The influence of the media on the development of society. The influence of the media on the consciousness of modern youth. §2. The influence of the media on behavior in society

Today, information gives unprecedented success or mercilessly destroys, and the one who owns it, owns the world. It is difficult to argue with the fact that the influence of the media on modern society is fundamentally different from past centuries. Newspapers, magazines, radio and television can impose a certain opinion and even a model of behavior.

A vivid example can be the print media of the past Soviet era, when editorials, public debunkings and revelations were a huge success and were disastrous for those who were ridiculed on the pages of the newspaper. But honorable participants in newspaper debates, those workers and activists who managed to get into the pages of newspapers in laudatory odes, become stars of a local or national scale.

The role of the media in human life

If we talk about the role of the media in the life of a modern person, it is worth mentioning separately the constant influence. Newspapers, magazines and news impose sad events of our time, talk about fires, murders and scams, while at the same time lighter tabloid press, glossy magazines or entertainment programs are actively offered, which gradually fill the airwaves of radio and television. Involuntarily, contemporaries come to the conclusion, why read and listen to complex information when there are funny, funny and exciting articles about stars or ordinary people.

Thus, society and the media are closely interconnected, since the first gives rise to the second, and after that it cannot do without it. The primary task of the media is to cover current events, to inform the population, however, depending on the type and form of presentation of information, its role and influence may change. If negative events in our country are presented against the background of even greater problems in other states, traditionally one's own problems are perceived more easily and not so destructively. A similar principle was actively used in Soviet times.

The impact of the media on society

Can society survive without the media? Unlikely. The role of the media in our lives is so great that without newspapers, magazines and television, a person will go back several years and will remain completely ignorant of the events in the world. Therefore, it is worth thinking about the influence of the media on human life, and therefore choose the highest quality means. mass media that are not influenced by external factors, such as politics, economic influence. Fortunately, from the entire array of information you can always find decent and high-quality, and from dozens of newspapers, honest and fair, in which all events are covered accurately, quickly and without bias. True, it will take a long time to look for such media, because many of them are under the direct influence of political or economic forces.

This article is an attempt to give the reader an understanding of how significant the impact of the media on an individual and on society as a whole is, using specific examples, and to demonstrate that methods of hidden influence are actively used today. The fact is that many people are still not aware of even the banal hidden advertising, not to mention the more subtle manipulations, considering them to be fiction or exaggeration. Meanwhile, the entire modern system of mass media and cinema serves more as an instrument of propaganda than an instrument for informing or entertaining citizens.

To begin with, what is hidden advertising, it is also a product placement. This is the phenomenon when an advertisement for a product is added to a work of art (more often in films) in such a way that it is woven into the plot, which gives the viewer the impression of a natural message being broadcast. This leads to the fact that the viewer's attention does not fix the fact of advertising, which increases its effectiveness, because it passes through the filters of critical perception. Due to the fact that attention and consciousness are distracted by the plot, information about the advertised object goes directly to the unconscious levels of the psyche, as a result, not just an extra reminder of the product to the viewer, but in his worldview exactly the image of the product that the advertiser needs is created.

Evidence of the existence of hidden advertising

First, it is worth noting that neither advertisers nor directors of films that use this technology like to talk about it. The explanation is simple: any corporation seeks to maintain the appearance that their product is so good and popular in itself that it naturally flickers in the movies, and not because it is artificially “pushed through”. Recognition in hidden advertising will not give the product any advantages, it will only harm the image, which is why these facts are not advertised. Movie producers or book authors are also reluctant to talk about such "bookmarks" in their works, because the consumer will be unpleasant to realize that he is being manipulated and imposed on him by desires.

Secondly, it is enough that the term “hidden advertising” itself exists, enter it into a search engine and read at least the Wikipedia article. It tells how it works, there are several examples. Moreover, there are books on hidden advertising that are written by people involved in it, they provide examples of the placement of famous brands in films and data on how much it cost. Information about hidden advertising periodically slips on various official websites on the Internet.

Thirdly, in Russia, hidden advertising is prohibited under the law on advertising, but it is impossible to objectively prove that a particular product in a film was added for the purpose of advertising, and not for artistic intent, which is actively used by filmmakers and advertisers. This is another reason why it is difficult to find official data. In the West, the situation is similar - they do not advertise the fact of hidden advertising, so as not to pay taxes on it.

There are even agencies that are engaged in the placement of hidden advertising in books and films, more precisely, such agencies were, for example, "Fabula" (more about it here - ""). Now the site fabula-adv.ru is no longer working, as is the site ctc-tv.biz, which offered the placement of hidden advertising in popular TV shows on the STS channel.

Screenshots from ctc-tv.biz:

An example of a page where you could order hidden advertising on the STS TV channel in popular TV shows.

Over the past few years, sites on this subject have disappeared, and if you want to buy hidden advertising in a movie with the help of a search engine, then you will also not find anyone to turn to. This is despite the fact that the hidden advertising market, according to experts, continues to grow rapidly. Why, then, do not appear on the Internet, like mushrooms after the rain, offers to place hidden advertising in popular films and TV shows?

My version is like this: advertising in films is very expensive, for example, a series of commercials in a regular series costs from $ 100,000, only large companies can afford this. Representatives of such companies already have contacts of the right people - CEOs channels, producers and directors of films, they will not look for connections through Internet searches. In addition, the community of creators of major films and TV production is quite close, everyone knows each other there. Therefore, it makes no sense to create a website “buy hidden advertising from us” on the Internet. It was the development of the hidden advertising market that led to the fact that there was no need for such sites and the publicity of the offer, no matter how paradoxical it may sound.

Now directly to the evidence. They can be found, starting with information published on Wikipedia, and ending with books like "" or "Product Placement in Russian", which was written by the director of a marketing communications agency, Polina Kiseleva. These publications indicate how much was paid for the placement of the product, in which movie, how much money it brought in, and so on.

Confessions of media personalities

But for greater persuasiveness, we will also cite several stories in which famous people themselves admit to hidden advertising. The first video shows how Timati was taken by surprise with the question of the presence of alcohol in his videos (Timati himself is a teetotaler and does not poison himself with alcohol). From surprise, the singer was so taken aback that he decided to tell the truth in order to quickly close this issue.

Just look how Timati tried to get away from the question: at first he pretended not to hear, then he said nothing common man the term “product placement” and sent it to Google for a definition, instead of telling what it is. Got away from the question “This is not a stylistic moment, are you just selling?” and began to tell that it’s normal (why doesn’t he drink, since it’s so “normal”), in order to create the impression that alcohol appears in his videos just like that, and not as an advertisement. Then I tried to translate the topic to a standing bottle.

