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Regular version of the site

Book chapter

Культурные, системные и текстовые матрицы как факторы современного медиапроизводства

С. 312-341.

Modern science has proven that any communicative action is mediated
by mandatory norms and rules that define mutual behavioral expectations
and which should be understood and recognized by at least two entities
engaged in communication. There is a huge amount of meaningfully close
concepts with the help of which these “regulators” of communicative
behavior are designated: axioms, principles, attitudes, postulates, norms,
rules, discourses, conventions, codes, patterns, matrices, etc. The article
proposes a concept according to which the process of modern media
production is regulated by three groups of matrices: cultural, systemic
and textual. They operate at all stages of media activity: in selecting facts,
determining a genre, creating a text, etc.