MEDIA AND SOCIETY INTERACTION: BASIC MODELS AND CONCEPTS
The article analyzes the basic aspects of interaction between the media and core audience. The author characterizes media-based and people-centred approaches that define the place and role of mass media in the social system. The author describes the basic concepts of the XX century, which reflect the issues of relations between media and their audiences: concepts unlimited and indirect impact of mass media on audiences and the concept of the mutual influence of media and audience. The article presents the views of famous sociologists, and researchers of mass communication: D. McQuail, W. Lippmann, C. E. Shannon, W. Weaver, G. Lasswell, K. Hovland, J. Clapper, E. Noelle-Neumann, etc. Within the limits of the approach to media audiences as active element in the process of mass communication the author considers models such as «development of agenda points», «spiral of silence», «relationship between the effects of mass communication».