PR-communication and mass consciousness: the philosophy of science perspective

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Moscow State Pedagogical University

PR-Communication and mass consciousness: the philosophy of science perspective

Elena Vladimirovna Fidchenko

Modern philosophical theory of communication, its content, has a great diversity of problems generated from global considerations of the role of communication in the structure of human civilization and changes in the information society to a more private communication constructs, principles, methods, models, etc.

In fact, the theory of communication is a high level of meta-synthesis of the historical experience of interpersonal relationships and interactions. From the point of view of the philosophy of science, it is "largely formed various application areas, where the communicative influence plays a role."[1; p. 1]

Of course, a very incorrect and inappropriate to try to set themselves the task to list all the "application areas" or specific disciplines that are somehow related to the development of the general theory of communication.

But, I think we should very definitely identify the key position of this study, which is a fundamental principle that the formation presented to the consideration of the theory is the mass-Media framework: in particular, its overbearing structural component. Political power - it is a phenomenon that realizes its goals through the mass media by the PR-strategies.

Of course, the government today is not only a philosophical and socio-cultural phenomenon. It should be seen as an integrated methodology for strategic and communicative development of objective, subjective and social reality [3; p. 245]. Mass consciousness, PR-communications, information and psychological war - is the category with the conceptual meaning of the philosophy of power.

The impact of PR-strategies on the mass consciousness can be observed at present in our country on the solution of the issues of demography. Thus, the communicative aspect of a rational strategy allows you to create and format options inter-subjective interactions between actors (in the role of individuals who act as the Demographic Unit, and their families, as well as separately taken the state institutions and the state as a whole). The concepts of "maternity capital" and "land" are quite straightforward, pragmatic meaning. But it is in the public consciousness penetrate well and semiotic data signals are informational messages that qualify as "signs" of the age: the signs of innovation - change "with a plus sign."

Due to the above, the segments are modeled by a functional system where the presence of forward and backward linkages between actors in communication leads to a gradual crystallization of criteria and a transparent monitoring of the implementation undertaken by the social, economic and political measures that become - in status - really anti-crisis measures.

Methodological problems of PR-communications can be considered ascertaining or constructively. The last option involves the implementation of a functional analysis of the causal series of communications and information products, based on the thesis that "in the meta-theoretical level, <...> naturally have to deal with the problems of interpretation" [2, 46]. Interpretive procedure allows the actors to understand each other and establish a sense of mutual relations, and communication-conventional practice formalizes and regulates such interactions, processing them as the most important factors in the formation and structuring of communicative action.

Understanding and agreement as a result of targeted communication practices are the embodiment of the aspirations of the participants pragmatic interaction, focus specifically on the objective, subjective and social significance of these interactions. to claim the importance, validity, accuracy and veracity, the actors come in the epistemic-ontological interactions, as long as they found a claim to an absolute truth, rationality and morality [3; p. 245], on the one hand, the recognition of the correlation of consciousness and being, on the other hand, as well as the desire to reunite all of the approaches identified in the transition from the "critics of consciousness to the criticism of language." [5; p. 3]

You also need to form a rational strategy, correcting or radically change the principle of PR-mechanism. PR-logic methodology is that, at the level of private ways to get the result (planned, or expected reaction given society), deductive and inductive approaches interpretation may show the effect of changing the polarity. From the point of view of the philosophy of knowledge, it is not nothing but a "game" in the field of lies and truth.

In this technical framework, for example, linear model communication traditionally considered significant on the following elements: a source code (language), the encoder / decoder and the message receiver. Expected (and most of these units have retained their relevance), which adjusted codes provide substantial accuracy of the information, communication constitutes a procedural side, the encoder / decoder provides a formal accuracy of interpretation and understanding, and the source and receiver confirm the reliability and integrity of the initiators of communication. Now it has acquired special significance element of the "communication channel". The scale of the audience and the speed of information transmission media have made "kings of space" and "monsters of influence" their power is undeniable and very obvious.

Social and communicative context of the selected items helps update the thesis that the interactional interactions subjects' claims to objectivity "separated from" claims on the use of explanatory power "[1; p. 47]. In considering the position is necessary to resort to the separation and analysis of private-general methodological order. Will focus on the first level of study of the problem. From the point of view of J. Habermas, the delineation of claims to objectivity and the use of explanatory power gives rise to the establishment of three high-quality varieties of hermeneutical practices that are complex relationships with each other.

"Hermeneutic objectivism", "radical hermeneutics" and "hermeneutic reconstruction" [Ibid] have the potential of mutual contradictions and, in addition, seek to individually replace a hermeneutic practice in general. In order to resolve the contradictions of the first order and unsubstantiated evidence intentions of the second order should explore the base of each of the allocated hermeneutical directions. Such a process is possible, if considered as a criterion of analysis proposed by Habermas objectivism and its reduction, as well as the rational motives of action, which, in my opinion, should be involved in this case to the fullest of their capabilities.

"Hermeneutic objectivism" refers, and, perhaps, not only by analogy, to exaggerate the objectivism. This opinion is consonant representations author of the theory of communicative action, but, in my opinion, characteristic of this area should not be denied due to concerns expressed in full, and to develop further, referring to the possibility of establishing a rational motives in interactional interaction. Presentation of the rational motives of communication will allow each of the actors considered objectivist position as part of the process of communicative action, which necessarily contains a subjective and social components that ensure the stability of communication and, if necessary, can also be caused by alternately to the fore. "Hermeneutic objectivism" is characterized by the desire to derive problems onto-dialogical level of understanding, where the position of empathy in the spirit of the early Dilthey goes into the "hermeneutics of being" late Heidegger. civilization consciousness hermeneutic objectivism

Communicative and effective context for this procedure is the possibility of a real reconciliation of non-rational and rational research points with reference to the content of the facilities and activities of the knowing subject and the subject being that a threefold relationship to the world in the form of an inter-subjective significance puts above all else. The prevalence of claims to truth in the breaking standard-regulation and morality, therefore, is the same advantage of direction "hermeneutic objectivism", at the same time attempt to dominate the truth of it over the accuracy and truthfulness of preventing the establishment of this area as an initial hermeneutic position.

