Social communication: types, characteristics, goals. The concept of social communication Basic concepts of the science of social communication
Human ability to communicate, including through language, is unique. Over the past 200 years, the ability to exchange information across time and space has grown tremendously. For modern man distances are "shrunk" and it can send messages over long distances at high speeds. Today, the communicative process is a necessary prerequisite for the formation and functioning of all social systems. In life modern society and for each person, social communication takes a special place. Almost all spheres of life of a modern person are directly or indirectly connected with it. Social communication makes possible communication between generations, ensures the accumulation and transfer of social experience, its enrichment, and the transmission of culture. With the help of social communication, joint activities are built. It is through social communication that management is carried out, therefore it is a social mechanism with the help of which power in society arises and is realized.
Modern science offers an understanding of communication, formed on social basis, on a linguistic basis and on the actual communicative basis. Social communication encompasses all three of these approaches. The first approach is focused on the study of communicative means for the sake of their application (implementation of social functions of communication); the second approach is related to the problems of interpersonal communication; the third - with the problems of the impact of mass communication on public relations.
The term "communication" is used by many social, natural and technical sciences. Usually we mean an elementary communication scheme, which assumes the presence of at least three components - the communicant (transmitting subject), message (transmitted object), recipient (receiving subject). We can say that communication is the interaction between subjects through some object. Social communication differs from other processes:
About the presence of two subjects, which can be two people, a group of people or society as a whole;
About the presence of a transmitted object, which in turn can have a material form - a gift, a book, a speech, or be of a psycho-emotional nature, for example, the communicant can inspire sympathy, trust, antipathy to the recipient;
About expediency, when the result of the interaction of subjects is the exchange of not only and not so much material objects, but the transmission and understanding of information transmitted through signs, symbols, texts that have both a sensory form of perception and internal speculative content.
So, social communication is an indirect and expedient interaction of two subjects.
With appropriate social communication, the participants in the process pursue three goals:
About cognitive - the dissemination or acquisition of new knowledge;
About incentive - stimulation of others to any actions;
Expressive - expressing emotions or receiving them.
Social communication is a very complex process, which results in the assimilation of the meanings transmitted by the communicant. They can be expressed in two ways - in the form of either communicative messages (speech, writing, drawing), or utilitarian products (weapons, clothing, dishes), which also embody human knowledge and skills. It seems that the recipient may well use both types of messages to achieve the meanings, but in both cases there are pitfalls. The meaning embedded in the product must be able to extract, “decode” and only then comprehend, and this process is undoubtedly more difficult than understanding a text written in a native language. The recipient's ignorance of the codes, symbols, signs used by the communicant when transmitting information reduces the communication process to almost zero.
But understanding the text is also associated with many problems. Let us single out three forms of communicative understanding: communicative cognition, when the recipient receives new knowledge for him; communicative perception, when the recipient received a message, but could not understand its full depth (I read the poem, but did not understand its meaning); pseudo-communication, when the recipient remembers and repeats the message, but does not even superficially understand the meaning (this is called "cramming"); often pseudo-communication becomes the cause of many misunderstandings, leading to conflicts.
Any communication is a creative process, since the recipient not only realizes the superficial and deep meaning of the transmitted message, but also gives him his own assessment, guided by personal ethical principles and understanding of the practical benefits.
Social meanings are subject to aging, i.e. they lose their value over time. So, some meanings, for example, the laws of physics, retain their relevance for centuries, while others, for example, the names of clothing items of the last century, are of no interest to anyone, and a rare person will remember them now. The study of social communication boils down to the study of how knowledge, abilities, skills, emotions, incentives are transferred to recipients, how they are understood by them, how long they retain their value for society.
The functions of social communication are determined both for the process as a whole and for individual communicative acts, and even in one separate communication process, several functions can be combined.
For example, R.O. Jacobson, a Russian and American linguist and literary critic, examines the functions associated with a participant or an element of communication and identified on the basis of an analysis of the communicative model he developed:
- 0 emotive, associated with the addressee and aimed at expressing his attitude to what he says;
- 0 cognitive, directly affecting the interlocutor;
- 0 referential, context-oriented and representing a reference to the object referred to in the message;
- 0 poetic, message-oriented. This is a central function for verbal art, which is characterized by more attention to the form of the message than to its content;
- 0 phatic, contact-oriented, it is important for her not to convey information, but to maintain contact; for example, talking about the weather;
- 0 is a metalanguage associated with a code: without knowing a word, we can ask about its meaning and get an answer. The answer can be given descriptively, with the help of other words, or maybe simply by showing the object.
