![]() As regards fans, all of the essential features of prosumption are clearly identifiable, which allows one to argue that studies on the culture of prosumption should take into account considerations pertaining to fans.Ī new challenge in the study of communication processes on the Internet is the actual presence of elements of classical rhetoric science. The author proposes a convenient way of diagnosing the mechanisms of the culture of prosumption: specifically, it can be described through an analysis of its most engaged recipients-that is, its fans-who constitute an avant-garde of culture of prosumption. The aforementioned mode of operation is a specific corporation culture with increasing frequency, enterprises within the entertainment industry seek their success through the grass-root emergence of groups of recipients who work for a culture text. The author proposes the term “culture of prosumption.” The term refers to the culture industry and its contemporary mode of operation, which is characteristic of the prosumption capitalism that has currently become prevalent. The article describes prosumption in the sphere of popular culture. In sociological studies of culture, increasing attention is being paid to so-called prosumption. Key words: intercultural communication, media education, media genres, globalization, intercultural competence, media literacy, cross-cultural skills, intercultural intelligence. Nowadays development of basic components of intercultural communication such as intercultural competence and cultural intelligence is as important as development of media literacy and critical thinking. What are the most popular methods of teaching intercultural communication to the students learning journalism – academic lectures or practical seminars? According to the results of the poll which was carried out among the students the most effective method of teaching and learning intercultural communication is combination of academic lectures and seminars-trainings at which the participants come to understanding not only the values of other cultures, but to deeper awareness of their native cultures. ![]() The course ‘Intercultural communication’ incorporates cross-cultural trainings of intercultural competence and cultural intelligence, tolerance and assertiveness, which can help the students to foresee communicative barriers, understand the causes of intercultural conflicts and adapt to different cultural settings. Intercultural communication refers to both an academic and applied field of study. Through intercultural communication, future journalists can learn a tremendous amount about other peoples and cultures, and moreover, learning about others they can learn something new about themselves. That is why the problems of multicultural understanding play an important role and the questions of teaching intercultural communication in the institutes and faculties of journalism take on special significance. ![]() With the advancements in technology and telecommunications, it became possible for the great amount of information to be transferred to the other end of the world in seconds, which made a huge impact on people’s thinking, behavior and activities. The new communication and information technologies bring new possibilities for developing media. The using of the Internet and other media, referred to as Information Communication Technologies (ICTs) plays an important role in spreading and exchanging information between cultures and nations. Today the mass media are directly involved in globalization process. ![]()
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