Журнал индексируется:

Российский индекс научного цитирования

Ulrich’s Periodicals Directory

CrossRef

СiteFactor

Научная электронная библиотека «Киберленинка»

Портал
(электронная версия)
индексируется:

Российский индекс научного цитирования

Информация о журнале:

Знание. Понимание. Умение - статья из Википедии

Система Orphus


Инновационные образовательные технологии в России и за рубежом


Московский гуманитарный университет



Электронный журнал "Новые исследования Тувы"



Научно-исследовательская база данных "Российские модели архаизации и неотрадиционализма"




Знание. Понимание. Умение
Главная / Main Page / "Knowledge. Understanding. Skill" Journal / Contents / 2015 / №1

Makarevich E. F. On the Efficiency of Communication Impact

(Moscow University for the Humanities)

Abstract ♦ The article deals with the issue of communication impact, which is understood as a change in public opinion and human behaviour brought about through the influence of mass media. The process of communication impact is presented as a socio-semantic model built using the formula: trust — image power — power of information flow. Accordingly, the effectiveness of communication impact is viewed as a combination of the following factors: trust of the target audience in the source of information; the power of the image that carries the general idea which influences the audience; and the power of the information flow that focuses the trust and the power of the image, as well as a value match between the source of information, the communications channels and the general communicative image.

Trust in a source of information as a measure of its reputation boosts the effect of the messages it transmits. The impact of information depends on the assessment of the source in terms of trust or mistrust. This assessment is historically variable and depends on culture, civilisation and particular audience.

The ability of mass communications to create generalised images and myths that define the media mainstream can be used to influence and modify the audience. The power of an image can be measured by its energy manifested through the expressiveness of its slogan that formulates the image’s generalised idea.

The power of the information flow is defined as the extent to which communications channels are integrated around the generalised image through constant production of new evidence to support the generalised image, as well as by the ratio of specific publications in total content. The media mainstream of sufficient power to change the audience is created today primarily via integrated public mass media and the Internet. However, as the ability of the audience to understand the message (about 86% of the typical target audience often don’t fully understand the published content), media companies have to simplify images and information presented in the media, bringing them down to the level of social media networks on the Internet.

An information flow built on top of integrated communications channels, trust in the source of information, and powerful images — all of these factors significantly boost the impact on the audience. However, mass media outlets are offering less and less critical information and are more and more frequently being inundated with applied knowledge that can’t affect the way complex social problems are solved.

Keywords: mass communications, manipulation, communication impact, trust, public opinion, communication channels, mass media, the Internet.


Makarevich Eduard Fyodorovich, Doctor of Social Science, Professor, Department of Philosophy, Culturology and Politology, Moscow University for the Humanities. Postal address: 5 Yunosti St., Moscow, Russian Federation, 111395. Tel.: +7 (499) 374-55-11. E-mail: edward.makarevich@mail.ru

Download

Citation: Makarevich E. F. (2015) Ob effektivnosti kommunikatsionnogo vozdeistviia [On the efficiency of communication impact]. Znanie. Ponimanie. Umenie, no. 1, pp. 106–127. (In Russ.). DOI: 10.17805/zpu.2015.1.10

Submission date: 12.02.2015 .

RUSSIAN VERSION


REFERENCES

Averintsev, S. (2006) Sobranie sochinenii [Collected works] / ed. by N. P. Averintseva and K. B. Sigov. Sofiia-Logos. Slovar' [Sophia-Logos. Dictionary]. Kiev, Dukh i litera Publ. 912 p. (In Russ.).

Aleksandr Yakovlev. Dokument № 37. «Pora idti k cheloveku» / Izbrannye interv'iu: 1992–2005. 1994–1999 gody (Dokumenty №№ 25–72) [Aleksandr Yakovlev. Document No. 37. “It is time to turn to man” / Selected Interviews: 1992–2005. 1994–1999 (Documents Nos. 25–72)]. Fond Aleksandra N. Yakovleva [online] Available at: http://www.alexanderyakovlev.org/fond/issues-doc/1009727 [archived in WebCite] (accessed 8.01.2015). (In Russ.).

Agee, W., Ault, P., Cameron, G. and Wilcox, D. Samoe glavnoe v PR [Essentials of public relations]. St. Petersburg, Piter Publ. 560 p. (In Russ.).

Bakhanov, E. (2010) Striakhnut' pyl' s Dostoevskogo [Blow the dust off Dostoevsky]. Rossiiskaia gazeta. January 13. [online] Available at: http://www.rg.ru/2010/01/13/pyl.html [archived in WebCite] (accessed 1.02.2015). (In Russ.).

Beluza, A. (2011) Politicheskaia volia ushla v internet [Political will has moved to the Internet]. Izvestiia. April 5. [online] Available at: http://izvestia.ru/news/373297 [archived in WebCite] (accessed 6.01.2015). (In Russ.).

