On the need for a paradigmatic approach in the theory of mass communication

Kulagina Irina Vladimirovna

This article is devoted to the problem of the study of mass communication using the ontological and epistemological capabilities of the classical, non-classical and post-non-classical paradigms. The possibilities of applying the paradigmatic approach to the analysis of mass communication processes are considered, the features of the application of the paradigmatic approach to analyzing specific aspects of media are identified, and examples of its use in the practical sociology of mass communication are shown.

Keywords:mass communication, media, classical paradigm, non-classical paradigm, post-non-classical paradigm