The concept of social communication. Concept of social communication Social communication: characteristics

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§ 1. Models of social communication: from information to dialogue

The concept of “communication” (from Lat. communicatio message, transmission) is used in various sciences. The commonality in his interpretation is associated with the idea of communication as “the transfer of information from one system to another through special media, signals.”

As is known, communication is carried out between individuals, groups, organizations, cultures through various sign systems (languages). There are interpersonal, mass (mass communication, or mass communication media), scientific, technical, etc. communication, therefore the term “communication”, in addition to the general, universal, has additional and clarifying meanings, depending on the meaning given to it within the framework of one or another scientific approach.

The focus of the semiosociopsychological paradigm is social communication, which is considered as “a universal sociocultural mechanism focused on the interaction of social subjects, on the reproduction and dynamics of sociocultural norms and patterns of such interaction.”

For various types of art, mass communication, as well as for a number of other forms and methods (genres) associated with the social interaction of communicating subjects, a universal term is valid - social communication. The plural of the same term is social communications– used when necessary to differentiate communication flows.

The attention of science and society to the processes of social communication is not accidental: the quality of our life largely depends on the quality of the information environment in which virtually every person is “immersed.”

There are various concepts and models of communication, most of which practically identify social communication with mass communication (the terms media, mass media, mass-media are also used) and are associated with the idea of it as the mass transfer of information through the use of technical means, with the help of various types of professional techniques for influencing and influencing the audience. In this case, the goal of the expected impact is the solution of political or economic problems, as well as the dissemination of educational ideas associated, for example, with the desire to convey moral norms and values to every person.

The idea of communication, which positively influences people and improves their minds and morals on a massive scale, was actively developed during the Enlightenment era (XVII-XVIII centuries). Enlighteners pinned particular hope on the printed publications that appeared during this period, primarily newspapers, as well as on hitherto unprecedented opportunities opening up with the beginning of book printing. It seemed that a little more - and high spirituality would become a mandatory quality of every person, and the long-awaited golden age would come on Earth...

Disappointment in the ideas of the Enlightenment, or rather, in the results of efforts and actions that did not change the mass consciousness of people, again and again turned researchers to the search for an optimal model of communication. Humanity, plunged into the abyss of two world wars, longed for an answer: how could this happen and how to avoid this in the future? By the middle of the 20th century. Many scientists and the majority of citizens of different countries have a strong opinion that the influence of propaganda, which was used to influence the minds, moods and actions of millions of people, was destructive for the fate of civilization.

Linear model (G.D. Lasswell). One of the most famous models of communication in the world was formulated in 1948 by the American sociologist G. D. Lasswell. Lasswell considered the main function of mass communication to be the maintenance of balance in society, that is, “the equal education of expert, leader and citizen,” which ideally helps to come to understanding and agreement on problems affecting the world as a whole.

Since in the history of mankind “understanding and agreement” were not always achieved, the researcher’s attention was drawn to the process of the movement of ideas within the public consciousness, and the effect that should be strived for was the delivery of information without distortion. G. D. Lasswell, unlike his predecessors, put forward the thesis that the communication process consists of several links, or cycles, of one general structure, at each of which distortion of information is possible. The communication model he proposed is known as linear and looks like this: “WHO – communicates WHAT – through which CHANNEL – TO WHOM – with what EFFECT?”

Let us pay attention to the fact that since in this model the final goal was the stated effect, and its achievement was associated with the delivery of information (helping to come to understanding and agreement) without distortion, the assumption influence and influence for good, from the point of view of the communicator, purposes were not removed from the agenda.

Following G. D. Lasswell, scientists in many countries turned to studying the mechanisms of the spread of ideas in society, explaining the reasons for the success or failure of propaganda when trying to influence people's consciousness. Scientific research has tracked those intermediate stages of a communicative act at which interference is possible in achieving the desired effect (when using radio, for example, components such as sound timbre, speech rate, gender of speakers, message composition, etc. were studied).

The declaration of successful, enlightening communication, coupled with proposed mechanisms to counteract distortions of information, was a step forward in communication theory; however, as life has shown, the proposed model did not affect the practice of using the information space to influence and manipulate people’s consciousness. Nor did it bring the expected social harmony.

