7. Media theory and modern political communication researches

The essence of the "media theory" is well described by one of the most famous American theorists of communication Paul Heyer (1988) : "In brief, Media Theory is "based on the belief that the transformation of basis information into knowledge - is a structured process. The effect of the means of materialization of information influenced greatly. In other words, the storage and transmission of information are not neutral. The way to organize and transfer our knowledge of the world's most powerful influence on the nature of the world and the way we perceive the world" (Heyer, 1988; p.6).

Current refraction of "media theory" is presented by Ronald J. Deibert (1997). According to R. Deybertu, "media-theory" cannot be treated in line with technological determinism, "the various modes of communication have a certain logic or nature, but not in the sense of technological determinism, but in the sense that they make use of certain methods of communication easier or harder. Since communication is a vital part of human existence so any changes in the modes of communication have significant implications on the distribution of power within society, to change individual and social consciousness, as well as to review the social values" (Deibert, 1997; p. 6).

Thus, the Internet and new information technologies have a significant impact on policy. However, this effect is not strictly deterministic. They contribute to the strengthening of the political influence of certain social groups. According to Deibert, namely global computer networks - and especially the Internet - have seriously changed by the opportunities of transnational social movements. They allowed forming a global civil society, such movements as "anti-globalization" or "Greenpeace" (Deibert, 1997; p. 7).

There is no doubt that a great contribution to the development of the information society was made by American futurologists John Nesbitt and Patricia Eburdin (1990). Among described by Nesbitt and Eburdin "Megatrends” let us study only those aspects that are directly related to the Internet as a channel of political communication. Nesbitt and Eburdin show convincingly that in the post- industrial society new information technologies have played a leading role in economic development and enable the "process of creating a single global economy" (Naisbitt, Aburdene, 1990; p. 22). The process of economic globalization, coupled with the process of rapid growth of new information technologies, becomes the most important trend in post-industrial society.

Moreover, the global economy requires national public authorities to carry on the liberal economic policies to concern about the welfare of the citizens, taking into account the different interests and, ultimately, to create a democratic regime. According to Nesbitt and Eburdin, "at a time when the computer has expanded the power of individual, citizens can monitor more effectively the actions of their government than the government can monitor the actions of the citizens” (Naisbitt, Aburdene, 1990; p. 347). This is followed by even more emphatic statement: "Computers, satellite telephone, fax machines give power to a man, rather than inhibit it, as they were afraid of it before" (Naisbitt, Aburdene, 1990; p. 348). In order to support these conclusions, Nesbitt and Eburdin provide examples of the fall of the Shah's regime in Iraq, or the victory of "Solidarity" in Poland, which occurred after the “distribution of underground cassettes in support of these banned movements” (Naisbitt, Aburdene, 1990; p. 348). Thus, they believe that new information technologies and the Internet in particular contribute to the democratic process and prevent authoritarian.

Manuel Castells (2004), a leading theorist of modern information society, paid great attention to the tools of communication. Following the classics of "media theory", Castells underlined the great importance of the progress of communication since the invention of the alphabet and ending with the Internet (Castells, 2004).

Manuel Castells examines contemporary society through the prism of the influence of the global economy and international financial markets. Manuel Castells speaks not about the decline of capitalism, but rather on its future development. Only now, "... in an information era, the historical trend leads to the fact that the dominant functions and processes are increasingly organized on the principle of network" (Castells, 1996; p. 494). A typical example of a network structure is the structure of the policy of the European Union. Network – is "a set of interconnected nodes" (Castells, 1996; p. 494). Network is capable for dynamic development. Castells writes, "... networks are open structures that can expand indefinitely by adding new nodes, if they are able to communicate within the network, that is, use similar communication codes (for example, values or production problems). Social structure which has a network basis is characterized by high dynamic and is opened to innovation without risk of losing the balance" (Castells, 1996; p. 495 - 496). It is on this principle, the principle of homogeneity, there is an expansion of the European Union, NATO, or the inclusion in the WTO.

Castells marked particularly the role of information technology in the new social order. He writes: "In order the finance capital can work it must be based on knowledge and information obtained through provision and distribution of information technology" (Castells, 1996; p. 498). In this regard, particular importance is paid to the tendency of moving capital into the sphere of high technology and telecommunications in the broadest sense: from corporate databases and to Hollywood blockbusters. Strengthen the network of electronic media leads to the fact that "leadership is personalized, and the path to power lies through the creation of the image" (Castells, 1996; p. 503). Thus, modern information technology creates the necessary preconditions not only for creating the global financial system, but also leads to the rapid development of new forms of political communication. As an example of new political processes, Castells talks about the different groups of social protest. As we have noted, the development of electronic communication is directly reflected in the cultural sphere. Distributions of mass electronic culture, the influence of impersonal international finance capital, the international stratification of employment lead to social protest movements. According to M. Castells, the basic contradiction of the new society will be a confrontation between globalization and the identity of a particular society. This resistance is directed against the main trends of modern society - globalization. At the same time the Internet as the primary tool of globalization, paradoxically, becomes one of the most successful means of uniting representatives who are dissatisfied with this process (Castells, 1996; p. 503).

Summarizing the political implications of an information society, we should say, first of all about deepening “mediatization” policy. The founders of the theory of information society were among the first who brought this attention to the notion that the media is beginning to substitute the political parties, lobbying and political organizations, as well as the concept of formation of the media and political systems that have been widely used not only for theoretical analysis of political processes, but also for the direct implementation of politics (Schultz, 2004). As well, theory of Information Society has had a marked effect on the analysis of changes in political culture and the emergence of the so-called post-industrial values (Inglehart, 1997).