Boletskaya, K. (2012) Uroven' doveriia rossiian k televideniiu upal do istoricheskogo minimuma [The Russians’ trust in TV at an all-time low]. Vedomosti. July 24. [online] Available at: http://www.vedomosti.ru/tech/news/2312123/internetpolzovateli_okazalis_samymi_doverchivymi [архивировано в WebCite] (accessed 3.02.2015). (In Russ.).

Velikaia Otechestvennaia voina, 1941–1945. Sobytiia. Liudi. Dokumenty [Great Patriotic War, 1941–1945. Events, People. Documents] (1990) : a short historical reference / еd. by O. Rzheshevsky. Moscow, Politizdat Publ. 464 p. (In Russ.).

Vlast' i khudozhestvennaia intelligentsiia. Dokumenty TsK RKP(b) — VKP(b), VChK — OGPU — NKVD o kul'turnoi politike. 1917–1953 [The state and the “artistic intelligentsia”. Documents on culture policy of the Central Committee of the Russian Communist Party (Bolshevik) — All-Union Communist Party (Bolshevik) — The All-Russian Extraordinary Commission for Combating Counter-Revolution, Speculation, and Sabotage — Joint State Political Directorate — People’s Commissariat for Internal Affairs. 1917–1953]. (1999) / ed. by A. N. Yakovlev. Moscow, International Foundation “Democracy”. 871 p. (In Russ.).

Golitsyna, A. (2012) Internet potesnil v Rossii vse ostal'nye media [Internet grabs market share from other media in Russia]. Vedomosti. April 18. [online] Available at: http://www.vedomosti.ru/tech/news/1654379/socialnymi_setyami_polzuetsya_pochti_100_polzovatelej_runeta [archived in WebCite] (accessed 3.02.2015). (In Russ.).

Gramsci, A. Tiuremnye tetradi [The Prison Notebooks]. Grazhdanskoe obshсhestvo v Rossii [online] Available at: http://www.civisbook.ru/files/File/Gramshi,tetradi.pdf [archived in WebCite] (accessed 3.02.2015). (In Russ.).

Dostoevsky, F. M. (1981) Pushkin. Ocherk [Pushkin, an Essay]. In: Pushkin, A. S. Sobranie sochinenii [Collected works] : in 10 vols. Moscow, Pravda Publ. Vol. 10. 447 p. Pp. 253–265. (In Russ.).

Dubin, B. (2009) Rossiiskoe televidenie i molodezh' [Russian TV and youth]. Levada-Centr. September 8. [online] Available at: http://www.levada.ru/08-09-2009/rossiiskoe-televidenie-i-molodezh [archived in WebCite] (accessed 4.02.2015). (In Russ.).

Dymshits, M. (2009) Usloviia i etapy sotsializatsii mifa [The socialization of myth: Conditions and stages]. Rossiiskii informatsionno-obrazovatel'nyi portal Veni Vidi Vici [online] Available at: http://www.vevivi.ru/best/Usloviya-i-yetapy-sotsializatsii-mifa-ref63515.html [archived in WebCite] (accessed 2.02.2015). (In Russ.).

Zoshchenko, M. (1988) Vozvrashchennaia molodost'; Golubaia kniga; Pered voskhodom solntsa [Youth restored; The Blue book; Before sunrise] : novellas. Leningrad, Khudozhestvennaia literatura Publ. 720 p. (In Russ.).

Indeks agressivnosti [Aggressiveness index]. (2014) Literaturnaia gazeta, no. 41 (6483). October 22. [online] Available at: http://lgz.ru/article/-41-6483-22-10-2014/indeks-agressivnosti/ [archived in WebCite] (accessed 16.02.2015).

Issledovanie: 74% pol'zovatelei Runeta shchitaiut, chto bez interneta ih zhizn' kardinal'no izmenitsia [Study: 74% of Russia’s Internet users believe their lives would change drastically without the Internet]. (2010) Gazeta.SPb. August 2. [online] Available at: http://www.gazeta.spb.ru/354231-0/ [archived in WebCite] (accessed 26.01.2015). (In Russ.).

Castells, M. (1999) Mogushchestvo samobytnosti [The Power of Identity]. In: Novaia postindustrial'naia volna na Zapade [New post-industrial wave in the West] : anthology / ed. by V. L. Inozemtsev. Moscow, Academia Publ. 640 p. Pp. 292–308. (In Russ.).

Kenny, Ch. (2009) Revoliutsiia iz iashchika [Revolution in a box]. Novoe vremia, no. 40. November 9. [online] Available at: http://www.newtimes.ru/articles/detail/9502/ [archived in WebCite] (accessed 6.01.2015). (In Russ.).

