The digitization of communication and the mediatization of society transform the forms and types of relationships of parties of the communication process. Social media as a new media environment has a great potential for managing opinions, media consumer's impressions and the formation of certain attitudes and stereotypes. The question arises of formulating distinct criteria for assessing the degree to which media affects certain social groups and society as a whole, as well as the consequences of such an impact. The article analyzes the impact of technical and technological and information-symbolic communication aspects on the shaping ethno-cultural stereotypes. To identify sources of formation and breaking down ethno-cultural stereotypes in 2017-2018, a research was conducted based on the questionnaire online survey method in two stages on the territory of two countries (Russia and the United Kingdom). At the first stage, students from Russia and Great Britain were surveyed (N=454). At the second stage, young people from Russia aged 18-24 were surveyed (N=1200). As a result, the main positive and negative features were identified by representatives of two cultures in each other's perception. The sources of the formation of ethno-cultural auto-and heterostereotypes, as well as the tools for their breaking down, were identified.
A fairy tale as a form of a cultural code is the most important tool for cultural and ethnic socialization, the transfer of social experience, values, and worldview. Modern society is characterized by a high level of technologization, standardization, and universalization of the communication process which leads to the formation of new social practices of communication of various social groups. The article is focused on highlighting the functional and activity role of a fairy tale in the formation of the social memory of the younger generation and the features of the implementation of intergenerational communication through the fairy tale. In the article, a fairy tale as a place of memory in intergenerational communication is also analyzed using the methodological tools of the sociology of communication.
The collection presents the materials of the scientific online conference with international participation «Communication Capital in the Digital Age» (February 12, 2021), organized by the Department of Sociology of Communication Systems, Faculty of Sociology, Lomonosov Moscow State University. The conference, which has become a tradition, brought together a number of domestic and foreign scientific platforms to discuss new social and communicative realities. The conference was aimed at organizing and maintaining scientific contacts of scientists who study the modern urban communication space in a digital context. The texts are published in the author's edition, the opinion of the Organizing Committee may not coincide with the position of the authors. Illustrative materials are taken from open sources. It is intended for the audience exploring modern problems of culture and communication in the urban space of the digital society.
Аннотация. Территориальный бренд репрезентирует комплекс интегральных уникальных свойств отдельной территории в условиях конкуренции. Экономическая результативность брендменеджмента территории во многом зависит от адекватного выбора целевой аудитории, как в количественном, так и в качественном отношениях. Поскольку современный город является мультикультурным объектом, для привлечения инвестиций эффективна организация диверсифицированной коммуникации с различными социокультурными подсистемами. Одним из векторов такой коммуникации является высшее образование. Закономерность обращения к данному вектору объясняется рядом причин. На рубеже веков выявлена тенденция повышения мобильности и расширения миграционных процессов в сфере образования. Развивающаяся конкуренция приводит к необходимости разработки и усовершенствования критериев качества работы учебных заведений. К настоящему времени уже апробированы мировые и национальные системы рейтингования. В контексте дигитализации общества создаются критерии и отдельные типы рейтингов, анализирующие цифровую коммуникацию вузов. Так, в 2013 г. по рейтингу Webometrics, работающему с индикаторами Presence, Impact, Openness, Excellence, позиция университетов Сибири превзошла позицию университетов Москвы, расширяя таким образом имиджевые характеристики и самой территории. В цифровом коммуникативном арсенале университетов представлены инструменты официального и неофициального регистров, каждый из которых требует отдельного описания. Для исследования возможностей цифровой коммуникации продуктивен комплексный анализ трех основных аспектов: трансмиссионного, интеракционного и интерпретационного. Наряду с коммуникативной составляющей бренда целесообразно принимать в расчет и айдентику. Транслирование идентичности города при продвижении его бренда может происходить с опорой на символическое тождество города и его университета. Так, архитектурный образ МГУ вошел в поле айдентики г. Москвы, символизируя собой сам город в логотипе Олимпиады-80. Исходя из миссии университетов будущего, целенаправленной ориентированности на онлайн-деятельность, на разработки проектов типа Открытый Университет 3.0, представляется перспективным анализ цифровых практик коммуникации, проводимой современными университетами, для их реализации в бренд-менеджменте территорий. Ключевые слова: цифровая коммуникация; университет; город; рейтинг; семиотика; территориальный брендинг.
The article studies the transformation of the communicative personality in terms of learning space digitalization and formation of the main components of the sociology students’ communicative competence in the transition to distance learning during the COVID-19 pandemic. The analysis of a communicative personality is performed. In-depth interviews and group interviews were used as data collection methods. The interviewees are students of the Faculty of Sociology of MSU attended their graduation courses in full-time and distantly. The interview guide is represented by questions corresponding to individual parameters of the communicative personality. The empirical data analysis method is axial coding. The specificity of individual characteristics of the students’ communicative personality, remotely learning the profession of a sociologist, was revealed. The article highlights the motivation for entering the educational communicative process, the absence of the cognitive aspect’s direct influeence on the new education format, and the transformation of ethical component of communicative personality.
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