Other scientists minimize the number of functions, highlighting the main ones. Thus, psychologist and linguist Karl Buhler formulates three functions of language, which are manifested in any speech act:
- 0 expressive (expression);
- 0 appeal (appeal), which relates to the listener;
- 0 representative (message), which is related to the subject of speech.
In other words, the communicant expresses himself, appeals to the recipient and represents the subject of communication.
In social communication, it is customary to distinguish three more functions of language:
- 0 cognitive (cognitive) or informational function, which serves to transmit ideas, concepts, messages to participants in a communicative act;
- 0 evaluative, which expresses personal relationships and assessments;
- 0 affective, which conveys feelings and emotions.
The American sociolinguist Roger T. Bell relates three areas of the humanities to these functions of language - linguistics and philosophy (cognitive function), sociology and social psychology (evaluative function), psychology and literary criticism (affective function).
§ 1. Models of social communication: from information to dialogue
The concept of "communication" (from lat. communicatio - message, transmission) is used in various sciences. The general in his interpretation is associated with the idea of communication as "the transfer of information from one system to another by means of special carriers, signals."
As you know, communication is carried out between individuals, groups, organizations, cultures through various sign systems (languages). Distinguish between interpersonal, mass communication (mass media, or QMS), scientific, technical, etc., therefore, the term "communication", in addition to general, universal, has additional and clarifying meanings, depending on what meaning is put into it within the framework of a particular scientific approach.
The focus of the semi-socio-psychological paradigm is social communication, which is considered as "a universal socio-cultural mechanism focused on the interaction of social subjects, on the reproduction and dynamics of socio-cultural norms and patterns of such interaction."
For various types of art, mass communication, as well as for a number of other forms and methods (genres) associated with the social interaction of communicating subjects, the universal term is competent - social communication. The plural of the same term is social communication- used when necessary to differentiate communication flows.
The attention of science and society to the processes of social communication is not accidental: the quality of our life largely depends on the quality of the information environment in which virtually every person is “immersed”.
There are various concepts and models of communication, most of which practically equate social communication with mass communication (the terms media, mass media, mass-media are also used) and are associated with the idea of it as a mass transfer of information through the use of technical means, with the help of various kinds of professional techniques for influencing and influencing the audience. At the same time, the goal of the expected impact is the solution of political or economic problems, as well as the dissemination of educational ideas related, for example, to the desire to convey moral norms and values to every person.
The concept of communication, which positively affects people and on a massive scale improves their mind, morality, was actively developed in the era of the Enlightenment (XVII – XVIII centuries). The enlighteners associated special hope with the printed editions that appeared during this period, primarily newspapers, as well as with the hitherto unprecedented opportunities that opened up with the beginning of printing. It seemed that a little more - and high spirituality will become an obligatory quality of every person, and the long-awaited golden age will come on Earth ...
Disappointment in the ideas of the Enlightenment, or rather, in the results of the efforts and actions that did not change mass consciousness people, again and again drew researchers to the search for the optimal communication model. Humanity, plunged into the abyss of two world wars, thirsted for an answer: how could this happen and how to avoid this in the future? By the middle of the XX century. many scientists and most citizens different countries there was a strong opinion that the influence of propaganda, which was used to influence the minds, moods and actions of millions of people, turned out to be fatal for the fate of civilization.
Linear model (GD Lasswell). One of the most famous communication models in the world was formulated in 1948 by the American sociologist GD Lasswell. Lasswell considered the main function of mass communication to maintain balance in society, that is, "equal education of an expert, leader and citizen", which ideally helps to come to understanding and agreement on problems concerning the world as a whole.
Since in the history of mankind, "understanding and agreement" was not always achieved, the attention of the researcher was drawn to the process of movement of ideas within the public consciousness, and the effect to which one should strive was the delivery of information without distortion. GD Lasswell, unlike his predecessors, put forward the thesis that the communication process consists of several links, or cycles, one general structure, at each of which information can be distorted. The communication model proposed by him is known as linear and looks like this: "WHO - informs WHAT - through which CHANNEL - TO WHOM - with what EFFECT?"
