Топосът. Визия за „интернет на местата“
Topos. A Vision for the “Internet of Places”

Summary/Abstract: After a critical review of existing theoretical interpretations of the role of the elements in a communicative chain, already explicit in the writings of Lasswell, Schramm and Merton, in this article is shown introduction of topos in the whole process of perception and interpretation of media messages. Specifics of the topos can enrich the perception of media reality and can determine its further internalization in minds and behavior of individuals and audience in general. There is a great difference when you are listening and understanding one and the same message if you are looking home TV monitor, or in a noisy pub among fans of the opposing team, or in an Arabic cafe, furiously chanting while bombing the Twin Towers in New York, or in the car with strangers hitchhikers, or lonely sitting before the home computer. Study of the typology of these potential reactions will enable us to recognize more precisely and to calculate the effectiveness of media impact and reinforce its parameters.

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