DEVELOPMENT OF THE SOCIOLOGY OF MASS MEDIA

sociology of mass communication is social communication. Social communication representing is a communicative activity of people, due to socially significant judgments, situations, areas, and norms of communication.
Sociology of mass communication is an integrative discipline. Some scientific sphere of knowledge is adjacent to it. Among them, for example communication theory, which has similarities with the sociology of mass communication, the object of study is social communication. Circle the intersection of general sociology and the sociology of mass communication today research, social learning structure of society. Urban sociology studies issues of urbanization, and since three quarters of the russian population live in cities, it is important to know the features of this section of the media audience. In fact today about- the problem of communication effects is also studied by the psychology of mass communication. Communication of power and society is studied by lithology , communication as a link in activity - management management . All of these fields are related to the sociology of mass communication.
The sociology of mass communication has become a demanding discipline for two reasons. First, this is a pragmatic reason - the need to use the mass of information owls as a source of sales of goods. Right through those advertisements how information substitute goods do-triple customer. Market and production needs gave rise to a strong pragmatic interest in research in the sociology of mass communication. The research is directed at us in learning the content of communication and consumption behavior. Advertisers in the west financed individual channel audit research, as well as experiments on studying the ways in which information impacts on listeners, readers and viewers.
The second reason for the development of the sociology of mass communication is that it becomes ideological. Mass media - the sphere in which countries and populations interact. The character of this interaction depends on the type of political regime. Totalitarian regimes depend on ideological state propaganda. Democratic regimes seek to satisfy the formational needs of people. States are interested in studying mass communication to find out how the population is. But the public is interested in the volume, to know, where the measure is carried out in the interest of members.
There is no market in soviet russia, but there is a theme distribution system. There is no economic incentive for the development of sociology in general and the sociology of mass communication in particular. The communicator is the state, a military press agency, which monopolizes unidirectional information. Actually about himself, he is needed, in the interaction of the communicator and his person partisan interests prevail. No one cared about the opinion of the audience. Sociological research on mass media audiences began only in the years of khrushchev's thaw (50s - early 60s gg. Xx di.).
In soviet times, the concept of "mass media" was used. Information” (mass media, eng. Mass media) and practically no mention is needed of the concept of "mass communication fund" (smm, english mass media). This preference reflects the direction of the nature of the impact on the audience. In the post-soviet era the development of feedback mechanisms, namely the formal possibility of opportunities for audiences to express their opinions, gave the mass media the characteristics of interaction, interactivity. Therefore, the phrase "mass communication fund" seems more appropriate.