal, intrapersonal);

by the method of establishing and maintaining contact (direct and indirect);

on the initiative of the subject (active, passive);

by degree of organization (random, non-random); depending on the use of sign systems (verbal, non-verbal); depending on the flow of information (downward, upward).

A.V. Sokolov 5 distinguishes the following types and types of communication. If communication is a mediated and expedient interaction of subjects, then four types of communication can be distinguished: material (transport, energy, population migration, etc.); genetic (biological, species); mental (intrapersonal, autocommunication); social. An individual, a social group and a mass aggregate can act as subjects of communication. In this case, we can talk about the following types of social communication. Microcommunications, where the subjects are the individual, the group, the mass, and the communicator is the individual. Midicommunications is the interaction of two groups, the group and the mass. Macrocommunications - the interaction of mass aggregates. If an individual, a group and a mass aggregate act as an object of influence, then we can talk about interpersonal, group and mass communication.

In the textbook "Fundamentals of the Theory of Communication 6" types of communication are considered for a number of reasons. So, according to the method of communication, they are distinguished: verbal and non-verbal. Within verbal communication, forms of speech communication are considered: dialogue, monologue, dispute, oral-speech and written-speech communication. Non-verbal communication includes facial expressions, gestures, posture, gait, eye contact. According to the levels of communication, there are: interpersonal communication, communication in small groups, mass communication.

The types of professionally oriented communication are also given:

business communication in the organization, marketing, communication in management;

political communication, public communication, intercultural communication, etc.

Of course, the authors' attempt to give as complete a list of types of communications as possible deserves attention. However, upon closer examination, a single basis for classification is not always maintained. This is especially felt when revealing the types of professionally oriented communication. Social relations are objective in nature, since they are determined by the place of the group in the social structure, its functions. However, in intergroup interaction, there is also a relation of a group to another in the subjective sense: the perception of another group, its assessment, acceptance or rejection, etc. In socio-philosophical terms, not only individuals, but also groups act as subjects of communication. Highlighting large and small social groups in the structure of society, the problem of interaction, relationships, communication, communication appears. Intergroup relations mediate the relations of society and the individual, and also constitute the field in which the interaction of individual groups and individuals is carried out. Joint life activity generates the need for interaction between its participants, their relationships, in its process "impersonal" relationships are personified.

Involving in social life through a system of functions and roles, each person performs a function and plays a role in accordance with his individual properties, which gives each act of communication a unique character. The picture of an event, a fact, a period in history largely depends on the state of the individual and social psyche. The personality is the subject of communication and has a number of communicative abilities. A.A. Bodalev distinguishes four groups of abilities: intellectual, emotional-volitional, ability to learn, a special structure of the value orientations of the individual. Intellectual abilities are features of cognitive processes (the ability to capture information about others, to imagine oneself in the place of others). Emotional-volitional means the ability to adapt, empathy and self-control. Interpersonal communication is the process of exchanging information and interpreting it by two or more partners who have come into contact with each other. The most important condition for interpersonal communication is the ability of an individual to identify standard, typical social situations of interaction between people, the content and structure of which are known to representatives of a given culture, and to construct them by appropriate actions. Each level of communication corresponds to a certain level of mutual understanding, coordination, agreement, assessment of the situation and rules of conduct for participants. Failures in interpersonal communication are determined by the fact that people, firstly, perceive each other incorrectly and inaccurately, and secondly, they do not understand that their perceptions are inaccurate.

From the context of the socio-philosophical and socio-psychological approaches, the following logic of the analysis of intergroup relations follows: if society is a system, groups are elements of the structure, then the relationship between them is objective (connection, interdependence, interaction) and subjective (social perception). The objective attitude was studied in social philosophy, sociology, subjective - in psychology. The study of the interaction of groups in a social context helps to reveal the meaningful characteristics of intergroup relations. Intergroup relations are a set of socio-psychological phenomena that characterize the subjective reflection of diverse relationships between groups in the form of an image of another group, ideas about another group, perceptions of another group, stereotypes, etc. The basic component is social perception, in which the cognitive, emotional and evaluative components are more merged, and the group acts as the subject. Thus, the "group context" of interpersonal perception emerges: the perception by members of the group of each other and members of another group; a person's perception of himself, his group, another group; the group's perception of its member and a member of another group; the group's perception of itself and the other group. The mechanisms of intergroup perception are stereotyping (perception, classification and evaluation of social objects based on certain standards, which can be verbal signs, symbols, sensory, perceptual, etc.) and categorization (the psychological process of attributing a single object to which - then the class whose properties are transferred to this object).

