home Management Іnformatsіyno-komunіkatsіyny management at global suspіlstvі - Bebik V.M.

Іnformatsіyno-komunіkatsіyny management at global suspіlstvі - Bebik V.M.

4.3. Іnfosfera that globalnі komunіkatsіynі modelі

Protyagom ostannіh rokіv XX - XXI century cob. dramatically zmіnivsya svіtovy landscape at the Branch masovoї komunіkatsії. Nasampered tse stosuєtsya televіzіynoї sphere, yakіy literally desyatilіttya in rozvinenih kraїnah CCB zdіysneny perehіd od odnієї televіzіynoї Epoch to іnshoї.

Revolyutsіyny perehіd to digitally koduvannya Informácie (in bіnarnіy sistemі number) zooms kardinalnі zmіni in global processes masovoї komunіkatsії in rezultatі yakih ZMK Pocha actively vikoristovuvati time Komp'yuterniy s multimedia.

Multimedia - organіzatsіyna structure yak:

• kontrolyuє kіlka zasobіv masovoї komunіkatsії (televіzіynu, radіynu stantsіyu, newspaper, magazine, vidavnitstvo, vіdeostudіyu that іn .;

• vikoristovuє text, sound, grafіchne, multiplіkatsіyne that vіdeovіdtvorennya Informácie.

In ostannomu vipadku E can govorito about komp'yuternі multimedia.

Sered provіdnih "multimedia-іmperіy" Varta nazvati Time Warner, Sony, Matsushita, Bertelsmann, News Corporation, Finivest, Microsoft, Capital Cities / ABC, Walt Kisney, Paramount, Televisa, TV Globo is the іn.

Tsі korporatsії toil nabagato vischі pokazniki pributkovostі, nіzh virobnichі kompanії, i kontrolyuyut telefonnі kompanії, kabelnі that teleradіomovnі system komp'yuternі fіrmi. The I ninі practical nemozhlivo vіdokremiti komunіkatsіynі Hotel od E-virobnitstva abo rozrobki software zabezpechennya Komp'yuterniy trammel.

SSMSC realnі mozhlivostі toil multimedia-korporatsії can doslіditi prikladі on Time Warner, yak 1993 p. "Rozkruchuvala" a novel by Robert James "Moera Kraina Medіson".

Spochatku vidavnitstvo korporatsії vidaє book, yak staє bestseller (2.5 million print run!). Parallel Sound recordings studіya vipuskaє album pіsen for novel motifs in vikonannі the author promptly znyato vіdeoklіp, yaky translyuєtsya Vlasnyi on cable channel Time Warner Cable System. All the I tse vіdbuvaєtsya vodnochase іz vihodom articles that have retsenzіy drukovanih weight-medіa scho nalezhat korporatsії Time Warner.

Ale Tse slit is not all. Kіnostudіya Warner Brothers znіmaє motives for books fіlm, yaky vnaslіdok Venue of tsієї grandіoznoї PR-kompanії staє hіtom 1996 p.

Away strategіya korporatsії viglyadala so. Pіslya znizhennya popitu in kіnoteatrah that vіdeomagazinah fіlm CCU readings via cable trammel korporatsії, Zgoda - oversold іnshim US channels, and potіm - i for a cordon.

About pributki for Time Warner nіhto you do not say, Ale those scho stink boule astronomіchnimi - sumnіvu Absent.

A butt-axis іnshoї medіa іmperії - News Corporation, yak ocholyuє avstralієts for pohodzhennyam R. Mepdok.

Tsomu Graduates Oksfordskogo unіversitetu (Velikobritanіya) away at bazі batkіvskoї spadschini - dvoh adelaїds-cal newspapers stvoriti 30 rokіv medіa-іmperіyu, yak Mauger ohopiti through svoї medіa-pіdrozdіli Dvi tretini the world's population.

Volodіyuchi low britanskih newspapers, R. Mepdok dopomagav M. Thatcher lead peredvibornі Campaing that CCB її Rudnick s bagatoh power polіtiki.

Koli vіn 1988 p. pridbav "New York Post", the vіddav storіnku editor for that column noviny obslugovuvannya admіnіstratsії Reagan todіshnogo US president.

Same to R. Murdoch dozvolyayut those scho nіkoli to Anyone in the United States were not allowed - the federal front fee komunіkatsії h Weather pridbannya in mіstі de vіn vzhe MAV newspaper, slit th telestantsії.

Axis so robitsya BIZNES great, so i robitsya great polіtika.

For svіdchennyam ofіtsіynih Jerel 1994 p., Multimedia-іmperіya R. Murdoch (s rіchnim income 1 billion dolarіv) Bula spromozhna ohopiti Dvi tretini the world's population.

