From communication capital to communicative potential. on the way to sustainable development

The authors aim to analyze the features of communication capital as a new element in the formation of the information elite among young people, the possibility of identifying the communicative potential through new technologies, based on modern ideas about human intellectual resources, and also the formation of a “profession code”. It is noted that the process of identifying the human communicative potential allows forming a new media environment of the future for the media city and state management system, since the changes in the communications of modern society modify not only the professional communicative field, creating new professions in it, but also alter the professional requirements for Existing professions, in particular in the field of PR and media communications. The relevance of the selected topic is obvious, because one of the most studied problems of the modern scientific community is communicative management and a media centered society that forms a request for informed development and informed education.

The authors note that the public space of the 21st century is no longer determined only by material structures, such as streets and squares. But it also is not determined exclusively by the virtual space of electronic media. Rather, public space is formed in the complex interaction of material and non-material spaces. These hybrid spaces in the literature were called “media cities”. The authors of the article believe that the new functions of public space and media cities require new personnel with different sets of competencies. The system of personnel selection that has been formed in an industrial society can not meet the requirements of a postindustrial society oriented toward knowledge.

The authors propose the idea of forming the so-called “code of professions” – a set of requirements for new professions, not averaged, as before, but as individualized as possible, in accordance with the requirements of the new economy. All this rises a the question arises of the possibility for identifying the makings of communication potential, which would increase the efficiency of training specialists in the future.

The article notes that the most important prerequisites for Russia’s successful transition to sustainable development are the formation, development and rational use of human potential within the chosen profession.

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