In Russian science of the Soviet period, G.D. Lasswell’s formula was widely known, but was accepted with reservations, although, in fact, party journalism was also nothing more than propaganda aimed at influencing the consciousness and behavior of people. A significant advance in social science of the Soviet period was the attention of researchers to the perceiving side - the audience, however, the main emphasis of the study was still one-sided and was reduced to the study of methods and ways of influencing it.

The desire to influence the audience, and more often for good purposes, from the point of view of the communicator, is not uncommon in the modern information space. As socio-diagnostic studies have shown, this form of communication irritates those audience groups that do not accept this method of communication, as well as those who hold an opinion opposite to that declared. The result is the inability of large groups of people to adequately understand the communicator, and therefore each other, in other words, the inability to come to true mutual understanding and constructive interaction.

Interactionist model (T. Newcombe). Following the model of G. D. Lasswell in 1953, the interactionist model proposed by T. Newcombe appeared, which also became widely known. The audience is considered here not as an object of influence, but as an equal subject of communication. Since the respondent (the one who perceives) and the communicator are connected by mutual expectations and attitudes, a common interest in the subject of communication, the result of communication is a rapprochement or, conversely, a distance between their points of view. It is in this light that T. Newcombe views the effects of communication.

However, even in T. Newcomb’s model, successful communication did not exclude the possibility of influence, and for this (of course, good) purpose the use of manipulative techniques was also allowed. Thus, in order to move towards the desired effect, a search for some average position, a point of agreement, was proposed as a successful way of communicating with the audience. But, as the practice of social management shows, averaging the positions of the parties (consensus) regarding a particular socially significant problem does not always lead to a real resolution of this problem. Therefore, the declared equality of participants (subject-subjectivity) within the framework of T. Newcomb’s model remained largely declarative.

A conversation about communication models may seem abstract to some, however, they reflect and determine the characteristics and style of social communication characteristic of a particular space-time continuum. And since we are talking about T. Newcomb’s model, we will give an example of its practical implementation in the modern information field. It is according to this scenario that relations between modern television channels, advertisers and television viewers are currently being built. However, the average broadcast policy, aimed at the largest groups of television viewers (they are identified by obtaining well-known quantitative ratings), causes dissatisfaction with a huge number of people, including those whom television analysts propose to target.

Meanwhile, disappointing conclusions are heard again and again in the world: the desired social harmony is still far away; a powerful “industry of consciousness” has arisen; people are unable to resist “mass culture”, which leads to the depersonalization and lack of spirituality of large groups of people, the subordination of their tastes and interests to the interests of politics and business; The expansion of print, radio, television, computer entertainment, and now the Internet is more than obvious, and there is practically no way to counteract it.

Researchers of social processes began to feel the one-sidedness and limitations of previously accepted models of communication, since they lack, for example, mechanisms for taking into account the social context, the characteristics of the “space-time” in which communication takes place. Additions and refinements to existing models have appeared. Thus, in 1978, the domestic scientist P. S. Gurevich proposed to continue G. D. Lasswell’s formula as follows: “Who received the message - how his perception changed - what attitude developed towards the initiator of communication - how feedback was provided - what was the effect of influence on the propagandist himself."

Dialogue model (T. M. Dridze). In the works of communication researchers, the terms “dialogue” and “dialogic communication” began to appear more and more often, but the answer to the question of how to define them remained open.

Traditionally, dialogue is associated with a question-and-answer form of thinking and communication, with a method of assimilation of information, with an author's technique, and artistic creativity. Art researchers cite sincerity in the author's self-expression and a partnership with the audience as one of the main criteria for artistry and dialogicality.

An expanded idea of dialogue gives dialogical model of social communication, developed within the framework of the semi-sociopsychological paradigm, where the key importance is “the effect of dialogue as a semantic contact based on the ability and desire of subjects to adequately interpret the communicative intentions of communication partners.”

Dialogue is associated here primarily with mutual understanding between the communicating parties, and the effectiveness of communication is with the degree of achievement of the desired mutual understanding, and the procedure for measuring the degree of dialogicity is operationalized for the first time (meaning the original research method - the method of motivational-target, or intentional analysis of communication processes).

In contrast to other forms and methods of communication, the dialogic model excludes any forms of influence or influence, since it is focused on mutual understanding. Wherein This is not about agreeing with the author’s position – only about understanding this position.

