Komunikaciniai veiksmai kultūros ir kūrybinių industrijų kontekste ; Communicative actions in the context of cultural and creative industries
The article deals with the analysis of the theoretical approaches, that articulate the changes of the sense and the means of communicative actions in the society of the market economy. Communicative actions are regarded first of all from the perspective of the cultural industries concept, that was developed by Theodor W. Adorno and Max Horkheimer. Regarded by them as a mean of manipulation, it is later on questioned by Jürgen Habermas, who sees communicative action as a possibility of democratic developement. Lev Manovich follows the discussion and introduces new concepts of communicative actions, related to the developement of distance control, interaction and databases. As well as the representatives of the Frankfurt School, he also admits that new communication tools serve as manipulative means for the market, but he notices that at the same time these means can also be influenced and organized by an independent user. Nicolas Garnham, John Hartley and other representatives of British cultural studies school admit that the developement of social networks and at the same time of the creative industries lead to a new relationship between the market and the consumer. This new relationship is analyzed in the governmental documents of the EU and particular governmental institutions that support the creation of the creative economy market. Theoretical and governmental discourses join together while promoting the idea of communication, understanding and interaction between the consumers and the citizens of the world.