The problem of communication is considered as a phenomenon existing in the context of the interrelationship between the similarities and differences. The differences are connected with legitimation of interest in the subject of communication practices within the socio-cultural society (the similarities). It is revealed that the communication society culture exists as a unity of closely interrelated aspects — subjective and personal. The need for approval of the communicative model of personality as a multicultural entity creates prerequisites for radical changes in life strategy, the key points that make up the skills to be included in the growing complexity of communication networks, including the ability to create a new system of relationships (self-organization). All this does not only make the differences in culture explicit, but also stimulates the next stage of the socio-cultural development. It is concluded that the position of the subject, which has new communicative consciousness, may be changed. The basis for the mechanism of personal comprehension of the world is an innovative activity of the multicultural subject.
communication, subject, culture, modern society, socio-cultural relations, innovative activities.
Современное общество маркировано интенсивностью коммуникаций как важной характеристикой своего существования и развития. Одной из движущих сил этих процессов выступает инновационная деятельность, релевантная институциональной информационной реальности.
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