Mass communication theory as an open system

The article elaborates the ways to consider the mass communication theory as an open system including modern trends enriched by national, western and eastern concepts and approaches. Focus is made on national thinkers’ contribution to evolution of views on dialogue communication, on principles of stratagem thinking of oriental philosophers and their application in modern theories of mass communication.

communication, semiotics, transaction, play, stratagem thinking, social action, sobornost (rus.), culture dialogue