Cyrill Tuzov, Director of the political and special projects by Baikal Communications Group, made a presentation on global trends in communications at the analytical session “Days PR 2017” organized by the Russian Association for Public Relations.

Within the presentation, Cyrill Tuzov touched upon two aspects of the global trends in communications. On the one hand, he expanded the frameworks of inevitable transformations that will affect the entire industry. On the other hand, he mentioned the limits of the communications acceleration at the international level. According to the speaker, the international communications analysis allows us to make a conclusion that most barriers, complicating the dialogue with target audiences beyond the traditional culture’s bounds, have been technologically overcome. Eliminating the language barrier in the nearest future doesn’t require human intervention. However, at the stage of linguistic and cultural boundaries’ elimination, the limit of the information exchange acceleration will be reached: particularly, due to the impossibility of overcoming the global physical factors of perception and response, such as the difference in time.

For a company that was able, for example, to penetrate the information space of China in the fastest way, it is obvious that even full automation of PR management won’t help to avoid inevitable time lag of communication between the subject and the audience. But this doesn’t hinder the converge between Russian and Chinese information spaces.

For today, the information exchange is constrained by the difference in culture, language and technology of Chinese Internet segment’ isolation. However, as the first two obstacles are destroyed, the dissemination of mass competencies to obtain information from different Internet sources will increase. Censorship, restrictive measures – all this will not determine the face of international communications in the future. First of all, this will affect Russia and China.

At the same time, the trend of increasing the technological separation of some channels will coexist with the trend of increasing the number of communication channels. This problem will be supplemented by the preservation of the stability of communities to the perception of information from various and often disjoint sources: as “old” and “new” in its essence. This will demand communication sector companies to significantly diversify approaches to managing information flows. The coverage of a wide audience will become technologically more difficult.

One of the most interesting features of future communications will be the development of the hierarchy in which all forms of information broadcasting and the entire community of speakers and opinion leaders will find themselves. Nowadays the processes of migration of speakers are intuitive. The forecast, of course, gives preference to new forms of electronic media, but we shouldn’t forget about the strength of the reaction, and the fatigue of a wide audience from the endless emergence of new formats of communicaion.

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