In the second video, Sergey Dorenko tells how he was approached by the tobacco lobby, offering huge sums of money to influence his audience and promote smoking.

And here, a well-known woman in the USA tells how she wanted to publish a children's book promoting a healthy lifestyle, and she was offered to pay the cost of printing the entire circulation for placing hidden advertising.

There are not so many such confessions on the Internet (for obvious reasons, there are none at all on TV), because media people do not like to talk about hidden advertising in their products, and if a little-known person talks about it, then the information does not gain popularity.

It is clear why the participants in such "deals" do not want to advertise the fact of hidden advertising, but why do those who refused not talk about it? After all, it will open people's eyes to how they are being manipulated.

Probably, famous people feel that the disclosure of such information can harm their future career. If the actor talks about hidden advertising, then the directors will not invite him to shoot in the future. The director of the TV channel is also unlikely to be happy if someone from the team of its presenters informs the viewer about the hidden mental impact in the programs of this channel.

Just as the deceiver will never tell the victim about his machinations, so he avoids information about the manipulation techniques that he actively uses as much as possible.

"Soft hitting power"

To understand how significant the influence of the media on society can be on specific examples.

Example 1 An illustrative case occurred with the creators of the film "Back to the Future". The scriptwriters for a long time could not figure out how to portray the "time machine". In the first version of the script, this device was a laser machine in Dr. Brown's laboratory. There was also an option with a refrigerator, but this idea was rejected due to concerns that small children would start checking their refrigerators for the presence of a similar device in it and inadvertently close the door behind them. It wasn't until the third version of the script that the time machine became a DeLorean.

Consider what this fact tells us from the history of the filming of Back to the Future: the influence of films is such that children will repeat what they see. The scriptwriters did not integrate something dangerous into the plot of the film - the then American refrigerators slammed shut, and it was impossible to open them from the inside; if a child would like to play in a time machine, then it could end very sadly. Those who want to tell that what is shown in films does not affect a person in any way, and all this is not important, let them argue with the scriptwriters of one of the masterpieces of world cinema.

Example 2 Henry Ford was often critical of international Jewry. He once stated that Jews were corrupting Christians with "syphilis, gambling, jazz and ... Hollywood", which "is designed to destroy true beauty and culture." At this passage, Hollywood figures of the aforementioned nationality threatened Ford that if he continued in the same vein, only Ford cars would crash in Hollywood films, and footage of car accidents occurring with cars of the same brand would appear in every newsreel issue. Henry Ford thought seriously...

A well-known story from which we can conclude that Henry Ford considered the influence of cinema on people important enough. If in Hollywood films mainly Ford cars break down, then the opinion of the audience about the quality of these cars will be appropriate. Another interesting detail follows from the same story - there is a force that can influence what will happen in each film. Since most people think it is impossible to produce this level of collusion, it leaves their heads vulnerable to ideas being planted. “If this is shown in every film, then it’s true,” the viewer will think and be mistaken.

Example 3 main character In the film "Rain Man" in one of the episodes he said that he would fly only on the planes of the Australian company Qantas, since they never crashed. This is partially true: this carrier had accidents only before 1951 and only on biplanes, and passenger liners did not get into accidents that would have led to the death of passengers. All airlines except Qantas cut this scene from the film version for in-flight screening.

They cut this scene as it is a clear and direct advertisement of a competitor (albeit hidden from the viewer) - thus, all airlines confirmed the significant influence of hidden influence on a person's choice.

As you can see even in these few cases, large companies are always aware of the significance of the images that a person receives from the screen. And so these same companies are willing to pay huge sums of money to promote their products. But after all, modern marketing has long gone beyond the typical model of "advertising goods" and moved to a system of artificial formation of demand, and even modeling the necessary views of the audience. This means that the biggest players - transnational corporations - are already using all these means not only to popularize their brands, but also to form the right worldview in people - most often this is instilling a thoughtless and consumerist attitude to life. And as long as the general audience does not begin to realize that they are being put into their heads through the so-called entertainment content, this crowd manipulation scheme will continue to be actively used.

Introduction

Chapter 1. The concept of media

§one. History and concept of media

§2. Media types

§one. Media culture

Conclusion

§one. History and concept of media

Today, humanity lives in the age of high information technologies, thanks to which information education and awareness of the society becomes everyday, almost ordinary.

A person receives a lot of new information every day, sometimes without even thinking about its source - television, radio, printed matter, advertising, the Internet - all this is a source of this or that information that daily influences a person’s choice - starting from what kind of yogurt he eat for breakfast, ending with the choice of the head of state.

According to the Federal Law "On the Mass Media" dated June 6, 1995 No. 87-FZ, mass information is "printed, audio, audiovisual and other messages and materials intended for an unlimited circle of people." In other words, this is any information that can be freely accessed on the territory of the state that established this law. But, for example, a book, a conversation in the kitchen, or a recording of a children's matinee are not. What is the difference? According to the same law, mass media means a print periodical, radio, television, video program, newsreel program, and another form of periodical dissemination of mass information. Thus, we can say that the Mass Media (abbreviated media, can also be defined as Mass Media) are organizational and technical complexes that ensure the rapid transmission and mass replication of verbal, figurative and musical information and have the following features:

Mass character (1000 and more copies for newspapers, magazines and mailing lists);

Frequency, which should not be less than once a year;

Coercion: One signal source suggests a large audience.

Naturally, there are various forms of restrictions on the use of the media, the inadmissibility of abuse of the use of the media, for example, it is not allowed to use the media to commit criminal acts, to disclose information constituting a state or other secret specially protected by law, to disseminate materials containing public calls for terrorist activities or publicly justifying terrorism, other extremist materials, as well as materials promoting pornography, a cult of violence and cruelty.

All this is stipulated in the law and relevant by-laws.

In other words, everything that is not forbidden is allowed in media broadcasting. But in order to obtain the status of a media outlet, an information publishing house is tested, licensed, and so on. Becoming a source of mass media is not easy. For a relatively short history of television, for a long time the main media was printed matter. We can say that the history of the media began with the first printed information leaflet. More precisely, from the middle of the 15th century, when Gutenberg launched his printing press. The first edition was religious and church books. But at the same time, handwritten trade leaflets began to appear, and then printed bulletins, containing at first commercial information or announcements. Quite quickly, prototypes of news bureaus appeared in Europe. These bureaus have put on stream the distribution of printed materials of an advertising nature. The owners of such bureaus are the owners of printing houses, enterprising postmasters of large horse-post stations. At that time, at the crossroads of trade routes, it was possible to obtain not always reliable, but the most diverse information: about the harvest, about the prices of goods, about the weather, about fashion, about road safety, about the course of hostilities, and a lot of other various information. Information was accumulated in trading ports, markets, post stations, there was a source of news, there was life.

