Mass-media: the philosophic of current development in Russian scientific discourse. Methodological aspects of research for practices of gamification in mass-media and complication of form of the sociality

This article discusses the social and philosophical ideas of theoretical and methodological concepts of the changing media and changing social space phenomenon. The subject of research is theoretical understandings of the communication media processes and mass consciousness transformations. The object of research is concepts (or fragments of concepts) that are offered by modern Russian philosophers. The goal and tasks of this research are attained by application of the method of discourse analysis and principles of non-classical paradigm in humanitarian areas. Thematic justification center around review of mass media activity principles and logic that are stated by Russian authors. That sort of selection criteria as the predictability, compossibility with modern scientific paradigms, the paradigms of complex social systems are determined the choice of the writing of I. A. Malkovskaya, S. E. Yachin, N. M. Smirnova, D. G. Gorin, A. Yu. Antonovskiy, A. P. Nazaretyan, V. V. Savchuk. The author of the article attempts to systematize principles and provisions that set out in works of above-mentioned authors; to identify development trends of philosophical reflection in the field of mass media and everyday consciousness. The author formulated the methodological viewpoint that allows regarding the spread of new ludic (game) forms in new genres of the mass media, and in particular, in practices of gamification as the fundamental communication dynamics of the sociality.