The situation with the "radical hermeneutics" is characterized by re-absolution, but this time the role of the reduction relative to adjacent (and remote) areas of knowledge hermeneutics. Reduction of virtually any research activities in almost every science a hermeneutical analysis seems to Habermas (and it's hard to him to not accept) inadmissible, although "on meta-theoretical level, all the sciences naturally have to deal with the problems of interpretation" [4; p. 46]. Theorizing case hermeneutic objectivism is replaced by functional tool radicalism. However, the desire to join the practice understands the human sciences, "explains the ability of knowledge" [Ibid] does not necessarily lead to relativism, including (which is more than just the most important) in the formation of attitudes and standard-regulation.

If we use the analogy with the analysis of the previous versions of hermeneutical practice, the "radical hermeneutics" prevails communicative subjectivity of the actor, which, in conjunction with the three-fold ratio of statements to the forefront of interpersonal interaction raises a claim to correctness. In other words, the claim of significance in the context of this area of ??hermeneutics can be absolutized to the paradoxical thesis: "The achievement of inter-subjectivity is possible by means of radical subjectivism." Claim radical subjectivism on the correctness of conflict with the installation of inter-subjectivity meta-variant focus on the complex compound of truth, accuracy and veracity of the declaration of self-worth.

In addition, the subjectivity, overcoming itself is not even in its most radical forms, without the support of objectivism on the one hand, and socializing with the other is not able to reach the level of inter-subjectivity because of strict regulation of its communicative nature. The radicalism of this kind and this interferes with the direction to grow to the scale general hermeneutical theory.

As for the "hermeneutic reconstruction", its content is determined by the willingness to "roll conventional postulate of value-neutrality" [4; p. 48]. and resort to the Declaration of overcoming the methodological boundaries between the social and the nomological sciences.

The first point on the usual pattern is to be analyzed in the context of effective communicative. Installation on overcoming value-neutrality can be seen as an actor subjectivization position towards social integration. This phenomenon, in contrast to the previous direction of radical subjectivism, in its implementation is not committed to the path "objectivism - the truth - inter-subjectivity," and should be an alternative way of "socialization - the truth - inter-subjectivity."

Conventional postulate subjectivist aspirations by strengthening the actor should realize the potential of internal transformation, get over yourself and modified in the structural component of communicative action. The result is an intensification of the process of social integration, which, in the end, and seeks direction "hermeneutic reconstruction." In the context of communicative action subjectivity and socialization invariably combined with objectivism in a situation of subordination of non-rational communicative hermeneutic moments of rational reasons, and in this sense represents the most complete picture of interpersonal interactions truthfulness, accuracy and credibility in the field of integrative communication.

Thus, the potential of mutual contradictions between the "hermeneutic objectivism", "radical hermeneutics" and "hermeneutic reconstruction" is modified in interactional interaction, if the issue is considered from the standpoint of effective communicative rationality. Establishing a basis on which the statements's communicator be rational in his own eyes, and, consequently, in the eyes of the reader-communicant, it seems appropriate from the point of view of the need for maximum true, correct and truthful interpretation and adequate understanding of the produced utterances. Hence the possibility of manifestation is constituted by these abstract forms of language and communication as a "presumption of reasonableness" and "presumption of effectiveness" [3; p. 168]. Rational motives interactional organization of interaction justify his appointment, contributing to the division of claims to objectivity and use of explanatory power in the general methodological level.

Claim knowledge on objective truth, with all its quest for absolute, flows under the sign standard-regulation and morality. It is thought that the way to overcome the communicative action is objectivity itself, and its output beyond the natural sciences and the conditionality of evidence does not mean their denial, but, on the contrary, they can establish communication with the accuracy of subjective and social truthfulness. This triad is the epitome of inter-subjective claims on the importance of communicative action.

In general, an appeal to the interpretive practices and hermeneutic understanding should recognize the constructive part of the analytical study of the communicative learning process.

Chrono-cultural phenomenon as the culmination of interaction and power can be regarded as an era of the Internet. Internet resource WikiLeaks - this is an example of testing elements of the new PR-methodology and philosophy of government. There is a polarity change of logical sequences: earlier rumors circulated inductive and deductive passing on the level, caused massive hype, it is now a global resource stylize them in the form of official papers, official documents and seeks to influence the consciousness (perhaps partly unconscious) of the individual.

Internet mass consciousness - is the total number of mechanically and as a communication model is used in this case is not linear, and the network, the unity of opinion and even high awareness of the audience is not even supposed to be. Therefore, in the context of modern power relations and culture is very important to be able manifestations of these abstract constituted by PR-forms of language and communication as a "presumption of reasonableness" and "presumption of effectiveness" [1; p. 168].

References

1. Apel K.-O. Transformation of Philosophy. - M.: Логос, 2001.

2. Gadamer, H.-G. Truth and Method. - M.: Progress, 1988.

3. Habermas J. Concept Art Nouveau. Retrospective of the two traditions // Political Work. - M.: All the World, 2008.

4. Habermas J. Moral Consciousness and Communicative Action. - St. Petersburg.: Наука, 2000.

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