Communication processes are considered here as “...motivated and purposeful textual activity carried out by people in the context of problematic life situations that lie at the origins of any socially significant processes.” Associated with this fundamentally important position is the idea of communicative intention, which, according to T. M. Dridze’s definition, is “the resultant of the motive and goal (more precisely, the desired result) of the activity, communication and interaction of people with the world around them.” It is by the degree of understanding by the communicant of the author’s intention that an idea is formed about whether mutual understanding has taken place or not, and, further, a conclusion about the success (dialogue) of communication.

Depending on whether the desired “semantic contact” is achieved or not when the “semantic focuses (communicative dominants) of the generated and interpreted text” are combined, along with the concept "communication" (dialogue) concepts are used "pseudo-communication" i.e. “an attempt at dialogue that was not crowned with adequate interpretations of communicative intentions,” and "quasi-communication" -“a ritual “action” that replaces communication and does not imply dialogue according to the original condition.”

In both the first and second communication options, the sender and recipient of information remain at different poles of the information channel. Such cases are called "communication failures" or “scissors of perception.” In this case, an unexpected or undesirable result of communication for the communicator arises.

The idea of social communication as a dialogue made it possible to propose the following principle of differentiation between S M I and S M K (currently, both terms are used in works devoted to communication). The main feature of mass communication (MSC) is a focus on mutual understanding with the audience. For the media, the task of establishing dialogical relations with the audience is optional, and in some cases undesirable; the main task is to inform, influence, influence.

In this work, to indicate the desired guidelines, the term QMS is predominantly used, although it should be recognized that in the modern information space, the focus on dialogue as mutual understanding is more desirable than a widespread phenomenon.

If the communication model proposed by G. D. Lasswell is linear in nature and can also be represented graphically linearly (the communicative act is structured according to individual characteristics: Who - What is said - Through what channel - To whom - With what effect), and T. Newcomb's model graphically has the shape of a triangle (sender – receiver – agreement between them), then the dialogical model can be represented as an imprint, a “trace”: on the one hand, the intentionality produced by the author, embodied in the text, on the other – the features of the refraction of this intentionality and, accordingly, the main logical and expressive “nodes” of the source text in the mind of the perceiver.

The idea of mutual understanding as the primary condition for effective communication is not new - its variants can be found in the works of various scientists and art critics. Thus, the famous social psychologist E. Goffman noted that in interpersonal communication “... we are invariably faced with the need to organize our behavior in such a way that it clearly corresponds to the perception of what is happening by our interaction partner. What is also important is that our actions must be addressed to another mind, that is, the ability of another to calculate our words and actions as evidence of our words, thoughts, intentions. This limits our words and actions, but it also allows us to correlate the whole world in our perception, thanks to which others will be able to catch our hints and allegories.”

Such a result of communication was often called optimal by researchers of mass communication. Thus, television researcher V.V. Boyko declared the “sign of sociability” of information television broadcasting as “a special socio-psychological component of communication, in the presence of which circulating information is updated, that is, it acquires a specific, necessary and adequate meaning for the sender and recipient.” .

The idea of dialogue as communication with mutual understanding echoes the works of many famous literary critics and art theorists, for example, M. M. Bakhtin: “Only a dialogical, participatory attitude takes someone else’s word seriously and is able to approach it as a semantic position, as another point of view. Only with an internal dialogical attitude is my word in the closest connection with someone else’s word, but at the same time does not merge with it, does not absorb it and does not dissolve its significance in itself, that is, it completely retains its independence as a word.” The desire for meaningful contact with the audience presupposes the openness of the communicator in relation to the receiving party, but currently in the field of social communication, in particular in the theory and practice of mass communication, the openness of the motives and goals of the communicator is not always declared and realized. The focus on mutual understanding in the dialogical model of communication completely excludes any forms of influence and, therefore, legitimizes and makes widespread a fundamentally new type of relationship in the social and interpersonal sphere - one that is not very common today. This is a style of communication based on sincerity, openness, the desire to convey one’s thoughts and feelings as fully as possible, without distortion, on the one hand, and, on the other hand, to understand the other as fully as possible, without distortion. It is this style that distinguishes the communication of a talented author (writer, journalist, director, actor, artist, composer, etc.) with his audience, a successful politician or public figure with the population, a teacher with his students who love and respect him. It is the dialogical style of communication that is the main “cement” of a strong family and long-term friendship.

