Public Relations: New Structural-Functional Type of Models in the Internet

Section: Advertising and Public Relations

The article defines the results of the study of patterns of communication models on the Internet (identified their characteristics, classification). The author allows to define described multi subject and subject-to-subject model of Internet communica­tion as a new type of models, and includes them into the historic structural and func­tional range of PR-models. Increasing use of the Internet models determines the potential system-functional transformation of PR from the control system to the metasystem of equal collaboration of all social actors.