PhD student Shattyk Aliyev, Assoc. Prof. Dr. Pirimbek Suleimenov,

Assoc. Prof. Dr. Asset Kuranbek

Al-Farabi Kazak National University, Kazakstan

Information society: the philosophy research of the modern society concepts of social management

The fast development of mass media for the last half of the century didn’t just increase our personal opportunities and cultural space, but it also had its influence in changing our civilization. Nowadays, with a birth of electronic informational media this social institute completely had changed a modern society and all the issues of the political govern. Computer and internet, the most powerful of the developing mass media, is leading far ahead from the rest of the media. Holding the world, it’s able to be connected with any information. On the one hand, it’s one of the requirements of the time we live in that brought the process of “communicational revolution”, from which we cannot be left behind.

The development of the informational relations has been bringing new qualifying changes that spread the frames of social information. “Nowadays, the development of informational society is divided into three world module: Europe, Latin American and Asian” [1].

As it was said by the scientists, the term “global informational society” first of all according to the political, economical and social-cultural aspects consists of determination of the wide spread information industry, that’s developing with high level of information and education. This phenomenon is connected with global computer net, firstly with internet. A cheapness of communicational service, which is the result of the birth of these and development of the world market, is considered as two main factors for fast-development of information field and its social role.

The theory of informational society and the social practice of electronic society took place in works of many foreign scientists, like Y.Masuda, O.Toffler, G.Bekhman, D.Bell, K.Aker, B.Khak, B.Louder, A.Mackintosh. Education and science is on the significant place in informational society. Informational society firstly is “the society of knowledge”, “the society of mind”, “intellectual society”. Japanese sociologist, the author of the National program for creating the informational society, Y.Masuda wrote this: “informational society will become a new kind of society which is going to be completely different from the previous one” [2, 72].

E.Fromm wrote this: “In cybernetic time, a person is on the manipulative wave as far as he goes. Job, certain needs, free time of men is under the total control with a help of advertisement and ideology. A person loses his active work in social space; it makes him uncomfortable to be in embrace of “control” under behavior, action, mind or feeling; actually, it’s a person who is mend to be. If he admires to walk by himself, then he puts on the risk his freedom and even his life in police governments; in democratic society he is on the risk of the lost of job, and above all, he is under the risk of tearing off the relations” [3, 56].

Mass-media is the power, representing social opinion and taking an influence under the active power in some cases even limiting its possibilities. Therefore, media-cultural society and government are shown as a transaction between power and person.

The significance of mass media in controlling the social relations is getting much higher. It’s impossible to imagine nowadays society without any media service. It’s not just controlling relations but also developing connections. Taking into account these occasions, it’s very important and leading issue to make a research of social service of media culture.

It’s not said in vain that media culture is considered as a “forth power”, which is holding its wide-spread power in order to influence on person’s mind and feeling. On the opinion of N.Lumann, the service of mass-media “consists of managing a social system self-control” [4].

“The term media (“media”, “medium” lat. – supply, analyst, informative) – firstly has been brought to show the phenomenon of “many” at the end of XX-th century”. To give the full meaning of “media-culture, it’s a masterpiece of modern theory of culture that’s considered as a connection of power and society” [5].

It was Marshall McLuhan, who firstly analyzed a media culture as a philosophical and cultural aspect. Because of the overweight of mass-media, he split up the human history into four periods:

1. “Before writing” period is unique with people’s simple connection with environment;

2. The period of writing codification breaks up a moral dignity of “common human being” and its “sensor equality”; farther it comes to the first place the communication written in a code way.

3. The period of Gutenberg totally stops the dignity of human and nature. It starts “the period of topography”, that gives a possibilities to have a relations with “nonperson” media audition;

4. Modern period – is a synthesis of “the listening person” and “watching person”. According to M. McLuhan, the electric and electronic devices had made a “communicational revolution”. The unique meaning of modern communicational devices is that it doesn’t just influence on a certain feeling parts, but also has its influence for the whole nerve system.

