THE CONCEPT OF THEORETICAL PRINCIPLES OF MASS COMMUNICATION

The object of research is the theoretical foundations of mass communication, and the subject is a scientific analysis of the theory of mass communication (basic concepts, intersection with other related sciences, types of mass communication, its postulates and laws). The goal is to build theoretical foundations for one of the possible concepts of mass communication theory. Research methods: analysis; comparison; formalization; synthesis. Mass communication is proposed to be a type of communication in which it is planned that messages will be distributed among 150–250 (depending on the situation) or more recipients. This number is determined on the basis of arguments from social psychology and mass media theory. When planning mass communication, two more numbers must always be taken into account: 1) the projected number of recipients for whom a specific message is planned (for example, for print media, this is the circulation of a publication); 2) the number of those recipients who, in fact, not only received, but also necessarily accepted the message sent to them (number of contacts). It is pointed out that the theory of mass communication is often wrongly equated with the theory of mass media. There are three indicators that cross the line between these theories. The following are proposed to be included in the list of organizations-communicators that carry out mass communication: a) mass media; b) promedia; c) some social institutions; d) information troops. Lists of organizations that belong to promedia and some social institutes are provided. Nine statements are formulated, which are proposed to be considered postulates of the theory of mass communication. 12 statements, which are proposed to be considered laws of mass communication, are considered. Some of them have passed empirical verification and are among the true ones, and some require clarification and additional experimental verifications.