Universal Mechanism of Social Interaction

The article is devoted to the theoretical and empirical study of the social interaction problems, which should be considered as a forever relevant factor of social development. It is shown that communication, performing as a universal mechanism of interaction between the core institutions and social groups, contributes to the integration of society and to its targeting on progressive achievement, on the higher standards of living and the quality of all the aspects of life. The Object of the Study. Social communication as a universal mechanism of social interaction. The Subject of the Study. The author stresses the influence of this mechanism on the formation of the progressive social changes caused by the new development strategies of the Russian companies. The Purpose of the Study is to revealing new opportunities of social communication and to use the results of our analyses for practical application in the organizational and technological activities of the structures (administrative, educational, media, etc) interested in it. To achieve the goal of the investigations the following problems: must be solved: analyzing main scientific approaches in defining social communication; revealing the role of social dialog; determining the functions of communication within the conditions of the changed information environment and revealing the significance of communication in managerial and self-organizing processes. The Hypothesis of the Study. Social interaction is caused by deterministic situation which in its turn is determined by physical and sociocultural environment. Still these are the participants of the communication who play a crucial role in the development and practical implementation of management decisions and can influence the implementation of development strategies, regional ones in particular. Methodology and Research Methods. The author has used general scientific methods of analysis, i.e. formal-logical, comparative, systematic as well as the analysis of the literature on the research topic, the content of the existing policy documents, which have been adopted in the country and in the region (Novosibirsk Oblast’), statistical data, mass media publications, and secondary analysis of sociological research data. The Basic Theoretical Aspects of the Article. To investigate the problem of social communication means to search the answers to such questions as how it influences the preservation of the social system integrity, and how the social system responses to the processes of interaction of its constituent elements – individuals, groups, institutions, etc. A direct appeal to the exchange mechanism we can find in the paradigm of social exchange, based on the theory of exchange by J. Humans and the works by E Giddens, P Sorokin, E Goldner, W Hood and others. In the exchange processes the development of «... collective meanings that determine the image of the world, and establishing social conventions are taking place. In this process, both subjectobject and subject-subject types of relations are created in the communication process. The type of «subject-subject» relations presupposes a certain equality of participants in communication and is realized in the form of such a form of communication interaction as dialogue. » [Adamyants, 1999, 1].