Communication with mutual understanding, or dialogue, is achieved, firstly, with the desire and ability of the communicator to be clear and understood and, secondly, with the desire and ability of the receiving party to adequately (as it really is) understand the communicator. Our research has repeatedly recorded unwanted communication failures, when mutual understanding was not achieved, due to the fault of either one or the other party involved in communication, or both at the same time. Therefore, undoubtedly, communication with mutual understanding is a kind of intellectual work, it is a specific activity that requires certain skills, knowledge, abilities and aspirations.

Only with mutual understanding are problem and conflict situations resolved constructively, and positive dynamics are observed in the assimilation and improvement of sociocultural norms and patterns of social interaction.

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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 direction. The corresponding understandings of communication can be divided into three groups. These are understandings formed on 1) social, 2) linguistic and 3) actual communicative basis. The concept of “social communication” covers all three of these interpretations. The first approach is focused on the study of communication means for the sake of their application (implementation of the social functions of communication); the second approach is related to problems of interpersonal communication; the third - with the problems of the impact of mass communication on the development of social relations.

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 who are somehow involved in the social sphere, therefore the obligatory presence of communicants and recipients is implied. Sokolov A.V. General theory of social communication. P.17-18.

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

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

2. incentive- stimulate other people to take any action or receive the necessary incentives;

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

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

Rice. 1.2. The relationship between different types of communication

1. Oral communication, using, as a rule, simultaneously and in inextricable 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, and rhetoric. Oral communication includes travel for educational purposes - expeditions, tourism.

2. Document communication, which uses artificially created documents, initially iconic and symbolic, and subsequently writing, printing and various technical means to convey meanings in time and space.

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

One of the most important phenomena generated by the communication revolution of the twentieth century is the Global Information Network - the Internet (World Wide Web = WWW). The Internet, by all accounts, is evolving into a virtual state with its own “cyberculture”, territory and population, independent of national or political boundaries.

The widely used term “information society” is used to designate a special type of social formation, late varieties of post-industrial society and a new stage in the development of human civilization. The most prominent representatives of this trend are A. Touraine, P. Servan-Schreiber, M. Poniatowski (France), M. Horkheimer, J. Habermas, N. Luhmann (Germany), M. McLuhan, D. Bell. A. Toffler (USA), D. Masuda (Japan), etc. High-tech information networks operating on a global scale are considered as the main condition for the formation of the information society. Information, as the main social value of society, is also a specific product.

The basis of the theory of the information society is the concept of post-industrial society developed by D. Bell. In the form of the theory of the information society, the doctrine was widely developed during the computer boom of the 1970-1980s. Culturologist O. Toffler in his book “The Third Wave” made a statement that the world is entering a new, third stage of civilization, in the fate of which information demassed means of communication will play a decisive role, the basis of which will be computer systems connecting private homes with all interested subjects of communications.

The end of the 20th - beginning of the 21st century was generally marked by a growing interest of the scientific community in issues of informatization of society. See: Burdukovskaya L.P. On the influence of information on a person, society, culture // Russian culture through the eyes of young scientists. - St. Petersburg, 2003. - Issue. 14. - pp. 10-29; Kalandia I.D. The concept of the information society and man: new prospects and dangers. // Man of the post-Soviet space: collection. materials of the conference - St. Petersburg. : St. Petersburg. Philosophical Society, 2005. - Vol. 3. - pp. 256-266, etc. - the most important manifestation of scientific and technological progress. Club of Rome (A. Peccei, A. King, D. Meadows, E. Pestel, M. Mesarovic, E. Laszlo, J. Botkin, M. Elmanjra, M. Malica, B. Gavrylyshyn, G. Friedriche, A. Schaff , J. Forrester, J. Tinbergen, etc.) - one of the organizations engaged in large-scale research into modern processes of social development and forecasting the future, initiated global computer modeling of the prospects for the development of mankind and the “limits of growth” of technological civilization. Many of the Club of Rome's forecasts are very bleak. Today we can safely say that humanity at the beginning of the new millennium has entered the fourth stage of development, and the “fourth wave” is capable of sweeping the whole world not only with uncontrolled communications, but also completely tearing a person away from his natural essence and interpersonal communication, transferring him to the virtual sphere .

Types of communication are, in a general sense, forms of interaction processes between different people; This is a multifaceted process of exchange between individuals and groups of people with different interests, ideas, and information.

A communication action is a completed operation of semantic interaction that occurs without changing areas of communication. “Communication activities include not one, but two social subjects, in contrast to labor and cognitive activities, which have one performer. It follows that communication activity is a social relationship, the poles of which are cooperation and conflict.”

