The role of mass communication in post-industrial theory of society in the aspect of information marketing development

The authors look back through the history of the information society development, review the main famous mass communication theories. It is concluded that the distribution of information in the context of the modern society is subordinated to two processes: globalization and demassification. The authors substantiate an individualized approach to the consumer, as well as the direct involvement of the consumer in the communication process. This can be facilitated by interaction with consumers in the electronic information field on the basis of which other structural components of mass communication will be formed.