ВЛАДА МАС-МЕДІА ТА СОЦІАЛЬНА КОМУНІКАЦІЯ
Power of media and social communications

Summary/Abstract: The article is devoted to the analysis of media influence on social mass consciousness. Based on foreign and national scientific heritage author describes three fundamental degrees of media impact, that provide quenching the desires of members of the mass society. Research aims to show that distortion of reality in the minds of masses through the media is the consequence human choice.Density and continuity of modern communications is quite clearly shows us the trend of rapid increase in the value of timely information received. Within these realities, the communicative impact of the media is the qualitatively new phenomenon that needs proper scientific analysis and deeper understanding.As a result, quite topical scientific analysis of media influence on awareness of the average Ukrainian social reality in which it exists. The working hypothesis of our study is the assumption on which the perception of reality thoughts final recipient of the outlets are dictated operated based media owners, but is a response to the unconscious desire of recipients to participate in events without the active participation in it. Thinking the reality of the stories, articles and news, there is one member communication without the need to enter into its essence and without active intervention in the collective understanding of the events.Yet today it is a necessity without which it is difficult to imagine everyday life of the consumer media. Therefore, it is important to realize that the media can not cover completely unbiased information to us, and thus they give knowledge about reality can not be absolute.Curiosity as a way to "review" of interest ignores the essence of things guided only displays events that cause the desired emotional response. It is this aspect and leads the way coverage in the media: attempts as closely as possible to satisfy the curiosity of the recipient. When you enable the TV to see the political talk show on Sunday evening the consumer sees before him all the same recurring conflict equivalent of politicians who end the sense of completely changing her political beliefs. At the moment of contemplation verbal confrontation passive viewer becomes a participant interviews ranked one of the parties sometimes even voicing their experiences to the TV. Enabling people to experience the events happening on screen and the main recipe for success rating talk shows. However, entry into the essence of the political position of the ruling or opposition is under a merely secondary. Banner communication in this case is, first and foremost, as an emotional communication. The crowd faced in everyday life as a way of condemning the objectification of the Other, apply judgment in relation to what he saw without a specific cognitive goal. Censuring politicians on TV convince man himself that he can not be deceived, because the deception was exposed it is implicit in the state. There-fore condemnation audience is the main emotional to political talk shows.Impact of media on the minds of the recipients is a certain structure, which can be roughly divided into three levels: sequence information, symbolic, symbolic and emotional pathos.Thus, in the small study we have demonstrated the great importance of understanding the influence of media on everyday human reality in which it exists. Based on the works of Bourdieu, Bryant, Thompson, Baudrillard, Dobrosklonskа, Kozlov proved a key role in reforming the media all the cultural activities of mankind. Intervention Journalism in the public interest priority schedule based on elevated heteronym of individual spiritual sphere of society that enjoys the actual popularity and commercial demand.It was pointed out that the dependence of the individual on the media as a source of news and information continually increases and becomes the climax in times of general crisis and instability. Painting the world in the mind of modern man is almost entirely formed of the media, and thus responsible for the products of mass culture is largely lies on journalism.We have identified three major structural levels of media influence on public consciousness recipients: sequence information, semantic- and symbolic-emotional pathos.Consistently, the level of information associated with selective temporal resolution media to enter the sequence coverage, which creates a special pre- and post- attitude to just heard. In addition, the result of alternating blocks of in-formation are unconscious construction of various events and information to uniqueness.On the other hand semantic-symbolic level is characterized with the leading media in shaping the mythology of mass society. However, due to the selection of the structure of media messages key equivalent character in the subconscious recipient is time dissonance between the real thing and what is happening on the screen. As a result, personal experience of the events at the time of watching the news, that sense of witness without active contemplation.Pathetic emotional level of exposure associated with the inclusion of external events in personal moral values and experiences of the viewer. Transfer its interest to a higher level of passion – feelings and emotions, including fear, mercy, compassion, anger and others.We analyzed the communicative content of online media, demonstrating the need for a reliable means of verification of electronic network material.In the course of our work confirmed the working hypothesis of the study: to provide the means of mass media information about reality based on immediate needs and desires of the mass subconscious mind, which consumes those foods culture.

• Details
• Contents