THE DIALECTICAL INFLUENCE OF MASS MEDIA AND SOCIAL COMMUNICATION PROCESSES ON INNOVATIVE THINKING

Abstract

The concept of “mass media” is derived from the French word “moyens dinformation de masse”, which has been in scientific use since the 1960s. Its main feature is the open delivery of information to the public through technical means (newspapers, magazines, radio, television, telephone). Some experts suggest that it is a tradition to direct information from top to bottom, so it is better to use the category of "mass media" instead (see M. wikipedia org). Sometimes the term "mass media" is used among them. In the Uzbek language, especially in journalism, these categories are not discussed, they are collectively referred to as “mass media”. In our opinion, it is possible to include one or another category in terms of expressing different opinions, conducting etymological analysis, especially in terms of being operative, objectivity and emotional perception of information. For example, we sometimes use the terms "media information", "media center", "media analysis" instead. The most important thing is that the media perform their functions (media functions). The scientific literature reiterates the existence of different typological features of the media and divides them into transnational, national, regional and local views. Indeed, media centers are located according to the signs of distribution in this social geography, cyberspace, each media center operates in a specific geographical area, space, address. However, they can also use transnational information due to their freedom of information dissemination. In this case, even the district newspaper or regional television seeks to create and use a global database[1].