COMMUNICATION AND COMMUNICATIVE TECHNOLOGIES IN A GLOBALIZED SOCIETY

Purpose. Political communications of the 20th century reflect the view of communication process proposed by the classic theory of G.Lasswell, and are mainly based on unilateral, asymmetric, hierarchized information transfer via mass-media institutions. The article analyzes the ongoing transformation of goals, strategies and technologies of political communications resulting from the development of global information environment based on networking technologies. Findings. Comparative-historical analysis shows that the development of global social media led to the transformation of political communication, in which direct access to target audiences, transboundary connectedness, intense horizontal ties, and automation begun to play the key role. As a result, governments and other political actors obtained opportunities and technologies for direct, large-scale, and mainly covert influence on public opinions in other countries. Social consequences. Globalization of political communication resulted in widespread use of manipulative technologies of communication. Responses to the risks of external manipulative interventions lead to stronger regulatory pressure and can, in perspective, result in the dissolution of the united global informational space. Originality/value. The article identifies key differences of the new political communications as well as their main opportunities and threats for political subjects. The article can be useful for political subjects and media institutions.

политическая коммуникация, глобализация, социальные медиа, коммуникативные технологии