Комуникацията и нейната еволюция
The Evolution of Communication

Summary/Abstract: The present text attempts to define the term communication - its essence, history and evolution over the years. On the one hand, the analysis is based on the consideration of certain definitions known from the theoretical presentation of the analyzed concept, on the other, examples of the practice are described, so that the change is more clearly traced. Among the different definitions is a brief analysis of Patagonia's online communication with its users. The choice to address this particular case is dictated by the desire to present one of the most successful examples of using online communication channels. It proves that the potential of social media lies in placing people at the center and building content and communication based on certain causes. The basis of true professionalism is the knowledge of concepts, their nature and their development over the years.

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