Инновационное общество: актуальные аспекты социальной коммуникации
This project focuses on the main aspects of Russia-Belarus social communications having to do with the immediately-neighboring zones: the zones of trans-border municipal districts. It focuses on social-cultural communications because it is not possible to touch on all aspects of the communication process in one article, therefore this project places the accent on one of these aspects. In particular, the author draws the conclusion that over the past few years, an effect of spatial compression of trans- border social communication has been observed in the Russia-Belarus trans-border zones. The intersection of these borders on both sides has localized in several large channels that run alongside main automobile or railroad lines. The trans-border territory divides into two types of areas: contact and border-zone barriers.
Advertising model is considered in terms of Luhmanns concept of social communication, the values approached as means of achieving the advertising success as a social communication. Th eir contribution is estimated using the coeffi cient of structural correlation between the values in advertisements and in the audience. Th e author discovered a group of the most important values for advertising communicative success.