Let us pay attention to the fact that, since in this model the effect was declared as the ultimate goal, and its achievement was associated with the delivery of information (helping to come to understanding and agreement) without distortion, the assumption influences and impacts good, from the point of view of the communicator, goals were not removed from the agenda.
Following GD Lasswell, scientists from many countries turned to studying the mechanisms of dissemination of ideas in society, explaining the reasons for the success or failure of propaganda in attempts to influence the consciousness of people. Scientific research monitored those intermediate stages of the communicative act, at which interference is possible to achieve the desired effect (when using radio, for example, such components as the timbre of the sound, the tempo of speech, the gender of the speakers, the composition of the message, etc. were studied).
The declaration of successful, enlightening communication, combined with the proposed mechanisms for countering information distortion, was a step forward in communication theory; nevertheless, as life has shown, the proposed model did not affect the practice of using the information space to influence and manipulate people's consciousness. She did not bring the expected social harmony.
In the domestic science of the Soviet period, GD Lasswell's formula was widely known, but was accepted with reservations, although, in fact, party journalism was also nothing more than propaganda aimed at influencing the consciousness and behavior of people. A significant advance in the social science of the Soviet period turned out to be the attention of researchers to the perceiving side - the audience, however, the main focus of the study was still one-sided and was reduced to the study of methods and ways of influencing it.
The desire to influence the audience, and more often in good, from the point of view of the communicator, goals, is not uncommon in the modern information space. As shown by the conducted socio-diagnostic studies, this form of communication irritates those groups of the audience who do not accept this method of communication, as well as those who hold an opinion opposite to the one that is declared. The result is also inability large groups people adequately understand the communicator, and hence each other, in other words, the inability to come to true mutual understanding and constructive interaction.
Interactionist model (T. Newcomb). Following the model of GD Lasswell in 1953, the interactionist model, proposed by T. Newcomb, appeared, which also became widely known. The audience is considered here not as an object of influence, but as an equal subject of communication. Since the respondent (the one who perceives) and the communicator are connected by mutual expectations and attitudes, by a common interest in the subject of communication, the result of communication is the rapprochement or, conversely, the distance between their points of view. It is in this light that T. Newcomb considers the effects of communication.
However, in T. Newcomb's model, successful communication did not exclude the possibility of influence, and for this (of course, good) purpose, the use of manipulative techniques was also allowed. So, in order to move towards the desired effect, as a successful way of communicating with the audience, it was proposed to search for a certain average position, a point of agreement. But, as the practice of social management shows, averaging the positions of the parties (consensus) on a particular socially significant problem does not always lead to a real solution to this problem. Therefore, the declared equality of participants (subject-subjectivity) within the framework of T. Newcomb's model remained largely declarative.
A conversation about communication models may seem to someone abstract, nevertheless, they reflect and define the characteristics and style of social communication, characteristic of a particular space-time continuum. And since it comes about T. Newcomb's model, we will give an example of its practical implementation in the modern information field. It is according to this scenario that relations between modern TV channels, advertisers and viewers are currently being built. However, an averaged broadcasting policy focused on the most numerous groups of TV viewers (they are identified by obtaining well-known quantitative ratings) displeases a huge number of people, including those whom television analysts suggest targeting.
Meanwhile, disappointing conclusions are heard again and again in the world: it is still far from the desired social harmony; a powerful "industry of consciousness" arose, a person is not able to resist " popular culture», Which leads to depersonalization and lack of spirituality of large groups of people, the subordination of their tastes and interests to the interests of politics and business; the expansion of print, radio, television, computer entertainment, and now the Internet is more than obvious, and there is practically no way to counter it.
Researchers of social processes began to feel the one-sidedness and limitations of the previously adopted communication models, since they lack, for example, mechanisms for taking into account the social context, the peculiarities of the "space-time" in which communication takes place. There were additions and refinements to existing models. So, in 1978, the domestic scientist P. S. Gurevich proposed to continue the formula of G. D. Lasswell as follows: “Who received the message - how has his idea changed - what attitude has developed to the initiator of communication - how Feedback- what is the effect of influencing the propagandist himself?
