PARTICULARITIES OF MASS, INTERPERSONAL AND MASS SELF-COMMUNICATION IN MODERN MEDIA REALITY

Abstract

In the article features of mass, interpersonal and mass self-communication in conditions of media reality are considered. The author analyzed changes in the key characteristics of interpersonal and mass communication, which make possible their existence in the virtual world. Mass self-communication, which arose in conditions of media reality and possesses both signs of interpersonal and mass communication, is considered: interpersonal communication expands its capabilities through technical mediation, mass communication becomes personalized and interacts with its audience, competing with content created by users. It was considered mass selfcommunication, which arose in conditions of media reality and possesses both signs of interpersonal and mass communication. Mass self-communication involves the creation of users a virtual image, having the status of a reliable source of information and information messages, which become the main source of information for a mass audience.