Provocări post-moderne în comunicarea de masă
Postmodern Challenges in Mass Communication

Summary/Abstract: The expression “new models of mass communication” can be, for some researchers of the present public space’s tyranny, the reflection of a true turning point in public communication, with major expectancies regarding the essence of the phenomenon, the need for a paradigm shift, of the scene on which social actors, that are fundamentally different from what was known until now, to play within the boundaries of an unprecedented, urgent, modified from the ground scenario; other categories of communication investigators would opine towards new technologies, adequate to the permanently dynamic human communication, i.e. to some means of expressing the perpetual needs for socialising, interpretation, culturalization, escape, information… Irreconcilable, so far, in the works of the renowned, the two positions give cause for scientific “quarrelling”, application of the methods specific to the socio-human field, towards possible conclusions that would incline the balance either to the “shaking” of the human model of designing and practicing the existence in the postmodern era, or to the always-innovating technology, implicitly bringing pressure on the lifestyle of the just-started millennium. Finding the classical communicational “tasks” also in a hyper-technical environment generates a specific vocabulary (multimedia, user, social media, blogosphere etc.), indicating different means of instrumentally mediated interaction (interactivity, top influence in the online environment, following, searching, comments, friendship etc.), different not as much through their innovative character in concept, but especially through applications and effects. Unconditional supporters or analytic conservatives, the separation is less important: the topic exists, it incites different communities and that is enough…

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