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-(, .45+) ..............................................................8.

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9. ..................................................................9.

10. ........................................................................................11.

.Lasswell ( .39+)......................................................................11.

.Shannon &Weaver ( .42+).......................................................11.

. Osgood Schramm.(, .45,46)..12.

. Dance. ( M, . 47-48). ......................12.

11. ....................................................................................12.

) Katz Lazarsfeld -
(, . 94-98).......................................................................13.

) ( ,. 142+).................................................14.

12. /..................................................14.

) Walter Lippmann..........................................................15.

) ...........................................................16.

13. .........................................................................17.

1
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- ( Althusser, Marcuse)..........................21.

15. ( , . 135 )...............23.

16. ........................................................................23.

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12. /
14
 Walter Lippmann (1889-1974) William
James (1842-1910) , Karl Marx (1818-1883) Sigmund Freud (1856-
1939).

William James ,
, ,
,
. ,
.

Karl Marx
. , Marx
, ( alienation) ,
,
.
.

Sigmund Freud ,
.
: ( conscious), -
(pre-conscious) (unconscious).
, -
,
.
Freud , ,
. , ,
.
,


.

) Walter Lippmann.

Lippmann ,
New Republic , , ,
(Public Opinion) 1922, ,
.
Walter Lippmann Liberty and the News Transaction Publishers, London 1995.

.
, ,
()
/,
( )
.
/. Lippmann
( gate-keeping)
(agenda setting).

O Lippmann
,


15
 .
, - .
,
.
( Phantom Public )
,
.

, Today
and Tomorrow 1931 New York Herald Tribune,
.

) .

O Harold Lasswell (1902-1978) , Edward Bernays (1891-1995), Jacques

Ellul (1912-1994).

-O Harold Lasswell
.
, ,
.
( content analysis) ,

, .
( Contents of Communication-
1946),
,

, .

( )
.
Lasswell
. Propaganda Technique in the World
War.
www.gobokee.org/propaganda-technique-in-the-
world-war-lasswell/.

Lasswell
: , . ( Politics is who gets
what, when ,and how).

- Edward Bernays
Freud . ,
. Bernays
,
.
(1928) Freud

.

.
16
,

. Bernays ,

, . The Engineering of Consent

. Lippmann ,
, .

(Public Relations-1952).

- Jacques Ellul
. Ellul
,
. :
( Propaganda : The Formation of Mens Attitudes-1965)


, ()
. , Ellul

,
. ,
,
,
.

O Lippmann, Lasswell, Bernays, Ellul

. Lippmann
. ( Iyengar, McCombs &
Shaw- )
,
, .

:
(direct effects)
(limited effects). Ellul , , ,
.
Lippmann
, .

13. (Uses and gratifications).

, ;

,
( ).

( )
.
( )
,
17
 .
,
.
,
,
, ,

.

,
.

,

/
.

,

,
.
( functional) .
,
.

, ( Hypodermic Needle
model)
.
20 40. ,
( )
,
50 70, .

Elihu Katz .
Paul Lazarsfeld Columbia,
. Gurevitch
Haas, .
Katz, E & Blumler,J & Gurevitch,M : Utilization of mass communication by the
individual Blumler,J.G, & Katz,E, (Eds.) The Uses of Mass Communications : Current
Perspectives on Gratifications Research Beverly Hills & London, Sage Publications, 1974.

.
,
. ,
, ,
,

.

. ,

18
 ,
.,
( , .. ),

.
,
.

14. - .

(
superstructure) . ,
, , .
, .
,
,
.

,
.
( )
,
.

,
Hegel, :
, , ,
, ,
.

. Peter Golding Graham
Murdock :
1) Peter Golding & Graham Murdock The Political Economy of the Media,Edward
Elgar Publishers, 1997, 2) Peter Golding & Graham Murdock For a Political Economy of
Mass Communication
socialistregister.com/index.php/srv/article/view/5355#.Ui7oE3_n2s. Nicholas
Garnham Capitalism and Communication-Global Culture and the Economics of
Infromation, Sage Publications London 1992, Contribution to a Political
Economy of Mass Communication, .20-55, .

Noam Chomsky Edward Herman

,
,
( Manufacturing Consent). ,
,
( conglomerates) ,
( ) .

( ; )

1.
19
2.

3. ( )
.

4. /.

,
.
, ( )
, . ,
:
;
Chomsky / Herman Milan Rai Chomskys
Politics 1995, P.Schlesinger From Production to Propaganda Media, Culture
& Society, Reviews Herman/Chomsky and others, 1989.
Chomsky , .
Chomsky ,
- (Necessary
Illusions-Thought Control in Democratic Societies) .
,
, . ,

.

