The role of recipients in the functioning of the contemporary media communication convention

Abstract

The development of new media, in particular the Internet, has led to serious qualitative changes in modern culture, inspiring creative output among recipient‑ users. This substantial change in the communication convention requires exposing the new role of recipients who are dispersed in space and who participate in the process of co‑ creating local atmosphere and the sense of virtual commonwealth, as well as creatively taking on the role of prosumers. Any analysis of this process requires taking into account the cultural context within which “net users” come to function. This directs cultural scientists’ observations towards social services, where discussions on concrete events are held full of emotional engagement and where “believable” versions are worked out. This article discusses this issue through a case study of the process of mediatization in Ukraine, where the smartphone in people’s hands has become their “weapon” – a tool in the fight.