Abstract

Revealing the concept of “communication,” the author emphasizes its imperative meaning as a two-way process of interacting subjects. However, when interpreting the concept of “mass communication,” almost all researchers consider it as a unidirectional and targeted effect, which, in his opinion, is completely incorrect. The author proposes and justifies the need for two-way mass communication. Reveals its structure in the diagrams. Mass communication functions are discussed in detail. It is shown that the manipulative nature of the use of mass communications in political management is already losing its effectiveness, does not correspond to modern realities, that the mass communication system must be rebuilt in accordance with the model proposed by the author.

Keywords

communication, mass communication, political management, manipulative management