Types of social communication. Concept of social communication Negative impacts of mass communication

Social communication The communication process is a necessary prerequisite for the development and functioning of all social systems because it is he who provides the connection between people and their communities, makes possible the connection between generations, the accumulation and transmission of social experience, its enrichment, the division of labor and the exchange of its products, the organization of joint activities, the transmission of culture. Social communication in the process of its implementation solves three main interrelated tasks: Integration of individual...

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In the introduction, without extensive argumentation, the initial definition of social communication was proposed. Now let us dwell on two important points for its understanding: firstly, the generic concept of “communication” and types of communication; secondly, on varieties of social communication.

The evolution of the concept of “communication” in the Russian language can be easily traced in reference literature. In V. I. Dahl’s Explanatory Dictionary of the Living Great Russian Language, the word “communication” was written with one “m” and was interpreted as “paths, roads, means of connecting places.” It was in this sense that N.V. Gogol wrote: “Nevsky Prospekt is the universal communication of St. Petersburg.” Before the revolution, the term “communication” had no other meanings (since the beginning of the 20th century, it began to be written with two letters “m”). The Soviet Encyclopedic Dictionary (M., 1979) indicates two meanings:

1. transport, communications, underground utility networks;
2. communication, transfer of information in the process of activity, including signaling methods of communication in animals. Is the concept of communication exhausted by what has been said?

Let us begin with an elementary scheme of communication, which has the virtue of being accepted by all known definitions and concepts.

Communication presupposes the presence of at least three participants: the transmitting subject (communicant) - the transmitted object - the receiving subject (recipient). Thus, communication is a type of interaction between subjects mediated by some object. To distinguish communication from other processes, let us pay attention to its following distinctive features:

1. The participants in communication are two subjects, which can be: an individual or a group of people, up to society as a whole, as well as animals (zoocommunication). In the role of the subject of communication, one can think of God, to whom one turns in prayer. Inanimate objects are excluded from the concept of communication: thus, the interaction of the sun with the earth is not a communication process.
2. There must be a transmitted object, which may have a material form (book, speech, gesture, alms, soccer ball, etc.) or not, for example, hypnosis. The communicator can unconsciously influence the recipient, instilling in him sympathy, antipathy, trust, love. A degenerate form of communication is the communication of a person with himself (inner speech, thoughts, etc.).

3. Communication is characterized by expediency, or functionality, therefore nonsense is not a communication act. Expediency can manifest itself in three forms:
3.1. Moving a material object in geometric space from point A to point B - this is the goal of transport or energy communication;
3.2. The goal of interacting subjects is not to exchange material objects, but to communicate to each other meanings of an ideal nature. The carriers of meaning are signs, languages, symbols that have an external, sensually perceived form, and an internal, comprehended speculative content;
3.3. The elementary communication scheme is suitable for the genetic connection “parents - children”. As is known, this connection is carried out through genetic information (transmitted object), which is a specially encoded program for the reproduction (biosynthesis, replication) of a certain organism. The specificity of the situation is that children, i.e. recipient, are absent before the appearance of genetic information and are synthesized on its basis. Zygote, i.e. a fertilized cell, which marks the formation of an embryo, can also be considered as a union of parts of the parent’s body in the form of sex cells - gametes, but the child is not a part of his parents, but their likeness. In this case, the purpose of communication is to transfer this similarity from generation to generation, for example, the transfer of “horse-likeness” from a horse to a foal.

Based on the above, we can give the following interpretation: Communication is an indirect and purposeful interaction of two subjects, implemented in three different forms:

1. movement (transportation) of material objects, including energy, pathogenic viruses, migrating population, Vehicle, cargo, etc.;
2. sharing meaningful messages;
3. genetic inheritance of biological images. Accordingly, three types of communication emerge: spatial (transport); semantic (semantic); genetic. For example, travel, trade, mail, electrical and radio communications are phenomena of spatial communication; handshake, dance, sacrifice, political demonstration, transfer of cultural heritage, dialogue of cultures, translation from language to language - manifestations of semantic communication; mestizoization, mixing of races and ethnic groups, genetic inheritance - refer to genetic communication. Of course, we are interested in semantic communication, but it is connected with other types of communication, and therefore we must not lose sight of the latter.

