Communications Management Culture in Social Media as an Element of «Digital Literacy»

Glukhov A.P.

Cand. Sci. (Psychol.), Assoc. Prof., Department of Social Communications, Faculty of Psychology, Tomsk State University, Tomsk, Russia

DOI: 10.31857/S013216250004965-4
ID of the Article: 7660

The article is prepared with the support of the Russian Foundation for Basic Research, project 18-011-00225a «The Culture of Network Half-Public Communications of the Digital Generation».

For citation:

Glukhov A.P. Communications Management Culture in Social Media as an Element of «Digital Literacy» . Sotsiologicheskie issledovaniya [Sociological Studies]. 2019. No 5. P. 110-118


The article analyzes the phenomenon of the formation of an important element of digital literacy among the digital generation in the space of social media – management of communication modes. The key points of the concepts of the manageability of the relations of J. van Dijk and polymedia M. Madianou and D. Miller, as well as the areas of competence research in the field of «digital literacy» by H. Jenkins, are considered. The author proposes the use of the term of virtual communication culture, integrating in its meaning the concept of «digital literacy» as a set of necessary competencies for network communication. Based on a study of the virtual communication culture of the Tomsk Universities student audience as representatives of the network generation with high digital competence, using the methods of analyzing creative essays on a given topic, in-depth interviews and focus groups, such elements of the new network communication culture as the management of communication modes in relation to levels of privacy/publicity, synchronicity/asynchrony, attention and involvement. Conclusions are drawn about expansion of the scope for the gratification of regulation forms of engagement, synchronization, as well as publicity, which occurred as a result of the interpersonal communications transfer to the virtual space of social networks and instant messengers. The prospect for further research in the direction of studying the management of communication modes is seen in identifying latent, but relatively common protocols and regulations of interaction modes and analyzing the variability of communication modes depending on the differentiation of partners by gender, age, social status and other sociographic parameters.

social media; interpersonal relations; polymedia; management of communication modes; semi-public communications


Глухов А.П. Окушова Г.А. Аналитика трансформации межличностного общения под воздействием социальных сетей: от прагматического приятия до романтического отрицания // Материалы IV международной трансдисциплинарной научно-практической WEB-конференции «Connect-Universum – 2018». 2018. URL: (дата обращения: 09.02.2019). [Glukhov A.P., Okushova G.A. (2018) The Analyst of Interpersonal Communication Transformation under the Influence of Social Networks: from Pragmatic to Romantic Negation. In: Proceedings of the IV International Transdisciplinary Scientific and Practical WEBconference «Connect-Universum-2018». URL: (accessed 09.02.2019). (In Russ.)].

Глухов А.П., Булатова Т.А. Социальные сети как инфраструктура межличностного общения: трансформация и диффузия фреймов коммуникации (кейс томских студентов) // Siberian Socium. 2017. Т. 1. № 2. С. 82–96. URL: (дата обращения: 06.02.2019). [Glukhov A.P., Bulatova T.A. (2017) Social Networks as Infrastructure of Interpersonal Communication: Transformation and Diffusion of Frames of Communication (Case of Tomsk Students). Siberian Socium. Vol. 1. No. 2: 82–96. (In Russ.)].

Мадиану М., Миллер Д. Полимедиа: новый подход к пониманию цифровых средств коммуникации в межличностном общении // Мониторинг общественного мнения: экономические и социальные перемены. 2018. № 1. С. 334–356. [Madianou M., Miller D. (2018) Polymedia: Towards a New Theory of Digital Media in Interpersonal Communication. Monitoring obshchestvennogo mneniya: ehkonomicheskie i sotsial'nye peremeny [Monitoring of Public Opinion: Economic and Social Changes]. No.1: 334–356. (In Russ.)].

Солдатова Г.У., Нестик Т.А., Рассказова Е.И., Зотова Е.Ю. Цифровая компетентность подростков и родителей. Результаты всероссийского исследования. М.: Фонд Развития Интернет; Факультет психологии МГУ им. М.В. Ломоносова, 2013. URL: (дата обращения: 09.02.2019). [Soldatova G.U., Nestik T.A., Rasskazova E.I., Zotova E.Y. (2013) Digital Competence of Adolescents and Parents. Results of the all-Russian Study. Moscow: Fond Razvitiya Internet; Fakul'tet psikhologii MGU im. M.V. Lomonosova. URL: (accessed 09.02.2019). (In Russ.)].

Broadbent S. (2012) Approaches to Personal Communication. In: Horst H.A., Miller D. (eds) Digital Anthropology. London: Berg: 127–146.

Jenkins H., Clinton K., Purushotma R., Robinson A.J., Weigel M. (2006) Confronting the Challenges of Participatory Culture: Media Education for the 21st Century. An Occasional Paper on Digital Media and Learning. The MacArthur Foundation.

Kraut, R., Patterson M., Lundmark V., Kiesler S., Mukophadhyay T., Scherli W. (1998) Internet Paradox: a Social Technology that Reduces Social Involvement and Psychological Well-being? American Psychologist. No. 53(9): 1017–1031.

Miller D. (2012) Social Networking Sites. In: Horst H.A., Miller D. (eds) Digital Anthropology. London: Berg: 146–165.

Turkle S. (2011) Alone Together: Why We Expect More from Technology and Less from Each Other. New York: Basic Books.

van Dijk J. (2006) The Network Society. Social Aspects of New Media. London: SAGE Publications Ltd.

Wellman B., Hogan B. (2006) Connected Lives: The Project. In: Purcell P. (ed.) Networked Neighbourhoods. London: Springer Verlag.

Content No 5, 2019