ANTHROPOLOGICAL MATRICES OF CONTEMPORARY COMMUNICATION SPACE
UDC index:
008:001
DOI:
Article ID in the RSCI:
Article file: Download
Information about authors: Kulkov Evgeniy Aleksandrovich, Professor-consultant, Journalism Department, St. Petersburg University of Humanities and Social Sciences, Editor-in-chief of Komsomolskaya Pravda in St. Petersburg (St. Petersburg, Russian Federation). E-mail: evgeny.kulkov@phkp.ru
Annotation: The article describes the dominant anthropological matrices of the information society that act as the axiological foundation of life strategies and communicative behavioral scenarios of the mass media audience: the classical apology of the human being, which shapes the spiritual contours of his image in the texts of humanitarian culture; the pagan system of values preserved from ancient times; “Marginal” anthropology, the behavioral repertoire of carriers which includes various kinds of deviations and transgressions. An obvious leader in the scale and dynamics of the social base in today’s society is the “neo-pagan” anthropology, the core of which is formed by the dominant consumer, who testifies to the “spiritual exhaustion” of modern civilization. The expansion of the social base of the “new anthropology”, in which morality and spirituality find themselves on the periphery of existentiality, becomes a means of large-scale falsification of the spiritual matrices of Christian culture, a global project, by affirming the civilizational model characteristic of the pagan stage of human history. The author shows that an understanding of the anthropological potential of the institution of the mass media, capable of constructing meaningful identification criteria in mass order and forming life styles and strategies, will allow increasing the effectiveness of designing strategic communications while minimizing the socio-cultural risks and the negative consequences of their use.
Keywords: information society, anthropological matrices, civilizational model, communicative strategies.
DOI:
Article ID in the RSCI:
Article file: Download
Information about authors: Kulkov Evgeniy Aleksandrovich, Professor-consultant, Journalism Department, St. Petersburg University of Humanities and Social Sciences, Editor-in-chief of Komsomolskaya Pravda in St. Petersburg (St. Petersburg, Russian Federation). E-mail: evgeny.kulkov@phkp.ru
Annotation: The article describes the dominant anthropological matrices of the information society that act as the axiological foundation of life strategies and communicative behavioral scenarios of the mass media audience: the classical apology of the human being, which shapes the spiritual contours of his image in the texts of humanitarian culture; the pagan system of values preserved from ancient times; “Marginal” anthropology, the behavioral repertoire of carriers which includes various kinds of deviations and transgressions. An obvious leader in the scale and dynamics of the social base in today’s society is the “neo-pagan” anthropology, the core of which is formed by the dominant consumer, who testifies to the “spiritual exhaustion” of modern civilization. The expansion of the social base of the “new anthropology”, in which morality and spirituality find themselves on the periphery of existentiality, becomes a means of large-scale falsification of the spiritual matrices of Christian culture, a global project, by affirming the civilizational model characteristic of the pagan stage of human history. The author shows that an understanding of the anthropological potential of the institution of the mass media, capable of constructing meaningful identification criteria in mass order and forming life styles and strategies, will allow increasing the effectiveness of designing strategic communications while minimizing the socio-cultural risks and the negative consequences of their use.
Keywords: information society, anthropological matrices, civilizational model, communicative strategies.
