SHAPING THE PUBLIC IN SOUTHEAST EUROPE: SOCIAL FIELDS ANALYSIS

Abstract

Communication is invisible force that creates dynamic in each social field. Communication is imperative for existence of dynamics. There is no existence of social field without dynamics. Social field by itself is constitute from social forces: social institutions, social networks and cognitive frames. Actually they all shapes the social field. All those social forces might be utilized by the actors in their communication strategies which all may shape the public. The process of communication and communicator’s awareness level related on influence of social forces or communication process which is the subject of the current article. The reader may also find out how the social forces are influential on communication and how of the other hand the communicating agents use them to shape the public? The article offers a theoretical model of communication, based on the SOFIA approach to analysis of social fields. The model defines several categories in each social force that affects the communication process. It is a complex process in which the social forces influence each other, and simultaneously exert a joint influence on the public. Usually, actors or their groups are categorized into eight different areas, and each of them has its agent-communicator. He is as a matter of fact representative of a group that communicates with the public on behalf of a particular group. Always read the term agent - communicator, in our paperwork as a part of the group consisting of formal actors or formal agents.