Russia also sought to keep up with, and in some ways even imitate its Western neighbors. The first Russian newspaper "Kuranty" (the second name is "Vestovye pissy") appeared in 1621. But it was handwritten, and besides, it was a "newspaper in reverse" because it was not intended for the general reader. Yes, the educated circle of readers in Russia at that time was very narrow. The source of information for the Chimes was the reports of ambassadors, merchants and other business people, as well as "watch people" specially sent abroad - a kind of special correspondents whose task was to learn about military and peaceful events in Europe. The first special correspondents in the history of the Russian media were Kuzma Simonov, Vasily Gusev, Petr Kruziorn and Gebdon.

The Vedomosti newspaper, which appeared on January 2, 1703 (Vedomosti about military and other affairs worthy of knowledge and memory, which happened in the Moscow state and in other surrounding countries), was a state publication. The fact that the newspaper was published according to the decree of Peter I significantly distinguished it from foreign media, which arose on private initiative and served not state, but mainly commercial and private purposes. The first Russian reporter is considered to be Yakov Sinyavin. Sinyavin began working for Vedomosti in 1719, and his reports about the successes of the Russian economy immediately appeared, vivid reports from the provinces. Also interesting is the fact that the first distributor of the newspaper was a 17-year-old soldier Vasya Tatishchev, the future author of the "History of the Russian State", a researcher of the Urals, a prominent scientist and encyclopedist.

And yet, journalism, like everything Western at that time in Russia, did not arise naturally as a conscious necessity, but "from above" as an element of state policy. And this new branch was intended at first only for propaganda and explanation of the sovereign's reforms. State institutions, created by Peter, and the feudal society of Russia at that time, just created, did not yet need a regular exchange of information through newspapers. They had enough business correspondence. There was no need for scientific journals, which by that time already existed in Great Britain and France, because education in Russia among the main part of the population was practically zero. We can say that full-fledged mass media began to appear in Russia only at the beginning of the 18th century. At first they were hardly noticeable and of little influence, but gradually gained strength and began to play a prominent role in the life of the country and society. For about half a century, the state, through the mediation of the Academy of Sciences, held a monopoly on newspapers, and only by the end of the 50s of the 18th century did the first private publication appear.

As a result, as a result of the creation of newspapers, press information agencies appeared. The first agencies emerged in the first half of the 19th century. The founder can be considered the Frenchman Havas, who in 1835 founded the Bureau for Providing Newspapers with Information. This office has existed for over 100 years. In 1851, Havas employee Julius Paul Reuter created the Reuters agency in London, which still exists today. Another employee of Havas, Bernard Wolf, founded a press agency in Berlin in 1849 under the "Wolf Telegraph Office".

The Russian Telegraph Agency, named after the spread of the telegraph (RTA), was established 15 years later, in 1866. The agency received permission to have its bureaus in different cities, publish its own telegram bulletins and sell them.

All Russian agencies were private enterprises and belonged to large publishers - Kraevsky, Suvorin, Notovich, Trubnikov. Their telegraph agencies supplied almost all the provincial and many metropolitan newspapers with the information they received. All the necessary information, including news, the agencies, as a rule, scooped from the newspapers of their owners, and the provincial newspapers, in turn, were forced to repeat the voices of the metropolitan press.

In the 70-80s of the 19th century, people who were far from journalism in particular and from literature in general came to the press - merchants, bankers, businessmen, adventurers. Newspapers are full of gossip and gossip, many print private ads, stock tables, commercial advertising. Most of the materials were published without a signature, and a number of news stories began with the words "rumoured."

At the end of the 19th century in Russia there were already mass, socio-political, informational and specialized publications. Most daily newspapers tried to inform their readers as accurately as possible about the events of domestic and international life.

"At that time, private announcements, advertisements and information are becoming commonplace in newspapers and bring them significant income. Most commercial publications are actively competing for the reader, trying in every possible way to attract his attention: with free supplements provided by services to subscribers, premiums in the form of books. Printed the press is the Klondike of that time. The reader, still inexperienced, inexperienced and naive, absorbed everything with extraordinary interest. "Russian publishing houses did not stand still and borrowed the techniques of Western colleagues. In particular, the publication of criminal materials and judicial essays is becoming popular, sensational and unusual reports appear in newspapers, the so-called "materials of human interest." Feuilletons and short stories occupy a special place. They become very popular genres of newspapers and magazines.

Gradually, the content of newspaper pages also changed, becoming more politicized, as domestic and foreign policy became the main content of the daily press. The style of presentation of the material has changed, a verst of newspapers, the format of the newspaper has changed.

As before, a number of sensitive topics were taboo for the press, and above all the coverage of the labor movement. According to Doroshevich, the editor of Russkoye Slovo, there were about 13,000 circulars on this subject. The Russo-Japanese War of 1904-1905 allowed censorship to tighten its control over the press. Only the revolution of 1905 forced the government to make concessions.

After the October Revolution, by decree of the Council of People's Commissars of November 18 (December 1), 1917, the then existing Petrograd Telegraph Agency (PTA) was transformed into the Central Information Agency under the Council of People's Commissars. Local Soviets, in the spirit of the revolutionary times, were obliged to use PTA information for publication in their bodies, and those who did not have them were to organize special bulletins with PTA telegrams.

On September 7, 1918, the Russian Telegraph Agency (ROSTA) was formed, which was the central information body of the Soviet state. ROSTA was created by joining the Press Bureau under the All-Russian Central Executive Committee and the Petrograd Telegraph Agency. All Soviet information agencies that existed at that time joined ROSTA. The main task of ROSTA was to provide party and Soviet bodies, as well as the press with operational internal information, primarily about events on the fronts of the civil war.

Over time, ROSTA became a major publishing institution, publishing newsletters, bulletins, and wall newspapers to help provincial and district publications. During the Civil War, ROSTA workers participated in the activities of numerous agitation trains and agitation steamboats, issued leaflets, posters, large-circulation newspapers. The most famous for their caricatures and sharp funny poems are the so-called "Windows of ROSTA" (Windows of satire ROSTA), with which Cheremnykh, Mayakovsky, Demyan Bedny, Mor and others actively collaborated. It was an original type of mass propaganda art that arose in 1919-1921 and was one of the forms of formation public opinion.

In the early days of its existence, ROSTA, in addition to its direct information activities, was also engaged in the distribution of periodicals. With the creation in 1919 of the Centropechat (later transformed into Soyuzpechat), these functions left ROSTA.