Thus, the specificity of intergroup perception lies, firstly, in the fact that in it individual representations are combined into a whole, qualitatively different from its elements; secondly, in the long and insufficiently flexible formation of intergroup ideas; thirdly, in the schematization of ideas about another group (social stereotype). The attitude towards the group is formed through the mechanism of comparison. It is characterized by a tendency to overestimate its own group as opposed to another - intergroup discrimination, which is the establishment of differences with a strongly pronounced evaluative coloring; artificial exaggeration of these differences; the formation of a negative attitude, "the image of the enemy"; establishing positive evaluative differences in favor of one's group (intragroup favoritism); the establishment of positive evaluative differences in favor of another group (as a result - the emergence of tension in intra-group relations, hostility, weakening of intra-group ties, devaluation of intra-group values, destabilization, disintegration of the group.

All these aspects of intergroup relations are most clearly manifested in interethnic relations and communication and are expressed in the phenomena of interethnic perception. It is enough to single out such a phenomenon as an ethnic stereotype, which is characterized by appraisal, emotional coloring, and partiality. The indicative space of an ethnic stereotype is formed by: ethnocultural features, character traits, language, assessment of behavior and dynamic characteristics of a person, qualities that determine attitudes towards people, etc. Interethnic communication contributes to the transfer of forms of culture and social experience. At the interpersonal level, intersubjective 7 interaction takes place, in which the subjective world of one person opens up for another. At the same time, an individual person acts as a carrier of self-consciousness and culture of an ethnic group.

The phenomenon of intra-group communication arises, first of all, with direct communication of people in small groups. The specific phenomena of this type of communication include: a set of positions of group members regarding the receipt and storage of information significant for the group (the structure of communication flows); group influence and the degree of identification of a person with a group; making a group decision; the formation of consent, the folding of a special culture of the group. A specific feature of group communication is its lexical homogeneity, as well as the norms and rules of acceptable communication tactics. Considering the concept of "mass communication", some researchers just have in mind this "narrow" aspect of communicative interaction, emphasizing the influence of new information transfer technologies. Considering mass communication as the main form of dissemination of information in the human community, they associate it with the linguistic (oral and written) communication of people. It is assumed that initially, in the early stages of the development of human civilization, in the pre-industrial era, social communication was potentially mass in nature, and together with the emergence and development of the media - the press, radio, cinema, television - it actually acquired a mass form. However, mass communication expresses not only the formal characteristics of modern communication processes, but also indicates a qualitative change in the content parameters of social communication in the industrial and post-industrial era, expressed in the most general terms in the emergence and spread of the phenomenon of mass consciousness 8

When defining "mass communication", its special characteristics are distinguished, such as:

1. social information addressed to the masses;

2. information born, formed in a mass audience;

3. information disseminated through mass channels;

4. information consumed by the mass audience. Along with mass communication, it is legitimate to single out specialized communication, the main feature of which is an appeal to specialists, a specialized audience, a specialized consciousness. The totality of sources, distributors, organizers of information consumption by specialized and mass consciousness constitutes the content of information and communication (communicative and information) structures.

One of the most powerful components of this structure is the mass media system (media). At the same time, we note that the system of mass communication (MSC) has a broader content than the media. The mass media include the press, radio, television, cinema, show business, video production, the Internet and technical and technological means that provide specialized and mass communication. It is necessary to highlight the following general conditions for the functioning of mass communication:

1. mass audience (it is anonymous, spatially dispersed, but divided into interest groups, etc.);

2. social significance of information;

3. the availability of technical means that ensure the regularity, speed, replication of information, its transmission over a distance, storage and multi-channel (in the modern era, everyone notes the predominance of the visual channel). Mass communication performs a number of important social and psychological functions in the life of a mass society:

Social features:

1. information function - the immediate task of mass communication;

2. socializing function - associated with the formation or change in the intensity and direction of the socio-political attitudes, values or value orientations of the audience with which the communication process is taking place, is the teaching of norms, values and patterns of behavior;

3. organizational - behavioral function is associated with the termination or vice versa provoking some action of the audience, as well as changing its activities;

4. emotional and tonic function is the management of the emotions of the audience, through which mass communication awakens optimism or drives one into depression, it creates and maintains a certain emotional level of the audience;

5. The communicative function is associated with influencing the audience in order to strengthen or vice versa weaken the ties between individual members or groups of the audience.

Psychological functions:

1. the function of the formation of mass psychology is the main psychological function of mass communication, through which the psychology of the masses is formed as a subject of socio-political processes;

2. integrative and communication function is associated with the creation of a general emotional and psychological tone of the audience;

3. information function provides the audience with a certain set of information, creates a single coordinate system in its perception;

4. socializing educational function - forms common attitudes, values and value orientations;

5. The function of organizing behavior stimulates the actions of the formed mass in a certain direction.

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