, ,
, , Antonio Gramsci.
(1891-1937). (Prison Notebooks)

, , ( consent) ,
.
.
.

,

.
(common sense) ,
. ,
, .

Stuart Hall
(reception). (dominant discourse )
( --
There Is No Alternative, ),
. , Gramsci,
-
-
( ).
, .

Hall ,
- .
( limited
effects) , .
20
 Marxism Today ( 1987-1991)
.
Hall, Stuart Brave new World, Marxism Today, October 1988,
.

Hall ( New Right )

80,
.
,
, ,
( rational choice theory)
( ,
.) .
-,
(oppositonal readings) .
Stuart all Encoding and decoding the TV Message S.Hall et al.
Culture, Media, Language, 1980.

- ,
,
, ..
.
,
. - tabula
rasa- o
. Hall
/ :

- / (dominant/hegemonic reading)

- / (negotiated/partial reading)

- , ( oppositional rading,
challenging the hegemonic frame).

- ( Althusser, Marcuse, Birmingham).

,
( , ), (
,
). Althusser (
) ,
/ ( .
).
, . 1964-1975, , 1994.

Gramsci ,
,
,
. 20 Gramsci
, ,
,
() - -
.
21
 ,
. ( .124,
).

Marcuse ,
,
, ,
.
,
.
( Chomsky)
,
.

Birmingham ( . 125-6 ).
.
, .
, , .

.

, 70,

.
60 Richard Hoggart , Stuart
Hall.
( critical cultural studies) ,
.

- .
,

- .

,
.



.

Hall -
( encoding-decoding media discourse),
,
, ,
.

Hall

1)

2) , .

22
3)



. ,
, .

15. ( , . 135 )

- (, ,
, ).
, ,
-
)

- ( )

- .(

).

16. .

( Institute for Social Research)

1923,
1933.
1949. Marcuse,
.

Marcuse ( 1964) (One

Dimensional Man) ,

.

60. Marcuse
,
, .
, .
Marcuse,Herbert An Essay on Liberation, Penguin Books, 1972.

Jrgen Habermas'

( The Structural Transformation of the Public Sphere).

,

.
,
23
, .
,
.

- ,

.
. , Adorno Horkheimer


.
1) , .. - ,
2006, 2) , -
, 1977.

, Adorno
.
,

.
, .

Adorno
.
.
, ,
.
.

Adorno
- ,
. ,
( ) ,
. ,
,
.
- , ,
.

,

( culture industry ) :
. ,
- .

Adorno ( Horkheimer)
( Dialectic of the Enlightenment)
1947.
& . :
., 1996.

24

.
,
.
.

,
.
, . ,
, .

-. .
.
.

. ..
The Clash , .
, ,
.
,
.

, .
,
,
,
.

Walter Benjamin
( The Work of Art
in the Age of Mechanical Reproduction .
, Benjamin ,
, .
Benjamin, Walter , 1978, 2)
Benjamin, Walter , 2) , 2)
, , 1983, 3)Illuminations, Fontana Press,
London 1992, 4) Benjamin, Walter , 2004.

1) :
.69-121, 2)
, .139-157,
, , , /
, 1984.

- .

-
.
,
.

-
Adorno
Horkheimer.
.

25
-.

, ,
.
Adorno ,
Marcuse .

, Adorno Horkheimer

( )
, ,
.
( )

.

,
,
.
, ,
( )
.
,
. ,
,
.

Adorno Benjamin
, (
)
, ( )
. Benjamin ,

- - , ,
Adorno
( ).
Adorno.

, ,
Adorno ( )
.
.
,
' Adorno .

Adorno Lazarsfeld
Princeton ( Princeton Radio Research Project) ,
, .
. ,
.
, ,
( ) .
( ) ,

26
 Henry
Ford . .

,
CBS Princeton Radio Research Project.

, .
,
, , .. Orson
Welles , (
). Horkheimer Adorno ,
,
.

1954 Adorno
(How to Look at Television) , George Gerbner
.
.

, Marcuse
,
, Adorno ,

.
,

.
Marcuse, Herbert One-dimensional Man Routledge, London 2007.

( repressive affluence)
.


.

Marcuse
.
,
,
, Adorno .
.
-
( One-dimensional man : Studies in the ideology of
advanced industrial society)

,
-
.

- .

Fredric Jameson Adorno

,
27
 60 70
40. ,

( high culture)
(popular culture).

,
( commodity exchange).

,

, , .
,
, .
,
.

,
,
. ,
,
,
.
,
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17. .

- ( . 120)

- .

- .

- , .

,

,
.
(critical cultural theory),
.

,
.

-
.
,
.

28
 (commodification) ,
.

- ( . 121)

- .

- ( , .130-131)


. ,
,
. ,

,
.

