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conclusions

So, as a result of studying of modern features of an information policy in the conditions of external globalisation and internal modernisation, and also appreciably-functional signs of the symmetric and asymmetric social information the author comes to following positions and conclusions:

1.

Development of a regional social generality and achievement of a condition by it "identoimidzha" is exposed in modern conditions to continuous influence of two (objective and subjective) factors - of phenomena - external globalisation and internal modernisation. The first, or external (international), the factor-phenomenon causes gradual growth in ability to live of each society of relative density of the general (planetarno-integrativnogo) the beginnings, accompanied by decrease in relative density of especial (national-specific) analogue. Thus in globalizatsionnyh forms of the information and ways of communications the algorithm sotsiokulturnoj unifications, differently dominates: practical standardization of products and technologies of material and spiritual branches of universal system of social reproduction.

2. External (globalizatsionnyj) the vector of development of a social generality is defined as centrifugal: it expresses assimiljatsionnuju an orientation of theoretical search and practical realisation by civil community new modusov material and spiritual progress outside. Thus, from one (positive) party, there is a dialectic (creative) development, or adaptation to local conditions, universal (including - foreign) for modern life of principles and the mechanisms of productive ability to live adequate to mental identity and deep image of mega-recipients leaving on the global media market - societies and the states. From other (negative) party, there is a direct noncritical loan of the foreign formulas of the economic, political, cultural device of a society-state approved in other social conditions and their mechanical transferring on unreceptive for them national soil.

3. The second, or internal (national), the factor-phenomenon causes gradual growth in ability to live of each society of relative density of the especial (national-specific) beginning, accompanied by decrease in relative density of the general (planetarno-integrativnogo) analogue. Thus in modernizatsionnom a complex of administrative strategy and organizational tactics the algorithm sotsiokulturnoj innovations, differently dominates: practical "readjustment" of products and technologies both material, and spiritual branches of national system of social reproduction which find adequate quintessence in forms of the media information and gain appropriate distribution in ways of a mass communication.

4. Internal (modernizatsionnyj) the vector of development of a social generality is defined as centripetal: it expresses dissimiljatsion - nuju an orientation of theoretical search and practical realisation by civil community new modusov material and spiritual progress inside. Thus, from one (positive) party, there is a working out and introduction on own, national, a basis innovative, the most suitable to modern conditions, principles and the mechanisms of productive ability to live adequate to mental identity and deep image of mega-recipients leaving on the internal media market - societies and the states. From other (negative) party, there is an ignoring traditional, shown the efficiency and approved in habitual social conditions, domestic formulas of the economic, political, cultural device of "society-state" and stimulus of progressive development derivative of it.

5. In modern conditions a role of the universal carrier of tendencies of external globalisation and internal modernisation the mass information (in quanta) carries out, a role of the ubiquitous distributor - a mass communication (in imperatives), and a role of the direct designer - social management (in algorithms). According to scientifically-applied tracing-papers all three globalizatsionno-modernizatsionnyh the beginnings - the information, communications, management - are reduced in one working module of an operating information policy of a society, the state, corporations, private persons. Thus level of achievement by a regional generality of a condition "identoimidzha" is caused, first of all, by volume and quality of the mass information consumed by it which quanta in a daily life are translated in impulses of the organisation (self-organising) and algorithms of management (self-management) by a society. And the information arriving from the outside is used basically for regulation of life and consciousness of a social generality, and arriving from within - basically for their self-control. Thereupon by means of communications dynamically developing in society media environment - global, national, regional, municipal radically is reconstructed and modernised.

