DEVELOPMENT OF ALTERNATIVE COMPONENTS IN MASS COMMUNICATION MODELLING
The article is a review of traditional and modern communication theories that looks into the elements of modern alternative media consumption. This review is a part of a fundamental research of international alternative media. There is an outline of components that are aimed to modify traditional understanding of media communication. It is underscored that the source of information can't just be personal. Besides, the factor of doubtful objectivity greatly influences modern information. The article considers the fact that in modern multimedia environment the same information can be duplicated by several channels of transmission which develop the multitude of information codes and the means of delivery means. Special attention is paid to the fact that the recipient of multimedia information is turned into the starting point of the next act of communication in social networks and other platforms and it is not necessary for the next recipient to give a feedback with the initial sender of information. Special attention is paid to the relations between traditional and present-day communication models.