Introduction

Communication is the exchange of information between individuals through a common system of symbols, which can be carried out by verbal and non-verbal means. “Mass communication is the systematic dissemination of messages among numerically large, dispersed audiences with the aim of influencing people’s assessments, opinions and behavior” [Philosophical Encyclopedic Dictionary]. Communication can be one-way - without feedback; two-way - dialogue; multilateral - communication between two or more communicators, each of whom can act as a sender or recipient of information.

Recently, the Internet has become widespread throughout the world and in our country in particular. At the moment it is the most complete, timely and accessible source of information and media.

“Communication style is a way of transmitting information, determined by the individuality of the addressee, expressed in the preference for certain codes, channels and means of communication, as well as the degree of compliance with the rules of a particular language” www.glossary.ru.

The advent of the Internet and its further development have made fundamental changes in the modern view of advertising and communication media. The Internet combines the interactive nature of communication, hypermedia nature and the ability to build individual interaction. The Global Computer Network has become both a new communication environment and a market with tens of millions of potential clients with a fairly high level of income. The new communication characteristics of the Internet require a new look at communication processes and a revision of previously used approaches to consumers.

Object - Internet as a channel of mass communication.

Subject - communicative characteristics of the Internet.

The purpose of the course work is to find out and consider the communicative characteristics of the Internet.

Coursework objectives:

Consider Internet communication models,

Consider communication effectiveness

Research the Internet audience

Internet as a channel of mass communication

The Internet represents a completely new environment for communication and communication, different from the usual media. As a result, traditional marketing techniques and business methods are in many cases inapplicable to the Internet world in their existing form. The wide possibilities of the Internet pose a rather difficult task for modern companies to use them effectively in commercial activities and require the adaptation of old or the development of new methods of doing business.

In order to show the difference between the Internet and traditional media, this paper examines their main features and presents a comparison of the characteristics of traditional and new media.

The term “traditional media” refers to television, radio, newspapers, magazines, and direct mail advertising. By new means we mean, first of all, the Internet.

When you first get acquainted with the Internet, it is clearly visible that, unlike traditional media, it provides a significantly greater degree of control and freedom of choice on the part of the consumer. The Internet, thanks to the properties of interactivity, presence and information richness (text, image and even sound), discussed below, as well as through the use of network navigation, surpasses other media in terms of communication opportunities with existing and potential customers.

On the other hand, the Internet, like any communication medium, always transforms and, as it were, “erodes” the identity of the author, which leads to the relative anonymity of users communicating through this medium.

1

The article examines information interaction as a new form of communication and provides an analysis of existing forms and types of Internet communication. It is shown that communication in the virtual environment of Internet technologies makes communication cross-border, occurs with the help of a unique discourse formed in computer networks, relies on its own norms, prohibitions, emotional atmosphere, and forms a special style of communication and communication norms. The phenomenon of social mobilization through the Internet has been well studied in politics, but not in the field of mass sports. The author conducted an expert interview with leading sports journalists in Russia about public events in the field of mass sports. The ways of disseminating information about the races, the level of participation in such events and the need for the media to cover these events were analyzed.

internet communication

communication norms

community mobilization

expert interview

mass sport

1. Aleshkevich D. Events in North Africa and the Middle East in December 2010 – March 2011. through the prism of information warfare - URL: http://enews.md/articles/view/1191/ (access date: 01/28/2017).

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4. Melnik G. S. New (tactical) media as a structural component of mobilization technologies // Humanitarian vector. Series: History, political science. Issue No. 3 (39) / 2014. - pp. 130-135.

5. Press release. "Running Hearts" - URL: http://runninghearts.ru/?press (access date: 01/28/2017).

6. Chumikov A.N., Bocharov M.P. Public relations: theory and practice: Textbook. allowance. - 3rd ed., revised. and additional - M.: Delo, 2006. - 552 p. (pp. 388-391).

7. Shevtsova V.M., Petrovskaya O.A. Forms of Internet communication in the student environment // Materials of the VII International Student Electronic Scientific Conference “Student Scientific Forum”. - URL: http://www.scienceforum.ru/2015/1052/9350 (access date: 01/28/2017).

Introduction. In recent years, communication in the form of virtual communication is increasingly entering our lives and replacing real communication, forming a new sphere of information interaction, and leading to the emergence of new types of relationships. Communication ceases to be tied to the location of the interlocutors, and a transition occurs from a one-way to a two-way communication model. At the same time, Internet technologies make communication cross-border. In conditions of virtual communication, groups are formed whose members have similar values ​​and ideals; they express their own interests and are ready to defend them.