6. Consumption by a social generality of the mass information and its transfer in organizational-administrative measurement depends on the expert beginning aksiologicheskogo properties - selection, ordering, classification, processing and, at last, advancements of the acquired information issued in a kind kognitivnoj (znanevoj) of quintessence, in all spheres of ability to live of a society. With that end in view the community of citizens applies by the existing media environment a system-target complex universal sotsiokulturnyh mechanisms - aksio-adsorption, aksio-attraktsiju, aksio-kreatsiju. These mechanisms in public sphere allow in a continuous mode in limits massmedijnoj to mission in a public life to carry out three sotsialnotehnologicheskie operations: by aksio-adsorption - constantly to clear

Information streams from destructive (entropijnyh) the elements negatively influencing possibilities of self-preservation and development of a regional generality; by aksio-attraktsii - consistently to build information streams in practically-business (negentropijnyh) the plots positively influencing possibilities of self-preservation and development messt - nogo communities of citizens; by aksio-kreatsii - it is innovative inektsiro - vat information streams constructive (negentropijnymi) ideas, thoughts, offers, the data really promoting increase of possibilities of self-preservation and development of a regional generality.

7. Within external (centrifugal) and internal (centripetal) vectors of development of a social generality there are two an - tonimichnyh a subvector. They reflect character of an orientation and level rezultatnosti processes of external globalisation and internal modernisation: positive (koevoljutsionnyj) and negative (ekspansionistsky). In a theoretical basis of a phenomenon of external globalisation principles market, or liberal, fundamentalism, and in a practical basis - mass culture forms lay. Globalisation processes find the concrete expression in is substantial-functional measurement: In economic and humanitarian koevoljutsii on a global scale various national modusov abilities to live in spheres of economy, a policy, the culture, reproduced and approved in the various countries (leaders and outsiders) which in a continuous mode democratically are offered by these modusy to introduction in social practice in the form of universal values; in economic and humanitarian expansion on a global scale unified modusov abilities to live in spheres of economy, a policy, the culture, reproduced and approved in the today's countries-leaders which in a continuous mode by means of information-communicative aggression impose the standards of life and consciousness to the present countries-outsiders.

8. Positive (koevoljutsionnyj) the vector of development of a social generality is supported symmetric (negentropijnoj) by the information which dialectically condenses and consistently advances in organisation and management spheres progressive for life and consciousness of citizens globalizatsionnye and modernizatsionnye the beginnings. Negative displays of "strangers" - economic and spiritual - expansion (suppression national special by the international general) will thus be neutralised and positive aspects economic and spiritual koevoljutsy (combination of the national special and international general) which are continuously produced by processes of external globalisation and internal modernisation are stimulated.

Negative (ekspansionistsky) the vector of development of a social generality is supported asymmetric (entropijnoj) by the information which spontaneously condenses and persistently advances in organisation and management spheres negative for life and consciousness of citizens globalizatsionnye and modernizatsionnye the beginnings. Negative displays of economic and spiritual expansion (suppression national special with the international general) are thus stimulated and positive aspects economic and spiritual koevoljutsy (combination of the national special and international general) will be neutralised.

9. The symmetric social information is a version massmedijnoj production, capable to cause direct or indirect orientation of the individual, group, a layer, a class, a society in the world around, connected with increase of a threshold of possibilities of citizens to self-preservation and development. This information corresponds to social development organic laws - including, to the law of mental identity which expresses objective necessity of observance of requirements of mentality (mental inquiry) society by means of the identification mechanism in glubinnoimidzhevom a limit of a regional generality. In the symmetric information is positive-constructive plots on political, economic, cultural themes with presence of the vital beginnings dominate, and style of a statement in this case is applied strict and sustained.

The asymmetric social information is a version massmedijnoj production, capable to cause a direct or indirect disorientation of the individual, group, a layer, a class, a society in the world around, connected with decrease in a threshold of possibilities of citizens to self-preservation and development. This information mismatches social development organic laws - including, to the law of mental identity that leads to non-observance of requirements of mentality (mental inquiry) society and "otkaznomu" to a mode of the mechanism of identification with drawing of a considerable damage imidzhevym to characteristics of a regional generality. In the asymmetric information epatazhno-abnormal plots about sensations in the politician, crises in economy, crimes, accidents, flooding and other cataclysms, and style of a statement in this case mutiruet from strict both sustained in fun-loving and vulgar dominate.

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A source: ZOLINA Galina Dmitrievna. UNIVERSUM of the MASS INFORMATION of the SOCIAL GENERALITY: IDENTICALLY - IMIDZHEVYJ the DISCOURSE. 2014

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