Relying on prediction of M. McLuhan, the developing world civilization – is going to become a society of “animated mind” and “dignifying communication”, which will create all conditions for high culture development [6].

Concluding the previous statements, the media culture is an informational society ruling culture, which existence is tight connected with oral, visual and acoustic images connecting with traditional and electronic social informational devices that bring a social-cultural issue.

A rational beginning, education, modern concepts, scientific technology is taking an important place in culture of management. Nowadays, it’s impossible to reform non-educated society or to lead a government management in a proper way. Informed people are not dangerous for government, backwards, if the information gets in time, then it’s profitable for government as well as for common people.

Today, the issue of management in information managing society didn’t lose its actuality and is to take power in nearly future.

Management is a unique action of managing and developing a society. Management consists of the following periods: exploitation and analysis of information, systematization, research and its diagnosis, as a result of this the predictions are made and aims are determined. Farther the planning, organizing and control of the action is realized to create decisions by choosing and using a professional. That’s the way the management system is being created.

Information has become none – exhaustive global human fund that took step to the continuous motion period managed by information. According to the determination of American sociologist W. Daizard, the information is a phenomenon that doesn’t know either national borders or barriers [7, 2].

In XXI-st century, it’s being created a new method of management in Kazakhstan. Its main purposes are: information, education, scientific plan, social modeling. Under this it’s carrying out a transaction service between society and government, as well as an individual and power.

The side of a new society well accustomed Kazakhstani people are managing: getting computer games, getting and sending news by E-mail, setting a network connection, buying and selling some products by virtual shops, managing network adverts.

Kazakhstani informational wave can be compared with a spot which gathers several informational sources. The most powerful is the informational flood from Russia. Their high-quality TV programs, some news spreading radio stations, newspapers with permanent readers and its comparatively well developed Runet are embracing a big volume of Kazakhstani space. First thing to do for today, is to strengthen our government policy in order to stop foreign information flood and improve competitive local mass-media. Nowadays, Kaznet is giving some opportunities to realize it.

Well known American futurologist A.Toffler featuring our time is giving this estimation: “Interaction, mobility, the opportunity to connect with each other, collectability, globalization. This shows the significance of new power – information power” [8,42]. Learning new information communicational technology and using it in political system or in social life, Kazakhstan is not leaving behind the world information globalization and is to be on a permanent development way of informational time.

By this way, social-philosophy analysis of managing some aspects in developing informational society is leading us to several conclusions. At first, informational society – is a social verdict of practical - global and local order. At second, some modern scientists are creating new concepts relating to the new informational society. At third, according to the theory of managing in informational society, west concepts are making a big contribution and are taking the importance in practical use of those concepts for creating informational society in different countries.

Literature:

1. Alexandrovskaya V.N. The informational paradigm of progress. Doneck: ДонНМУ Publicationб 2007. – 200 с.

2. Masuda Y. the information society: as post-industrial society. – Tokyo, Japan: Institute for the Information Society, 1980. – 171.

3. Fromm E. Hope revolution. Getting rid of illusion / translated from English by Krotovskaya N.A., Rudneva E. M.: Progress, 2005.80.

4. Luman N. The society of society. Part II. Media communications. M.: Logos, 2005.280 c.; Luman N. The reality of mass-media / translated from German by A. Antonovskii. M.: Praksis, 2005.

5. Kirillova N.B. mediaculture: from modern to postmodern. – M.: Academic Project, 2005. – C. 7.

6. Sokolov A. B. Social communications. – Educational material. – M.: ИПО Профиздатю 2001. – С. 187-189.

7. Dizard W.P. The coming information age. An overview of Technology, Economics and Politics. – Longmann, 1982. – 287 c.

8. Toffler A. the metamorphosis of power. Knowledge, richness and power in XXI century. – M.: ООО “Издательство АСТ”. 669 c.