Information space can be imagined as a following model – a stacking toy, each horizon of which is different in the level of subjectivity – potential to influence the external world, and in the core there are civilizations principles.
Horizon’s width of a toy is characterized by the number of entities (personal and collective ones) inside it. And the “height” – by threshold amount of subjectivity, needed to transfer to the next level.
Horizons own approximately the same amount of all entities’ energy. Hence the closer you are to the top of the toy, the higher the level of subjectivity and the smaller the amount of subjects (people, associations), and vice versa.
Events* form horizontal swirls of distribution and interpretation. Capacity (scope) of a horizontal swirl is characterized by reputational potential of its author.
Horizontal swirl can be a source of a vertical communicational vector that heads to other horizons (fig. 1). While passing through horizons, a vertical vector creates its own “horizontal swirls”, it being an event. Under the influence of these swirls new events (actions) can be born. They, in turn, become sources to new vertical vectors. However those “born” vectors can be opposite to an original vector (fig. 2).
The base statement is that modern society is still of a vertical (hierarchal) nature. Meaning that there are “higher” and “lower” horizons of society and “energetic barriers” of transition between them. Hence the statement that thought out the whole history of humankind the basic communicational model DIDN’T change is true: nowadays, as well as in ancient times, there are two basic informational actions: vertical transfer of a signal and its horizontal spreading and discussion.
In ancient times a herald of a tzar (khan, king, warlord) herald would come into a village and read a Decree. That was a vertical communication.
People were discussing this decree and arrived to a certain opinion. That was a horizontal communication.
The most valuable opinion was creating a new vertical communication: they were writing a petition and sending it to tzar (khan, king, warlord) in response to his decree and as a “result of discussion”…
Much later, when mass media were created, they took over the function of vertical transfer of information. They came, in a sense, “informational elevators” between social stratums.
Alongside with mass media development, the number of people grew, as well as their geographical and social division. Without according growth of horizontal communication technology it led to the dominance of vertically delivered information and formed a sense of “omnipresent media”: a person received more and more information from newspapers, radio, later from TV, and had less and less opportunities to discuss it with other people.
This way the perception of communicational model was formed: source-transmitter-receiver. This situation reached its peak height during the “golden TV age”: 70ies to 90ies of 20th century. Marketing, advertising, propaganda and other forms of communicational influence on population were built on this model.
Nowadays, with the help from global communicational platforms the world is coming back to the familiar communicational model that existed for many centuries.
The age of vertical communication dominance is ended. Humankind is coming back to a familiar model: vertical transfer of information that creates horizontal swirls of discussion and spreading in every social horizon.
“Social networks” that existed forever, nowadays got a technological platform that allows to form horizontal grounds for discussion compatible in the aspects of influence and scope to vertical systems (mass media).
More importantly, the most powerful horizontal swirls can become their own sources of a vertical signal (”up” and “down”).
Hence the concept of PIS (more detailed description can be found in the chapter “New media”) – personal information source: a person-newspaper (a blogger) and a one-person-newspaper (for example, a personal news feed).
At the same time social model of society still didn’t receive a quality change – it is still vertical. As in ancient times, the society is still divided into horizons, transfer between which requires a significant input of energy from a subject. But free motion “inside a stratum” is allowed.
So only the sharing and discussion of a message happens in every social horizon. And evaluation and correction can be carried out only on a higher level (fig. 3).
Length (depth of penetration) of vertical vector depends on a social importance of an original event, expressed in a message and/or “additional energy” applied to it (payment for publications in media, advertising support etc.).
At that a descending vector has bigger potential energy that an ascendant one. So to influence the evaluation of events “from top downwards” you need less energy than to do it “from bottom up”. But in case of accumulation of a fairly large social potential of a “horizontal swirl” it is able to generate a vertical “ascendant” communicational vector that can be reinforced by an “energy pump”. For example, with external (in regards to a horizon) funding.
Nowadays society is moving towards creation of a single (global) information space, where concepts “up-down” will become relative, profoundly situational, so they will depend on a position of observers and their “scale of social values”.
In such a joint informational world, the birth of which we are observing and in which participating, competition is happening on a highest level – with global stars of all times and all geographical and social locations.
In a society like this an essentially different communicational model will exist.
Perspective (in my opinion) communicational model of future – is a chaos-system, that has a scope, but doesn’t have a strict hierarchy, all the elements are interrelated and sensitive to initial conditions (small change in an initial trajectory of an element can lead to significant changes in future); in their motions they are gravitating towards attractors and manifest abilities for a topologic blending.
* Event – joints existence – manifestation of entity’s action that influenced-is influencing-will influence a life