Dialogic model (T.M.Dridze). In the works of researchers of communication, the terms "dialogue", "dialogical communication" began to appear more and more often, but the answer to the question of how to define them remained open.
Traditionally, dialogue is associated with a question-and-answer form of thinking and communication, with a way of assimilating information, with an author's technique, and artistic creativity. Art researchers call sincerity in the author's self-expression, a partnership attitude towards the audience as one of the main criteria for artistry and dialogicity.
An expansive understanding of the dialogue gives dialogical model of social communication, developed within the framework of the semi-socio-psychological paradigm, where "the effect of dialogue as a semantic contact based on the ability and desire of subjects to adequately interpret the communicative intentions of communication partners" is of key importance.
Dialogue is associated here primarily with mutual understanding between the communicating parties, and the effectiveness of communication - with the degree of achieving the desired understanding, and the procedure for measuring the degree of dialogicity has been operationalized for the first time (I mean the original research method - the method of motivational-targeted, or intentional analysis of communication processes).
In contrast to other forms and methods of communication, the dialogical model excludes any form of influence or influence, since it is focused on mutual understanding. Wherein it is not about agreeing with the position of the author - only about understanding this position.
Communication processes are considered here as "... motivated and purposeful textual activity carried out by people in the context of problematic life situations that lie at the origins of any socially significant processes." Associated with this fundamentally important provision is the idea of communicative intention, which, according to TM Dridze's definition, is "the resultant motive and goal (more precisely, the desired result) of the activity, communication and interaction of people with the world around them." It is according to the degree of the communicant's understanding of the author's intention that an idea is made about whether or not mutual understanding has taken place, and, further, a conclusion about the success (dialogicity) of communication.
Depending on whether the desired “semantic contact” is achieved or not, when “semantic foci (communicative dominants) of the generated and interpreted text” are combined, along with the concept "Communication" (dialogue) the concepts are used "Pseudo-communication" that is, "an attempt at dialogue, which was not crowned with adequate interpretations of communicative intentions," and "Quasi-communication" -"A ritual 'action' that replaces communication and does not imply a dialogue on the basis of the initial condition."
In both the first and second variants of communication, the sender and the recipient of information remain at opposite poles. information channel... Such cases are called "Communication failures", or "scissors of perception". In this case, an unexpected or undesirable result for the communicator arises.
The idea of social communication as a dialogue made it possible to propose the following principle of differentiation between SMI and SMK (currently, both terms are used in works devoted to communication). The main feature of mass media (QMS) is the orientation towards mutual understanding with the audience. For the means mass media(Mass media) the task of establishing dialogical relations with the audience is optional, and in some cases even undesirable - the main task is to inform, influence, influence.
In this work, to designate the desired landmarks, the term QMS is mainly used, although it should be recognized that in the modern information space, the focus on dialogue as mutual understanding is more desirable than a widespread phenomenon.
If the communication model proposed by G. D. Lasswell has a linear character and can also be graphically represented linearly (the communicative act is structured according to individual characteristics: Who - What says - Through which channel - To whom - With what effect), and T. Newcomb's model graphically has the shape of a triangle (sender - receiver - agreement between them), then the dialogical model can be represented as an imprint, a "trace": on the one hand, the intentionality produced by the author, embodied in the text, on the other, the features of the refraction of this intentionality and, accordingly, the main logical and expressive "nodes" of the source text in the mind of the perceiving person.
The idea of mutual understanding as the primary condition for effective communication is not new - its variants can be found in the works of various scientists and art historians. Thus, the well-known social psychologist E. Goffman noted that in interpersonal communication “... we are invariably faced with the need to organize our behavior in such a way that it would in an understandable form correspond to the perception of what is happening by our interaction partner. What is more important, our actions should be addressed to another reason, that is, the ability of another to calculate our words and actions as evidence of our words, thoughts, intentions. This limits our words and actions, but it also allows us to relate the whole world in our perception, thanks to which the other will be able to catch our hints, allegories. "
A similar result of communication was often called as optimal by researchers of mass communication. Thus, a television researcher V.V. Boyko stated about the "sign of communicability" of information television broadcasting as "a special socio-psychological component of communication, in the presence of which the circulating information is updated, that is, it acquires a specific, necessary and adequate meaning for the sender and recipient." ...