The number of communication participants may vary. Depending on this, several types of communication can be distinguished: microcommunication, midicommunication and macrocommunication.

Microcommunication is communication where an individual acts as an active recipient or active communicator; either another individual, a social group, or a mass aggregate can act as communication partners. Microcommunication has 7 forms. Namely:

1) Copying a model - assimilation of forms of behavior, skills, external attributes of the chosen role model (at the interpersonal level).

2) Conversation – exchange of ideas, arguments, proposals between interlocutors (at the interpersonal level).

3) Command - instructions for execution by a subordinate (at the interpersonal level).

4) Reference – imitation of a social group (at the group level).

5) Team management – leadership in a group (at the group level).

6) Socialization – a person’s mastery of generally accepted norms (at the mass level).

Note that dialogue between an individual and a group or mass is excluded, because dialogue is possible only between equal-level partners.

The second type of social communication is called midicommunication. Mid-communication is communication where social groups act as the communicant and the recipient. Midicommunication has five forms: fashion, negotiations, group hierarchy, adaptation to the environment, and social leadership.

Let us characterize each of these forms.

1) Fashion is the transfer in social space of material forms, patterns of behavior and ideas that are emotionally attractive to social groups, based on imitation.

2) Negotiation is a common way of resolving conflicts and reaching agreements between social groups.

3) Group hierarchy develops in large institutions, according to the “managers - workers” scheme. As an example, we can name army units, class and caste societies. There, contacts between groups are clearly regulated.

4) Adaptation to the environment turns into a communication problem for national diasporas living among foreigners; for non-believers, etc.

5) The leadership of society is carried out by creative groups that produce ideological meanings that determine the spiritual life of society. It should be noted that ideological meanings are knowledge that explains observed phenomena, the origin of man and the universe, the meaning of human life, ideals, norms and incentives for social activity. Social groups that develop these meanings and the communication messages in which they are imprinted find themselves at the center of the spiritual life of society. These centers shift in the course of socio-cultural evolution.

The next type of social communication is macrocommunication. Macrocommunication is communication where societies as a whole or state entities, civilizations, etc. act as objects. This type of communication has three forms:

Borrowing achievements

Interaction of cultures

Information aggression (a relatively new phenomenon, it appeared only in the 20th century).

Summarizing the above, it should be noted that all types of social communication are aimed at building relationships, mutual influence, and the exchange of information between communicants. Communication action is the exchange of information. Depending on the goal of the participants, communication action can be carried out in three forms: imitation, control, dialogue. Those types of communication activities where an individual person acts as an active, purposeful subject are called microcommunication, where a social group acts - midicommunication, where a mass aggregate (up to society as a whole) acts - macrocommunication. Those types where an individual person, or a social group, or a mass aggregate act as an object of influence are called, respectively, the interpersonal, group and mass levels of communication.

Having understood the types of social communications, it is necessary to pay special attention to the functions, since they are of great importance for the formation and development of personality, continuity and transfer of social experience and the organization of joint activities. The idea of the purpose of social communications is related to their global social functions.

The main subject of communication is a person who, in order to ensure his life, enters into relationships with other people. A person cannot free himself from communication interaction with other people. It is impossible to live in society and be free from social communication. The system of human relationships is mediated by culture, which determines the nature and effectiveness of human communication. But in the course of various types of human activity, there is a need to search for more advanced and effective forms of communication, which gives rise to different roles and purposes of certain forms of communication. In other words, depending on various reasons, various forms of communication acquire a corresponding purpose in people’s life, that is, a function. Functional analysis of communication makes it possible to identify the social role it plays in society and helps to more accurately understand its essence.

Social communication is an important mechanism of culture. This is what determines the wide interest of sociologists in this phenomenon.

A number of approaches to defining social communication have been formed in sociology:

1) transmission of information, ideas, emotions through signs, symbols;

2) a process that connects individual parts of social systems with each other;

3) the mechanism through which power is exercised (power as an attempt to determine the behavior of another person). G. Lasswell made a significant contribution to the theoretical developments of social communication.

He developed a communication model in which he identified five elements:

1) who is the communicator (the one who transmits and forms the message);

2) what – message;

3) how – method of transmitting a message, channel;

4) to whom – the audience to whom the message is addressed;

5) why - with what effect, effectiveness.

