Abstract:
У статті досліджується проблема формування свідомості людини засобами масової комунікації, які є ефективним інструментом підтримки суспільної рівноваги й соціальної взаємодії. Наповнюючи
потрібним змістом повідомлення, що передаються засобами масової
комунікації, можливо подавати суспільству не лише знання про
навколишню дійсність, але й цілеспрямовано формувати емоційні та
поведінкові стереотипи. Сучасна людина формується й живе в особливій реальності, де засоби масової комунікації створюють сприятливий ґрунт для прихованого впливу на свідомість людини.
The article deals with the problem of formation of human consciousness
by means of mass communication. Mass media is an effective tool for
maintaining social equilibrium and social interaction. For the progressive movement of social systems it is necessary, on the one hand, to learn the experience of previous generations, and on the other – to get acquainted with ideas relating to the future. The realization of this task can be achieved through the purposeful dissemination and establishment of
socially meaningful knowledge and knowledge in the mass consciousness. This simultaneously limits the freedom of personal self-determination, and opens up new horizons in the knowledge of the surrounding reality. Mankind of the 21 st century lives in the mega-information space and receives information about the world around the world from the press, television and radio every minute. It is the mass media, as the main supplier of information, affect the formation of the internal picture of the world of people, a kind of cognitive-behavioral matrix, on which basis orientation is in the world. And in this sense, the person of the information society is not free, since it is not possible to receive on its own full and, most importantly, reliable information about the events taking place.
Often, mass media use manipulative techniques of influencing people’s
minds, creating the illusion of freedom of choice, but in reality limiting the
freedom of self-determination of a person. To this end, technologies of hidden pressure can be applied to the emotional component of mass consciousness. Depending on the emotions and feelings experienced by the masses, you can prepare favorable conditions for the unobtrusive involvement of people in certain activities, while most people will be sure that they have committed the act voluntarily and consciously, without external influence. Thus, mass media act as a forming factor in the process of self-determination of the individual, identifying the concept of culture and information. And by the scale of their influence, they reached a huge scale. Filling with the necessary content of messages transmitted by mass media, it is possible to provide society not only with knowledge about the surrounding reality, but also purposefully form emotional and behavioral stereotypes. A modern person is formed and lives in a special reality, where media of mass communication n create a favorable ground for a hidden influence on human consciousness.