Media Taxonomy in the System of Global Paradigms

Abstract

The genesis of the definition of "paradigm" is explored, within which the peculiarities of its evolution and the definition of classification features are determined. The trend character of the transformation of the content of paradigms in the conditions of strengthening the processes of postmodernism, cultural hybridization and growing cosmopolitanism is established. The methodological essence of global paradigms ("Homo oeconomicus", "Homo sociologicus", "Homo ecologicus", "Homo informaticus") and derivatives of it "Homo creativus", "Homo retis" and others are analyzed. The significance of the organizational content of the media paradigm is revealed and its inter-system and interdisciplinary essence is clarified. A graphic model of taxonomic diffusion of the media paradigm was developed and its diagnostics was carried out on the basis of selective indicators (principles, motives, action arena, types of concepts used, analysis tasks, relation to other paradigms), which allows to specify the methodological framework of future research.