У статті здійснено детальний аналіз класичних і нових медіа міста Бориспіль. На основі аналізу комунікаційних мереж побудовано кластерну модель його медіа-середовища в контексті соціально-комунікаційного підходу.
В статье осуществлен детальный анализ классических и новых медиа города Борисполь. На основе анализа коммуникационных сетей построена кластерная модель его медиасреды в контексте социально-коммуникационного подхода.
In the article the detailed analysis of classic and new media of the city Boryspil is conducted which both traditional print and audiovisual mass media and the new Internet services belong to, that makes in an aggregate the system of communication networks.
Theoretical approach to understanding of the concept “cluster” is analysed from the point of economy, in the context of which the variants of determination of a cluster and a cluster model are offered taking into account of social communication approach. To our opinion, in the industry of social communications a cluster canbe examined as a relatively proof certain territorial association of social institutes (not always administrative one) which functions with the purpose of improvement of relations in the society for strengthening of communication connections of social& groups. In accordance with it
the cluster model of media environment is a reflection of complex structure of mutually connected components of this environment, grouped according to the certain features.
The priority is given to consideration of th&e Internet as a special information resource or space and its services, that are presented in the media environment of the city Boryspil. The wide list of services which enable communication of different form is identified.
On the basis of analysis &of communication networks it is built the cluster model of its media environment in the context of social communication approach. This model includes social institutes, print and audiovisual mass media, Internet services, other mass media and social &subjects (communicators).