The notion of dialogue as communication with mutual understanding echoes the works of many well-known literary scholars, art theorists, for example, M. M. Bakhtin: “Only a dialogical, participatory attitude takes someone else's word seriously and is able to approach it as a semantic position, like another point of view. Only with an internal dialogical attitude my word is in the closest connection with someone else's word, but at the same time it does not merge with it, does not absorb it and does not dissolve its significance in itself, that is, it fully retains its independence as a word. " The desire for semantic contact with the audience presupposes the openness of the communicator in relation to the perceiving side, but at present in the field of social communication, in particular, in the theory and practice of mass communication, the openness of the motives and goals of the communicator is not always declared and realized. The focus on mutual understanding in the dialogical model of communication completely excludes any forms of influence and, therefore, legitimizes, makes a fundamentally new type of relationship in the social and interpersonal sphere massive - one that is not widespread today. This is a communication style based on sincerity, openness, striving as fully as possible, without distortions, to convey your thoughts and feelings, on the one hand, and, on the other, to understand the other as fully as possible, without distortions. It is this style that distinguishes the communication of a talented author (writer, journalist, director, actor, artist, composer, etc.) with his audience, a successful politician or public figure with the population, a teacher with loving and respectful students. It is the dialogical style of communication that is the main "cement" of a strong family and long-term friendship.
Communication with mutual understanding, or dialogue, is achieved, firstly, with the desire and ability of the communicator to be understandable and understood and, secondly, with the desire and ability of the perceiving side to adequately (as it really is) understand the communicator. Our studies have repeatedly recorded unwanted communication failures, when mutual understanding was not achieved, moreover, due to the fault of either one or the other party participating in the communication, as well as both at the same time. Therefore, no doubt, communication with mutual understanding is a kind of intellectual work, it is a specific activity that requires certain skills, knowledge, skills and aspirations.
Only with mutual understanding problem and conflict situations are constructively resolved, there is a positive dynamics in the assimilation and improvement of socio-cultural norms and patterns of social interaction.
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Social communication is an important cultural mechanism. This is what determines the wide interest of sociologists in this phenomenon.
In sociology, a number of approaches to the definition of social communication have been formed:
1) transmission of information, ideas, emotions through signs, symbols;
2) a process that connects separate parts of social systems with each other;
3) the mechanism through which power is exercised (power as an attempt to determine the behavior of another person). G. Lassuel made a significant contribution to the theoretical development of social communication.
He developed a communication model in which he identified five elements:
1) who is the communicator (the one who transmits and forms the message);
2) what is the message;
3) how - a way of transmitting a message, a channel;
4) to whom - the audience to which the message is addressed;
5) why - with what effect, efficiency.
Another element of Lassuela's model was a system of effects caused by the influence of social communications on a person, which can also be characterized as functions:
1) behavioral effect;
2) evaluative (axiological) effects;
3) emotional effect - influence on a person's passions;
4) cognitive (cognitive) effect.
Another direction of sociological development of social communication as a phenomenon was the selection of its types. Various bases of classification were developed, each of which reflects a particular characteristic of this social phenomenon.
By the nature of the audience:
1) interpersonal (individualized);
2) specialized (group);
3) mass.
According to the source of the message:
1) official (formal);
2) informal.
By transmission channel:
1) verbal;
2) non-verbal.
One of the most important elements of social communication is a social stereotype.
A social stereotype is a simplified image of social objects or events that is highly stable. The stability of stereotypes can be associated with the reproduction of traditional ways of perception and thinking. In turn, such methods of perception and thinking can reproduce the dominance of some social groups over others.
The existence of stereotypes can be part of the emerging “enemy image”. In this case, they can be imposed artificially.
Any social stereotypes have both positive and negative characteristics... A positive value can be attributed to help with orientation in circumstances that do not require analytical thinking. The negative aspect of the social stereotype is associated with the possible emergence of hostility, hostility between national groups, as well as the fact that they replace the analysis of information with the reproduction of standards of behavior and assessment.
Mass communication has a strong influence on public opinion. Public opinion is the value judgments of groups of people regarding the problems and events of reality.