Depending on the recipient, two types of semantic communication are distinguished: internal communication (more precisely, intrapersonal), when the communicator and the recipient coincide, and external communication, when the addressee is another person, a group of people or society as a whole (mass audience). We will call external semantic communication social communication.

In connection with the development of a general typology of communication, it is appropriate to quote the words of the greatest ethnographer and anthropologist of the 20th century, C. Lévi-Strauss, who wrote:

“In any society, communication is carried out at least on three levels: communication of women; communication of property and services; communication of messages... Research on each of these sin systems is subject to the same method; they differ from each other only at the strategic level, which corresponds to them within a certain unified world of communications... Culture consists... of rules applicable in all kinds of communication games that occur both in nature and in culture."

Three communication levels (systems), which K. Levi-Strauss talks about, as genetic, spatial and semantic communication.

Let us also pay attention to the relationship between social and intrapersonal communication. The intellectual development of a child, as psychologists have shown, begins with egocentric speech out loud, which is then transformed into silent inner speech. But an indispensable condition for the appearance of egocentric speech, as well as its further transformation into inner speech, is the child’s presence in a social-communication environment. They say that intrapersonal (internal) communication is interiorized social communication. Thanks to this internalization, an adult becomes a full participant in natural dialogue, i.e. acts as a communicator and recipient of external messages. In this case, inner speech performs two functions:

• firstly, the function of a “semi-finished product” of external statements, the meaning of which is finally “completed in the word” (L. S. Vygotsky);
• secondly, the function of a special communication channel addressed to the “self” of the individual, his “inner voice”.

It is this hidden dialogue with oneself that causes mental disorders (phobias, depression, mania) that psychiatry deals with.

From the above it follows that the distinctive features of social communication are that the object of interaction between the communicator and the recipient is a meaningful message, and this interaction takes place not in mental space (as in the case of intrapersonal communication), but in the social environment, i.e. in social time and space. The message, as a rule, has a sensually perceived form (sound, image), but it may not have hypnosis, mental infection, parapsychology, etc., so we will refrain from indicating how the meaning of the message is expressed. We get: Social communication is the movement of meanings in social time and space. This is the most general philosophical definition of social communication, which has methodological significance in further discussions.

Depending on the participants in social communication, we will distinguish the following types:

• microsocial (interpersonal) communication, where participants directly contact each other on a psychological level;
• midisocial (group) communication, where the roles of communicants and recipients are not individual individuals, but social groups within a given society (society), for example, communication “teachers and students”;
• microsocial communication, where the following act as communication subjects: either society as a whole, not divided into groups (mass communication), or state entities (international communication), or historically established civilizations (intercivilizational communication).

It is clear that types of social communication have different goals and objectives, use different communication means, are different in specificity and require special consideration. At the same time, in all cases, their main content is the exchange of meanings (spiritual values), which allows us to consider them as types of social communication.

PODGORECKI Jozef,

Doctor of Science in Social Sciences

psychology, professor

SOCIAL COMMUNICATION - SCIENCE OF THE XXI CENTURY

PODGORECKI Jozef, Doctor of Science Majoring in Social Psychology,

SOCIAL COMMUNICATION: A FIELD OF STUDY

FOR THE XXI CENTURY

Social communication is the process of creating, transforming and transmitting information between individuals, groups and public organizations, aimed at the dynamic development, transformation or change of knowledge, attitudes and behavior in order to influence subjects and influence their system of values ​​and interests.

Key words: interpersonal relationships, social communication, education, humanities, public organizations, behavior.

The paper considered social communication being the course of producing information, altering it and propagating it among individuals, groups or community entities, aimed at dynamic knowledge' advancement, altering or emending knowledge and/or attitudes and conduct patterns in order to influence influence on the agents of communication for ranging their scales of values ​​and channeling their interests.

Keywords: interpersonal attitudes, social communication, education/ learning, humanities, community entities, conduct pattern

The term “communication” appeared in scientific literature at the beginning of the 20th century. Communication (from the Latin “communicatio” - message, transfer and from “communicare” - to make common, talk, connect, inform, transfer) as a necessary element of interaction between people, groups, nations, states, during which the transfer and mutual transfer of information takes place, feelings, assessments, meanings, meanings, values, occupies a leading place in the sphere of social processes.

