Management of game communicative fields: new paradigms for new media
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Murad A.G.
PhD Student, Faculty of Journalism, Lomonosov Moscow State University, Moscow, Russia
e-mail: amour.rad@gmail.comSection: New Media
The author analyses how media management should be transformed in the view of new technological and cultural challenges. The research is made on the basis of the vision that communication process can be seen as a social and cultural game and that a customer is moving from the position of the spectator towards one of the player. <br> <br>