Existence public opinion implies the presence of a problematic situation regarding which discussion is possible, and a collective subject capable of realizing their own interests and discussing their implementation. Public opinion acts in expressive (i.e., associated with the expression of emotions), control and directive functions.
It must be borne in mind that the process of social communication is not always carried out properly.
This can be hindered by the so-called "information barriers".
Information barriers are obstacles that arise during the transmission and perception of messages.
The following main types of information barriers can be distinguished:
1) technical;
2) psychophysiological, associated with a person's ability to concentrate attention, the ability to write cursive;
3) sign and semantic, implying the ability to recognize signs, know words and terms of special languages; the ability to restore the meaning of a sign in a specific context;
4) situational, arising in case of irrelevance of the message for a person in a given situation.
The most striking and widespread example of informal social communication is hearing.
Hearing is information, the reliability of which has not been established and which is transmitted from person to person through oral speech.
The emergence of rumors is always due to a number of objective and subjective circumstances that can be characterized as factors in the spread of rumors. These include:
1) a problematic situation that creates information need;
2) unsatisfactory or lack of information; informational uncertainty;
3) the level of anxiety of individuals.
Depending on the prevailing conditions, rumors have more or less influence on the consciousness of people, but it cannot be denied at all, because it always exists. The exerted influence can manifest itself in different types and at various levels:
1) individual level:
a) adaptation to the environment;
b) disintegration of the individual;
2) group level:
a) rallying;
b) separation;
3) mass level:
a) changes in public opinion and collective behavior.
The ambiguity of the results of exposure to rumors makes them almost unmanageable. Prevention of rumors can be reduced to the dissemination of timely, extensive and convincing information.
The communicative process is a necessary prerequisite for the formation, development and functioning of all social systems, because it is he who provides a connection between people and their communities. With the help of it, communication between generations becomes possible, the accumulation and transfer of social experience, its enrichment, the division of labor and the exchange of its products, the organization of joint activities, the transmission of culture.
Every real socio-psychological phenomenon is rooted in communication . If one person intends to influence another in any way, it is necessary for the source of influence to address the object of influence with a certain message, be it an eloquent persuasive argument, a fleeting angry glance, or a message transmitted over a long distance using modern means of communication.
The term "communication" is used in many sciences, an elementary communication scheme common to all sciences is shown in Fig.2.4.
Figure 2.4 Basic communication diagram
The above communication scheme justifies itself in the field of wire and radio communications, information theory, telecommunications and other technical applications, but it is not a social communication scheme. Its limitation is that it is not shown here how the generation of new meanings occurs in the process of communication. Therefore, it is called elementary.
An elementary diagram shows that communication presupposes the presence of at least three participants: the transmitting subject (communicant) - the transmitted object (message) - the receiving subject (recipient).
According to this scheme, communication is a kind of interaction between subjects, mediated by some object. To distinguish communication from other processes, let us pay attention to its following distinctive features:
1. As participants in communication are two subjects, which can be: an individual person or a group of people, up to society as a whole, as well as animals. According to this feature, the interaction of inanimate objects is excluded from the concept of communication.
2. It is obligatory to have a transferred object, which may have a material form (book, speech, gesture, gift, etc.) or not have it.
3. Communication is inherent in expediency or functionality. Expediency can manifest itself in three forms:
Moving a material object in space from point A to point B - this is the purpose of transport or energy communication.
The purpose of the interacting subjects is not to exchange material objects, but to communicate to each other meanings that have an ideal nature.
An elementary communication scheme (Fig. 1.) is suitable for understanding the genetic relationship "children - parents". In this case, the purpose of communication is to transfer the genetic image from generation to generation. For example, as a transfer of "horse power" from a horse to a foal.
Based on the foregoing, we can give the following definition: communication is mediated and expedient interaction of two subjects.
Depending on the spatio-temporal environment, the typification of communication is obtained, presented in Figure 2.5.
Figure 2.5 Typification of communication
As you can see from the figure (Figure 2.5), there are four types of communication, i.e. mediated and expedient interaction of subjects:
material (transport, energy, population migration, epidemics, etc.);
genetic (biological, species);
mental (intrapersonal, autocommunication);
social ( public).