After the end of the civil war, the agency changed departmental affiliation several times: in December 1920, ROSTA was subordinated to Glavpolitprosvet, in September 1922 - transferred to the All-Russian Central Executive Committee, in 1925 - subordinated to the Council of People's Commissars of the RSFSR, in 1935 its functions were transferred to the Telegraph Agency Soviet Union(TASS).

Nevertheless, all this time, the print media were not subject to any one universal law that would streamline the activities, ways and methods of media influence on public life. Subordination to this law included already existing radio and television as a means of mass media.

The official legal beginning of the history of the Russian media is the Law of the Russian Federation "On the Mass Media", adopted on December 27, 1991, which enshrined the general principles of freedom of the mass media, as well as a new mechanism for organizing and operating the media.

However, the media would not be the media, and the audience would not receive the required information, if these principles were fully respected. There is, after all, one big BUT: the media is inherently prone to manipulation. At least because of its own built-in system of mass communications. One of the well-known definitions of the media says: "an independent industry aimed at forming public opinion." This means that the institution of the media in general and television in particular can be viewed from two points of view: firstly, as a social means of communication, and secondly, as a business that lives according to specific laws, but in terms of basic indicators is no different from any other.

In the history of foreign, as well as domestic television, several stages can be traced. The first stage is experimental, in which the main figures are inventors and engineers. The second is the stage of the beginning and formation of regular broadcasting on standards close to today's, the search for optimal organizational forms and the distribution of television receivers among the population. The third stage is characterized by the transformation of television into the main mass media and the dominance of several major national programs on the air of one country or another. A number of states have entered the fourth, modern stage - the time of "television abundance", the introduction of satellite and cable TV, the fragmentation of the once single television audience and the individualization of the viewer's choice.

The word "television" was introduced into circulation at a scientific conference in Paris by the St. Petersburg radio engineer Konstantin Dmitrievich Persky in 1900. The term, like the idea, appeared long before television itself. Obtaining the first television image dates back to the 20s of the last century - in different countries with a gap of several years.

The first RCA TV had a 5x9-inch (2.5 cm) screen, was designed for five channels and cost $199, but had no sound. In order to be able not only to watch, but also to listen to moving pictures, the TV had to be connected to a radio receiver and tuned to a certain wave.

The repertoire of US television stations at that time included programs of three types: film sections (usually travel films and old Hollywood tapes), studio programs (concert numbers, sketches and cooking lessons) and field reports from the PTS occupying two bulky buses (sports, exhibitions, demonstration Maud). A little later, advertising appeared in the repertoire.

After World War II, the number of TV channels in the United States began to increase. Largely due to the fact that there were commercial television networks. Also in the post-war years, but closer to the 50s, general educational television began to appear.

In England, the development of television also went its own way. "November 2, 1936, the BBC began regular transmissions. This date is today accepted as the beginning of the history of regular television in the world. The transmissions were two hours a day, six times a week, according to a pre-announced schedule."

World War II affected everyone. For this reason, television broadcasting practically did not develop during the war. After the war, public television was born and developed in many countries. For example, the BBC resumed regular television broadcasts interrupted by the war in June 1946 with a recording of the victory parade.

Later, in 1955, commercial television appeared. Commercial TV existed as an ordinary enterprise, seeking to make a profit by selling part of its broadcast time for advertising.

"If the viewer can influence public (state) broadcasting as a citizen and voter, then private broadcasting can be influenced primarily as a consumer, whose moods are revealed by regular polls. The disadvantage of a commercial organization is the constant dependence on advertisers who are ready to indulge even the basest tastes for profit and the desires of the audience."

Active development and formation of television also took place on the territory of continental Europe - in the countries of France, Germany, etc. Almost everywhere, TV channels were divided into state and commercial, all this, of course, was due, at the time of the advent of television, to the desire on the part of the state to somehow monopolize this new opportunity, on the other hand, after the war, funds were needed, and they were found in such a new word - advertising. Plus, cable television began to develop, able to please any taste, but, again, it was paid. But every citizen, young and old, can now find a program to their liking, which is certainly a big plus.

At the origins of electronic television in Russia was the already mentioned professor of the St. Petersburg Institute of Technology Boris Lvovich Rosing. In 1937, pilot transmissions began on VHF in Leningrad.

The Soviet press, radio and television were officially called "mass media and propaganda", information and entertainment programs were perceived from the angle of their propaganda purpose.

The use of television for the purpose of "educating the Soviet people" and forming the "necessary" public opinion had varying degrees of success. Viewers were skeptical of sugar-coated messages on domestic topics: success reports Agriculture, for example, caused bewilderment in a person standing in line for groceries.

Significant changes both in the country and in television began only after 1985. The new leadership of the USSR, headed by M.S. Gorbachev used the media to find ways out of stagnation, to break bureaucratic resistance to reforms, to promote "new political thinking". The course towards glasnost taken by the new leadership meant the gradual removal of traditional control over the word, the transition from monologue and edification to discussion.

"The August putsch of 1991, when the conservative forces tried to return the country to the previous order and suffered a crushing defeat, led to the final collapse of the CPSU and the collapse of the Soviet Union. The old structure of the State Television and Radio Broadcasting Company was divided into republics. In Russia, two large state-owned companies broadcast in the narrowed information space Initially it was supposed that the first channel (in 1992-1995 - "Ostankino") would serve the Commonwealth of Independent States as an interstate company. But this idea did not materialize, and it remained, in essence, a program of Russia adopted in the CIS. This orientation of the channel still traceable to large numbers messages from neighboring countries in the news, as well as in the selection of entertainment programs. "

In May 1991, the Rossiya TV channel, owned by the All-Russian State Television and Radio Company (VGTRK), began operating. In Soviet conditions, he became the mouthpiece of a more democratically minded Russian parliament headed by B.N. Yeltsin. When the CPSU lost its monopoly on state power and a struggle began between various political forces for control over the mass media, television became the main bone of contention.

Since the 1990s, there have been attempts in various ways to create an independent, non-state television in the country. An example of this is TV-6 Moscow and NTV.

Today, Russian television includes quite a lot of channels, public, commercial, private, satellite, cable, etc. Of course, many channels are designed exclusively for mass consumption, for advertising, and income from it. But nevertheless, it is impossible to deny the presence of general educational programs and channels that still attract the viewer.

Money is invested - and paid off. The press must bring profit to the owners, whether it be expressed in monetary terms or in public sentiment.

