Медіакультура як реальність медіасередовища

Abstract

У статті досліджено особливості тенденцій розвитку мас-медіа в комунікаційних системах суспільства. Розглянуто специфіку існування поняття «медіа» як феномена масової культури. Охарактеризовано тенденціі розвитку «медіа» як посередника соціокультурних процесів на межі ХХ–ХХI століть.

В статье исследованы особенности тенденций развития масс-медиа в коммуникационных системах общества. Рассмотрена специфика существования понятия «медиа» как феномена массовой культуры. Охарактеризованы тенденции развития «медиа» как посредника социокультурных процессов на рубеже ХХ–ХХI веков.

The term «media culture» occurs much later, as the invention of modern cultural view that was introduced as one referred to a particular type of cultural information society intermediaries between society and the state, society and government. With this expanded context limits understanding of the theory and history of culture allowed the cultural discourse in contemporary media culture experience of a large number of humanitarian disciplines such as psychology, sociology, economics, etc. The term «media culture» as the creation of modern cultural thought, means a particular type of culture in a globalized information society. Media has always sought to seize the mind of the consumer, immersing it in an illusory world of dreams. This effect could have serious consequences, and at the end of the media (the future development of electronic means) predicts complete thinker «amputation» of human consciousness. McLuhan believes that any process of consumption of media culture provokes the fact that human abilities are getting abroad, acquiring its own (far from human) logic, and this logic imposes people, want they or not. This creates a situation of ness in the illusory world and other such aspirations seem rather dangerous. In the face of technological infrastructure alienated person is weak and dependent being. It, however, doesn’t make a person happy, because she does not realize what is happening, she is glad of that plenty things given by this «technological machinery». There is another aspect of media culture, which is now associated with the rapid development of digital technology. Thus, the development of digital communications led to the emergence of new media sphere, which is often interactive in nature. American researchers John. S. Thompson and Brian say that masmedia communication gradually evolves to a more interactive or transactional communications. New technologies are forced to go beyond traditional mass communication media culture. This new area is called transactional scientism and media communication. Today we have the opportunity not only to observe and participate in a unique situation, which is associated with high-speed transformation of contemporary culture. Not only to study the phenomenon of media culture that is changing too fast due to the incredible technological changes that accumulates every day humanity, but directly participate in the creation. Thus, we note further development of innovative projects in the media, the more integrated experience of contemporary culture (as a discussion medium, dialogue with the arts and humanities community etc.). Thanks to media culture is identified as a person, and the whole culture in general. Experience updating the identity of contemporary culture through the medial consciousness of society is creative impulse of birth of media culture. Thus we can assume that it is impossible to know all media culture and how it can be creatively developed. Media culture is a set of information and communication tools that operate in the community, sign systems, elements of cultural communication, search, collection, production and transfer of information and cultural perception of social groups and society as a whole. On a personal level media culture means a person's ability to interact effectively with the media, adequately treat in the information environment. Thus, the «media culture» is the information and communication system with its own language, signs, symbols, codes, performing multifunctional role in the process of representation and through fast dissemination facilitates socialization and identity of a certain cultural environment, the formation of social consciousness of individuals, their valuable experience. Thus, the «media culture» is a comprehensive tool for human exploration of the world in its social, intellectual, moral, psychological, artistic aspects and so on.