New Media and the Publicness: Classical Approaches and Sociocultural Reflection

Abstract

 The paper presents the sociological analysis of structural changes of the nowadays publicity. The criteria of the "newness" of publicity which is mediated through electronic communication technologies are problematized. The traditional opposition between "real" and "virtual" publicity that characterizes classical approaches in the media studies and the public sphere studies is challenged. It is considered a character of a new sociality found by the French sociologist M. Maffesoli in the solidarity of postmodern tribes. The humanistic potential and abilities provided by new media in the frame of establishing the Internet-public are articulated.