摘要：The basic definitions and models of the communication process are determined in the paper, which reflect the elements in the process of communication and types of effects of D. Lasswell’s model. The types of social communication, public opinion and social stereotypes caused by the mass media show that it is a simplified way of social objects or events with significant resistance. Rumors as an example of informal communication are described in the article that determine information whose reliability has not been established and that are transmitted from person to person through the spoken word. The main means of mass communication are considered in the article and is determined the leader in a number of means of them. The study, conducted by the Institute of Sociology, is presented in the article which clearly demonstrates the priority of television in the system way of spending free time by representatives of different generations.
关键词：marketing research; social communication; human development; social stereotypes; mass media
