The essay focuses on the relevance of comparison methods in public communication in contemporary society. The paper explores the basic features of the comparative techniques and then focuses on the dynamic nature of the comparison. In different social contexts (society, economy, organizations) the comparison methods develop different types of dynamics whose effects are manifested in processes of institutionalization. Economic organizations use the techniques of comparison as a means of control and as public communication devices of their action.
Keywords: Comparison, public communication, dynamics, economic organizations, institutional building