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Article

К вопросу о понятийном аппарате медиаисследований

Медиаскоп. 2014. № 4.
Дзялошинский И. М., Дзялошинская М. И.

The paper deals with the substantiation of prospective viability of using the institutional communication approach to analyze the present-day situation and the processes in the media sphere. Under this approach, a fundamental category is the information and communication universum consisting of the human knowledge and professional matrices of interaction of subjects producing or sharing such knowledge. The information and communication universum can be divided into arbitrary segments: social (mass), public (specialized) and private (interpersonal) communications. Human relations arising in the process of production, sharing and consumption of various information products are regulated by certain sets of principles, standards and rules which can be referred to as communication institutions. These include the media, advertising, PR, literature, art and others.