The value of community and community of values in the media. Care for the integration of mediasphere users

Abstract

In the era of liquid modernity, communities remain in the sphere of drift, weak ties, or loss of identity. In social communication, in addition to explosive communities, which are unstable and usually fleeting, it becomes necessary - as M. McLuhan stated - to reflect on the "rebirth of tribal patterns of deep involvement". As a result of the integration of media users, apart from postulated communities, planned as projects, historical and real communities, i.e. permanent entities created by the choice of individuals, have special value. The value of a community is closely linked to the value of a human being. Personal involvement, participation, building ties, partnership, interest, one's own openness and opening up to others, overcoming social distance, concern for the durability of relationships, as well as stability and constancy in acquaintances, make the communication network a special space for building a common world of the media sphere. The proximity of media users favors the creation of brotherhood, eliminating the distance and alienation of people in dialogue with each other. The virtual community, through the many new digital connections and new technologies available, today has a new opportunity to actively participate in a shared experience in very different forms, varying in terms of their mode of existence.