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The term "social communication" has two basic meanings: 1) social processes; 2) a scientific field. The first meaning is social communication as a social process. Social communications are the tools of social engineering, which, with the help of communication technologies of information creation, retrieval, arrangement, translation, exchange, storage and measurement. This is designed to influence the recipient, to regulate social actions, interactions and social relations in society.

A definition that is not based on the concept of social engineering: social communication. The social communication is a systematic process of forming social practices by means of communication technologies during the creation of information, its search, ordering, translation, exchange, storage and measurement of the impact on the recipient another meaning - "social communications" as a scientific field.

Social communication is a scientific field of knowledge that studies the problems of information systematization. The methodology, methods and techniques of social projection for the purpose of regulating and enhancing communication processes.

The subject of research in social communications is communication tools for creating information, searching for it, ordering it, transmitting it, storing it, and measuring its impact on the recipient.

The communication means of creating and managing information and its effects on the recipient are. The study is aimed at regulating social actions, interrelations and social relations in society.

The subjects of research in social communications can be any aspect of the object. For example:

- Specifics and communication tools for creating information;

- Specifics of communication and information retrieval tools;

- The main characteristics of communication and information ordering technologies;

- Translational communication tools for information exchange;

- Communication and information storage devices;

- Measuring the impact of the information on the recipient;

- Communication technologies in the regulation of social actions in society;

- Others.

There are several strands (approaches to) the study of social communication. I will outline them and characterize them stylistically.

1. The social engineering approach (social design): social communications are analyzed as instruments (tools) of social engineering. The advocates of the "Social Engineering" focus area.

2. The Catholic approach: social communication is analyzed as "communication in society," which" includes not only technological means but also other forms of human communication, expressed variously in different societies and cultures".

3. Met theoretical approach: social communication is analyzed as an "international scientific generalization theory, which is formed on the basis (after "meta") of different sciences that study these or other facets (aspects, Problems) of social communications".

4. Semiosocio-psychological (linguo-psychological) approach: social communication is viewed as the communication is seen as an "exchange of actions of producing and interpreting texts, i.e. as a textual activity in which it is seen whether or not people are able to or incapable of understanding one another".

5. A socio-communication (mass communication approach): social communication is analyzed as social science of communication and is the basis for the analysis of social communication (the protagonists of this approach.

6. Psychological approach: social communication - industry "that draws on accomplishment of many sciences simultaneously". The role of social communication in public activity can be learned from two positions: from the point of view of subject - "in the categories of hermeneutics, that embrace his reasons, persuasions, competences, interpretations and others like that" and from the point of view of place(functions) of subject "in social structures".

7. Socio-competence (autistic). Approach: social communication is grouping and categorizing earlier well-known conceptions of social cooperation, social and of communication skills, language and speech skills and others like that. Behavior of social reciprocity(social cooperation, social skills) and behavior of the language providing predetermine ability to communicate in social surroundings. For this reason communication is named social. Social communication is better identified due to understanding of social reciprocity and exchange information.

8. Social information of communication approach: "social communications are the means of the social informing" and "provide functioning of man as a constituent of public organism". It is suggested to consider the material carriers of information and facilities of management present informative resources" "made a man material basis of social communications. Gradually information acquires independent character in the system of social communications and carries out the role of social informative communications.

9. Theoretical and communication approach: social communications are analyzed as a component of communication theory (V. Ilganaeva). Society is a communicative unity based on culture genesis and civilization human development and human communication activities in society. "Social communication," says V. Ilganayeva - should be considered as a kind of social interaction, which is carried out with the help of certain symbols systems that are the means of communication. "Social communication provides “in any form of fixation, collection, processing, storage, dissemination, use, consumption of information as a spiritual product human practices”. The purpose of social communications is that “it is realized through functional-role the behavior of the entity that transmits the social action."

The content of social communications, according to V. Ilganaeva, is social information and knowledge. The researcher sees the result of the action of social communications in "certain states of the audience, which are expressed in its actions, behavior, assessments. Social communication is “it purposeful exchange of information; positioning in the environments of human life, organization the space of goals - the communication space of the universe.

10. Immutation approach: social communications are analyzed within the metamodel of manipulation society and manipulations of society, which occur in three entities (mutations, mutations and immutations) with positions of the epistem of two types: the object-social evaluation and the subject-individual evaluation.

What is the practical significance of the results of the study of social communications?

I believe that at least 6 areas of practice should be considered in which they can be applied results of social communications research. Such areas include the application of results in: 1) institutionalization of the scientific field of "Social Communications"; 2) applied sciences and fields of human activity (social engineering (social design); journalism, public relations, advertising; psychology, psychiatry, psychotherapy, psychoanalysis; archival business and document circulation; library and publishing; pedagogy, etc.); 3) social information industry (telephony, programming, bioelectronic, nanotechnology fields human activity); 4) rapprochement of the Church as a social institution with the flock and secular activities of the people; 5) enrichment of theories and concepts of social communications with new constructive critical ones provisions; 6) constant epistemological critique of the dominant theories of communication in each historical period.

social communication; social design; linguo-psychological; social information