Integrated and Integrative Principles in Forming Communicative System in Relationship Management

Abstract

 Sociocultural communication aimed at spreading social and life values is an important element of social engineering and public administration. An unexamining use of available developments of marketing communications creates an increased risk of distortion of target meanings and interpretation barriers. It may relate to the difference in the principles of building an information and communication system (ICS). Our goal is to determine such differences and provide their comparative characteristic, following structural methodology and dialectical relationship of the media-centric and sociocentric approaches. Variables have been identified that determine the fundamental differences in ICS structure: the level of formation, duality of functional purpose priorities, the characteristics of addressee-interpreter influence. Four types of problem situations arising out of their combination have been singled out. The author proposes to distinguish integrated and integrative principles of building ICS, giving their comparative characteristics. The results contribute to conceptual development of the area, remove some contradictions of implementation, and may form the basis for developing applied technologies.