Without communication, the constitution of social communities, social systems, institutions, organizations, etc., the existence of sociality, society as such, is impossible. Communication permeates all aspects of the life of society, social groups and individuals. Any study of social life affects one form or another.

There are a large number of definitions of communication. Thus, the dictionary “Modern Western Social Sciences” gives the following interpretation of the concept of communication:

1) means of communication of any objects of the material and spiritual world;

2) communication, transfer of information from person to person;

3) communication and exchange of information in society, i.e. social communication.

In the “Modern Dictionary of Foreign Words” this concept defined as:

Route of communication (air, water, etc. communication);

Form of communication (telegraph, radio, telephone);

The act of communication, the connection between two or more individuals, the basis for mutual understanding;

The process of communicating information using technical means - QMS (print, radio, cinema, television).

According to the Encyclopedic Sociological Dictionary, communication is the transfer of information from one system to another, through special material media, signals.

Thus, communication is:

a) a means of connecting any objects of the material and spiritual world;

b) the process of communication, i.e. transfer of information from person to person;

c) transfer and exchange of information in society for the purpose of influencing it.

In human society, communication is carried out between individuals, groups, organizations, states, and cultures through sign systems (languages). Between people, communication occurs in the form of communication as an exchange of integral sign formations (messages), which reflect knowledge, thoughts, ideas, value relations, emotional states, and activity programs of the communicating parties. The content and forms of communication reflect social relations and the historical experience of people. Communication is a necessary prerequisite for the functioning and development of all social systems, as it ensures communication between people, allows the accumulation and transfer of social experience, ensures the division of labor and the organization of joint activities, management, and transmission of culture. In the process of direct communication between people, communication

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cation, inextricably linked with their psychological interaction, can only be considered in the abstract as an independent information form of interpersonal communication.

Based on the definitions presented, we can say that communication as a phenomenon takes place in every organization of society, ensuring interaction both within it and with other social components, while having its own specifics and characteristics.

Communication became an independent object of social sciences in connection with the development of technical means of information transmission, especially radio, in the 20s. last century. The use of these means and at the same time the complication of organizational conditions for the transfer of information have led to a decrease in the direct interaction of communicating parties and to the need for a special study of the patterns of information transfer in social systems. The development of communication theory was facilitated by the emergence of cybernetics, computer science, semiotics, and the increasing complexity of mathematics and engineering sciences, which the term “communication” refers to technical channels and means of communication, electronic systems.

Communication is the object of both the humanities and the exact sciences, each of which isolates its own object and subject of research from communication.

At the same time, technical disciplines study the possibilities and methods of transmitting, processing and storing information, creating special codes - systems of certain symbols and rules with the help of which the necessary information can be presented.

In applied research, tasks related to communication are of particular importance, namely: the development of human-computer dialogue systems, the improvement of static methods for processing and analyzing information data, the creation of artificial intelligence, and the implementation of machine translation. The range here is very wide - from creating training programs for mastering communication skills to foreign language to methods of overcoming speech impairment as a medical problem.

Ethnography studies everyday and cultural features of communication as communication in ethnic areas.

Psychology and psycholinguistics consider factors that contribute to the transmission and perception of information, reasons that complicate the process of interpersonal and mass communication, as well as the motivation of the speech behavior of communicants.

Linguistics deals with the problems of verbal communication - the normative and non-normative use of words and phrases in speech - oral and written, dialogic and monologue.

Paralinguistics specializes in methods of non-verbal communication - gestures, facial expressions and other non-verbal communication means.

Sociolinguistics studies problems related to the social nature of language and the peculiarities of its functioning in various societies, as well as the mechanism of interaction of social and linguistic factors that determine contacts between representatives of different social groups.

If for a linguist who considers the various functions of language as a means of communication, the study of the information received seems to fade into the background, since it relates to the so-called extralinguistic factors of communication, then for a sociologist the study of communication is important primarily as a study of the socially determined process within which individual and group settings of speech behavior. That is why in the sociology of communication, along with interpersonal communication, mass communication is comprehensively studied. The main task of sociology in this case is the study of social factors that determine the influence of mass communication on the formation of public opinion - attitudes towards social realities and values.

Political science, communication theory and other sciences consider their aspects of communication with all their inherent features and specificity.

Consequently, social communication is a communicative activity of people that is determined by a number of socially significant assessments, specific situations, communicative spheres and communication norms accepted in a given society.