Another element of Lasswell's model was a system of effects caused by the influence of social communications on a person, which can also be characterized as functions:

1) behavioral effect;

2) evaluative (axiological) effects;

3) emotional effect - influence on human passions;

4) cognitive (cognitive) effect.

Another direction of sociological development of social communication as a phenomenon was the identification of its types. Various classification bases have been developed, each of which reflects one or another characteristic of this social phenomenon.

By nature of the audience:

1) interpersonal (individualized);

2) specialized (group);

3) massive.

According to the source of the message:

1) official (formal);

2) informal.

By transmission channel:

1) verbal;

2) non-verbal.

One of the most important elements of social communication is a social stereotype.

A social stereotype is a simplified image of social objects or events that has significant stability. The persistence of stereotypes may be associated with the reproduction of traditional ways of perception and thinking. In turn, such ways of perception and thinking can reproduce the dominance of some social groups over others.

The existence of stereotypes may be part of the emerging “enemy image.” In this case, they can be imposed artificially.

Any social stereotypes have both positive and negative characteristics. A positive value may include assistance with orientation in circumstances that do not require analytical thinking. The negative aspect of a social stereotype is associated with the possible emergence of hostility and enmity between national groups, as well as with the fact that they replace the analysis of information with the reproduction of standards of behavior and assessment.

Mass communication has a strong influence on public opinion. Public opinion is value judgments of groups of people regarding problems and events of reality.

The existence of public opinion implies the presence of a problem situation about which discussion is possible, and a collective subject capable of recognizing its own interests and discussing their implementation. Public opinion acts in expressive (i.e. associated with the expression of emotions), control and directive functions.

It must be taken into account that the process of social communication is not always carried out properly.

This can be hampered by so-called “information barriers.”

Information barriers are obstacles that arise during the transmission and perception of messages.

The following main types of information barriers can be distinguished:

1) technical;

2) psychophysiological, related to a person’s ability to concentrate, the ability to write cursively;

3) symbolic and semantic, implying the ability to recognize signs, know words and terms of special languages; the ability to restore the meaning of a sign in a certain context;

4) situational, arising when a message is not relevant for a person in a given situation.

The most striking and widespread example of informal social communication is hearing.

Hearing is information whose reliability has not been established and which is transmitted from person to person through oral speech.

The emergence of rumors is always due to a number of objective and subjective circumstances that can be characterized as factors in the spread of rumors. These include:

1) a problematic situation that creates an information need;

2) unsatisfactory or lack of information; information uncertainty;

3) level of anxiety of individuals.

Depending on the prevailing conditions, rumors have a greater or lesser influence on people’s consciousness, but it cannot be denied at all, because it always exists. The influence exerted can manifest itself in various types and at various levels:

1) individual level:

a) adaptation to the environment;

b) disintegration of the individual;

2) group level:

a) unity;

b) disunity;

3) mass level:

a) changes in public opinion and collective behavior.

The ambiguity of the effects of rumors makes them practically uncontrollable. Prevention of rumors can be reduced to the dissemination of timely, comprehensive and convincing information.

For large or small audience groups. It is conveyed 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: characteristics

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;
A channel through which communication with the audience is established;
The audience to which the information is sent;
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 disseminated through a wide audience, its purpose is to influence the behavior, emotions and feelings of people. There is also a presentation of information that is focused exclusively on the intellectual development of the masses and broadening their horizons. This 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 the large-scale dissemination of a message, but also as an individual exchange occurring between two people. Its usual form is conversation. Despite the fact that this fits the “social” characteristic, the social group is most often used in this meaning when talking about a group or mass of people. Therefore, in this article we use the more common meaning.

Based on 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 or informal: official statements from the authorities correspond to the first type, and, for example, rumors about stars belong to the second.
The transmission channel can be verbal and non-verbal.

Social communication and its intention

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

Spread knowledge about the environment, inform people;
Popularize 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 poorly established, or if the interpretation of the recipient of information is incorrect, then there is no 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 is publishing information, what is the purpose of broadcasting certain events.
The next criterion is trust. If the audience trusts the author-communicator and the medium through which the message is conveyed, then the dialogue can be successful. The goals of the author and the audience must correspond to each other.
The desire to build material on the basis of universal human 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 by being associated 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. Despite the fact that there are various types of communication, this article describes the most universal characteristics and tips that will be useful to everyone associated with the QMS.

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