The problem of relation between humanistic and technological schools in the theory of social-political communication

Abstract

In this article is proposed an original classification of schools in the theory of social and political communication. From the point of view of the author, it is possible to distinguish two, in their essence, opposite schools: humanistic and technological. The first is based on the humanitarian sciences and philosophy, the second - on technological, exact sciences, mathematics and cybernetics.
It is defined, that it is the subject-subject dialogue that is the basis of the humanistic school of communication, and its main integral principles are also: the person as the subject of communication, communication is carried out at the level of the individual consciousness of the individual, and the content of communication form the perceived by a person and transmitted meanings.
It is analytically proved that the application of the principles of technological, exact sciences in the study of social and political communication: for example, the theory of information and cybernetics in the system approach - defines in communication a consistent rejection from all of these principles and implements a linearly, monodirectional model of communication. Thus, the advantages of exactly the humanistic direction social and political communication are substantiated, both from the point of view of normative principles and the opening research prospects of the direction.
It is substantiated, that the basis of this school is the hermeneutic-phenomenological methodology, in synthesis with the critical theory of J. Habermas, it is really protecting the emancipatory and humanistic principles of communication and the life of society as a whole.