( , ...)
. ( )
... ,
, ,
.. Nietzche
( ) .

Jose
Ortega y Gasset , ( The Revolt of the
Masses-1930).

Richard
Hoggart ( The Uses
of Literacy-1957) ( The Way we Live Now-1995 )
Raymond Williams.
Williams 1)Williams,R. Culture and Materialism, Verso
London 2005, 2) Williams,R. Marxism and Literature, Oxford University Press, New York
1977,3) Williams,R. Television :Technology and cultural form ,Routledge London 1975,
Williams, R. Advertising :the Magic System .170-195,
Williams, R. Culture and Materialism Verso, London 2005.

Hoggart ( folk art) ,

.
,
,
.

29
 BBC Reith,

.

18. .

Saussure, Lvi-Strauss, Lacan, Barthes.

, Barthes
( Writing Degree Zero), Sartre
: (What is literature). ,
Barthes ,
, . Barthes

.

, ,
, Saussure (
) , . ,
- .
langue parole. , langue ,
,
parole
. ,
/
, .

langue
,
. , ( speech, parole )
/ .

(language, langue )
. ,

.
,
, .
, ,
.

.
, .. Barthes,
, 1967.
Barthes,R. Mythologies, Jonathan Cape, London 1972.

(semiotics)

Barthes ( Les Lettres

Nouvelles, 1953 1956)
(Mythologies , 1957)

.
30
 , ,
, . Barthes

, (
) .
.
.
Barthes
,
.

,
( )
,
.
,
,
,
, / .

,
.

Barthes,
.
.

.
, Barthes
, , (
)
.
- ( )
,
.

,
,
. Barthes
,
, . (
signification) , .,
, .

Saussure, Barthes
(denotation)
( connotation).

. ,
, ,
, .

31
 .
( ) ,
,
. .
.

(
)
. Barthes ,
( language) , - ,
(metalanguage).

Barthes ,
( , , , ,
, ...) ,

. .
, Panzani
, : ,
, (
). ( anchorage)
,
(relay) ,
.
, ,
.
Barthes, R. Rhetoric of the Image Image, Music, Text Noonday Press, New
York 1977 , .32-51.

Barthes
, . Barthes

( connotations).

, ,
( signifier)
(signified)- . ,
,
.
.
status quo.

( The Fashion System, Systme de la

mode , Editions du Seuil, 1967) o Barthes
.
. ,
/
,
,
,
.

32
19. , .

( . 114)

- ,
.

-
.

- .

( . 115+)

Rogers , .

- , .

- , .

, ,
.

( . 116)-
,

20.
21 ,
20 .
( information age ) ,
( .. ).
, .
( ) . ,
,

33
 : ,
, , , ,
.

, .

, Manuel Castells.

,
.

, The Network Society , The Power of Identity

End of Millennium :
, ,
, .

(The Network Society)

- , (The Power of
Identity )
, () (End
of Millennium)
.

) .

.
,
,
, .
. ,
,
,
.

Castells

.
, ,
.
, Castells
: (timeless time)
(space of flows) .

, ,
,
().
( ) ,

.
.

34
 , ( hyperlink)
,
.

, ,
,
.

) ( paradigm) -.

Castells , -
,
-informationalism. informationalism


, software .
, ,
, . ,

.

(,
...) . ,
, ,
.

( value chain)
,
, (
operators) ( integrators).

,
.

, , /,

.
,
.

) .

, ,
,
.
, ,
, .

.

, ( linkages)
-
.
35
 ,
( nodes).

, linkages/links -
agents .
.

,
. .

,
.

19 , .
19 , ,
, ,
.

, ( )
. 19
( ) ,
. ,
,
,
.

21. .

1. .

,
( ) -
,
.

. :

,
( proles, ) . .. []
,
. [ ]
,
. Eagleton, Terry ,
2003,.61.

,
,
, . ,
- ,
.

Castells (*)

36
,
, .
,
,
( )
. ( general intellect).
(*) Castells, M. Informationalism, Networks and the Network Society : a Theoretical
Blueprint-The Network Society : A cross-cultural perspective, Northampton MA 2004,
.40.

, Castells
.
,
:

.
,
,
(, , ,
).

2. .

Castells
; ( exclusionary)
.
; ( still-capitalism) ,
,
,
, ,
,
.

, , (
) () , -
.
, .

,
;

. ,
.
, .

.
.

. Alvin Toffler
Nicolas Negroponte
, . Castells

. ( digital divide) ,
.
37
 . Castells , ,
, .

. ,
. , ,
,
.

3. -.

- .

Castells
.
.
Castells . ,
(
)
,
- ,
,
.

( grand theory :
)
-. ,
.
.

.

, ,
.
,
, .