The official birth of the Internet was proclaimed in 1969, more than 40 years ago. During this period of time, information technologies quickly collapsed, and the influence of the Internet on the course of civilization processes turned out to be very powerful.

Most of all, the creation of the Internet influenced communication. Communication in a virtual environment occurs through a kind of discourse formed in computer networks and is based on its own norms, prohibitions, and emotional atmosphere.

Internet communication technologies. Thanks to the emergence of new Web 2.0 technology, it has become possible to create sites with a more complex structure where users can register, fill pages with content, and check information. This structure of creating web pages was the reason for the emergence of social networks.

Each registered user of a social network has a personal space in which he can share photo, video and audio materials. So, on December 29, 2016, the social network announced a new feature called “Stories” - a short story in the form of a photo or video about what is happening to the user in real time. With the advent of Internet communication technologies, it has become easier for people to “unite into interest groups, jointly publicly discuss issues that interest them and make collective decisions.” But the main, basic process remains communication between individuals.

Online communication takes place in the context of mass communication and has its own characteristics in contrast to traditional direct communication in life. The Internet has especially firmly taken a leading position in the structure of virtual communication among modern youth. Today it is impossible to imagine a student audience without netbooks, mobile phones and other devices that allow them to be online anywhere. With the development of Internet communications and social networks, young people have significantly increased the number of friends and the frequency of friendly practices, regardless of their location and language, active communication takes place in English-language social networks (Facebook, Twitter, MySpace, etc.), personal blogs are created, webinars. Such forms of communication make it possible to resolve “hot” issues extremely quickly and are therefore becoming increasingly popular.

Internet communications are methods of communication in which information is transferred via Internet channels using standard protocols for exchanging and presenting information in various forms - voice, video, documents, instant messages, files.

Internet communication has a number of characteristic features, both positive and negative. The positive ones include the possibility of simultaneous communication between a large number of people from different parts of the world, belonging to different cultures; negative - loss of the meaning of non-verbal means, reduction of the emotional component and psychological risk in the process of communication, anonymity. The physical absence of communication participants leads to the fact that feelings can not only be expressed, but also hidden, just as it is possible to express feelings that a person is not currently experiencing. Due to anonymity and impunity on the Internet, another feature appears that is associated with a decrease in psychological and social risk in the process of communication: affective liberation, non-normativity and some irresponsibility of communication participants.

Types of Internet communications. Internet communication is, first of all, a flow of attention and behavior of an active audience of users. Scientists identify several of the most common types of communication. These include:

1. Man - computer: allows you to receive information regardless of the physical location of the source of information, send and save information on this computer. The Internet acts as a kind of information depository. A tablet or smartphone can act as a receiver and transmitter of information.

2. Person - person: the user can communicate with any other user and carry out all types of information transfer: using text (e-mail), voice (Internet telephony) and image (video phone, conference or broadcast on the Internet).

3. One person - many people: a traditional type of mass communication, information is sent to a large number of people at the same time. The Internet globalizes and reduces the cost of this type of communication. As a depository of information, the Internet introduces an “invitational” aspect, i.e. allows you to create archives that can be used by a huge number of people if desired.

4. Many people - one person: allows you to collect information from many people and organize it.

5. Many people - many people: simultaneous communication of a huge number of people around the world.

The effect of mobilizing society. It is thanks to the Internet that communication of the “one person - many people” type has become popular and frequently used. The Internet has made it possible to send a message not to a specific addressee, but to a group of people at once, using blogs, social networks and video hosting sites.

Some researchers argue that it was information technology, the Internet and social networks in particular, that became one of the key mobilization resources for the events of the “Arab Spring” of 2010-2011. First, a wave of protest movements swept through Tunisia, where both traditional resources for mobilizing society and social media were used. As a result of revolutionary sentiments in society, Tunisian President Zine el-Abidine Ben Ali lost his power. Then the unrest spread to Egypt: “the local middle class - educated young people with access to the Internet - took to the streets along with the poor. The global network has become a means of mobilizing demonstrators and organizing protest unrest. This has revealed a tendency for a kind of oppositional solidarity to emerge among the younger generation of social network users around the world.”

