Hibridinė komunikacija politikoje : monografija

Abstract

Kintant sąlygoms, keičiantis socialinei ir technologinei terpei įvyksta komunikacinio prisitaikymo ir keitimosi procedūra, kuomet įprasti veiksmai praranda efektyvumą ir ima įgyti naujas funkcijas, tinkamas kitoje situacijoje, siekiant kitokių rezultatų. Tokios hibridinės esaties būsenos, būdingos viskam: kultūrai, įvairių tipų santykiams, pasaulėžiūrinėms pozicijoms ir t. t. Knygoje aptariami nauji komunikacinių santykių reiškiniai bei galimos jų raidos tendencijos

It is always difficult to explain modern-day transformations that occur in practically all fields of our lives, and which are evidently seldom clearly comprehensible. Therefore, they are incorrectly identified and described in old terms, judged using null heuristic construction research tools from the previous era. The character of the change could be described as a stream of global social change, when deep alterations are not yet identified or comprehended, but old social structures are incapable of being adequate for the changing reality. A need to analyse the new political communication phenomena arises. This is linked with the vicissitude of the informational- communicational instrumentation in a medium of changing old and new political subjects. New, truly hybrid political subjects, having various purposes, functions and goals, and having political and non-political structural links, become new, qualitatively different political structures. Hybridity in politics and communication presents itself as an expression of new abilities after a shift in the object’s institutional or organizational setup. However, it is not an artificial amalgam of new abilities, but a qualitatively explicit expression of different abilities with a logic of its conception and existence, specific abilities and autonomy. The term “hybrid”, in its primary meaning, is the formation or self-formation of a biological organism through crossbreeding of genetically different parental forms. In political communication, hybridity means “cross-breeding” of various communicational codes and forms, which easily shift from one discursive level to the other, and in such way form new communicational and political links, and consecutively, new political communication subjects with new, nontypical communicational abilities and forms, often identified not with communication but with politics, and vice-versa.[...]