§2. Media types

At the present time, as mentioned above, there are several types of media: print, electronic, television and radio products. You can conditionally divide them into several types:

advertising publications (printed products of the collection of announcements); electronic media (as a rule, this is an electronic version of an existing print or television source of mass information - a newspaper, magazine or program, it can also be a news block, legislative, etc.);

magazines (modern magazines are very diverse - from scientific and educational to infotainment, the spectrum is very large, there are also specialized magazines that cover information on some narrow area that is interesting for a certain category of readers - for example, a computer magazine, a magazine about plants, animals, etc.)

reference books (reference books usually contain information of a reference nature, they are a kind of catalog arranged in one way or another);

radio (on the air today you can hear mainly music, news, discussions. Although, it should be noted that in Lately audiobooks are very common, which are broadcast live on radio stations, which serves an educational purpose, especially for the younger generation);

the television.

The last point deserves special consideration, due to the fact that a larger percentage of the audience prefers television. That is various reasons- undoubted convenience, the ability to perceive information with several senses at once, the absence of fees (at least for the main channels) and much more. Television is a source of information of various kinds - commercial, political, cultural, educational, entertainment. All this, mixed with advertising, creates a powerful basis for manipulating mass consciousness.

§3. Integration of mass media into public consciousness

The mass media have become the main tool for the dissemination of messages that affect the public consciousness. Although, of course, the old instruments continued to be used, they were strengthened by the participation of the mainstream press. A. Mol writes about the media: "They actually control our entire culture, passing it through their filters, single out individual elements from the total mass of cultural phenomena and give them special weight, increase the value of one idea, devalue another, and thus polarize the entire field of culture. What did not get into the channels of mass communication in our time has almost no effect on the development of society.

Thus, a modern person cannot evade the influence of the media (by culture, A. Mol understands all aspects of the organization public life which are not given by nature in their original form). The impact of the media on public opinion has been called "manipulation of consciousness." This phenomenon is very common in the West, in Russia, in the developed countries of Asia. To achieve the greatest success, manipulation should remain invisible. The success of manipulation is guaranteed when the person being manipulated believes that everything that happens is natural and inevitable. In other words, manipulation requires a false reality in which its presence will not be felt. It is worth noting that television is especially good at this. Firstly, due to its greater prevalence than other media, and secondly, due to qualitatively different possibilities. A person still trusts his eyes more than his ears. Thus, it is important that people believe in the neutrality of the main social institutions. They must believe that the government, the media, the education system and science are beyond conflicting social interests, which means that they can resolve the situation and protect the interests of citizens. The government, especially the federal government, is central to the myth of neutrality. The myth presupposes the honesty and impartiality of the government in general and its constituent parts: parliament, the judiciary, and the presidency. And such manifestations from time to time as corruption, deceit and fraud are usually attributed to human weaknesses, the institutions themselves are above suspicion. The fundamental strength of the whole system is provided by the carefully thought-out work of its constituent parts. It is believed that the media should also be neutral. First of all, in order to give publicity to the existing reality. Some deviations from impartiality in the reporting of news are acknowledged, but the press assures us that these are nothing more than mistakes made by individuals, which cannot be considered faults in generally reliable institutions for the dissemination of information. "The fact that the mass media (print, periodicals, radio and television) are, almost without exception, business enterprises that derive their income from the trade in their time or strips does not seem to confuse the apologists for the objectivity and integrity of information services." One of essential rules manipulation of consciousness says that success depends on how completely it was possible to isolate the addressee from extraneous influence. The ideal situation for this would be the totality of influence - the complete absence of alternative, uncontrolled sources of information and opinion. Manipulation is incompatible with dialogue and public debate. Therefore, perestroika in the USSR became an unprecedented program of manipulation in terms of effectiveness - all the media were in the hands of one center and obeyed a single program (the totalitarian control over the press during the years of perestroika was incomparably more complete than in the "years of stagnation").

It is worth noting that the main role of the manipulation of consciousness is not only in the control of public opinion, but also in its integration into society, primarily in order to direct the public consciousness in the right direction and give an orientation to certain expected reactions to certain events. An integrated opinion should be perceived as one's own - this is the main idea, it should be real, not imposed, namely, that arose in a person naturally by analyzing the information received. Some might say it's a scam. Note that it is not always necessary to perceive the manipulation of public opinion as a negative factor. Today, this is part of the policy pursued by the state, aimed primarily at ensuring the integrity of the state and the success of reforms carried out if necessary. Society must be prepared for any shock. Therefore, the media in this case are indispensable assistants and powerful levers of control - the main thing is to be able to dispose of them.

Chapter 2. The role of the media in the life of society

We examined the main stages of the formation and development of the media, their role in the life of society. In the second chapter, the influence of the media on the life of society and its significance, the types of information that can reach a mass audience, its impact on the behavior of an individual and society as a whole will be considered in more detail.

§one. Media culture

The culture of a society is a set of ideas related to the existence of a person in the world, therefore it is reflected not only in the activity of consciousness, but also in human relationships in society, in religious and scientific ideas about the world, in those artistic images that captured this world in everything. wealth. Total informatization today is an all-penetrating feature of modern civilization. The thesis "he who owns the information owns the world" is becoming more and more relevant in the information society. In the modern era of globalization, defeats and victories are made on the invisible front of the information-psychological war, using communication technologies with long-term and short-term goals. In such conditions, the role of the media in shaping public consciousness is growing significantly. media in modern world represent an important part of spiritual production. The media are a complex of institutions and institutions of society that generate a single information space that consolidates the thoughts, feelings, desires of people into a single public opinion. With the abolition of censorship in the country, the word "freedom" has become one of the most used in the philosophical lexicon. All democratic constitutions of developed countries enshrine the concept of freedom, seeing in it the basis of freedom of the press of opposition, criticism, dissent and minority rights. It is very difficult to assess the influence of the media on a person, on his opinion today, because the underestimation of the influence of the media on a person and the manipulation of public consciousness are becoming one of the main reasons for the degeneration of the cultural values ​​of a person and society, art and science, morality and spirituality, education and upbringing of the younger generations. It is necessary to learn to clearly assess the information dependence of society. In order to maintain harmony between law and real life, it is necessary to shift the focus of philosophical knowledge and social outlook from the external to the inner world of a person, to his highest social and spiritual feelings. The mass media have become so influential and significant that they create a single information space that consolidates the thoughts, feelings, desires of people into a single public opinion. Accordingly, they become the initial source of information, primarily about the surrounding world. Especially for the younger generation. This should be taken into account when working on information, because the media today create a significant layer of culture in the mentality of society. Underestimation of the influence of the media on the life of a person and society causes the collapse of the established system of values ​​of a person and society, art and science, morality and spirituality, education and upbringing of the younger generation. In the context of the transformation of Russian society, the problem of changing not only the economic, political, social spheres of society, but also the spiritual sphere has become acute, which is largely due to the activities of the media. The information technologies prevailing in the media space today have created a special communicative environment within which the traditional Russian system values ​​and formation new system according to the Western model.

