Chudovs'ka-Kandyba I. Social-cultural factors of social communicacion efficiency.

The subject of present dissertation research, which is based on approaches which exist in sociology, is efficiency of social communication. Efficiency is considered at both micro-level through showing of pragmatic nature and possibility to work out sociological indices and macro - level as one of cultural values which along with other existing factors ensures evolutional changes in culture and social communication. Changes with respect to social communication, first of all appearance of new forms which present and displace accents to new criterions, are these values. Efficiency of social communication was considered as compliance between objective types, forms and means of social communication and real communicative needs of individuals (microsystems). Socio-cultural factors, influencing a formation of social communication context and accordingly available opportunities for its efficiency, were presented comprehensively (cultural competence, social stereotypes, social status, attitudes, life-style).74 52