Управління інформаційними потоками як властивість політичного медіаменеджменту: перехід від імперативу - до взаємодії

Abstract

The article is devoted to the change of information flows management vectors, which were previously recognized as the prerogative of political media management. Application of new communication technologies causes a transition in the modern information society to the dialogue model of communicative relations. This, in turn, provokes a problematic situation of sociological theorizing in a specific field of research on media communications, which consists in the uncertainty of the complex phenomenon of the mediacommunicative interaction of personified subjects of the global media space and the need for an expanded methodological resource of the traditional interpretation of this subject domain. The management of information flows is a common subject of a range of related disciplines, which makes it possible to talk about it as a multidimensional and needly comprehension in terms of new mediadiscourse and sociological methodological approaches.