§2. The influence of the media on behavior in society

The mass media cover various topical social problems and thus influence the opinion and behavior of people both in society and individually. Recently, the technical tools of the media include not only the press, radio, television, but also the Internet and advertising. In recent decades, information media have undergone significant changes due to the spread of satellite communications, cable radio and television, as well as individual information media. But, as practice shows, the most massive and strong influence on society is provided by audiovisual media: radio and television, the Internet and advertising. The mass media today is a powerful factor influencing the psychological and social state of people, while the degree of influence on young people - an audience with a fragile self-awareness, an unformed worldview - is the greatest. The influence of the media can be both positive and negative. With confidence, we can single out the immediate aspects that are associated with the main function of the media - the transfer of information: entertaining; informative, educational function, etc. But there is also a veiled, deeper influence that may not be noticeable at first glance. For example, thanks to the media, public opinion is formed - a state of mass consciousness that contains the hidden or explicit attitude of various social communities to problems and events of reality. It can be noted that there is a clearly formulated public opinion regarding such global universal problems as the prevention of an ecological catastrophe, thermonuclear, biological war, etc. Since there is a clear opinion about these phenomena in the world consciousness, it can be said that the media transmits fairly objective information that does not contradict the values ​​of society and allows one to form a fairly long-term and established opinion. The Internet, which is very common today - the system of information search and transmission generated by media technologies, has undoubtedly acquired an absolute set of degrees of freedom. This phenomenon opens up great opportunities for creativity, education, modeling and many other areas, and virtual technologies created and applied on the basis of understanding the phenomenon of virtual reality will bring undeniable benefit both to the individual person and state system generally. Of course, these are positive aspects of influencing public opinion and human activity. One of the negative effects of the media is propaganda. Among the negative impacts on consciousness through propaganda is the method of disinformation. The point is that at some point the media will give information that is often outright lies. As a rule, disinformation is supplied from various sources and sinks into the subconscious of a person, is used at the moment of making some important decision, and when the truth is known, the purpose of disinformation will already be achieved. Thus, this method is quite effective, but overtly crude and infrequently used in modern media, in contrast to the influence associated with the method of associations.

The method of associations involves a careful selection and special arrangement of concepts that cause either positive or negative associations, which allows you to influence the perception of information. Since the method is based on certain associations, it makes it easy to influence a person because of his habits and beliefs. Stereotypes effectively control the entire process of information perception. The process of perception is just a mechanical adjustment of a yet unknown phenomenon to a stable general formula (stereotype). Therefore, the media standardize all the information provided, i.e. in a special way they "bring" it under the stereotype, the general opinion. A person should perceive the message effortlessly and unconditionally, without internal struggle and critical analysis, thinking that this is the only possible correct way of perceiving reality.

Stereotypes, as a rule, are formed under the influence of two factors: unconscious collective processing and individual sociocultural environment, and also, of course, with targeted ideological influence through the media. With the help of stereotypes, it is easy to manipulate a person's consciousness, since the stereotype is closely related to the life of society in general and specific groups of people in particular. Thus, most researchers show a close connection between stereotypes and the gigantic influence of the media, which form attitudes towards the world, on the behavior that reproduces the actions of "heroes" created by the press, radio or television. The media teaches a person to think in stereotypes and reduces the intellectual level of messages so that they have become a tool of stupidity. This was the main method of fixing the necessary stereotypes in the mind - repetition.

Thus, through various methods, the influence of the media is extremely important and great. It can be concluded that by skillfully manipulating public consciousness with the help of various media, it is possible not only to direct the development of culture, consciousness and behavior of society, but also to instill a certain role in each social class and even each person individually.

Recently, there has been more and more talk about the growing influence of the media not only on behavior, but also on consciousness, on the psyche. For many people of the younger, developing generation, children of the Internet, who grew up on cartoons and computer games, real reality is being replaced by a virtual one. Young people devote a lot of energy to study and work, therefore, when they come home, they undoubtedly seek to relax and unwind. It should be mentioned in what mental state a person sits down in front of a TV set, a computer or a newspaper or magazine - relaxed, ready to receive information. But the information, unfortunately, is not always positive. Everything that at this moment absorbs the consciousness of a person is recorded on the subcortex and becomes practically his thought. In the future, this information can largely affect a person's behavior at home, in society, at work. And such behavior, the stereotype of which was obtained in an extremely vulnerable state of the psyche, is not always correct.

§3. Media globalization and its impact on the world community

Today the world lives in the era of globalization - we are constantly reminded of this. Thanks to the development of science and technology, we can momentarily receive news about the events that have just occurred. And yet it should be remembered that what is seen is not always true.

Sometimes the whole society, the whole nation, the whole state can be misled. You don't have to go far. An example of this is Hitler's propaganda. The Nazi leadership, realizing the enormous potential of television, which at that time was just beginning to take on mass character and popularity, began to develop both technically and massively, supported its implementation in every possible way. In March 1935, it was announced that broadcasts from the Berlin television center were becoming regular. Needless to say, these programs were mainly aimed at promoting the new path of the "true Aryans". And people believed. And the world is a witness to the fact that they did it. At the same time, largely thanks to the media against the same Nazi Germany, the American, European, but mostly Slavic people were able to gather and survive. It was thanks to agitation and mass character, mobility and the possibilities of the media that it was possible to unite the country during the war, to lift the spirit, to support, to remind that people were not left alone with this disaster, that they are remembered, loved and expected.

At the same time, the current policy of almost all leading states and the media is practically inseparable - they are like two hands washing one another. After all, citizens learn about all political and government decisions exclusively from the media. And they are forced to believe, because there is simply no other source. On the other hand, during times of political activity, such as elections, the media tries to put the voter's tick in the right box. In principle, this is explained not only by the activities of the media, but also by the conditions created during the elections, and, of course, by the financial capabilities of those elected.

On the other hand, the globality and popularity of the media also has a positive impact on the world community - for example, worldwide propaganda against AIDS, many, including famous and business people, support this movement, and not because they are faced with it, but because they are afraid to face it. Yes, it is worth agreeing that the media carries both positive and negative information. And that its influence on the public today is extremely great. A very large information flow today can fall on a person, his task is to understand, filter out unnecessary information. But it is so difficult to understand "necessity" and "uselessness", truthfulness and lies in the present, that many people simply prefer not to do this, but rely on "public opinion", while not realizing that this is the most public opinion - it is they themselves .

Conclusion

So, the work considered the main stages of the formation and development of the media, their role and place in the history of society today.

Of course, the relevance of the topic, its timeless significance has been proved, on the basis of which, we can conclude that there is still a lot of ground for research and further work in this area. There is factual confirmation of the influence of the media on political life by informing about ongoing election campaigns, and on cultural life by issuing popular science publications, broadcasting scientific programs, news, etc.

