Manipulative potential of the communicative technologies in the transitive society

The article assesses manipulative potential of the communicative technologies in the society going through the institutional and spiritual changes. The author compares principles of the communication management stated in cybernetic and dynamic versions of the theory of information. It is pointed out that the manipulations traditionally associated with the cybernetic type of communication management are ambivalent to the type of the communication management. The manipulations in the transitive society are mostly conditional upon the message type and, in particular, the change of the sign structure (formation of the degenerate sign) and change of the definition process.