Abstract |
Gravitations around and the very traditional and non-traditional
media are the focii in and through which globalization processes
formed to agreat extent and still continue to form the diversity of
their immanent forms. Different sociological perspectives, based
upon several communicationally determined theoretical fields - net
theory, theory of social relations, theory of dependences, theory
of the intermediate - implying different communication dimensions,
influence the former. In fact communicataion or information
«revolution» (the two predicates got into scientific and applied
requisition as equivalent and even more often as synonymous during
the recent two decades) being constitutive for the globalization
put extremely serious challenges to sociology of mass
communicataion, positioning the problems of universalism and
particularity on another surface, disarranging a number of
socio-cultural strata. On the other side, globalization and
glocalization processes reinforced changes of the existing
paradigms (i. e. the mass consumption paradigm, the big and the
little paradigm etc.), of tendencies, of goals etc. All those
challenges frame those reinforcements up to a new communicational,
supernational and socio-cultural plan, because contemporary
realities place them into a new communication existence, into new
communication tangibilities, into a new communication environment.
At the same time they widen the positioning of their meaning in a
new global context.
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