Thus, the sociology of communication is a special branch of sociology as a general social theory and occupies a certain place in the field of sociological research. The object of the sociology of communication is social communication.

From the above definition of social communication it follows that the subject of the sociology of communication is the functional features of communication between representatives of various social groups in the process of their interaction (transfer and reception of meaning).

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financial and evaluative information) and as a result of the impact on their attitude towards the social values ​​of a given society and society as a whole.

The subjects of the sociology of communication are individuals, people, groups of people, organizations, society and society.

In each sphere (organization) of society (state), the object of social communication is the corresponding communication; subject - features of communication, interaction and influence available in this area; subject - individuals, components, management system, its organization as a whole.

Highlighting the important constructive role of communication in the formation and development of human activity, in the functioning of social systems, the outstanding American sociologist T. Parsons emphasized that “the amazing complexity of systems of human activity is impossible without relatively stable symbolic systems,” and the latter are created and function only thanks to communication processes. The fact is that the situation of two persons participating in an interaction is never identical, therefore, without the ability to abstract meanings from individual particular situations and the introduction of these abstract symbols, meanings, norms into the symbolic system of culture, “communication would be impossible.”

The communicative process includes the mutual exchange of symbols, meanings, information between two or more individuals, each of whom acts as an actor - a subject of social action. Each such subject strives in a certain way to influence the recipient, that is, the person to whom the message is addressed, in order to stimulate in some sense a response result - a feeling, assessment, action, etc.

“Since communication is part of the social process,” writes T. Parsons, “individuals act within the framework of a role, the nature of which depends on its relationship with the actual and real recipients of the message, and on the sources from which it receives communicative content.”

According to T. Parsons, several elements interact in the communication process:

1) the action of the actor and/or message carrier;

2) response of the recipient;

4) mutual roles connecting the participants in communicative interaction.

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 connections between generations, contributes to the accumulation and transmission of social experience, its enrichment, the distribution of labor and the exchange of its products, the organization of joint activities, and the transmission of culture.

The more complex and ramified the activities of a society, social organizations and institutions and the greater the accumulated volume of information in connection with this - scientific, artistic, political, everyday, etc. - the more important the role social communication plays in the process of its existence. It acquires particular significance in modern conditions, when a genuine information revolution is taking place - a rapid quantitative and qualitative transformation of the information sphere, accompanied by a radical transformation of not only the technical, but also the social, sociocultural foundation of the post-industrial information community emerging in our era, based on a multilateral and multi-tiered system planetary communication processes. The priority positions in the world are beginning to be taken not by those countries that produce the largest amount of weapons or extract the largest amount of energy and other resources from the earth, but by those that, based on the latest scientific and technical ideas, implement them in a variety of information flows and appropriate technical means , are moving faster than others towards the creation and effective use of communication systems and networks, towards their practical application in management processes.

Social communication in the course of its implementation solves four main interrelated tasks:

1) integration of 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;

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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 specificity, to a more effective performance of their inherent functions;

4) creation of prerequisites and main components for the preparation, adoption and implementation of management decisions.

The sociology of communication also studies significant categories in social communication ( social status, social differentiation, social integration, social interference, communicative role, communicative sphere, communicative situation, communicative attitude, semantic information, evaluative information, value orientation, self-esteem, etc.) and private functions (contact-establishing, self-presentation, appellative, incentive, volitional, regulatory, ritual, performative, etc.), levels of communication (semiotic, linguistic, metalinguistic, paralinguistic, synthetic, etc.), types of communication systems (natural, artificial, etc.). In addition, the interactions of social and communicative factors in types of communication (intrapersonal, interpersonal, group, organizational, mass, etc.) are analyzed.

Thus, the sociology of communication is a special branch of sociology as a general social theory and has its place in the field of social research.

Specifics of communication

Based on the understanding of social communication, we can conclude that the sociology of communication isolates and subjects to sociological analysis the components of the theory of social communication.

First of all, let's look at the terms inherent in social communication. There is a certain difference between the understanding of “sociology of communication” and “sociocommunication” (sociological communication). In the sociology of communication, the emphasis is on social aspect communication, suggesting its study in line with sociological research, but in strictly sociological categories. In sociocommunication, attention is focused on communication as a communication process, the mechanism and patterns of which are determined by many factors, among which social factors occupy a central place. Identity and difference in the interpretation of the content of related areas of research are inevitable. Let us compare the sociology of language, the sociology of linguistics and sociolinguistics, the sociology of psychology and sociopsychology.