There is also experience in using new media to mobilize society in Russia. Thus, after the elections to the State Duma at the end of 2011 and the beginning of 2012, mass political movements of citizens were organized using social networks: “Presence on the Internet made it possible to quickly coordinate one’s actions, communication on Twitter or Facebook created a sense of belonging among people, and posting photographs or videos provided the effect of presence." However, the phenomenon of social mobilization, i.e. the ability to gather a large number of people at the same time with the help of new technologies has been quite well studied in politics, but not in the field of mass sports.

Expert interview. From a social psychology perspective, the claim that the Internet has a profound influence on how people operate creates an interesting paradox: How can an environment that isolates an individual inspire a community? Early social psychological theory argued that communication through social networks reduces the amount of communication and thereby undermines social and normative influences on individuals or communities—thus, the Internet is an individualistic environment. On the one hand, this leads to uncontrollable and extreme behavior. On the other hand, it equalizes the status of participants and the hierarchy of power in the group, which is usually present in the offline community. Thus, in the charity race “Naked Hearts” by Natalia Vodianova and Polina Kitsenko, a large electronic board was used, where the name of each participant was on a par with the organizers and celebrities. The first races at distances of various lengths took place for the first time on May 16, 2015 in Moscow. About 1,500 people took part in them, and 10 million rubles were collected. A year later, more than 10 thousand people came to the race. They managed to collect 37 million rubles. It should be noted that social networks (mainly Facebook) were used to mobilize society.

Rice. 1. Number of race participants and funds raised in 2015 and 2016

Based on the results of the study, which was attended by leading sports journalists in Russia (Sergey Gilev, head of the social editorial board of “sports.ru” (from 2008 to 2016); Vitaly Suvorov, head of the international social editorial board of “sports.ru”, author of “sports .ru"; Vladislav Voronin, head of the news department, author of "sports.ru"; Roman Sprikut, head of NBA SMM communities in Russia, author of "sports.ru"; Dmitry Zanin, correspondent of "Match-TV"; Natalya Clark, commentator sideline "Match-TV";), an analysis of respondents' answers was carried out in three directions: is running a sport, how information about mass sporting events should be disseminated, how they should be covered.

The majority of respondents believe that mass races and marathons are not sports of the highest achievements, but rather a healthy lifestyle and physical education. In addition, running is about willpower and overcoming; As a rule, this is also an opportunity to give money to charity. Many noted the advantage of running over other sports: “running is one of those sports that is available to every person,” “running is a very cool sport that can, in principle, be done anywhere: even on the sidewalk, even in deep in the forest - it’s easily accessible, and that’s great.”

Each of the respondents noted that they received all the information about various mass sporting events from social networks (Fig. 2): “Usually these are publications of some news sites on Facebook, many friends tell with photographs: I was going to run this, I was going to run this”, “I find out from my colleagues on social networks, they are fans of this: Irina Shadrina (former TV presenter of Russia-2, Match TV), Tash Sargsyan (former editor-in-chief of the Directorate of Sports Broadcasts of the Match TV channel)” , “I often see a banner on Vkontakte”, “99% is Facebook’s feed, plus Masha Komandnaya’s Instagram (editor-in-chief of the healthy lifestyle portal “The Challenger”) or something like that”, “Facebook comes first , because invitations to the event come there.”

Rice. 2. Sources of information for sports journalists about various races

From their professional point of view, many of the journalists, when asked about covering mass sporting events, said that there was no point in writing about them in traditional media: “they have enough of their own strength, they manage well in social networks,” showing the broadcast is too boring. If you talk about such events, then only with the help of a blog or a story about amateurs: “there are always a bunch of beautiful girls there, and there are always a bunch of freaks (people in unusual costumes, with an atypical hairstyle). Girls and freaks. That is, beauty and unusual. This way you can attract attention with a picture.”

When asked about the degree of participation in such events, the answers were as follows: only one out of six respondents took part in organizing a mass sporting event, one third of all respondents took part in races.

