Moskva, Moscow, Russian Federation
The essence of image communication is a transfer of meanings possessing an intangible nature by creating a variety of contexts: direct and indirect, verbal and nonverbal. Image context can be constructed on the basis of archetypal material and the stereotypes of mass perception. Verbal associative contexts include a variety of levels and often needs further disclosure/ clarification. Emotional contexts are intended to enable the communicant (the audience) in the role-playing situation and/or perform the role of a double (incongruent) messages.
image communication, context, archetypically material, a stereotype.
В постиндустриальном обществе все более доминируют концепции, усматривающие в основе динамики развития социальной системы коммуникацию. В современном социально-коммуникативном пространстве ключевыми объектами построения становятся такие нематериальные единицы, как репутация, бренд, имидж.
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