What are the specifics of the sociology of communication?

The issue of communication in modern society should be considered as a single interconnected system, the main terminological components of which are direct communication and social communication.

When studying social communication, one has to operate with the concepts of “communication”, “communication” and “speech activity”, which are sometimes interchangeable, and the words expressing them are often used as synonyms, for example “communication” and “communication”.

The word “communication” is often used not in a strictly terminological sense, but as a designation of the process of exchanging thoughts and information and even emotional experiences between interlocutors. Sociologists view communication primarily as a socially conditioned type of human activity, linguists - as the actualization of the communicative function of language in a variety of speech situations; in psychology, communication refers to the process of establishing and developing contacts between people in conditions of joint activity for the purpose of exchanging information.

The term "communication", as defined at the beginning, has at least three interpretations: a) a medium of information; b) transfer of information; c) exposure to information.

All three interpretations of the term are important for sociocommunication. The first is associated with the problems of differentiation and systematization of communication means that are different in nature, structure, function and effectiveness; the second - with problems of interpersonal communication; the third is due to problems of mass communication. Communication acts as a mediator between individual and socially conscious information. Its key problem is the mechanism for translating the individual process of transmitting and perceiving information into a socially significant process of personal and mass influence. This mechanism is embedded in people’s speech activity; through it, socially determined norms and rules of communication are implemented.

The term “speech activity” is also understood ambiguously. In linguistics, speech activity is considered as one of the aspects of language, which stands out along with

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speech organization and language system. It is “linguistic material comprising the sum of individual acts of speaking and understanding.” The following types of speech activity are distinguished: speaking, listening, reading, writing. This understanding of speech activity is also used in the methodology of teaching a foreign language.

In psychology, speech activity is interpreted as a type of activity along with labor, cognitive, etc. This understanding is accepted in the psychological concept, according to which speech activity is psychologically oriented, that is, it is characterized by motivation, purposefulness and is realized in “speech actions,” which are a variety of speech operations.

Since the 90s. last century, speech activity receives a narrower interpretation in psycholinguistics and is understood as a type of activity, the main motive of which is determined by the production of speech itself. Since speech production is carried out in accordance with the norms and rules of speech behavior accepted in a given society, such an understanding of speech activity provides the key to solving pragmatic and applied problems of the sociology of communication.

Thus, the concepts of communication, communication and speech activity contain both common and distinctive features. What is common here is their correlation with the processes of exchange and transmission of information, connection with language as a means of communication and connection with the socio-verbal behavior of communicants.

The distinctive features are due to the difference in the scope of the content of these concepts, which is explained by their use in related sciences or even in different aspects of one scientific discipline, when certain aspects of these complex concepts are brought to the fore. In a sociocommunicative context, these concepts can be clarified as follows.

Communication is a socially conditioned process of exchange of thoughts and feelings between people in various spheres of their cognitive, labor and creative activities, implemented mainly through verbal means of communication.

Communication is a socially determined process of transmitting and perceiving information in conditions of interpersonal and mass communication through various channels using various communication means (verbal, non-verbal and others).

Speech activity is a system of motivated speech actions of people in socially significant situations, determined by the rules and norms of speech accepted in society.

Communication is the central concept of the sociology of communication - purposeful communication implemented in specific situations according to the norms of speech activity.

Understanding social communication as a subject of the sociology of communication allows us to substantiate its basic components - the main aspects of its research, which include the social structures of society in terms of their communicative characteristics, communication systems that implement various types of social communication, methods including channels, levels and means of communication that provide transmission and perception of information and socially significant assessment.

The degree of development of each of the listed components is different. In addition, their research is carried out within the framework of scientific disciplines that have their own goals and objectives. Questions of the social structure of society are of direct interest to sociology. Communication systems are studied primarily within the framework of applied communication problems based on information theory. The study of channels and means of communication is mainly related to the problems of means mass media(media) and mass communication from the point of view of their effectiveness. For the sociology of communication, those characteristics of these components that make it possible to identify the mechanism of communicative interaction between people and the impact on their social assessment of transmitted and received information are important.

