Management Problems in New Media

Connect-universum 2014
Authors: Efremov E.A.

The report is available in the author's edition.


The article reveals the characteristics of the " new media". The author notes the development of coverage sociogenesis occurring in society and the problems associated with this process. The necessity of formulating and solving problems in the field of social control in the sphere of visual communication. Reflected reflection of contemporary sociologists, philosophers and cultural about the current state of visual communications. Disclosed the risks and successes in the development of «new media» today.

Keywords: new media, visual communication, visual communications, visual media, control by visual means of communication.Scope of my research activities within the department of public relations and media policy is social control by visual means of communication.

The sphere of my scientific activity within chair of public relations and media policy is social management by means of visual means of communication.

Such means is the architecture, the architectural environment, fine and monumental arts, a sculpture, television, printing editions, advertizing, fashion in all its manifestations and so on.

New media also treat the sphere of visual means and are the strongest control facility from all listed above.

It is considered to be new media digital media, social media, i.e. a form or images which can be described, having used mathematical function, and designate communication process in digital, network, interactive technologies. H.M. — can be transferred from one format to another; they can exist in an infinite number of versions and as a fractal, are under construction by the modular principle [1].

The processes of a mediatization occurring in society are today sotsiogenezy which causes radical structurally functional shifts and demand new forms and approaches to management of changes [2].

Today, having come into the subway, it is possible to see a large number of youth who hold smartphones in the hand, tablets, laptops are more rare and are occupied with studying of their contents. The senior generation reads electronic books.

The most part of youth is engaged in SMS in correspondence and video games, the others watch movies and read.

The perception of modern new media is based on a new reflexive platform, than that which was created during the previous eras therefore their main users is the youth [3].

The problem of modern social management consists in filling by a necessary content visual means of communication. The content has to is combined with values which are necessary for society: education of identity of the citizen, his creative, moral, ethical and esthetic qualities.

In social communications visual measurement becomes priority over all other control facilities.

Earlier in private space of the person the power had no real possibility of continuous control of attention of certain subjects. In this regard, control of attention of people in the public spaces, equipped material visually was provided with means of architecture, fashion, works of art; auditory — bells, drums of exclamation, a pipe; odorality — by means of a voskureniye of aromas; temporality – mass corporal presence at meetings which was or compulsory (court, military collecting), or voluntary (a feast, a carnival, theater).

In the course of history control over feelings of citizens was exercised generally by means of physical rigid or mediated in the course of history control over feelings of citizens was exercised generally by means of the physical rigid or mediated coercion.

Modern control system, using technical innovations, is able to afford latent, tempting methods of control over attention and feelings of the person, riveting on itself attention of people in their daily occurrence. All capacity of screen media is directed on it.

The power uses screen culture, both in the private sphere of the person, and in public space of the city and agglomeration in the form of boards рекламны, digital monitors, at movie theaters, an Internet cafe, personal computers, smartphones, multimedia HDD and SSD stores, portable DVD players, the tablets available 24 hours per day.

The modern visual environment offers professionally made, superfluous, figurativeness which regulates emotional reactions, desires, a choice, forcing out independent designing of reality.

In the middle of the 20th century the French philosopher Rolan Bart will pay attention to operating properties of visual figurativeness, its huge potential of a mifosozidaniye, structuring reality by means of media, their rhetoric, pragmatics and semantics.

The view of visual technologies of the Italian architect P. Verilyo is interesting, to the expert in area material visually to programming of local spaces. In the essay «Sight Car» it expresses высль about the political status of visual technologies.

The French culturologist and the sociologist Jean Bodrilliar spoke screen figurativeness, having noted that the world which was imprinted by the camera camera, is other reality, not the natural world, and a blende, game of visibilities and visions.

It should be noted that fact that the analysis of visual rhetoric, unlike the analysis of the contents of texts, the phenomenon more rare and demands a certain qualification. «Vizualnost» is way of a certain production of the values transferred in visual expressions, and are the text, same obvious, as well as the written text which can be used in that, or other value.

The visual means are today the most effective way of communication, control, management and information especially as in a today's condition of society when people in the behavior and decision-making are guided not by things, and for images of things [5].

Images of things, or the ideas, the politicians created artificially by means, advertizing, determine by the cinema, new media formation and normalization of the political, social, ethnic, gender relations today.

Power task – creation of the image, capable to carry out function of management by the emotions having impact on decision-making of the individual while a problem of visual means of communication is formation of a certain foreshortening, a look on those, or other things.

The risks in the management of the society by means of visual communication include lack of attention and control of the sector by the authorities:

— when the government takes place commerce, the consequences may not be predictable;
— when the content of broadcast content meanings, does not correlate with the accepted norms and values common to all mankind;
— when absent or weakly represented the social aspect;
— when there is no idea of the formation and development of identity.

«New media» have today huge communicative opportunities, however face big problems which are caused by that the transferred message can be incorrectly interpreted, being instantly intercepted by the opponent and is subjected to processing [4].

Also gradual loss of writing, isolation of the individual belongs to risks from others at physical level and carrying out time in front of the monitor.

On the general background of falling of intellectual level: from education – to television, cinema and universal development of the entertaining and game range based on low reactions and calculated on underestimated level of a discourse, the main danger to become a problem of education of young generation.

Friedrich Kittler — the German theorist of electronic media, the historian of literature, notes that fact that for business and the power ordinary people became absolutely unimportant, and the self-presentation becomes their last hope.

New media can't solve all problems of which the mankind dreams, they allow to overcome loneliness, but do it by means of not real, but imaginary socialization. In it consists their strong and weakness at the same time.

At this conjuncture the task of the power consists in protecting the citizens from negative impact of alien ideologies, development of civic consciousness, love for the country, safety in the field of information, communicative technologies.

Positive in development of «New media» it is possible to consider that some of them, for example Twitter and Facebook achieved unexpected and important result — created the standard for political and social campaigns of the future [6].

The political institutes aren't able to ignore today activity which occurs in their space.

If to look objectively, it is possible to summarize that social networks as a whole woke social and political activity at the earth population.

The people began to express the opinion, to unite in communities, even if and in virtual space.


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4. Fedorov AV Information security in the global political process. M., 2006. 8p.
5. Sharkov FI Public Relations ( PR ). Study Guide — 2nd ed. Publisher: Business Book, Academic Project. 2007.
6. Shtaynshaden Ya social network phenomenon Facebook. / Per. with it. St. Petersburg. 2011.
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