The Foundations of Communication Theory

Abstract: The article describes the author's theory of communication as a social phenomenon on the example of four case studies – Native American mythology, modern terrorism, donor revival program and modern fashion. According to the author, communication does not only transmit information but also encourages and organizes some practical actions of the party receiving the information, in response to it.

Keywords: Communication, social activities, Native American mythology, modern terrorism, donor program, modern fashion.

[1] URL.: http://stanislavnaumov.ru/ch2/p3
[2] Luhmann N. The World Society as a Social System. URL.: http://mirslovarei.com/content_fil/N-LUMAN-OBSHHESTVO-KAK-KOMMUNIKATIVNAJA-SISTEMA-12529.html
[3] Luhmann N. Sozial Systeme: Grundriss einer allgemeinen Theorie. Franfurt a. M.: Suhrkamp, 1984. S. 43.
[4] URL.: http://becmology.ru/blog/phylosophy/constructivism02.htm
[5] Rozin V.M. From Pan-methodology to a Methodology with Limited Liability // Methodology of Science: Issues and History. Moscow: Institute of Philosophy of the RAS, 2003; Rozin V.M. Methodology: Formation and Current State. Moscow: Moscow Phycology and Pedagogics University, 2005.
[6] Tylor E. Primitive Culture. Moscow: Politizdat, 1939. P. 228.
[7] As A.F. Losev proves, Plato makes extensive use of the concept of "scheme", and I found out that in "Timaeus" he also discusses what it is. But such concept did not exist before the Ancient times. For example, archaic people when they said that "the jaguar ate the Sun" understood it not as something that exists separately from the phenomenon (i.e. as a scheme), but as the phenomenon itself (there is a common jaguar on the Earth and a giant jaguar in the sky). In this sense, the expression is a scheme for us, but not for archaic man.
[8] V.S. Bibler, describing personality says that it is characterized with self-determination and negotiation of social and cultural dependence. In this regard let us remember Socrates. He is trying to determine his own destiny and goes against the opinion of Athenian society.
[9] For example, fundamental schemes of “soul” and “arche” underlay the first (archaic) culture, and the scheme of eclipse was local. The scheme of “soul” allowed, first, to solve the basic anthropological issues of the time (understanding and institutionalization of death, disease, dreams, primitive art), and, second, together with the scheme of “arche”, to answer, as they say it today, the major social issues of the time (explanation and constitution of connections which bind people in families and tribes, initiation rituals, social norms, the most ancient practice of training, etc.) For more details see: Rozin V.M. Introduction to Schemeology. Schemes in Philosophy, Culture, Science, and Engineering. Moscow: Librocom, 2011. P. 177-191. The author came to the same conclusions analyzing Ancient culture. No less important was the role of schemes in the formation of modern culture, religion, and even esotery. (see, e.g., Rozin V.M. Demarcation between science and religion. Analysis of Emanuel Swedenborg’s Doctrine and Creative Work. Moscow: LKI Press, 2007).
[10] It should be noticed that a significant part of what is happening in Ukraine today is caused by information war on both sides.
[11] Naumov S.A. Public Communications as a Phenomenon of Non-Traditional Management // Philosophy of Management: Challenges and Strategies / Russian Academy of Sciences, Institute of Philosophy; Ed. V.M. Rosin. Moscow: Institute of Philosophy of the RAS, 2010. P. 241-253.
[12] Ibidem.
[13] The project was supervised personally by the Minister of Health and Social Development of the Russian Federation Tatyana Golikova (Minister from 2007 to 2012). Another important partner is the Federal Medical and Biological Agency headed by Vladimir Uyba. Technical implementation of the project was provided by departments of the Ministry of Health of the Russian Federation. Major externe  subject matter experts, heads of country’s leading hematological institutions, public organizations’ representatives.  A significant role in the formation and implementation of the program was carried out by two methodologists (Y.Gryaznova and S.Malyavina – Assistant Minister at the time) and a team of communication specialists (as part of the Priority Communication Projects Department of the Ministry).
[14] Rozin V.M., Malyavina S.A., Gryaznova Y.B. Social Project as a Tool of Social Processes Management (as exemplified in “Donor” project) // Philosophy of Management: Challenges and Strategies / Russian Academy of Sciences, Institute of Philosophy; Ed. V.M. Rosin. Moscow: Institute of Philosophy of the RAS, 2010. P. 169-195.
[15] Ibidem.
[16] Hoffman A.B. Fashion // Cultural Studies. The XX-th century. Thesaurus. St. Petersburg: University Book, 1997. P. 290.
[17] Peninou J. View of the Subject and the Word // Modern Architecture. 1965. N5. P. 55-56.
[18] Hoffman A.B. Ibidem. P. 289.
[19] Ibidem. P. 290.