The concept of the social structure of society is associated with the concept of social community, or society, one of the key categories of sociology. Society (Latin “socium” - common, joint) is understood as “a large stable social community, characterized by the unity of the living conditions of people in some significant respects and, as a result, by a common culture.” In this case, human society can be structured depending on the characteristic that determines its integrity on the basis of family, class, territorial or other relations. Integrity is an essential characteristic of any type of society. The point is that in every social structure, be it large or small group, family unit, there are certain social norms enshrined in tradition, legal or moral obligations.

In general, we can say that the first component has been studied quite well in both general and specific sociology, although the principles of stratification of society as a society are not uniform.

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are similar, hence the uncertainty of the boundaries, number, volume and level of social communities of various types, which greatly complicates the study of the problems of sociocommunication itself: which version of the stratification of a given society should be taken as the fundamental basis when analyzing social communication, how relevant is this option for the present time, to what extent Is it related to the characteristics of the socioverbal behavior of members of this society? Thus, in particular, it has been established that territorially defined communities have their own speech norm, which ensures adequate production and understanding of information.

Consequently, for sociocommunication in the social structure of society, it is necessary to find out what socially significant parameters of the stratification of society are associated with differentiation and variation in the normative characteristics of communication. Sociolinguistics deals with these issues. But sociolinguistics operates mainly with linguistic units - phoneme, morpheme, word, phrase, sentence. Sociocommunication requires its own units - communication units that provide not only adequate transmission and perception of information, but also the connection of information with a specific communication situation. Let us compare, for example, the semantic information conveyed by the word “fire” in the sentence “The fire destroyed tens of hectares of forest” and in the one-word exclamation “Fire!” In the first case, the sender and recipient of information are removed from the situation being described. The word “fire” is used in the so-called nominative function - it only names the element that caused the death of the forest. The meaning of this word is revealed through compatibility with other words in the sentence. In the second case, the word “fire” is used in a communicative function: it conveys information with a specific purpose - to warn about danger or encourage action in a given situation. It is self-sufficient, since, being intonationally framed as a utterance, it is in this status of the utterance that it functions as a communicative unit. It does not matter which pronunciation option was used - “akay”, characteristic of residents of Moscow and the southern regions of Russia [pazhar], or “okayay”, characteristic of the northern territories of the distribution of the Russian language [pozhar]. In social communication, it is much more important who communicated the information, in what tone, in what way; for it it is necessary to know which socially determined characteristics of individuals are essential and inessential in communication.

The social structure of the corresponding sphere of society is the social structure of its organization from the point of view of considering its communicative characteristics.

The second component - the communication system - differs from communication as essence differs from function. In order to isolate a communication system from the communication process, it is necessary to know the main characteristics of the system as such. According to systems theory, the fundamental features of any system are volume (the presence of an object, entities, elements), structure (a network of relationships or connections between elements) and integrity (a component that ensures the functioning of the system as a unity).

In this regard, the communication system is no different from others. Moreover, including varying and heterogeneous elements, without having a rigid structure, since in communication factors of different nature (linguistic and non-linguistic) interact, it is an open system and, therefore, its integrity is relative. At the same time, it is integrity that provides any systemic unity with the ability to function in time and space.

Communication systems in each sphere of society are presented as systems that implement various types of social communication in a certain field of activity.

Since communication involves communication means that are different in nature, it is more justified to talk not about one, but about several communication systems. The difference in communication means suggests a level organization of communication systems serving society.

The third component of sociocommunication is methods of communication. This is the most difficult part. It includes various channels of transmission and perception of information, aimed at various types of individuals and mass communication.

The main types of verbal communication are oral and written speech. Despite the fact that homogeneous communication means are used, the methods of their actualization differ significantly and require special study in terms of sociocommunication. A special role in mass communication is played by the media, which, depending on the method of transmission and perception of information, are visual (periodicals), auditory (radio) and auditory-visual (television).

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In each sphere of society, the methods of communication are identical and differ only in the specific forms and methods of transmitting and receiving relevant information.

Today, it is generally accepted that the success of any organization (institution, enterprise, firm) largely depends on communication. It represents one of the complex problems of social management. Essentially, this is a kind of “circulatory system” of a single organism of society and each of its organizations or institutions.