It can also be concluded that the media is inclusive, a kind of globality of the media, which is achieved by covering various target audiences.

Moreover, today the presence of multipolar media, including foreign observers who are not subordinate to one center, makes it possible to conduct large-scale information research.

It can be noted that by manipulating the meanings of any concepts, the media can change their attitude towards them, and over time, their significance and meaning, not out of harm, of course, but simply for the reason that the original meaning may already be lost.

It should be noted that throughout the work the concept of "manipulation of consciousness" is considered. The importance lies in the fact that both positive and negative aspects of this moment are considered.

In particular, attention was paid to the entertainment and information mode, emphasis was placed on its increasingly developing unnaturalness, "glosiness", virtuality ... Numerous "reality shows" replace and even replace the idea of ​​reality, numerous glossy magazines, beautiful pictures force people, mostly young people, to work for the fashion industry, to spend huge amounts of money on promotional products, simply because it is "fashionable." Fashion is also dictated by the media, print, television - they decide what to read, what to wear, what to watch, what to do, where to go on vacation. Perhaps, on the one hand, these actions are useful and justified as a stimulus to the economy, but on the other hand, they are certainly imposed. Yes, we can still say that a person always has a choice, but still people in society do not like "white crows". And in order not to look ridiculous, many tend to be stereotypical, because they live in society, and are afraid to lose the comfort they have achieved, they are afraid not to have time to learn everything, to miss a sensation, sometimes forgetting to just live.

Bibliography

1. Federal Law "On the Mass Media" of 06/06/1995 No. 87-FZ

2. Bessonov B.N. Propaganda and manipulation as instruments of spiritual enslavement. M, 1980.

3. Bessonov B.N. The ideology of spiritual suppression. M., 1978.

4. Volkov Yu.G., Mostovaya I.V. Sociology. M., 1998.

5. Egorov V.V. The television. History pages. M., 2000.

6. Golyadkin N.A. Brief essay formation and development of domestic and foreign television. M. 1998.

7. Kara-Murza S.G. Mind manipulation. M., 2002.

8. Kravchenko E.I. Man and woman: a look through advertising // Sociological research. 1993. No. 2.

9. Kozlova M.M. History of domestic mass media. Ulyanovsk, 2000.

10. Petev T. Mass communication and personality // Theory and practice of media and propaganda in the modern world. Collection. M., 1985.

11. Slepenkov I.M., Averin Yu.P. Fundamentals of the theory of social management. M., 1990.

Golyadkin N.A. A brief outline of the formation and development of domestic and foreign television. M., 1998, p.68

Kara-Murza S.G. Mind manipulation. M., 2002, p.178.

Schiller G. Consciousness Manipulators. M., 1980, S. 39.

Kara-Murza S.G. Mind manipulation. M., 2002, p.180.

Federal Agency for Railway Transport
Ural State University means of communication
Department of Cultural Studies and Philosophy
Essay on cultural studies
"Modern media and its impact
on the worldview of modern man"

Checked:
teacher
Biktuganova M.Yu.
Completed:
student SZD-218
Mezentseva A.M.

Yekaterinburg,
2009
Content

Introduction
1. Positive media influence
2. Negative media influence
3. Research results
Conclusion
Bibliography
Appendix

Vconducting

Millions of newspaper pages fall into the hands of readers every day. Waves of hundreds of radio stations penetrate the air today, bringing news to listeners from any corner of our planet. Thousands of TV towers, dozens of space satellites make us witnesses of events in different countries of the world.
The importance of print, radio and television in the modern world cannot be overestimated. They have become a powerful tool of influence, covering with their influence an unprecedented number of people in history.
Most of the modern research, directly or indirectly related to the topic of the media, is devoted to the problems of increasing the effectiveness of the media, increasing the role of the media in the life of society, their influence on the worldview of an individual and the whole society.
The American researcher D. Smythe was the first to draw the position that “there can be no independent media. If we consider the media in this aspect, then we can see some contradictions: it is customary in society to consider the media a social institution that conveys socially significant messages to the masses, while ignoring the audience.
Another concept cited by E. Fromm - a media product - is a service to ensure contact between the advertiser and the potential advertising audience. There are many studies that show that music broadcasts attract a larger audience than, for example, "news". Consequently, there are more stations broadcasting music programs and fewer those providing socio-political information.
The French sociologist P. Bourdieu argues that media corporations, striving for the economic efficiency of investments, produce the same type entertainment programs, series, shows, etc.
Critical articles on a given topic can be found in great abundance. Based on this, the conclusion suggests itself that modern media are ambiguous and contradictory. Each has its own merits and demerits.
The purpose of the work: to study the influence of the media on the consciousness of people and students of our university, in particular.
Tasks:
Investigate the impact of the media on the students of our university;
Find out the reason for the popularity of certain films, series, programs, etc.
Consider the positive and negative effects of the media on a person.
The media today is a powerful factor influencing the mental state of people. Along with the family, school and university, the system of mass communication is the most important channel for obtaining information about society and, therefore, a means of its deeper knowledge and study.
1. Positive media influence

