DEVELOPMENT OF MASS SELF-COMMUNICATION WITHIN THE FRAMEWORK OF THE WEB-TECHNOLOGICAL APPROACH

Abstract

The relevance of studying the processes of mass self-communication can be explained by its growing importance, as it influences all spheres of the society’s life. The Spanish sociologist Manuel Castells developed the concept of “mass communication”, according to which everyone can create and broadcast information for the broad public. The development of mass self-communication was stimulated by the Internet, mobile phone, Web 2.0 and Web 3.0 technologies. In the first quarter of 2018, the percentage of the Internet users in Russia was 80%. For 52% of people, a mobile phone is the most popular device for communication. At the same time, computer social networks are extremely significant for users aged 18-24 and 25-34. The article deals with the process of mass self-communication development in the context of the Web-technology approach. The author views the Web not only as the aggregate of technical characteristics but as technical possibilities in the field of people communication and their self-presentation. The paper analyzes the principles of Web 2.0 and Web 3.0: their features and differences. Further, the author disclosed the role of these principles in the development of mass self-communication. The author comes to the conclusion that these technologies have directly impacted the processes of self-communication and on the mechanisms of emergence and development of Internet communities.