Sustainable Communications in the Digital Media Area: Measurement Criteria and Indicators

Abstract

The appearance of certain factors that distort the message, violate its integrity and the possibility of perception by others, indicates the entropy of the communication system in digital media communication systems, the manifestation of which can lead to the curtailment of communication processes. In information theory, entropy is understood as a measure of the uncertainty of an experience (test), which is invariant as such. It was Claude Shannon who first began to use the knowledge of entropy gained in thermodynamics and statistical physics in his research on the amount of information. From the point of view of the socio-political context, entropy should be understood as an increase in the disunity of communication participants, expressed in the absence of a clear formulation of collective needs and interests in the communication process, the general atomization of civil society and, consequently, the low level of political activity of the majority of its members, or vice versa, lead to protests and conflicts in the media area. These circumstances indicate the uncertainty of the results of the communicative process and lead to instability of communication in the media environment.The interaction of individuals in media communication is possible only through the act of reaching mutual understanding. Mutual understanding processes are aimed at reaching agreement, which depends on the rationally motivated approval of a particular statement. In this case, in order to comprehend the main problems of the study, the theoretical concept of Yu.Habermas, devoted to the analysis of communicative action, and for which undistorted communication is important, communication without coercion. It is in the communicative interaction that the German scientist sees the main way that makes it possible to understand how society can influence itself, political power, the institutional design of the political system as a whole, how to lead to a certain state of stability of communication processes.L.N. Timofeeva, analyzing the postulates of Yu. Habermas points out that the communicative process should be aimed at creating an orderly normative system of stable interpersonal relations and a stable personality structure capable of coexistence in the socio-political space [1]. Therefore, in the article the author attempts to systematize the main criteria and indicators for measuring the stability of communication in the media area.