Conductors, mysticrs and heretics. Anthropology of media communications

The media has long become an integral part of our daily life. It would seem that this is a completely natural trend, given the pace of development of media technologies. But the author does not just states this obvious fact, he offers his view of the situation through the prism of the anthropology of the media. He refuses to consider media communication as a stream moving in a single given direction: exclusively to a passive recipient. He offers a metaphor for an orchestra, whose participants know about the existence of certain codes and rules ("melodies"), allowing them to interact with each other. In this process, the so -called conductors appear - which offer (sometimes very persistently) their version of a particular event, mystifiers - who can create a habit of mystery even around an outstanding event, thereby increasing the ratings and expanding the audience of a particular media, and, in fact, heretics - violating perennials Norms and canons of media communication. All of them affect our way of perceiving what we see and hear from the news, forming an attitude to what is happening on the local and global level. This is a kind of guard of power (or opposition), which implicitly form its image.
The trend is quite familiar to most countries, but this is no less interesting - both for researchers of media, anthropologists, sociologists, and for the audience of all kinds of media. "Informed means armed" - this is exactly the message of this book, the author of which is trying to warn against passive "absorption" of the flow of information