Conclusions. Internet technologies are increasingly penetrating our lives, changing the process of communication. Social networks today are important not only for providing business connections, organizing personal contacts, education, and leisure. Internet interaction of the “one person - many people” type, which exists thanks to blogs, video hosting and social networks, is becoming the main structural element of the mobilization of society both in politics and in the field of mass sports. But if social unrest and political rallies created thanks to Internet technologies have already been sufficiently well studied, then peaceful protests and mass sporting events, one of which gathered 10 thousand people last year, are not yet enough. In this regard, the author conducted an expert interview with leading sports journalists in Russia and found out that all respondents learned about various races only from social networks through news from communities, photographs from friends and advertising banners. According to journalists, running is not a sport of the highest achievements, which is classified as a healthy lifestyle. Also, respondents note a positive trend in mass events, but say that traditional materials in the media are not suitable for covering races and marathons, “they have enough of their own strength” and “it would be interesting to present this through an amateur’s story on a blog.” Thus, we see a new function of Internet communication - the mobilization of society. The Internet brings together both professional athletes and just sports fans. Mass sporting events bring people together and make them feel needed and involved in a common cause.

Bibliographic link

Efremova A.A. INTERNET COMMUNICATION AS A MEANS OF SOCIETY MOBILIZATION // International Student Scientific Bulletin. – 2017. – No. 1.;
URL: http://eduherald.ru/ru/article/view?id=16861 (date of access: November 24, 2019). We bring to your attention magazines published by the publishing house "Academy of Natural Sciences"

Volokhov A.A

Marketing Manager, Holiday Service LLC

THE INTERNET IS A MANDATORY CHANNEL FOR COMMUNICATION OF A COMPANY WITH CONSUMERS

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Technical development, the development of communication properties, as well as the widespread use of the Internet make the use of this channel of communication with consumers mandatory for modern companies. This paper analyzes methods of interaction on the Internet. Understanding a number of specific properties that must be taken into account and applied in Internet communications with consumers, as well as understanding the target audience, allows companies to increase the effectiveness of outgoing marketing messages.

Keywords: Internet development, Internet marketing, Internet communication, attracting customers.

Volokhov A.A.

Marketing Manager, LLC Holiday Service

INTERNET AS AN OBLIGATORY COMMUNICATION CHANNEL OF A COMPANY WITH A CONSUMER

Abstract

Technical development and the development of communicative properties, as well as the widespread prevalence of the Internet, make this channel of communication with the consumer obligatory for modern companies. In this paper, we analyze the ways of interaction on the Internet. Understanding a number of specific properties that need to be considered and applied in Internet communications with consumers and understanding the target audience enables companies to improve the efficiency of outgoing marketing messages.

Keywords: development of the Internet, Internet marketing, Internet communication, attracting customers.

The Internet has become an integral part of the life of a modern person. Every day people use the Internet to communicate and search for necessary information. The number of Internet users is increasing exponentially, and the network itself is becoming accessible to different segments of society.

According to a survey by the All-Russian Center for the Study of Public Opinion, as of October 2014, 46% or 53.6 million adult Russians used the Internet daily. A repeated study on April 24, 2017 showed that already 55% of respondents use the Internet daily.

The Internet is a global information and communication space that serves as the physical basis for web-based data transmission systems, which defines two levels of its research: communication (technical hardware and technological software) and communicative.

Considering the Internet from the communicative side, it should be noted that the area of ​​​​use of Internet communications has currently expanded significantly. Having originally emerged as a system for transmitting short messages between very few devices, the Internet has grown into a means of mass communication between users around the world.

The relevance of this work is determined by the developing communicative properties of the Internet, which are introducing fundamental changes to the approach to communication between users and companies.

The development of communication properties and tools on the Internet requires the company to take a new look at the ongoing interaction processes and revise the communication methods used.

Communication on the Internet is a full-fledged virtual channel that makes it possible to fully satisfy the various needs of the user, from searching for information to purchasing necessary things. The conditions of interaction on the virtual Internet differ from the conditions of communication in the real world. The main distinguishing feature of Internet communications is the anonymity of the user, as well as physical non-representation and limited sensory experience. All these features lead to some equality of communication participants, which makes communication less formal.

The Internet, as a communication channel, has the following number of properties:

• Multimedia – the ability to accompany interaction with users with sound and visual effects;
• Personalization – creating content for specific segments of the target audience at any level of interest;
• Interactivity – the ability to actively involve users in interaction with the produced content;
• Absence of intermediaries – possibility of direct access to all available information;
• Time independence – round-the-clock availability to information resources, regardless of time zone;
• Location independence – no geographic barriers for users seeking information and users creating popular content;

With the development of computers and communications, we can say that the Internet is not only a place that is limited to the transmission and processing of information flow between users. The Internet is also beneficial for the creation of new business projects and is mandatory for existing companies in interaction with the general public.

