Public Communications in the Context of Media Environment Transformation

Abstract

Purpose. Analysis and systematization of objective conditions that determine the content of modern communication processes in the context of the transformation of the media environment as an important component of social communications.

Research methodology. The study used a comparative-historical method to analyze and systematize data on the development of public communications. Systematization and classification were used to determine the features and factors of the regional component of communicative processes at the intercultural level.

Results. Communication is considered as a systemic process of interaction, in which it is possible to trace different ways of creating, transmitting and decoding information (messages) in order to influence the actions, behavior, state of the subject. An overview of the latest trends in the field of media communications, which are defined as professional activities in the media environment, carried out in order to form certain awareness in the mass audience, which are disseminated in the information space using specific language codes. Depending on the type of shipments, there are printed, audiovisual and digital communications in the media. The analysis of constituent elements of mass communication is carried out and its features are defined. The audience is analyzed as a set of consumers of information in the media space, which arises on the basis of meeting their needs through the use of a particular communication channel and form of communication, and is a feature of any communication channel. The main problem of any media communication is the interaction between the media communicator and the audience in order to establish an effective channel of communication, or some effective interactions as separate actions. The characteristic features of media communication are highlighted: the presence of a professional communicator; use of professional technology to disseminate information; mass audience; encoding and decoding of the message by means of specific signs; common space; use of the media as a social institution.

Novelty. The article analyzes the latest trends in the field of media communications and highlights the characteristics of the media environment as an important component of mass communication.

Practical significance. The results of the study can be used to improve the forms and methods of media communication, the formation of an interactive context of effective communication technologies.

Key words: media audience, effects of communication influence, information technologies, creators of messages, mass communication.