Big&Open Data как фактор трансформации профессиональной социальной коммуникации?
New formats of digital data – Big & Open Data – are changing technical, technological and social dimensions of communication. Data driven communication transforms professional social communication (journalism, advertising and PR). Fixed structural changes are responsible for the formation of new models of professional communication.
In this Collection of Research Articles topical problems of communication and culture are considered on the basis of Roman-Germanic, Sino-Tibetan and Russian languages. The published research articles reflect modern progressive approaches of the researchers to the problems of communicative, linguistic, rhetoric, different aspects of communicative process, psychological, pedagogical, methodological technologies of communication behavior basis realization; problems of musical culture
The article aims to single out distinctive features of the theory of integrated communications (IC) and integrated marketing communications (IMC). The author correlates basic theoretical ideas dealing with IC and IMC, differentiates between approaches to conceptualizing these notions according to the discipline attribute, and specifies definition of the integrated communications. Results of the research allow clarifying specifics of allegedly interchangeable notions. Keywords: integrated marketing communications, integrated communications, theory.
Any promo message includes a pragmatic component (goods-related discourse) and a social-cultural component (social-cultural discourse). Within the scope of direct advertising social-cultural discourse often becomes a latent source of social conflict. For instance, in the whole of Russia only 9% of population earn incomes above the “middle-class threshold”, while federal TV channels constantly broadcast barely affordable goods and lifestyles onto this low-income audience. This creates an urgent social need in diversification of promo campaigns’ content, methods and promotion techniques, which would also allow for an integrating effect. Content of such communications may be built on post-post-modern basis that is currently displacing disintegration and eclectics of post-modernism. This basis includes virtualization, techno-images, glocalization, neo-conservative axiology. The greatest challenge in this list for Russia appears to be associated with development of a glocal style of promo messaging and communications as a whole.
Integrated communications (IC) is insufficiently explored phenomenon. It still has not clear terminological boundaries with integrated marketing communications (IMC). The article aims to trace similarities and differences of IC and IMC definitions over time. The author concludes that «IC» is interdisciplinary concept that historically has been related to PR.
Several approaches to the concept of fatherhood present in Western sociological tradition are analyzed and compared: biological determinism, social constructivism and biosocial theory. The problematics of fatherhood and men’s parental practices is marginalized in modern Russian social research devoted to family and this fact makes the traditional inequality in family relations, when the father’s role is considered secondary compared to that of mother, even stronger. However, in Western critical men’s studies several stages can be outlined: the development of “sex roles” paradigm (biological determinism), the emergence of the hegemonic masculinity concept, inter-disciplinary stage (biosocial theory). According to the approach of biological determinism, the role of a father is that of the patriarch, he continues the family line and serves as a model for his ascendants. Social constructivism looks into man’s functions in the family from the point of view of masculine pressure and establishing hegemony over a woman and children. Biosocial theory aims to unite the biological determinacy of fatherhood with social, cultural and personal context. It is shown that these approaches are directly connected with the level of the society development, marriage and family perceptions, the level of egality of gender order.