V. Stepanov
LOTMAN AND THE SEMIOSPHERE OF PUBLIC COMMUNICATION THROUGH THE PRISM OF COGNITIVE STUDIES
Abstract. The article is devoted to the epistemological intersections of the ideas of Yuri Mikhailovich Lotman and modern studies of public and media communication. The author gives a brief description of Lotman’ notion of ‘semiosphere’, pays special attention to the issues of defining and characterizing semiotic boundaries as cognitive phenomena and overcoming them in modern public communication in the digital age. The conceptual apparatus of semiotic research proposed by Lotman sets the paradigm model for cognitive interpretation and the actual state and dynamics of the semiotic space of public communication, the status of semiotic boundaries and the semiosis of boundary phenomena. The productive idea of Yu. M. Lotman about the personological nature of the semiosphere allows us to consider public relations as a practical information and communication activity (a set of social practices), their substance (public communication), result (public capital) and tool (text) through the prism of an intellectual personality, as a cognitive system that stores diverse codes, transforms received messages, generates new messages and broadcasts them. The synergistic revision of PR involves updating the ideas about the ontological status and dynamics of each element of public communication through the prism of cognitive studies – the addresser (basic subject of PR), addressee (target public and its segments), channel (media), code, text and context, the result – the publicity capital of the basic subject of PR.
Keywords: Yu.M. Lotman, semiosphere, semiosis, cognitive studies, border, space, communication, personality, text, public relations, capital, subject.