MODERN FEATURES OF POLITICAL COMMUNICATION AND ITS MANIFESTATIONS IN THE INFORMATION SOCIETY ; СОВРЕМЕННЫЕ ОСОБЕННОСТИ ПОЛИТИЧЕСКОЙ КОММУНИКАЦИИ И ЕЕ ПРОЯВЛЕНИЯ В ИНФОРМАЦИОННОМ ОБЩЕСТВЕ ; СУЧАСНІ ОСОБЛИВОСТІ ПОЛІТИЧНОЇ КОМУНІКАЦІЇ ТА ЇЇ ПРОЯВИ В ІНФОРМАЦІЙНОМУ СУСПІЛЬСТВІ
In the last decade there have been radical changes in information technology. Progress in the development of modern means of communication spurred globalization in the world, speeded up the process of communication. It has become more technological and acquires new qualities such as «feedback» By lexicon added concepts such as «e-government», «communication Democracy», «e-citizenship».It is worth mentioning luminaries study communication processes in politics, which include H. Lassuel (mass communication, propaganda), H. Blumer, D. Rismen (theory of mass communication), K. Doych and D. Easton (founders of cybernetic approach and system analysis in political communications) L. Pye and W. Schramm (modernization theory).Direct impact on the study of contemporary political communication were the founders of the theory of the information society, including D. Bell, J. Galbraith, H.-M. McLuhan, A. Toffler, A. Touraine and others.The basis for the analysis of functional characteristics and values of political and communication processes are known H. Lassuell's paradigm under which the act of communication is seen as a structure of five components: who transmits, whom the transferor, what transmitting, on which channel, with what result.By definition, giving H.-J. Schwarzenberg, political communication – the process of transferring political information, which information circulates between the various elements of the political system, and between political and social systems. Based on the research perspective, we can distinguish two main ways of political communication: horizontal and vertical.The horizontal political communication, especially considering the exchange of information at the level of «individual – individual» «social group – social group», «the state – the state» and so on; while the vertical political communication involves the exchange of information between actors at various levels of «the state – the individual», «the social group – the state» and so on. Should pay attention to dramatic transformation taking place in all spheres of life (economic, social, cultural, informationalIt is about the globalization of the world who have shown themselves revolution in the technical field, the formation of new modes of communication, the use of Internet technologies. These transformations led to the formation of an information society.The concept of «information society» has gained relevance in the late 1980s in the West and seen as a new period in the development of civilization, due to the electron-technological revolution. The most complete concept of the information society is represented in the works of D. Bell, A. Touraine, Toffler, H. McLuhan, Zb. Brzezinski and others. The information society is characterized by defining the role and high levels of information technology. The main factors of social change are the production and use of information; theoretical knowledge as the highest value becomes the leader of a new social structure, new management models. The dominant role is played by the scope of information services.One way of determining the development of the information space at the present stage, both within the worldwide community, and at the level of national political communities, is Internet, which is a global planetary information system, a means of unification of various information networks for the transfer and exchange of information between countries, regions, organizations and individuals.Scientists are concerned that the Internet has developed spontaneously only at the initial stage. Gradually the situation changed, and government agencies in several countries were trying to control the Internet communication (China, North Korea).M. Hrachov which summarized according to researchers, uses terms such as «media imperialism», «cultural imperialism» and even «financialy-information totalitarianism». In his view, the internationalization of the information space to a greater extent contributed not a process of national liberation and development, but rather the weakening of cultural sovereignty and autonomy, strengthening economic and political dependence of States «third world», and recently also the former socialist countries of Central and Eastern Europe.However, according to most scholars, the Internet radically increase the effectiveness of the government machinery, both in speed of service, and in its price. One example may be the introduction of e-government. The idea of e-government is the idea of the state as an institution designed to efficiently meet the actual needs of society. The essence of e-government is the use of virtual space to improve service delivery models and improve the efficiency of government and public institutions. ; В статье исследуется понятие политической коммуникации и ее современные особенности. Определяются основные черты современного информационного общества, а также ключевая роль Интернета как средства связи. Сформулированы положительные и отрицательные проявления политической коммуникации в информационном обществе. ; У статті досліджується поняття політичної комунікації та її сучасні особливості. Визначаються основні риси сучасного інформаційного суспільства, а також ключова роль Інтернету як засобу зв'язку. Сформульовано позитивні та негативні прояви політичної комунікації в інформаційному суспільстві.