THE PHENOMENON OF REBRANDING IN MASS COMMUNICATION AS A REFLECTION OF RECURSIVENESS OF MEDIA REALITY |
| 6 | |
| 2011 |
| scientific article | 070 + 811.161.1 | ||
| 479-482 | brand, rebranding, recursiveness, mass media, media reality, modern communication processes |
| We use a new approach to the concept of brand, in which the meaning and the idea are not confined to economic
and marketing categories. Rather, it is considered in a media reality context. Within the framework of branding research
in mass communication, the author uses a philosophical explanation of the concept of recursion. The recursion
phenomenon acts as a basis for infinite communication and self-reproduction in the structure of the mass media. |
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