ПУБЛІЧНІСТЬ ЯК АТРИБУТ СУЧАСНОГО МІЖКУЛЬТУРНОГО ПРОСТОРУ
Journal Title: Гуманітарний часопис - Year 2016, Vol 1, Issue 2
Abstract
Vasylieva Lyudmila PUBLICITY AS AN ATTRIBUTE OF MODERN INTERCULTURAL SPACE The article reflects the phenomenon of publicity as a communicative tool of modern global space and reveals its intrinsic characteristics according to Western and Eastern philosophical identifications. The author considers the integral concept of globalization and civilization "junctions" that shape the postmodern global environment. Moreover, different civilizations do not just exist and interact in postmodern globalization conditions, but they and their social, economic, political, cultural and educational components are structured into a single publicly-informational system with bounded vectors to survive and overcome all the crises and conflict periods. On the other hand, the author emphasizes that the essence of globalization, which is highly discussed at all levels of social understanding, contains quite controversial and even painful trends that dictate disturbing reasons concerning the national cultural acquisitions and integrations that can affect the entire course of human history and human survival. The article emphasizes that each layer of civilization is characterized by its own publicity, its own forms, and manifestations. Thus, unlike the eastern publicity, western publicity is inherent in community, identity and dominance of open access of every individual to group modeling of democratic rights. Here some public spaces resemble a mosaic made up of local situational interactions compiled by interests and abilities. In modern civilization binary space, in which the processes of globalization are fairly controversial, public space is able to generate global cross-cultural public space, thanks to a separate public engineering and technology (advertising, branding, public relations, etc.). The author stresses that nowadays public communications ambitiously claim to be a special integrator of the globalization space, since in the present crisis conditions the importance is given to the intercultural public communication, which is able to create a single symbolic matrix and form group identification. The discussions on the concept of publicity have been held for several centuries, and several attempts have been made to define it - at first from the point of view of the ratio of the public/private in social life, and then as the political and communicative phenomenon. In the general sense, the public sector can be described as a reality that combines numerous mini-publics, which can be represented as occasional discussions. The research of the publicity is focused on different forms of this phenomenon - from the public spaces in the political sphere to the determination of the socio-cultural limits of this phenomenon. Particularly noteworthy are the publicity researches made by such scientists as H. Arendt, J. Habermas, M. Harselon, A. Giddens, J. Van Dyke, R. Deutsch, M. Davis, M. Castells, N. Luhmann, etc. Branding as one of the techniques of the public sphere can be considered as the convenient public intercultural platform, which can be used for a certain socio-cultural discussion able to affect the cultural component of a certain cultural space. It should be noted that the boundaries between personal and public spheres are rather blurred, allowing creating the illusion of a trustful and open communication. Modern brands, as the embodiment of a hidden sense, claim to be the cultural codes of the cross-cultural space, the unique technological tools for the incarnation of the human "I". An important presentation of the socio-philosophical analysis of the publicity phenomenon is the consideration of its technical nature in the integrative unity "publicity - advertising".
Authors and Affiliations
Людмила Васильєва
Keywords
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