Globalization processes are increasingly invading the mass media space. On the one hand, as we have already noted, this helps to eliminate physical boundaries for the dissemination of information. Which, of course, is almost always a boon for any open society. But, on the other hand, more and more alarming voices are heard about the rapid reduction in this case of cultural diversity, which threatens the preservation of minority languages and speeds up the process of their extinction. According to experts' forecasts, by the end of the XXI century. can disappear to half of the 7 thousand languages that exist today (some researchers say even the disappearance of 90% of languages). These processes, of course, affect our country, too, since it is increasingly difficult to defend "language independence" to various ethnic groups in the conditions of the Internet expansion of the information wave in monolanguages.
In addition, the tendency of blurring of the culture of reading as an indispensable characteristic of the personality, which is characteristic of most Russians recently, also leads to the formation of fundamentally new attitudes towards the ways of searching and the nature of the perception of information necessary for a person. In addition, some researchers are convinced that the consequence of the technological development of modern society will be his "atomization", when each person, independently forming his information agenda, will be increasingly included in social management - as both the subject and the object of these processes.
In these conditions, we are convinced, the mass media should play an increasingly important role of the carrier of knowledge and the settings necessary for social development. It is another matter that the concept of universal commercialization was bizarrely reflected not only in the activities of traditional media (which in general is understandable in the conditions of market relations), but also in the formation and development of various Internet sources of information. Who and how can today somehow structure the environment favorable for preserving languages? Again, we will assume that the Global Network can become such in terms of preserving languages and cultural identity only if traditional media with relevant personnel, as well as experience and traditions of the formation of public content, are actively involved in this process.
Information chaos is very quickly bogged down by the mass media audience. And we can say that the problem of the reliability of information broadcasted by different channels is already being solved by many users very radically - by refusing any sources of receiving it. During the internship in Italy in November 2014, the author of this textbook had the opportunity to communicate with Professor Valerio Temperi from the University of Politecnica delle Marche and the leading journalist of the Fideas Giuliani Bartolomei, who, like and I am convinced that the inertness of the system of journalistic education and the stability of the previous models of the professional culture of journalists in this situation exacerbate the emergence of a real threat to the future profession no less than the conservatism of these or other leaders and owners of the media.
It is a great misconception to think that the Global Network is anonymous, and that broadcasting via its content is unsystematic. As the saying goes, "a holy place is never empty". Various applications, social networks and forums pretend to take hold of the attention of the audience, and this is done thanks to the phenomenon of their interactivity. After all, these services allow users to interact only with each other, but also with the content broadcast by various subjects of information activities. However, professional journalists have the main advantage to date - the art (skill, talent) to create a unique, that is, unique. bright in form and exclusive in content content. According to experts, more than 90% of the information provided on the Internet has a secondary status. Therefore, if the journalistic texts are not monologic, but accompanied by interactive services that also allow you to create content in real time and share it with partners in social networks, such resources will become extra-competitive. And this is important primarily for the implementation of journalism of its functions as a social institution.
Content will lose the status of the main dominant of digital marketing, and its applications will be occupied only by social and social resources if the system of journalistic education is still only socially (and much less psychologically) oriented. Let us explain this point. First, the researchers, even from among the faculty of journalism, prophesying the decline of the era of traditional media, forget that the transfer of their content to the Internet sites does not change the status of the collectives that form this content. Secondly, & quot; piece & quot; consumption of the extremely diverse forms of information products implies a more complete and more systematic, than before, study of the psychological components of the personality, perceiving, but not always effectively, internalizing (assimilating) information. Thirdly, it is still necessary to enter into discussions about whether journalistic activity is creative. Creativity as a product of a new, never before been, is the pinnacle of the information culture of modern society, which, after all, is called the "informational". Is this not obvious? Although if you look at how many hours of lectures and practical classes are allocated even in the latest standards for the development of psychological disciplines, it becomes clear that the purely social/group oriented orientation of journalism education continues to prevail.
In the conditions of permanent development of information technologies, the creative environment, creative components of the individual, individual technologies, skills and skills of owning new technical devices and software are the most important characteristics of any professional journalist of the new formation. Indeed, all this, as evidenced by the latest research of the mass communication sphere, "contributes both to its successful socialization and effective mass communication activities of the subject, since the professional culture of a journalist presupposes analysis and such an indispensable component as effectiveness. In this connection, the systematization of the latest media practices, the search for ways to expand the horizons of the "big" Culture through its private components, overcoming the emerging contradictions are for the researchers, the media leaders, the practical journalists, simply a matter of relevance, but also promising in terms of the development of the information society as a whole & quot;
Therefore, the increasing inclusiveness of a person in a variety of information flows, his permanently evolving "electronic status" form both new opportunities and risks: ontological, value and ethical aspects. And also lead, on the one hand, to the formation of a new type of freedom, the expansion of information and other needs, and on the other - fraught with a variety of dependencies. The study of all this complex of problems and forms new directions in the psychology of journalism as the most topical scientific and practical discipline of the 21st century.
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