COMMUNICATION AS A SOCIAL PROCESS: FUNCTIONS AND DIMENSIONS OF INFLUENCE – THEORETICAL PERSPECTIVES
COMMUNICATION AS A SOCIAL PROCESS: FUNCTIONS AND DIMENSIONS OF INFLUENCE – THEORETICAL PERSPECTIVES

Summary/Abstract: Communication represents one of the fundamental concepts of contemporary society, being present in almost all forms of social interaction. The complexity of defining this concept derives both from its omnipresent character and from the diversity of theoretical perspectives from which it can be analysed. Starting from the contributions of scholars such as Fiske, Watzlawick, Jakobson, and McQuail, the present study aims to highlight the main dimensions of communication and its role in organizing human interaction. The article examines communication both as a process of information transmission and as a mechanism for building social relationships and influencing behaviours. The main functions of communication—cognitive, relational, and persuasive—are discussed, together with the model of language functions proposed by Roman Jakobson. The dimension of communicative influence is also addressed, particularly in the context of advertising discourse. The analysis shows that the communicative process cannot be reduced to the simple transmission of information, but rather involves a complex set of interactions in which messages are interpreted, negotiated, and integrated according to the social context and the specific characteristics of the receivers.

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