Communications Management Culture in Social Media as an Element of «Digital Literacy»

Publication type Article
Status Published
Affiliation: Department of Social Communications, Faculty of Psychology, Tomsk State University
Address: Russian Federation, Tomsk
Journal nameSotsiologicheskie issledovaniya
EditionIssue 5

The article analyzes the phenomenon of the formation of an important element of digital literacy among the digital generation in the space of social media - management of communication modes. The key points of the concepts of the manageability of the relations of J. van Dijk and polymedia M. Madianou and D. Miller, as well as the areas of competence research in the field of “digital literacy” by H. Jenkins, are considered. The author proposes the use of the term of virtual communication culture, integrating in its meaning the concept of “digital literacy” as a set of necessary competencies for network communication. Based on a study of the virtual communication culture of the Tomsk Universities student audience as representatives of the network generation Z with high digital competence, using the methods of analyzing creative essays on a given topic, in-depth interviews and focus groups, such elements of the new network communication culture as the management of communication modes in relation to levels of privacy/publicity, synchronicity/asynchrony, attention and involvement. Conclusions are drawn about expansion of the scope for the gratification of forms of regulation of engagement, synchronization, as well as publicity, which occurred as a result of the interpersonal communications transfer to the virtual space of social networks and instant messengers. The prospect of further research in the direction of studying the management of communication modes is seen in identifying latent, but relatively common protocols and regulations of interaction modes and analyzing the variability of communication modes depending on the differentiation of partners by gender, age, social status and other sociographic parameters.

Keywordssocial media, interpersonal relations, polymedia, management of communication modes, semi-public communications
AcknowledgmentThe article is prepared with the support of the Russian Foundation for Basic Research, project 18-011-00225a “The Culture of Network Half-Public Communications of the Digital Generation”.
Publication date05.06.2019
Number of characters26845
100 rub.
When subscribing to an article or issue, the user can download PDF, evaluate the publication or contact the author. Need to register.

Number of purchasers: 2, views: 2571

Readers community rating: votes 0

1. Glukhov A.P. Okushova G.A. Analitika transformatsii mezhlichnostnogo obscheniya pod vozdejstviem sotsial'nykh setej: ot pragmaticheskogo priyatiya do romanticheskogo otritsaniya // Materialy IV mezhdunarodnoj transdistsiplinarnoj nauchno-prakticheskoj WEB-konferentsii «Connect-Universum - 2018» 2018. URL: (data obrascheniya: 09.02.2019). [Glukhov A.P., Okushova G.A. (2018) The Analyst of interpersonal communication transformation under the influence of social networks: from pragmatic to romantic negation. In: Proceedings of the IV international transdisciplinary scientific and practical WEB-conference "Connect-Universum-2018”. URL: (accessed 09.02.2019). (In Russ.)].

2. Glukhov A.P., Bulatova T.A. Sotsial'nye seti kak infrastruktura mezhlichnostnogo obscheniya: transformatsiya i diffuziya frejmov kommunikatsii (kejs tomskikh studentov) // Siberian Socium. 2017. T. 1 № 2 S. 82-96. URL: (data obrascheniya: 06.02.2019). [Glukhov A.P., Bulatova T.A. (2017) Social networks as infrastructure of interpersonal communication: transformation and diffusion of frames of communication (case of Tomsk students) of the Siberian Society. Siberian Socium [Siberian Socium]. Vol. 1 No 2: 82-96. (In Russ.)].

3. Madianu M., Miller D. Polimedia: novyj podkhod k ponimaniyu tsifrovykh sredstv kommunikatsii v mezhlichnostnom obschenii / Per. s angl. A. Paukovoj, V. Chumakovoj. // Monitoring obschestvennogo mneniya: ehkonomicheskie i sotsial'nye peremeny. 2018. № 1. S. 334–356.[Madianou M., Miller D. (2018) Polymedia: Towards a new theory of digital media in interpersonal communication. Transl. from Eng. A. Paukova, V. Chumakova. Monitoring obshchestvennogo mneniya: ehkonomicheskie i sotsialʹnye peremeny [Monitoring of Public Opinion: Economic and Social Changes]. No.1: 334—356. (In Ruus.)].

4. Soldatova G.U., Nestik T.A., Rasskazova E.I., Zotova E.Yu. Tsifrovaya kompetentnost' podrostkov i roditelej. Rezul'taty vserossijskogo issledovaniya. M.: Fond Razvitiya Internet, Fakul'tet psikhologii MGU im. M.V. Lomonosova, 2013. URL: (data obrascheniya: 09.02.2019). [Soldatova G.U., Nestik T.A., Rasskazova E.I., Zotova E.Y. (2013) Digital Competence of Adolescents and Parents. Results of the all-Russian Study. Moscow: Fond Razvitiya Internet, Fakulʹtet psikhologii MGU im. M.V. Lomonosova. URL: (accessed 09.02.2019). (In Russ.)].

5. Broadbent S. (2012) Approaches to Personal Communication. In: Heather A. Horst and Daniel Miller (eds) Digital Anthropology. London: Berg.: 127-146.

6. Jenkins H., Clinton K., Purushotma R., Robinson A.J., Weigel M. (2006) Confronting the Challenges of Participatory Culture: Media Education for the 21st Century. An occasional paper on digital media and learning. The MacArthur Foundation.

7. Kraut, R., Patterson M., Lundmark V., Kiesler S. Mukophadhyay T., Scherli W. (1998) Internet paradox: a social technology that reduces social involvement and psychological well-being? American Psychologist. No. 53(9): 1017-1031.

8. Miller D. (2012) Social Networking Sites. In: H.A. Horst, D. Miller (eds.) Digital Anthropology. London: Berg: 146-165.

9. Turkle S. (2011) Alone together: why we expect more from technology and less from each other. New York: Basic Books.

10. van Dijk J. (2006) The Network Society. Social Aspects of New Media. London: SAGE Publications Ltd.

11. Wellman B., Hogan B. (2006) Connected Lives: The Project. In: P. Purcell (Ed.) Networked Neighbourhoods. London: Springer Verlag.

Система Orphus