THE CONCEPT OF THE GENERALIZED THEORY OF SOCIAL COMMUNICATIONS

Abstract

Communications play one of the main roles in human life and are the foundation of society as a whole. With the help of communications, society generates connections and relationships between its members, which allows for its normal formation, functioning and development.

Social communication is a rather complex and multi-level process, where the perception and cognition of meanings, which are conveyed from the source of information to its recipient (recipient), through oral, written or virtual speech, and meanings can also be contained in products, objects of creativity, video and audio materials. . That is, the recipient receives information from the social sources of our ancestors or from modern technologies, with the aim of changing his behavior or expanding social knowledge or institutions that affect the success of human development, internal interaction and coexistence. At the same time, it is necessary to separate social and individual communication, the basis of which is the satisfaction of personal needs in the exchange of information, it can be a direct conversation, an individual reception, that is, most often it is verbal and oral, designed to satisfy the personal needs of an individual.

The purpose of the article is to, on the basis of the opinions of researchers and scientists, arrive at the root cause and necessity in the modern world of the generalization of social communication and to clearly outline the difference between social and individual (personal) communication.

The article analyzes the origins of the concept of generalization of social values, which have evolved into public communications, the root causes and current factors influencing communications. The article also examines the driving force behind the modern development of the generalization concept of communications in society, including the rapid technological process that launched it, the rapid flow of information into the external environment, which has an immense impact on most of humanity, and the influence of the experience of past generations on the current interrelationships of social groups and the impact on world development.