ІНФОРМАЦІЙНІ ЗАСОБИ ВІДОБРАЖЕННЯ ПОВСЯКДЕННОСТІ В ІНДИВІДУАЛЬНІЙ СВІДОМОСТІ НА ТЛІ ПОСТМОДЕРНОЇ РЕАЛЬНОСТІ
EVERYDAY LIFE INFORMATION MEANS WHILE REFLECTING IN THE INDIVIDUAL CONSCIOUSNESS ON POSTMODERN REALITY BACKGROUND

Summary/Abstract: The purpose of the article is a detailed analysis of information means of reflecting objective reality, in an individual consciousness in a postmodern society. The methodology is based on the use of activity, systemic, socio-cultural approaches, as well as methods of comparative and terminological analysis. The scientific novelty of work is that the means of reflecting everyday reality in the individual consciousness are investigated. Mechanisms of influence of information technologies of mass communication on social identity, lifestyle, and culture, in general, are analyzed. It has been proved that social and cultural phenomena such as post-folklore, ritualization, mythology, enigmatic narratives play an important role in the process of awareness of objective reality. It is justified that the consciousness of the individual is in a total space created by mass communication, and therefore the perception of everyday reality occurs under the influence of information technologies. A significant role in modern society is played by the processes of demassification of everyday life, which generate pluralism and a variety of thoughts; entertainment and humor are the main factors in the manipulation of individual and social consciousness. Conclusions. Postmodern reality determines the emergence and development of such phenomena of everyday life, which turn into an important means of influencing the social, and especially the individual consciousness. Everyday life through means of mass communication is reflected as an image of reality in the individual’s brain, is realized and reproduced as a subjective reality. Scientific exploration in this area will always be relevant since everyday life in modern postmodern society is an important specific source of society development, the meeting space of philosophy, psychology, social communications, and culture. In our further research, we plan to study in more detail the impact of post-folklore on the consciousness of the individual in postmodern reality.

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