The place of advertising in the communicative needs of the person of the information society
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communication, information, advertising, society, efficiency, social communi-cation, information domination, society

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Koval, V. (2021). The place of advertising in the communicative needs of the person of the information society. Multiversum. Philosophical Almanac, 2(2), 70-88.


The realities of human coexistence in the information world are rapidly changing the components of society and require people to take new action for more effective coexistence. Communicative activity generates the main type of change, as it forms a new information world, which consists of a complex system of communications and methods, content, frequency of information exchange, ensuring high efficiency of society, helping to quickly exchange data and exist in the information world. Advertising acts as a communication factor that allows you to manage the efficiency and optimality of the overall communication system. As a result of the formation of the information society, new demands of people from society and vice versa appear, in which the paradigm of survival consists in the information domination of subjects. The main demand of society is the requirement of virtual interaction, human demand – for privacy, and at the same time, information dominance. The virtualized world complements reality with its own attributes, because it solves a number of previously problematic things that hindered rapid social interaction: the speed of information transfer, its targeting, its mass. In the range of concepts there is an understanding of the "media subject" as a person or company, or any other entity that is represented virtually, having a real subject in reality. As a result of active social communication of the "media subject" there is an opportunity to expand the range of influence on the mass consciousness. Information dominance together with advertising provide the ability to obtain social and material benefits, due to the right actions, which is the main purpose of these entities. Advertising is a catalyst for communication processes that meet the information needs of consumers and provide the advertiser with social activity in the information space. Advertising is closely linked to different types of human interaction, which causes its synergistic effect for each of them.
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