Contexts of the Network Communication’s Origin

<jats:p>The article represents a research of the scientific and theoretical backgrounds of the “network communication” phenomenon, and identifies the contextual relations of network communication in various fields of science. This study examines how information and communication technologies – mobile phones, social networking websites, blogging, instant messaging, and etc. – impacted on formation of theoretical concepts of network communication. We believe that a limited set of technologies promoted a variety of traditional parameters of communication researches. Internet activity and social networks encouraged the personalization of mass communication. We substantiate that the emphasis on the new media in the process of network personalization constitutes the basic context of genesis of network communication. The networks with persistent and pervasive nature of new technologies are more diversified than they have ever been before.</jats:p>