With global Internetization, the division into the real “offline” world and the “online” Internet world can be considered conditional. Today we have the infrastructure, huge capacity of processors, storage devices and technologies - mobile, cloud, which allows us to find new areas of application and business opportunities. As a result, existing marketing techniques and business methods in most cases cannot be applied in the Internet space without appropriate modification.

Internet channels, as a way of communicating with the target consumer, are beginning to occupy a dominant position in the marketing communications of modern companies. The e-commerce industry, associated with digital advertising and services for the development of companies’ own channels, shows the greatest growth dynamics. The digital advertising market is developing at a rapid pace. According to the Association of Communication Agencies of Russia (AKAR) in 2016. The Internet showed 21% growth, the volume of this channel reached 136 billion rubles.

To maintain competitiveness in the market in the current conditions, simply having a website is not a sufficient condition for a company. The lack of Internet channels, such as email marketing, contextual advertising, content marketing and SMM, is already a big gap in communication with consumers. Companies also need an established customer relationship management system (CRM) and online promotion.

The listed Internet channels, when properly configured, are an effective tool for transmitting information from companies to the user. The efficiency of Internet channels can and should be calculated.

In most cases, the Internet channel is the path along which the user moves. Companies can direct all user traffic to controlled media, which include: corporate websites, blogs, pages, groups and representations on social networks.

The use of controlled media allows companies to communicate directly with their target audience. Official representation in social media is an excellent opportunity to express yourself, share relevant and interesting information with clients, advise them and receive feedback. Companies control the communication process and thereby accurately convey the marketing message to the target audience.

Marketing messages or a company's own content encourages customer engagement at all stages of the customer journey. The formula for successful communication on the Internet on controlled proprietary platforms is the quality of content plus its quantity, multiplied by the frequency of publications and divided by understanding of the target audience.

The necessary understanding of the target audience and answers to the questions: “To whom and what message is addressed,” can be provided by research agencies and independent study of this issue.

The qualitative and quantitative composition of users, their needs, desires, preferences can be established by studying user requests in open data from search engines, and behavior patterns and much more can be gleaned from analytics systems installed on one’s own website.

The introduction and use of Internet communications in the marketing strategy of companies is a prerequisite for the existence of a business at the present time. And understanding the peculiarities of communication processes on the Internet and knowledge of the target audience allows companies to increase the effectiveness of marketing messages.

The Internet is a modern communication channel. Each company has the opportunity to independently select and develop communication channels based on its marketing strategy. In the digital age, businesses must take full advantage of the Internet to reach, engage, and provide value to customers.

The use of Internet communications also brings material benefits to business. Using the digital feature of this channel, each company has the opportunity to calculate the amount of profit or loss of the communication channel used. The effectiveness of Internet marketing can be calculated using the return on investment ratio (ROI).

Calculation of the return on investment in the e-mail marketing strategy I developed when implemented in the organization’s communication strategy showed a coefficient of 2400%. Those. For every ruble invested in an e-mail campaign, the company earned 24R. Which is certainly a good indicator and serves as a motivator for the implementation and improvement of both e-mail marketing and the complex of Internet communication channels in general.

REVIEWS AND COMMUNICATIONS

UDC 81:004.738.5

O. I. Morozova

Features of Internet communication: definition and properties

The article provides an overview of directions in the study of Internet communications. The definitions of this phenomenon presented in works on various fields of modern science: sociology, psychology, linguistics are analyzed. The main features of this type of communication are identified and described.

The article provides an overview of the trends in the study of Internet communication. It analyzes the definitions of this phenomenon, presented in research papers on various areas of modern science: sociology, psychology, linguistics. It distinguishes and described the main features of this type of communication.

Key words: Internet communication, network communication, virtual communication, computer discourse, electronic discourse.

Key words: Internet communication, network communication, virtual communication, computer, electronic discourse.

Internet communication is a fairly new phenomenon in modern society. “The beginning of the formation of the global computer network Internet is considered to be 1986, when the National Science Foundation created a scientific computer network and combined it with ARPANET. Since then, its popularity has been constantly growing, from a means of transmitting electronic messages, the Internet has today turned into a meeting place full of people and ideas, has become cyberspace, a world of communications, information and entertainment in which the concept of “distance” does not exist.” The Internet is a technological innovation that has rapidly spread and become part of the lives of millions of people. These days more and more

number of activities performed by people with the help of computers and computer networks.