Zrozumіlo scho tsі danі not shaping can not viklikati pevnoї trivogi. That th medіa mogul himself "modestly" viznaє "Monopolіya - zhahliva rіch docks .. ti її maєsh not." [93, p. 281].

Kіnets XX century. oznamenuvavsya digit Process kontsentratsії in іndustrії Masov komunіkatsіy. Find our bunt Tsikh protsesіv was zlittya multimedia-іmperіy s naybіlshimi korporatsіyami komp'yuternoї spherical she іndustrії telekomunіkatsіy.

Zaprovadzhennya novih tehnologіy in zgadanih areas spriyalo stvorennyu new ponyattya - іnformatsіyna supermagіstral, yak vіdtvoryuє suchasnі processes that tendentsії in the Branch іnformatsіynoї sphere. Naskіlki stink Yea vazhlivimi, sudіt samі. Kolishnіy vіtse president of the United States Al Gore Svoge hour CCB priznacheny in admіnіstratsії Bila Klіntona vіdpovіdalnim for rozvitok іnformatsіynoї magіstralі in the US [115, p. 23]. Dostatno? Todі rozglyanemo are tsogo ponyattya.

On our Dumka, pid іnformatsіynoyu supermagіstrallyu treba rozumіti іntegralnu sukupnіst global, mіzhnarodnih i LAN with suputnikovoї bezdrotovoї kabelnoї that nazemnoї komunіkatsії on osnovі elementіv that resursіv іnformatsіynoї іnfrastrukturi.

Before elementіv іnformatsіynoї іnfrastrukturi zarahovuyut komp'yuteri s multimedia-dodatkami, bazi danih have to chislі on laser disks, pobutovu elektronіku that іn.

Sered resursіv, zokrema, viokremlyuyut іnteraktivne programuvannya, іnteraktivnі telebachennya, vіdeo, іgri, Mobile phone reception is the bagato іnshih know-how-tehnologіy suchasnoї іnformatsіynoї sphere.

Yaskravimi butts іntegratsії komp'yuterіv i telebachennya mozhut sluguvati:

• Microsoft korporatsії Alliance (programnі products for komp'yuterіv that Komp'yuterniy trammel) is the conglomerate of the NBC (programnі products for CD diskіv, digital vіdeo, іnteraktivnogo telebachennya traditsіynih medіa i);

• pridbannya multimedіynim conglomerate Walt Kisney televіzіynoї MEREZHI Capstal / ABC (vartіst kupіvlі becomes dolarіv 19 billion);

• kupіvlya kompanієyu Westinghouse amerikanskoї natsіonalnoї telemerezhі CBS (vartіst 5.4 billion dolarіv) toscho.

For vsієї pributkovostі, skazhіmo, kompanії Walt Kisney bunt Problems Bula neobhіdnіst efektivnosti zbutu svoєї kіno-, vіdeo-, teleproduktsії. W appears vlasnoї telemerezhі Walt Kisney uniquely pokraschila svіy distributsіyny potentsіal.

Pozayak globalnі medіa-іmperії, yak mi vzhe perekonalisya not obmezhuyutsya natsіonalnimi cordons, Wart, obviously rozglyanuti ponyattya іnformatsіynih potokіv without yakih vazhko rozіbratisya in funktsіonuvannі іnformatsіynoї spherical suspіlstva.

Ponyattya іnformatsіynogo flow Mauger rozglyadatisya in wide i vuzkomu tlumachennі.

In shipokomu znachenni pid іnformatsіynim flow rozumіyut tsіlespryamovany ruh Informácie s usіh segmentіv suspіlnoї sphere, yaky zdіysnyuєtsya usіma nayavnimi komunіkativnimi channels od Jerel to spozhivachіv Informácie. Before komunіkatsіynih kanalіv in danomu planі zarahovuyut: weight-medіa, novі іnformatsіynі tehnologії, sportivnі, polіtichnі, ekonomіchnі, kulturnі, osvіtnі obmіni, tourism, mіgratsіyu, personalnі Contacts toscho.

In vuzkomu znachennі іnformatsіynim flow rozumіyut tsіlespryamovany ruh Informácie, yak nadhodit nasampered medіynimi (vіdeo-audіalnimi presovimi i) i telekomunіkatsіynimi (phone reception, komp'yuternі іnformatsіynі system is the іn.) Komunіkatsії channels.

Tsіlespryamovany vpliv іnformatsіynih potokіv spriyaє zdіysnennyu Change log in prirodі resources that Vladi, tsіnnostyah that spriynyattі іndivіduumіv, natsіonalnih that mіzhnarodnih systems.

