Porpulit O. Media Continuum as the spatiotemporal format of social communication activity in the beginning of the XXI century

The following research is devoted to the solution of the scientific problem, which implies the disproportion that has developed between theoretical knowledge, practical experience, and applied skills in social communication, which encompasses social actors / social institutions connected by multi-vector, equal and multidirectional relations, actions in a new format of spatial and temporal organization of modernity. The integral vision of the media continuum formulated in the research as a fundamentally new spatial-temporal format of social communication activity is based on: the spatial-temporal landmarks of modernity of a new kind - integrity, monolithicity, cohesion, unity of space and time parameters; on the understanding of sociocultural, technological, informational and communicational, extraterritorial, temporal potentials of new media, which, in turn, inspire the ability of the media continuum to reproduce continuous changes in temporal and spatial parameters of objective / subjective reality; on the social communication priorities of today - the need for interaction aimed at exchanging views, knowledge, values, life practices, stimulates social actors / social institutions to incorporate into the media continuum.