ЭТНОГЕНЕЗИС СИСТЕМ СРЕДСТВ МАССОВОЙ КОММУНИКАЦИИ (ССМК): ОТ ПРОТОРЕКЛАМЫ - ДО ПОЛИТИЧЕСКОГО БРЕНДИНГА

ETHNOGENEZIS SYSTEMS OF MEANS OF MASS COMMUNICATION (SMMC): FROM PROTOADVERTISING TO POLITICAL BRANDING

Ethnogenesis of systems of mass communication (SMMC) covers the structural changes of a revolutionary character in the generated text, and significant qualitative changes in the target audiences. In SMMC protoreklama-I, which is a form of communication antropotext, was originally placed on the body of an individual for the purpose of the pragmatic positioning of the individual in the community of equals. When the primitive community disintegrated, the functions of the spokesmen of public opinion were delegated to a group of ancestral information holders. In SMMC-II chiefs, shamans successfully coped with the task, filling a new form with image content: in a changing society myths, images and stereotypes strengthened the position of nobles, separating them farther from their target audiences. The first proper Slavic techniques of advertising and political image-creating originated when a cultural and semiotic field was formed. The clearest manifestation of state symbols in a particular form were state seal and crown, crown and cross, scepter and orb. The prince's and later king's signs, which flat led inventory and brands, acted as trusted marked goods in pre-market economy. The change of formations, accompanied by the change in the systems of SMSled to the changes in protoadvertising, and later in advertising media proper. The final separation of the sender from the recipient happened in SMMC HI after the invention of the printing press, when the recipient of the information could not give a direct response to the published. SMMC-1V is characterized by the formation of the era of television which finally consolidated the barriers between the addresser and the addressee. Modern political branding and political image-creating form opinions, estimates and judgments to have a one-sided influence on attitudes and behavior of target audiences in the era when radio, television and Internet ratings has become the measure of true success.