Genesis of Communication Advertising in the Context of the New Digital Culture

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The article analyzes the advertising communication as a sociocultural phenomenon evolving in the Intt based on the ideology of web 2.0. Differentiation of functions of traditional and new advertisements was the natural result of cultural genesis, give impetus to new forms of communicative culture. Analyzes the impact of online communication force protection, new digital forms both in production and in consumption of cultural objects n and its impact on the new target audience.

About the authors

V L Muzykant

Peoples’ Friendship University of Russia


E Yu Burdovskaya

Peoples’ Friendship University of Russia





Abstract - 298

PDF (Russian) - 91


Copyright (c) 2014 Музыкант В.Л., Бурдовская Е.Ю.

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This work is licensed under a Creative Commons Attribution 4.0 International License.

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