This paper explores the reasons for emergence and the features of
ambient media in an urban socio-cultural space. Global socio-cultural changes in
the contemporary world lead to informational oversaturation, trauma-generating
factors and, as a consequence, search for new adaptive mechanisms for an
individual to accept the social reality. Ambient media become an unobtrusive
advertising communication built into the environment and people’s daily practices
in the contemporary society.
To analyze ambient media as a new form of communication, the authors applied
the method of structural and functional analysis and a systemic approach.
The paper argues that ambient media are a breakthrough, new and comparatively
young advertising communication disproving traditional views of advertisement
types, methods and forms. This is a communication offering innovative patterns of
interaction with the consumer and the environment and changing individuals’ notions
of a socio-cultural space where they exist.
The authors identified the main features of ambient media, as well as the human
trauma symptoms that can be caused by communication processes in the
contemporary society:
It is demonstrated that ambient media as a new type of communication are in all
respects integrated into the urban space of European countries and the USA. For
contemporary Russia, however, ambient media as a type of communication are a
new trend in the socio-cultural space of Russian cities.
Large Bent Jets in the Inner Region of CSS