The last three types are semantic. Here, the transmitted message is not a thing or material property given in sensations, but a conceptually comprehended meaning. At the same time, the following law of communication is observed: messages of semantic communications always have an ideal content and, as a rule, but not always a material, sensually perceived form.
It is important to pay attention to the fact that all types of semantic communication are interconnected through the personality, that is, the subject of social communication. Thanks to genetic communication, we get the neurophysiological and anatomical prerequisites for mental and speech activity inherent in humans as a biological species. We can say that heredity makes a person capable of social communication.
Intrapersonal communication is formed in the course of the intellectual formation of a person in a social environment. It is believed that intrapersonal communication is internalized social communication. In this case, inner speech performs two functions:
first, the function of a "semi-finished product" of external utterances, the meaning of which is finally "accomplished in the word";
secondly, the function of a special communication channel addressed to the "self" of the individual, her "inner voice".
It is this hidden dialogue with oneself that is activated when perceiving works of art, which must not only be comprehended as a message about something, but experienced as a personal experience.
So, social communication is inextricably linked with genetic and psychological semantic communications, which serve as its necessary prerequisites. At the same time, it affects their formation and formation.
Now we can give a scientific definition of social communication: social communication is the movement of meanings in social time and space . This movement is possible only between subjects, one way or another involved in the social environment, therefore the obligatory presence of communicants and recipients is implied.
For a deeper understanding of the definition of social communication, we will look at three points:
what is the meaning , forming the content of messages;
how is this meaning understood recipient;
how social time and social space differ from astronomical time and geometric space.
The problem of meaning
We will focus on those meanings that are contained in social and communication relationships.
In expedient and not chaotic social communication, communicants and recipients consciously pursue three goals:
cognitive - the dissemination (communicant) or acquisition (recipient) of new knowledge or skills;
incentive - stimulating other people to take any action or receiving the necessary incentives;
expressive - the expression or acquisition of certain experiences, emotions.
The initial source of knowledge, skills, incentives, emotions is the individual psyche. In it, these stimuli arise and move in mental time and space. In order for social communication to begin, the communicant must define, materialize his meanings. They need to be expressed in the content of the communication message. The communication message moves in material space and time, eventually reaching its recipient. In order to complete social communication, the recipient needs to distribute the semantic content of the message. He must understand it and include the understood meanings in his psyche, in his individual memory.
Social communication is a highly complex process. Operations of objectification and de-objectification of meanings and the transition of meanings from the mental level to the material level and again to the mental one take place in it.
The problem of understanding
Up to this point, we paid attention to the semantic processes in the mind of the sender of messages - the communicant. Now let's turn to the recipient of the message. It is the recipient who is the final link that determines the effectiveness of semantic communication.
The only way to master the meanings of a message is to understand them. Understanding is present in two mental processes: cognition and communication. When it comes to understanding the causal relationship, motives of human behavior, the characteristics of the current situation, there is a cognitive understanding. When it comes to understanding a message, we mean communication understanding. Cognitive understanding is the subject of the study of epistemology (the theory of cognition), and communication understanding has been studied by hermeneutics since antiquity.
Understanding speech is a process in which a mental image (representation) of the information contained in this message is created on the basis of a message. The sequence of sounds we utter must correspond to the meaning of the communicated, if we want to be understood. In addition, the "sender" and "recipient" must have a general knowledge of the meanings of words and the rules of grammar. Since speech is always incomplete, the "recipient" must rely on his prior knowledge, context or setting, and other "clues" to facilitate understanding in order to create the correct mental image of the communicated.
Communication awareness can take three forms:
the recipient receives new knowledge for him; communication understanding merges with cognitive and communication cognition takes place;
the recipient who received the message does not comprehend its deep meaning, limiting himself to communication perception for example, the text of the fable is understood, but morality is not comprehended;
the recipient remembers, repeats, rewrites individual words or phrases without understanding even the superficial meaning of the message; then pseudo-communication takes place, since there is no movement of meanings, but only the movement of the material shell of signs.
Communication cognition is a creative cognitive act, because the perceiver not only realizes the superficial and deep meanings of the message, but also evaluates them from the point of view of ethical obligation and pragmatic benefits.