Losev, A. F. (1994) Dialektika mifa [The Dialectics of myth]. In: Losev, A. F. Mif, chislo, sushchnost' [Myth, number, entity]. Moscow, Mysl’ Publ. 919 p. Pp. 5–216. (In Russ.).

Mukhametshina, E. (2015) Antizapadnye nastroeniia v Rossii dostigli istoricheskogo maksimuma — «Levada-centr» [Levada Center: Anti-Western sentiments in Russia at all-time high]. Vedomosti. February 9. [online] Available at: http://www.vedomosti.ru/newspaper/articles/2015/02/09/plohoj-mir [archived in WebCite] (accessed 16.02.2015). (In Russ.).

Naberezhnov, G. and Aleshkina, T. (2015) S&P ponizilo reiting Rossii do «musornogo» urovnia [S&P slashes Russia’s rating to junk]. RBK. January 26. [online] Available at: http://top.rbc.ru/economics/26/01/2015/54c6832e9a7947485b5dc04e [archived in WebCite] (accessed 28.01.2015). (In Russ.).

Nazarov, M. M. (1999) Massovaia kommunikatsiia v sovremennom mire: metodologia analiza i praktika issledovanii [Mass communications in contemporary world: Research methodology and practice]. Moscow, URSS Publ. 240 p. (In Russ.).

Newsom, D., Turk, J. V. and Kruckeberg, D. (2001) Vse o PR. Teoriia i praktika pablik rileishnz [This is PR. The Realities of public relations]. 7th edn. Moscow, INFRA-M Publ. 628 p. (In Russ.).

Obama zaiavil, chto SShA gotovy zashchitit' svobodu dlia novykh pokolenii [Obama says US is ready to protect freedom for new generations]. (2014) RIA-Novosti. September 27. [online] Available at: http://ria.ru/world/20140927/1025879319.html [archived in WebCite] (accessed 8.01.2015). (In Russ.).

Reymer, D. (2014) Poznai klienta kak samogo sebia [Know thy client as thyself]. ComNews. November 26. [online] Available at: http://www.comnews.ru/node/88741 [archived in WebCite] (accessed 1.02.2015). (In Russ.).

Rossiiane smotriat TV okolo 4-kh chasov v den' [Russians watch about 4 hours of TV per day]. (2010) Kabel'shchik. November 8. [online] Available at: http://cableman.ru/node/970/ [archived in WebCite] (accessed 2.01.2015). (In Russ.).

Simonov, K. M. (1988) Glazami cheloveka moego pokoleniia. Razmyshleniia o I. V. Staline [Through the eyes of my generation. Thoughts on I.V. Stalin]. Moscow, Novosti News Agency Publ. 480 p. (In Russ.).

Webster, F. (2004) Teorii informatsionnogo obshchestva [Theories of the information society]. Moscow, Aspect Press. 400 p. (In Russ.).

Habermas, J. (1997) Teoriia kommunikativnogo deistviia [The theory of communicative action]. In: Zapadnaia teoreticheskaia sotsiologiia [Western theoretical sociology] / comp. by I. A. Gromov, A. Yu. Matskevich and V. A. Semenov. St. Petersburg, Olga Publ. 372 p. Pp. 309–329. (In Russ.).

Shklovsky, V. (1914) Voskreshenie slova [The resurrection of the word]. St. Petersburg, Z. Sokolinsky’s Printing House. 16 p. (Fototipicheskoe izdanie doklada «Mesto futurizma v istorii iazyka». V. V. Shklovskaya-Kordi [Photografic edition of the lecture “The place of futurism in the history of language”], 2013). (In Russ.).

Lasswell, H. D. (1948) The structure and function of communication in society. In: The communication of ideas / ed. by L. Bryson. New York, Institute for Religious and Social Studies. ix, 296 p. Pp. 37–51.



в начало документа
  Забыли свой пароль?
  Регистрация





  "Знание. Понимание. Умение" № 4 2021
Вышел  в свет
№4 журнала за 2021 г.



Каким станет высшее образование в конце XXI века?
 глобальным и единым для всего мира
 локальным с возрождением традиций национальных образовательных моделей
 каким-то еще
 необходимость в нем отпадет вообще
проголосовать
Московский гуманитарный университет © Редакция Информационного гуманитарного портала «Знание. Понимание. Умение»
Портал зарегистрирован Федеральной службой по надзору за соблюдением законодательства в сфере
СМИ и охраны культурного наследия. Свидетельство о регистрации Эл № ФС77-25026 от 14 июля 2006 г.

Портал зарегистрирован НТЦ «Информрегистр» в Государственном регистре как база данных за № 0220812773.

При использовании материалов индексируемая гиперссылка на портал обязательна.

Яндекс цитирования  Rambler's Top100


Разработка web-сайта: «Интернет Фабрика»