Zokrema іnformatsіynі flows vplivayut:

• on іndivіdualnomu rіvnі - on sudzhennya, culture, osvіtu, robot vіdpochinok;

• on іnstitutsіonalnomu - on polіtiku, ekonomіku, relіgіyu;

• on grupovogo (sotsіalnomu, etnіchnomu, profesіynomu, vіkovomu that іn.) - On іdentichnіst, mobіlіzatsіyu, toscho fate;

• on mіzhderzhavnomu - on spіvrobіtnitstvo (konflіkt) resources transnatsіonalnі korporatsії toscho.

Not daremno duzhe popular, Especially pіslya rozpadu CPCP, US steel vislovlyuvannya D. Rothkopf: "In ekonomіchnih i polіtichnih іnteresah US - zabezpechiti Taqiy hіd podіy, if svit ruhaєtsya to odnієї silnoї MTIE, the Tse bude anglіyska; if svit ruhaєtsya to spіlnih komunіkatsіy , Bezpeka i standartіv of Quality, the stench will amerikanskimi, if svit staє pov'yazanim telebachennyam, radіo, Moosic, Komp'yuterniy programuvannyam - Tse bude all amerikanskim; i Yakscho rozіv'yutsya spіlnі tsіnnostі - tse will tsіnnostі, s yakimi Americans bude zruchno zhiti "[111, p. 45].

Zdaєtsya, Comments zayvі ?!

I do not think scho tsі vislovlyuvannya Varto nedootsіnyuvati.

Naprikіntsі XX century. sformuvavsya elіtny club kіlkoh postachalnikіv noviny in svіtі, yaky domіnuє in іnfosferі - globalnіy komunіkatsіynіy іnfrastrukturі de svіtove lіderstvo utrimuyut US.

The members of Provіdnі tsogo vіrtualnogo club - Global televіzіyna trammel noviny CNN Intern ation al (US) is the agency noviny The Reuters (Velikobritanіya), Agence France Press (Frantsіya) i Associated Press (USA).

Zvichayno, Kraina, scho rozvivayutsya, namagayutsya stvoryuvati konkurentsіyu the global medіa-іmperіyam.

Takі agency yak NANAP (The Non-Alligned News Agencies Pool - Bureau agencies kraїn Ruhu nepriєdnannya), PANA (The Pan-African News Agency - Panafrikanske agency noviny), CANA (The Carriben News Agency - Karibske noviny Agency), IPS (Inter Press Service - Neuryadova medіa-organіzatsіya) namagayutsya prorvati іnformatsіynu blockade s side zahіdnih kraїn, ale Seeley clearly rіvnі.

Same to Cima kraїn svitu namagaєtsya zahistiti svіy іnformatsіyny Prostir zakonodavchim Shlyakhov.

Napriklad, Canada i Frantsіya uhvalili Zakoni schodo fence-nennya suputnikovogo poshirennya іnozemnogo Television. Analogіchnі fun- pokladenі based іnformatsіynoї polіtiki China Sіngapuru, bagatoh kraїn Blizkogo Immediately.

Obviously, it's an hour i ukraїntsyam retelno popratsyuvati over tsієyu problem.

At the global medіa-іmperіyah tehnologіya prohodzhennya Informácie Je dvohyarusnoyu. Provіdnі medіa-Perche organіzatsії tier - "Reuters Television", "Worldwide Television News" (WTN), CkNUS i CNN vistupayut in rolі Wholesale virobnikіv televіzіynih "pictures", the sound is the text "dorіzhok". In Єvropі obmіn telenovinami zdіysnyuєtsya takozh Agency EVN abo Evrovision (Evrovision News Echange).

Medіa-ppovaydepi another tier - velikі televіzіynі MEREZHI that suputnikovі i kabelnі channeling noviny viroblyayut s "іnformatsіynoї sirovini" nachebto Vlasnyi іnformatsіyny product.

Ale doslіdzhennya O. Zernetskoї showed scho "yak zasvіdchuє practice Robots s materіalami mіzhnarodnih agencies telenovin, novinnі way bear in sobі value SSMSC practical mayzhe not zmіnyuyutsya pid hour redaguvannya" on another yarusі "[25, 171].

Vіdtak mi s you maєmo velikі problems oskіlki іnformatsіyna Vlad kontsentruєtsya hands nevelikoї kіlkostі people - vlasnikіv medіa-іmperіy, SSMSC dozvolyayut sobі "not pomіchati" tsіlі continent regіoni that Kraina, abo visvіtlyuvati podії, SSMSC them vіdbuvayutsya, Zi svoєї "dzvіnitsі ". The I tse treba rozumіti, Yakscho mi zbiraєmosya seryozno zaynyatisya Vlasnyi medіa-me-agement.