Media in the Informational and Theoretical-cognitive Aspects

Walentyn N. Wandyszew

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In order to describe the status, theoretical and methodological basis of the media studies, a systematic analysis of the mentioned elements in the context of cultural, social and political changes is essential. In turn, theoretical research of the history of media development should be done in correlation with the analysis of the evolution of rhetorical figures in media and especially features of the archetypical nature of media as a text and inter-text. Equally important is describing and understanding the psychological and social outcomes of expanding the scope of media and their influence on people’s sensing the world and their behavior. The article analyses different aspects of information, broadcast by the media. In the everyday-sense, it can be understood as a message about the world that surrounds us and its processes. From a scientific point of view information is a recurrent set of specific features, allowing the receiver to find an answer to his doubts. From the point of view of information technology, it is distinguished by innovation, relevance, reliability and value. Media studies cannot be created based on just information flow because science as such is oriented towards selecting knowledge from the position of rational criteria. As a scientific discipline, media studies have a cumulative nature, since at each historical stage, their then current accomplishments become accumulated in a concentrated form. In media studies, in the context of research and knowledge organization, we see a clear division between the empirical and theoretical level.

KEYWORDS

media, media theory, text, communication, information, ideology, cognitive sense, understanding