Galina Peresadko

PhD, Assoc. Prof.

Department of Marketing and Advertising

Kyiv National Trade and Economic University

MARKETING RESEARCHES

OF SOCIAL COMMUNICATION FORMS IN THE DINAMICS

OF HUMAN DEVELOPMENT

Kyiv, Ukraine

E-mail: galina-peresadko@mail.ru

Olga Pidlisna

PhD, Assoc. Prof.

Department of Marketing and Advertising

Kyiv National Trade and Economic University

Kyiv, Ukraine

E-mail: olga.pidlisna@ukr.net

Oleg Olefirenko

PhD, Assoc. Prof.

Department of Marketing and Management of Innovation Activity

Sumy State University

Sumy, Ukraine

E-mail: oleg@olefirenko.com

Oleksandr Karpishchenko

PhD, Assoc. Prof.

Department of Marketing and Management of Innovation Activity

Sumy State University

Sumy, Ukraine

E-mail: a.karp@bk.ru

ABSTRACT. The basic definitions and models of the communication process are determined in the paper, which reflect the elements in the process of communication and types of effects of D. Lasswell’s model. The types of social communication, public opinion and social stereotypes caused by the mass media show that it is a simplified way of social objects or events with significant resistance. Rumors as an example of informal communication are described in the article that determine information whose reliability has not been established and that are transmitted from person to person through the spoken word. The main means of mass communication are considered in the article and is determined the leader in a number of means of them. The study, conducted by the Institute of Sociology, is presented in the article which clearly demonstrates the priority of television in the system way of spending free time by representatives of different generations.

Received: November, 2013

1st Revision: December, 2013

Accepted: March, 2014

DOI:10.14254/2071-789X.2014/7-1/19

JEL Classification:  M31, M32

Keywords: marketing research, social communication, human development, social stereotypes, mass media.