Ecology of Communication: the toxicity factors in media

The paper raises the problem of media ecology. The concept of media ecology is considered from the standpoint of post-nonclassical rationality: the object of research is viewed as a system that unifies communicants, their communities and the information environment within the framework of ongoing interactions, which, in turn, affect all elements of the ecosystem. The authors analyze socio-cultural changes caused by media influence and give the interpretation of the manifestations of media toxicity through five components of communication (toxicity factors): (1) subject; (2) sign code; (3) content; (4) method and (5) discourse background. The experimental base of the research is represented by a lexical-semantic analysis of materials from print and electronic media and students' essays (n>300), an associative experiment conducted with students of the direction of training “Advertising and public relations” (Moscow and St. Petersburg, n> 200). At the end the authors share the experience of holding a scientific conference dedicated to the discussed problem as an optimal format for involving students in the problems of the ecology of media communication.