Communications as connecting links in information processes of management activities of mankind are a necessary condition for management. The main thing in the communication process is not just the exchange of information between two or more people, but the exchange of meaning and content of information. There are a lot of obstacles and obstacles to the correct transmission of the meaning of messages both in channels and in the environment. Even in face-to-face communication, there are barriers to clear communication (differences in perception, attention, etc.). Therefore, the role of a person in communication processes is very significant. In the figurative expression of R. Falmer, good communication, like fresh air, is usually taken for granted until its absence begins to “ruin our lives.” The quality of communication processes both in society and in each of its spheres depends on the communicative culture of the surrounding individuals, on us personally.

Thus, the fundamentals of sociocommunication are the foundations of the theory of communication, its methodological justification and methods for analyzing factual material.

Short review components of sociocommunication and related problems shows that to solve them it is necessary to involve various sciences related to sociology, such as philosophy, psychology, linguistics, ethnography, anthropology, etc. This is the specificity of any integrative scientific discipline, the primary task of which is the substantiation of its subject research, which can only be done based on the achievements of sciences that have the same object of study, in this case - communication.

Communication problems must be studied in conjunction with sociological disciplines - history of sociology, general sociology, jurisprudence, pedagogy, social work, social anthropology, organization of management (management), etc.

Podgorecki J. Problemy socjalnoj i profesjonalnoj komunikacji. Komunikacyjna kultura predprynimatelia, Wydawnic-two: Izdatielstwo Rausch mbh, Tomsk, 2009, s. 214, ISBN 5-87307-082-2.

Information about the author

Podhorecki Jozef, Doctor of Science, specializing in social psychology,

professor, head of department

Social Communications University of Opole, Poland; Full member of the Academy of Pedagogical and Social Sciences, Laureate of the UNESCO International Prize -Qol Ghali, Opole. Poland. [email protected]

Received: 01/21/2014

Podgorecki Jozef , Doctor of Science Majoring in Social Psychology, Full Professor, Head of the Chair of Social Communication at Opole University, Poland; real member of the Academy of Pedagogical and Social Sciences, Laureate of international prize of UNESCO - Qol Ghali,

The term “communication” (Latin communicatio, from communico - I make common, I connect, I communicate) originally meant communication routes, transport, communications, underground urban networks. In the broadest possible sense communication is a means of communication of any objects in the world. However, in relation to social objects, this term takes on a special meaning. The communication process is a necessary prerequisite for the formation, development and functioning of any social systems. Social communication provides a connection between people and their communities, makes possible connections between generations, the accumulation and transmission of social experience, its enrichment, the division of labor and the exchange of its products, the organization of joint activities, and the transmission of culture. It is through communication that control is carried out, power arises and is realized in society.

There are many definitions of social communication. Let's give some of them. Social communication - This:

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

Ø a process that connects individual parts of social systems with each other

Ø the mechanism through which power is exercised (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 (communicants), during which a common (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 through language (less often with the help of other sign systems).

Social communication is a type of social connection based on the directed transmission of information, allowing for socio-cultural interactions of individuals and social communities. Social communication should be understood as the interaction of people, conditioned by a number of socially significant assessments, specific situations, communicative spheres and communication norms accepted in society, in a given society.

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

1. Integration of 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 specificity, to a more effective performance of their inherent functions.

Communication is a process whose main components are:

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

Ø Communication means - a code used to transmit information in symbolic form (words, pictures, graphics, etc.), as well as channels through which the message is transmitted (letter, telephone, radio, telegraph, etc.)

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

Ø 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.

The human ability to communicate, including through language, is unique. Over the past 200 years, the ability to exchange information across time and space has expanded enormously. For modern man, distances have been “shrinked” and he can send messages over long distances at high speed. Today, the communication process is a necessary prerequisite for the formation and functioning of all social systems. Social communication occupies a special place in the life of modern society and every person. Almost all spheres of life of a modern person are directly or indirectly connected with it. Social communication makes possible connections between generations, ensures the accumulation and transmission of social experience, its enrichment, and the transmission of culture. With the help of social communication, joint activities are built. It is through social communication that management is carried out, therefore it represents a social mechanism through which power arises and is realized in society.

Modern science offers an understanding of communication formed on a social basis, on a linguistic basis and on the communicative basis itself. The concept of “social communication” covers all three of these approaches. 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 social relations.

