ДИГИТАЛЕН КОМУНИКАЦИОНЕН ХОРИЗОНТ НА СЪБИТИЯТА: ПРЕДЕЛНИ ТОЧКИ НА ДИГИТАЛНАТА КОМУНИКАЦИЯ ЧЕРТАНИ ОТ ПЕРСОНАЛИЗИРАНОТО ДИГИТАЛНО СЪДЪРЖАНИЕ

Abstract

Digital communication event horizon is a theoretical result of the complex nature of the communication process and is shaped by communication elements, circumstances, and specifics of the nowadays. The paper sets theoretical approach of the communication event horizon outlined by the effects of the personalized digital content. The proposed approach distinguishes personalization and customization as two separate processes related to tailored communication experience: system-initiated personalization(SIP) и user-initiated customization (UIC). Outlined as a theoretical framework of the personalization and the perception of the reality we will be able to consider new approaches to communication challenges dealing with the effects of social media – to what extent the content presented is tailored by or for the particular user and what is the perception of this reality to this same user, why it is different than other user, how and why some information is reaching us, while we are not able to reach another; how deceptions, fake news, and misinformation can be deployed.