CHARACTERISTICS OF GLOBALIZATION OF MASS COMMUNICATIONS IN POST-INDUSTRIAL WORLD

Abstract

Abstract. One of the main aspects of the post-industrial society is the existence of global
processes that occur at all levels and in all spheres of society. An important factor in the transition phenomena from a local and international scale to global, is the intensification of mass
communication, which assigns a single heterogeneous society «denominator» as globalization,
which is able to produce distribution, total unification and integration of one whole.
This paper discusses the specific features coverage of globalization as a cultural phenomenon
caused through the prism of theories of communication. Globalization in the light of theories
of communication considered imperialist and pluralistic positions. An approach to the
analysis of the cultural aspects of globalization as homogenized or heterogenized environment
is proposed.
Key words: globalization, mass communication, the Frankfurt school, homogenization of
culture, heterogenization, cultural imperialism, pluralism, mercantilism, the culture of consumption.