The very combination of these two terms - “Internet” and “communication” raises some doubts. Because the Internet is a medium, and communication is the essence of this medium. However, the legitimacy of such use of these terms is justified by the fact that until recently the main function of the Internet was associated only with receiving and storing information, but today it ceases to be the leading one. More and more, the Internet is taking on the role of a communication channel, stimulating “new sociocultural processes. The Internet is becoming a special communication medium, playing an increasingly important role in almost all spheres of activity of modern society. Such widespread popularity and the increasing accessibility of Internet technologies contribute to the emergence of both new opportunities and promising methods of communication, which form a special sphere of information interaction and lead to the emergence of innovative types of social relations.

According to B.M. Gasparov, communicative space means a “mentally imagined environment” necessary for the reproduction and perception of utterances in the process of communication, which leaves its mark on this process. Changing the communicative space thus leads to changes in the process itself. I.I. Shabshin, further expanding the boundaries of the Internet, defines it as a “metamedia” for communication, an environment for the implementation of business technologies, an environment for the existence and operation of the media, an environment for storing and processing information, etc. Thus, the Internet provides a new cognitive environment in which self-organization of new knowledge occurs, as a fragment of reality and, therefore, a product of various social and cultural traditions, establishing an intelligible connection between communicants. Thus, the Internet is a unique social phenomenon that forms a new cognitive system, a system of value-oriented attitudes.

The versatility of this phenomenon, which can be defined as perceptual-linguistic communication associated with acts of cognition and the creation of mechanisms of personality coherence of meaning-forming systems, is manifested in a whole set of principles, namely:

Dialogue and communication skills;

Visual-perceptual aspect (observation);

Interpersonal communication;

Tool for cross-cultural dialogue;

Linguistic component, p. 110-111].

The technologization of the communicative space, of course, does not in any way diminish the importance of language, which in this environment acts “not so much as a “form of expression” of ready-made thoughts, but as a way of meaningful organization and presentation of knowledge. This method is primary, universal, arises with the very origin of human intellect and serves as a reliable tool for its development.” The new environment is capable of using traditional forms of expression; it only expands these possibilities and combines into one space various forms of communication in various areas of social activity.

The basic functions of language - cognitive, expressive, communicative and manipulative - are fully expressed in new conditions. The functioning of language in these special communicative environments, mediated by the transmission of information through electronic channels, undoubtedly leads to the problem of revising the methodology of linguistic research, requiring the study of language both in relation to the environment in which it functions and the “native speaker” of this language. This is a real incentive for the restructuring of linguistic theory as a whole in many aspects and leads to the increasingly widespread involvement of other areas of scientific knowledge for linguistic analysis.

The fact that the phenomenon, although already quite established in modern society, is still at the stage of development and study from various points of view, is evidenced by the fact that there is not yet a single term for its definition both in domestic and international literature.

foreign science. Thus, British researcher D. Crystal writes: “We need a name for this new media, and over a dozen have been pro-posed, such as “computer mediated communication” and electronic discourse.” more than a dozen have been proposed, such as "computer mediated communication" and electronic discourse"). In Russian science, terms such as electronic communication, virtual communication, computer communication, network communication, Internet communication, as well as computer or electronic discourse.

At the present stage, most scientists point to the need for an interdisciplinary approach in the study of this complex phenomenon. So, for example, M.B. Bergelson notes such significant aspects of this phenomenon as social, cognitive, technological and ethical. A.E. Voiskunsky in the article “Internet Research in Psychology” emphasizes that “Almost from its very appearance and design, the Internet has been the subject of interdisciplinary research, which combines the efforts of specialists in such fields of predominantly humanitarian knowledge as sociology, cultural studies, philosophy, “human-computer interaction” "(Human-Computer Interaction), linguistics, ethnography, psychology, pedagogy, political science, library science, and also (undoubtedly, primarily in terms of the volume of research) "communication science."

