| Abstract [eng] |
Contemporary society persuasion processes are analysed in the Dissertation and it is stated that the contemporary informational campaigns, oriented towards the encouragement of positive processes within societies, should not seek for the construction of solid identities and not changing social provisions, because the persuasion of such type is linked with ways of the information consumption, characteristic to society of masses and does not correspond to contemporary needs of the mobile individual, open for changes. It is strived to prove in the Dissertation that contemporary campaigns of the positive society persuasion should be based on the soft networked persuasion; such way of persuasion in the Work is conceptualised; the model of the soft networked society persuasion is presented and its operation is described. This model is introduced as the practical and analytical instrument able to help organising the communicative programmes of positive social changes as well as to analyse them. Theoretical and methodological ideas of Dissertation are verified by implementing analysis of the voluntary activity promotion that took place in Lithuania in 2011, linked with the Year of European Voluntary Activities Promoting of the European Union, assessing the spread of ideas of volunteering in the country as the programme for promoting positive changes within the society. Under research techniques of the critical discourse analysis and social network analysis, the content of voluntary activity promotion actions is assessed as well as organisational forms of their development from the attitude of the soft networked society persuasion model. The Work can be useful for the community of Lithuanian communication and social sciences, anthropologists, partially – for the community of political scientists, NGO sector, and developers of the social policy. |
