Determinants of Social Communication from the Perspective of Contemporary Global Challenges

Abstract

The article examines the determinants of social communication from the perspective of
contemporary global challenges, highlighting the profound transformations generated by current social,
cultural, technological, and axiological dynamics. Social communication is approached as a
fundamental process of collective life through which meanings are constructed, values are transmitted,
and relationships between individuals and groups are structured. Within this framework, the main
determinants of social communication are outlined, including the cultural and axiological context, the
influence of globalization, the accelerated development of digital technologies, identity diversity, and
the pressure of rapid social change. Particular attention is given to the impact of contemporary media
environments on forms of social interaction, on public language, and on the configuration of social
opinion. The analysis also addresses challenges related to the fragmentation of social discourse, the
redefinition of the public sphere, and the need to adapt messages to a plurality of values and
perspectives. Social communication is interpreted as an instrument of cohesion, negotiation, and
mediation of differences, with a significant role in maintaining social balance. At the same time, the
importance of communicative responsibility, public discourse ethics, and information management
capacity is emphasized within a context marked by media saturation. The article concludes by
underlining the importance of strengthening social communication competencies oriented toward
responsibility, dialogue, and openness as responses to the complexity of the contemporary world.