The term “communication” is used by many social, natural, and technical sciences. Usually we mean an elementary communication scheme, which presupposes the presence of at least three components - the communicator (transmitting subject), the message (transmitted object), and the recipient (receiving subject). We can say that communication is the interaction between subjects through some object. Social communication is distinguished from other processes by:

O the presence of two subjects, which can be two people, a group of people or society as a whole;

About the presence of a transmitted object, which in turn can have a material form - a gift, a book, a speech, or be of a psycho-emotional nature, for example, the communicator can inspire sympathy, trust, antipathy in the recipient;

About expediency, when the result of the interaction of subjects is the exchange not only and not so much of material objects, but the transmission and understanding of information transmitted through signs, symbols, texts, which have both a sensory form of perception and internal speculative content.

So, social communication is an indirect and purposeful interaction between two subjects.

In expedient social communication, participants in the process pursue three goals:

O cognitive - dissemination or acquisition of new knowledge;

O incentive - stimulating others to take some action;

O expressive - expressing emotions or receiving them.

Social communication is a very complex process, which results in the assimilation of meanings conveyed by the communicant. They can be expressed in two ways - in the form of either communicative messages (speech, writing, drawing), or utilitarian products (weapons, clothing, dishes), which also embody human knowledge and skills. It seems that the recipient may well use both types of messages to achieve meaning, but both cases have their own pitfalls. The meaning embedded in a product must be able to be extracted, “decoded” and only then comprehended, and this process is undoubtedly more difficult than understanding a text written in one’s native language. The recipient’s ignorance of the codes, symbols, and signs used by the communicant when transmitting information reduces the communication process to almost zero.

But understanding the text is associated with many problems. Let us highlight three forms of communicative understanding: communicative cognition, when the recipient receives new knowledge; communicative perception, when the recipient received a message, but could not understand its full depth (I read the poem, but did not understand its meaning); pseudo-communication, when the recipient remembers and repeats the message, but does not even superficially understand the meaning (this is called “cramming”); often pseudo-communication becomes the cause of many misunderstandings leading to conflicts.

Any communication is creative process, since the recipient not only understands the superficial and deep meaning of the transmitted message, but also gives it his own assessment, guided by personal ethical principles and an understanding of practical benefits.

Social meanings are subject to aging, i.e. over time they lose their value. Thus, some meanings, for example, the laws of physics, remain relevant for centuries, while others, for example, the names of clothing items of the last century, are of no interest to anyone, and a rare person will remember them now. The study of social communication comes down to studying how knowledge, skills, emotions, and incentives are transmitted to recipients, how they are understood, and how long they retain their value for society.

The functions of social communication are determined both for the process as a whole and for individual communicative acts, and even in one separate communication process several functions can be combined.

For example, R.O. Jacobson, a Russian and American linguist and literary critic, considers the functions associated with the participant or element of communication and identified based on the analysis of the communicative model he developed:

• 0 emotive, associated with the addresser and aimed at expressing his attitude to what he says;
• 0 connative, directly affecting the interlocutor;
• 0 referential, context-oriented and representing a reference to the object referred to in the message;
• 0 poetic, aimed at a message. This is a central function for verbal art, which is characterized by greater attention to the form of the message than to its content;
• 0 phatic, contact-oriented, for her it is not the transfer of information that is important, but maintaining contact; this is, for example, talking about the weather;
• 0 metalinguistic, associated with the code: without knowing the word, we can ask about its meaning and get an answer. The answer can be given descriptively, using other words, or maybe simply by showing an object.

Other scientists minimize the number of functions, highlighting the main ones. Thus, psychologist and linguist Karl Bühler formulates three functions of language that manifest themselves in any speech act:

• 0 expressive (expression);
• 0 appellative (appeal), which relates to the listener;
• 0 representative (message), which correlates with the subject of speech.

In other words, the communicator expresses himself, appeals to the recipient and represents the subject of communication.

In social communication, it is customary to distinguish three more functions of language:

• 0 cognitive (cognitive) or information function, which serves to convey ideas, concepts, messages to participants in a communicative act;
• 0 evaluative, which expresses personal relationships and assessments;
• 0 affective, which conveys feelings and emotions.

American sociolinguist Roger T. Bell 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).