New media as an object of sociological study

  • K. V. Zhurbenko V.N. Karazin Kharkiv National university
Keywords: information society, social communication, network society, communication technologies, mass communication, interaction


In the present article the author analyzes the New Media as the factor of the emergence of a fundamentally new culture of communication in modern society. To determine the New Media as a term the author analyzed the interpretations that exist in contemporary sociological literature. Moreover, the author suggests her own definition of «New Media». As a result the author gives methodological research of New and traditional («Old») Media and considers the main benefits of the global network in comparison with traditional media. The author found that there are a number of theoretical concepts to describe the type of society that is transformed under the influence of the mass use of modern communication technologies. The benefit of this study is the research of the social nature of the New Media. Moreover, the author has revealed that New Media technologies have affected even on traditional printed and electronic media, and it led to the formation of new types of social interaction. The author analyzes the key characteristics of the New Media, such as interactivity, individualization, multimedia and the lack of intermediaries. The author researched the key principles of modern communication technologies, which have the greatest impact on the nature of social interaction. Consequently, it was found that New Media can play a key role in political communication. The author found that the political structures, parties and leaders are becoming more active «newsmakers» – the creators of the news. At the same time they become their carriers, which contribute to the conversion of New Media in the factor of transformation of political actor role characteristics. So, the author came to the conclusion that today the relationship between New Media and politics arises because the media are dependent on political information and politicians are directly dependent on the media. The author also analyzed the impact of the Internet and New Media on the process of changing of the working person portrait in the world and the growth of multi­ethnicity and multiculturalism.

Author Biography

K. V. Zhurbenko, V.N. Karazin Kharkiv National university


1. Abramova, E.V., 2012. Publichnaja sfera, gorodskoe prostranstvo i novye media [The public sphere, urban space and new media]. Filosofskij zhurnal 2, 79­86 (in Russian).
2. Bobova, L.A., 2013. Manujel’ Kastel’s: vlijanie setevogo obshhestva na harakter social’nyh kommunikacij [Manuel Castells: the impact of the network society on the nature of social communications].Vestnik MGIMO­Universiteta 5, 213­220 (in Russian).
3. Vasilik, M.A., 2003. Osnovy teorii kommunikacii [Basics of communication theory]. Gardariki, Moscow (in Russian).
4. Gorohov, V., Grinberg, T., 2000. Interaktivnaja zhurnalistika: Put’ v budushhee [Interactive Journalism: Way to the Future].Vestnik Moskovskogo universiteta, 10: Zhurnalistika, 82­83 (in Russian).
5. Gostenina, V.I., 2013. Sociologija massovoj kommunikacii [Sociology of mass communication]. Infra­M, Al’fa­M, Moscow (in Russian).
6. Zhurbenko, K.V., 2016. Vpliv novih medіa na socіal’nu komunіkacіju [The impact of new media on social communication]. Materіali vseukrains’koi naukovoi konferencіi «Socіal’no­gumanіtarnі nauki ta suchasnі vikliki», 317­318 (in Ukrainian).
7. Kastel’s, M., 2007. Іnternet­galaktika. Mіrkuvannja shhodo Іnternetu, bіznesu і suspіl’stva [Internet galaxy. Reflections on Internet, Business and Society]. «Vakler» u formі TOV, Kyiv (in Ukrainian).
8. Kastel’s, M., 2000. Informacionnaja jepoha: jekonomika, obshhestvo i kul’tura [The Information Age: Economy, Society and Culture]. GU VShJe, Moscow (in Russian).
9. Kvіt, S., 2008. Masovі komunіkacіi [Mass Communication]. Vid. dіm «Kiєvo­Mogiljans’ka akademіja», Kyiv (in Ukrainian).
10. Kislova, O.N., 2013. Byt’ ili ne byt’ cifrovoj sociologii? [To be or not to be a digital sociology?].Vіsnik Harkіvs’kogo nacіonal’nogo unіversitetu іmenі V.N. Karazіna 1045, 9­15 (in Russian).
11. Kutjugin, D.I., 2009. Internet kak kommunikativnoe prostranstvo informacionnogo obshhestva [The Internet as a communicative space of the information society]. Avtoreferat diss. na soiskanie nauch. stepeni kand. sociol. nauk: 22.00.04. «Social’naja struktura, social’nye instituty i processy», Moscow (in Russian).
12. Makljujen, G.M., 2003. Ponimanie Media: Vneshnie rasshirenija cheloveka [Understanding Media: The external expansion of human]. «KANON­press­C», «Kuchkovo pole», Moscow (in Russian).
13. Naumova, M.J., 2011. Novі medіa ta tradicіjnі ZMІ: modelі spіvіsnuvannja [New media and traditional media: a model of coexistence]. Aktual’nі problemi socіologії, psihologії, pedagogіki 13, 86­92 (in Ukrainian).
14. Habermas, J., 1989. Structural Transformation of the Public Sphere: An Inquiry into a Category of Bourgeois Society. Tr.T. Burger, F. Lawrence. The MIT Press, Massachusetts.
15. Manovich, L., 2001. The Language of New Media. The MIT press, Cambridge, Massachusetts.
16. Turkle, S., 2012. Alone Together: Why We Expect More from Technology and Less from Each Other. Basic Books, New York.
17. Turkle, S., 1997. Life on The Screen: Identity in the Age of the Internet. Simon & Schuster, New York.
18. Van Dijk, J., 2005. The Network Society: Social Aspects of New Media. SAGE, London.
19. Wellman, B., 2002. Little boxes, Glocalization, and Networked Individualism. Digital Cities II: Computational and Sociological Approaches, edited by Makoto Tanabe, Peter van den Besselaar, and Toru Ishida. Springer­Verlag, Berlin.
How to Cite
Zhurbenko, K. (2016). New media as an object of sociological study. Grani, 19(7), 90-95.