E.I. Goroshko, presenting in his article “Linguistics of the Internet: Formation of a Disciplinary Paradigm” a very detailed analysis of existing approaches in the study of Internet communications, emphasizes the need to use an “integrative type direction”, which should combine the approaches and methodology of various linguistic disciplines: sociolinguistics, psycholinguistics, text linguistics , while forming your own research tools. Through the analysis of the methodology of linguistic research on the Internet, author E.I. Goroshko convincingly shows that the environment in which language operates imposes its own

requirements for studying the object of research. This makes it necessary, along with traditional research tools, to use methods modified to the environment (automatic quantitative analysis of electronic text through a web environment), methods of analyzing visual information (studying ways of merging an avatar with a nickname, when the graphic side of the image is studied simultaneously with its verbal designation ) and new methodologies for data analysis: creation of web page parsing programs, special software for studying the graphic placement of text on the screen, studying text markup (layout); conduct experiments with text “moving across the screen”, and study speech communication in the Internet blogosphere using the theory of fractals and much more. To summarize, E.I. Goroshko makes a completely logical assumption that “such changes in methodology can lead to another direction in linguistics.”

In addition, the Internet as a space of intercultural communication requires close attention from the entire complex of human sciences, which stands at the center of this phenomenon, being both its creator and its user. Anthropocentrism is undoubtedly one of the most important directions in studying the specifics of Internet communication. “The Internet is not only and not so much interconnected computers and computer networks, but people who are interconnected and actively operating in this environment, along with the products of their activity - messages, web pages, catalogs and data archives, navigation routes, computer viruses, etc.” .

The complex and multi-layered structure of Internet communications determines a large set of features proposed in modern scientific literature to describe this phenomenon. Being a product of technological progress, many of them are related specifically to the description of the communication channel, namely, an electronic or digital signal transmission channel.

The most important qualitative characteristics of new virtual communication are most often called its globality and in-

Terrorism. The first of them is associated with the absence of any boundaries and the ability to establish contact with any network user, regardless of his geographic location. On the other hand, this characteristic makes it possible to highlight such characteristics as distance, i.e. separation in space and time and indirectness; communication is carried out using a technical means without direct contact between the communicants.

The second characteristic, interactivity, allows you to:

a) enter into direct dialogue with the audience, receive feedback from them in real time;

b) communication between representatives of this audience.

Interactivity emphasizes the conversational nature of communication, and

usually defined through the concept of hypertextuality, which completely changes or extremely modifies the generation and perception of text, transmitting information in different modes. For example, the possibility of hyperlinking allows the reader not only to follow the author's unfolding of the text, but also to carry out his own navigation, having a high degree of permeability. In addition, such dialogue on the Internet is characterized by the absence of intermediaries: the Internet allows direct access of the addressee to the addressee.

The specificity of the Internet communication environment is characterized by such a property as virtuality, which emphasizes that the conditions under which communication occurs are significantly different from the conditions of real communication. Such conditions include limited sensory experience, anonymity, physical lack of representation. These signs lead, to a certain extent, to equality of participants in terms of such characteristics as status, age, education, financial situation, physical and external data, nationality, etc. Which, in turn, contributes to the de-formalization of communication. “The style of online communication tends to change over time from more formal to less formal. This can be called reducing the psychological distance.<...>meeting “in real life” can speed up the reduction of psychological distance.” External markers of such dynamic

ki are: formal speech patterns, a large amount of reduced colloquial vocabulary, simplified syntax, etc.

There is one more technical detail that is characteristic of both the network itself as a whole and all the subsystems formed in it. By the nature of information exchange, they are all open. Based on this, we can highlight another feature of Internet communication - the openness of the system.

The technical capabilities of Internet communications include such features as multimedia, resource distribution, automated text generation, which expand the attributive capabilities of Internet communications and facilitate the process of obtaining information and processing it.

However, the technical side of Internet communication is only part of this complex social phenomenon. Defining categorical features is not possible without mentioning the main feature, namely, dichotomy. On the one hand, the Internet has a purely technical origin, and on the other, it can be stated that its content - the main content - forms the language as a sign system. This is the basis of the original duality of the Network. And from this point of view, Internet communication is characterized by a number of both general and specific features, these include, for example, polyphony, the ability to combine a huge number of different types of discourse and speech practices; oral-written nature of communication; creolization of computer texts; conveying emotions, facial expressions, feelings using “emoticons”; specific computer ethics; oral-written nature of communication; illocutionary and some others.

This list can be continued, since Internet communication is constantly developing and is now at the center of scientific interests; different approaches to the study of Internet content and its capabilities highlight more and more new properties and signs of this phenomenon. It must also be said that all these properties, one way or another, are potential. That is, they are potentially

but are inherent in Internet communications in general, but are not necessarily used in each individual object.

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