G.M. MCLUHAN: COMMUNICATION AS A MEANS SOCIALIZATION

Background. The problems of specifics and transformations social communication are updated in the modern conditions contradictory development multimedia system, which actively affects processes socialization. In reality, Internet tools often play a more significant role socialization than traditional agents. expands possibilities for revealing personality, but at same time gives rise to risks young people. authors article turn critical understanding concept GM. McLuhan (1911-1980), Canadian technology theorist. main works G.M. came out 60s. XX century, however, ideas expressed them still demand world science.
 Purpose. critically analyze theory communications by M. McLuhan, grounds conclusions about its research capabilities and, time, gaps left it, person continuous diverse flows communication.
 Methods. study, rely on philosophical cultural approach, including techniques methods sociological analysis communication, as well an interdisciplinary approach.
 Results. As rightly believed, necessary basis formation, maintenance transformation phenomena himself. demonstrates influence changing person’s thinking, his consciousness, ability perceive, mentality, lifestyle. Technical means creating new languages fulfill revolutionary sociocultural dynamics general particular, universal environment formation personality. At based limitations media-oriented approach shown. demonstrate advantage philosophical, approaches domestic communicativism, not technocratic, humanistic dominant.
 Scope results. results obtained can be applied study socio-cultural context global challenges our functions processes.