The thought that has arisen in the mind of the "addressee" is an internal structure. She is known only to him. The task of the "addressee" is to create a surface structure based on his deep understanding, while the task of the “recipient” is to return from the surface structure to the deep understanding of the speaker or author of the text.
Different criteria for recognizing the level of understanding are put forward. Some scientists consider human behavior as a criterion. If one person asked the other to turn off the light, then cognitive and communication operations in the heads of the interlocutors are unimportant, it is important whether the light is turned off. If the light is off, then communication cognition takes place.
Others believe that the message is understood correctly if the recipient can become the author of reasonable affirmative statements about its content. For example, discuss the disclosure of the topic, ideological and artistic merit, style of presentation, usefulness of the message, and so on.
Still others reject such simplified criteria, believing that they are not suitable for assessing an adequate understanding of an artistic, religious, scientific work. To understand a perfect work of art means to re-create it in your inner world. The point is, deep understanding includes empathy. It is necessary not only to recognize the signs and to understand the superficial and deep meaning of the message, but also to discover and experience the emotional state that possessed the author in the process of creativity. Of course, not every person can recreate works of art in their souls anew, and even more so not any work of art.
From the point of view of an overestimated, practically unattainable level of communication knowledge, it is skeptical to see the possibility of people understanding each other.
Our contemporary Yu. B. Borev says that: "Understanding is not at all the contact of souls. We understand the author's thought as much as we are congenial to him. The volume of the author's spiritual world is wider than the most extensive author's text. Understanding deals with the text, not with the spiritual world of man, although they are not alien to each other. "
The problem of understanding is further aggravated by the fact that it is always accompanied by "attribution of meaning" by the recipient. It turns out a situation of "super understanding", which A. Potebnya described as follows: "The listener can understand much better than the speaker what is hidden behind the word, and the reader can better than the poet himself comprehend the idea of his work. what the author meant by it, but in how it affects the reader. " Indeed, a hermeneutic scientist can read such revelations in a treatise of a medieval alchemist that he did not even suspect.
Without reaching the deep motives and intentions of the communicant, the recipient is able to maintain a dialogue with him and even understand the author's thought as much as he is his inner world turns out to be in tune with the author's world. As for pseudo-communication, then, in general, it is a common phenomenon in our life and is the cause of many misunderstandings and conflicts.
Social space and time
There are different chronotopes or space-time coordinates. Now it is necessary to explain why for social communication we choose a social chronotope, and not material three-dimensional space and astronomical time. After all, members of society live in a geographical space of three dimensions and time is counted according to calendars, consistent with the movement of heavenly bodies. Why was it necessary to retire from a tangible and familiar material chronotope into a speculative chronotope?
It's all about the ideal nature of the meanings that social communication operates. The meanings do not belong to the material, but to the ideal reality, therefore their movement cannot be traced or measured with an ultra-precise chronometer. It needs to be fixed with ideal, not material instruments. The concepts of social space and social time serve as such “ideal instruments”.
Social space is a system of social relations between them intuitively felt by people. Social relationships are numerous and varied: family, work, neighbor, casual acquaintances, and so on. Therefore, the social space should be multidimensional. When they say that a person "went up" or "sank to the bottom of life," they mean social space.
Social time is an intuitive sense of the flow of social life experienced by contemporaries. This feeling depends on the intensity of social change. If there is little change in a society, social time flows slowly; if there are many changes, time accelerates. According to the "social clock," decades of stagnation are equal to a year of revolutionary perestroika.
Social meanings: knowledge, emotions, incentives have the property of aging, that is, they lose their value over time. But this does not apply to the calendar-astronomical time, which we measure in days, years, centuries. This refers to social time, which is measured by the speed of social transformations. Meanings become obsolete because new, more relevant meanings appear that capture the attention of society. Therefore, such meanings as, for example, mathematical theorems, retain their value for centuries, while others, for example, weather forecasts for tomorrow, in one day no longer interest anyone. The movement of meanings in social time.
Social communication The communicative process is a necessary prerequisite for the development and functioning of all social systems because it is he who provides the connection between people and their communities that makes possible the connection between generations, the accumulation and transfer of social experience, its enrichment, the division of labor and the exchange of its products, the organization of joint activities, the transmission of culture. Social communication in the process of its implementation solves three main interrelated tasks: Integration of individual ...
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