Abstract:
During the second decade of post-millennium the interdisciplinary nature of media research has
acquired a special spread in the academic field, including to the popular media studies such
issues as: studying the structure and content of mass communication and its means (media),
creative industries and j ournalism, as a structurally necessary "unification" branch; the media
influence on public opinion and the use of media in propaganda campaigns; "political economy"
of the media industry; the place of media among cultural and leisure practices; media products
for educational purposes and media literacy; media psychology and problems of individual
psychological protection, etc. All listed directions should make something new in the study
of media production and its perception. Nevertheless, the classical interpretation
of communication retains its position, which records that communication means the transfer
of information from one person or group of persons to another, either verbally or in some other
form. Most researchers are trying to improve their results through the use of techniques
in related sciences, or the borrowing of analysis capabilities. Thus, a new trend of sociointerdisciplinary research is being created, combining the efforts of applied and fundamental
branches, creating a synthesis of scientific knowledge of new information tools and behavior
of new subj ects of communication interaction in a globalized, digitalized society.