Paul
Virilio, Gianni Vattimo Jean Baudrillard. Virilio,
, ,
.
,
.

,
.
( )
.

,
-.

38
 ,
.
, (*).
(*) Virilio,P. Linertie polaire, Christian Bourgois, Paris 1990.

.
.
(Baudrillard).
,
.

Gianni Vattimo,
,
. , , ,
.
, , .
, ,
.
(;) .

,

, ,
(*).
(*) Vattimo, G. The Transparent Society, Cambridge Polity Press, 1992.

O Baudrillard Vattimo.


-
( )
. ;
(*).

(*) Baudrillard,J. The Transparency of Evil Verso, London 1993.

22. ( , . 140-142 )

.
,

.
,
,

. ,
.
.

.

39
 ;
, .

,
.
,

.
.

.
,
,
,
, , , .

23. , ( , . 141-142)

, .
,
.
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, .
,
.
,
,
.

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.

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40
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, ,
.
,
.

24. (, . 143+).

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, ,
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.
Morley /
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, .
.
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.
, , .
,
.
. .

.

, .
,
, , ..
.
,
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.
.
Doherty
1968 ,
,
.
, ,
.

41

, .
,
,
, , , ,
. Lyotard ( ) .

, , ,
, , .
Jameson ,
. (simulacra)

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.

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. ,
.

25. (, .
534+ )

/
. ,
. - ,
, .
,
,
.

,
, ,

, .

Chomsky Hermann, .

,
,
,
,
.
W.Lipmann ,


.

26. - (produser) -
(prosumer).

P2P Foundation ( http://p2pfoundation.net/Produser_Commodity )

Christian Fuchs
http://fuchs.icts.sbg.ac.at/ICTS_EJC.pdf.
42
 - (prosumer) /
- (produser)
, /
( commodification) .

1) - ( producer) (user)
prod+user = produser , -,
-.

2) - (producer) - ( consumer)
pro+sumer=prosumer , -
, .

- ( audience commodity)

( content producers) .
(user-generated content) ,
,
.


--
-.

status -
, -
--
--. --
--
,
.

( online)
Google, News Corp (
My Space), Yahoo ( Flickr) .
.
,
.
,

.

,
, ,
pay-per-view, - (televoting), talkshows, call-in TV
radio shows. ,
,
.

--
Benjamin, Brecht
Enzensberger
.
,
43

.

Deleuze ( Society of Control )
,

,
.

, ,
, --
() ,
.



http://fuchs.icts.sbg.ac.at/ICTS_EJC.pdf.

27. -

http://p2pfoundation.net/Audience_Commodity

To Internet 2.0
(information commodities)
(information gifts)

Dallas Smythe -
(audience commodity) .
.
/ ( audience power) ,
, ,

(Smythe,
2006, .233,238).

, '
,
. ,


( Smythe, 2006, .243 .).

,
( accumulation strategies)
.
, You Tube,
Flickr,
( online)

44
 My Space Facebook ,
- .

-
.
,

, .


--
-.

, You Tube,
My Space, Facebook, LinkedIn ...
- -
( ).

-
- ( pro-sumers),
(user-
generated content), ,
. ,
( many-to-many
communication).

- -.

:
Christian Fuchs A Contribution to the Critique of the Political Economy of the Internet

Smythe, Dallas W. (2006) On the Audience Commodity and its Work . 230-256,
M.G.Durham & D.M.Kellner ( Eds.) Media and Cultural Studies-Keyworks Blackwell
,Oxford 2001.

http://p2pfoundation.net/Contribution_to_the_Critique_of_the_Politic...

( informational networks).

,
:

-
.
.

- / . ,
( .
) .

., ( negation)
.

45

.

.

, ,
, ,
, - -
, ,
.

,

.

,
.

:
,

.

:
, (
informational commodity economy).

.
.
( ) , .
.

'
. ,

.

( knowledge
commodities).
[].

, ( )
'
. ,
, .

,
,
. ,
, .

- ( gift commodity Internet economy) :

.
46

, ( use value)
(exchange value),
, -
(decommodified) - ( non-
commodified). (file-
sharing platforms), Wikipedia, Linux Indymedia.

,
' ( Google,
Yahoo, My Space, You Tube, Netscape) ,
,
.

,
, ( -
online eBay Amazon Marketplace).
,
' ,
.

World Wide Web,

.
()

.

Internet 2.0 , Web 2.0,
(
) .

Web 2.0
My Space Facebook, online-

,
, (guest books), ,
.

, My Space
,
, , , ,
blog. (
(post)
), ,
, ( chat rooms),
.
(commodity form), .

Commercial Web 2.0 '
,
,
. '

47
, ,
.

-
,
.
:
.
,
Google My Space
.

48