THE CONCEPT OF COMMUNICATIVE CAPITALISM: METHODOLOGICAL PREMISES AND PARADIGMATIC POSITIONING
The article explores J. Dean's communicative capitalism theory: its genesis, reception, main directions of development, a place in the paradigm of humanitarian knowledge at the intersection of sociology, political science and media theory. We consider the basic provisions and problems of the theory: a definition of “communicative capitalism”, key features and basic concepts of that formation (“fantasies”, “communicative exploitation“), the theoretical and methodological premises for the theory genesis. Also we analyze the reception of Dean's theory in Western and Russian studies, including its criticism in reviews and scientifi c works. As a result, we attempt to determine the place of “communicative capitalism” theory in the context of critical and post-Marxist studies (we present main approaches to such positioning), as well as in the broader context of sociology, political science and media studies. In the second case, on the basis of various metatheoretical approaches we make up a matrix of problematics determining a tool of sociological and political media theories in a “digital age”: on the one side of it we place a level (microlevel / macro level), on the other - an angle (practices or technologies play a decisive role). “Communicative capitalism”