The reality around us is in constant development: new knowledge and skills, new information and new events every day are included either in previously created structures or form new ones. But we do not always have a clear idea about a particular area. Then the media comes to the rescue. They cover various topical social problems, thereby influencing the opinions and behavior of people, both in society and personally.
The most common media tools are the press, television, radio, the Internet and advertising. The media, through the impact on society, affect each person individually, forming certain emotions and actions. For example, there is a clearly formulated public opinion regarding such global universal problems as the prevention of an ecological catastrophe, thermonuclear, biological war, etc.
Press influence
The press (newspapers, weeklies, magazines, almanacs, books) has acquired a special place in the media system. The products that come out from under the printing press carry information in the form of printed alphabetic text, photographs, drawings, posters, diagrams, graphs and other pictorial and graphic forms.
And this has its "pluses".
There is the possibility of a quick, overview acquaintance with the entire "repertoire" of messages included in the issue or book. Thanks to this, you can get an overall impression of the content of the release. In addition, a person has the opportunity to analyze information himself.
You can use the possibilities of "delayed reading", after the initial acquaintance, leave the material for careful and detailed reading at a convenient time and in a suitable place.
All this is possible because it is easy to have printed publications “with you” and turn to “retrieving” information at a convenient time, without disturbing others, and in circumstances that do not allow or interfere with listening to the radio or watching television (on the train, subway, bus, etc.). airplane, etc.). At the same time, the reading of the text and the perception of visual printed material takes place in accordance with the desire (selectively, in the order, pace and rhythm) that the reader sets himself. He can refer to the same work several times, keep what he needs, underline, make notes in the margins, and so on.
Radio influence
Most feature broadcasting is that the carrier of information in this case is only sound. Radio communication allows you to instantly transmit information over unlimited distances. In addition, radio is very popular among car enthusiasts, since there is no way to access print media and television.
Radio is capable of creating a complete sound picture of the world. Invention various ways sound recording allows you to make extensive use of editing options, reproduce in full or “quote” long-past programs, etc.
The radio listener has the ability to perceive the sound more fully and deeply, because he is not distracted from the sounding speech, music, voices of life, "does not divide" his attention between the sound and what accompanies it.
The absence of a video sequence allows listeners to show their ability to “fantasize” a mental image. Radio theatre, reading works of art and broadcasting literary and musical compositions allow you to create your own vision of a character with the help of music and text, corresponding to the personal nature of the perception of a work of art.
Influence of television
Television was "born" at the intersection of the possibilities of radio and cinema. From radio, television has taken the opportunity to transmit a signal using radio waves over long distances - this signal simultaneously has sound and video information, which on the TV screen, depending on the nature of the transmission, has a cinematic character or the nature of a photo frame, diagram, graphics, etc. Printed text can also be displayed on the TV screen.
As well as on radio, on television, it is possible to organize operational transmissions both from the studio and from the scene. The advantages of such a transmission, however, are in a much greater "presence effect", since the information is contained in the unity of the sound and video sequence. In necessary cases, transmissions are made with an emphasis on either the sound sequence or the video sequence.
The main functions of television:
1. Entertaining;
2. Informational (messages about facts that are significant for a given community);
3. Transfer of spiritual heritage, transmission of cultural values;
4. Educational, based on accepted attitudes;
5. Recreational, etc.
Internet influence
Today, there are almost no barriers to the development of computer information technologies. Step by step with the development of this vast information structure is the development of another system interconnected with it - virtual reality. Virtual reality systems are increasingly involved in the process of human life, as well as the whole society.
Today, information and communication technologies provide unprecedented opportunities for children's learning and creativity. The Internet was created to develop the abilities of children. For example, the main activity of a teenager is educational, during which the teenager not only masters the skills and methods of obtaining knowledge, but also enriches himself with new meanings, motives and needs, masters the skills of social relationships.
The Internet is increasingly becoming a library of knowledge not only for teenagers, but also for milestones of people in need of information. Thousands of people are added to the World Wide Web every day. The Internet audience is growing, the level of awareness of certain events is increasing, which, of course, has affected society. The web has changed the structure of modern society. By uniting everyone with everyone, she made the world closer by destroying geographical barriers.
The Internet has the following unique characteristics:
* global - provides immediate access to information from around the world;
* the lack of control that exists in other electronic media, the lack of geographical location makes it possible to publish information outside the control of governments, monopolies;
* has low barriers to access, low cost of creating and disseminating information;
* unlimited ability to keep information;
* allows communication of one person with another, one person with many people, as well as many people with one person;
* not connected to any infrastructure other than the telephone system.
Influence of advertising
Of the many advertising mediums, television advertising is the most versatile. Its uniqueness is determined by the combination of sound and visual impact and a huge audience.
Advertising is already an integral part of our life. The public need for advertising appears where the consumer has a choice. Advertising develops the faster, the wider the choice of goods and services becomes. Now it can be seen and heard everywhere: on television, radio, in print.
The reality around us is in constant development: new information technologies, innovations in the computer field, the progressive development of the scientific and technical base - all this leaves a kind ofTprints on the mindset of modern man, in particular the student.

2. Negative media influence

Due to its biological nature, a person is susceptible to suggestion, imitation and contagiousness. In itself, the activity of the media, which sets the task of instilling something into society, is inhumane, since people cannot control the impact directed at them and are powerless in the face of such suggestions.
One of the negative influences is propaganda. Over the years, she has worked out a large number of techniques for manipulating public consciousness, which are really effective and allow you to influence the masses in a certain way.
At a certain moment, the media is "fed" with information, often a lie. As a rule, such information is supplied from various sources and sinks into the subconscious of a person, is used at the time of making some important decision, and when the truth is known, the goal will have already been achieved. Thus, this method is quite efficient.
The method of associations involves a careful selection and special arrangement of concepts that cause either positive or negative associations, which allows you to influence the perception of information. Since the method is based on certain associations, it makes it easy to influence a person because of his habits and beliefs.
Radio influence
Broadcasting is, in a certain sense, compulsory: a broadcast can be listened to only while it is on the air, moreover, in the same order, tempo and rhythm that are set in the studio. Therefore, it is impossible to postpone listening to a convenient time, to do it faster or slower, in the chosen order, and even more so to “look through”. These features of the radio make it necessary to carefully study the possibilities of the audience, to draw up programs taking into account the distribution of time, the nature of the classes, the mental and physical state of the listeners in different time periods.
Although it is possible to create multiple broadcasting channels, the listener at a certain time is able to perceive only one program, refusing all the others that are going on at the same time. Therefore, a strict program policy clearly designed for the audience is important, with good implementation of which the audience of listeners will be maximum.
Influence of television
A person watching TV perceives information more deeply, experiences a feeling of joy or fear more sharply, his psyche may be more inhibited or excited.
Depending on the physical state, the human psyche is in an excited state or a inhibited state. The more a person is exhausted during the day, the greater the degree of fatigue of the nervous system. And in the process of rest, along with the relaxation of the body, the nervous system also relaxes.
A great desire for communication draws a person to his domestic vampire friend. Without feedback, a person is a receiver of ideas.
Enjoying the pictures of murder, violence, vulgarity, alone, he does not feel reproaches from the outside, being in a state of excitement. Unconsciously, in a state of hypnosis, a person voluntarily transfers control of his mental processes to television.
Communicating with the whole world through TV, he seems to find something valuable for himself, including the ideal of his existence. For some, these are superhumans, brave policemen or gangsters from American detectives, for others - political, public figures, for others - famous film actors, fashion designers, athletes, etc. A person completely trusts his ideal, unquestioningly believes in his words and actions, and begins to follow his principles.
To interest a person and draw his attention to the screen, several tricks are used:
- creation of a bright video sequence in order to form a certain light sensation, and the stronger it is, the more attention is riveted to it;
- novelty and unusualness also attracts a person to the screen, because according to the law of movement and aspiration of mental processes, monotony causes disgust;
- showing, close-up, a person's face, looking at a human face, the viewer immediately imbues him with sympathy or disgust.
For a quick introduction to a state of hypnosis, a person's attention is briefly stopped at one point, a picture, a stationary object. For example, the clock in front of the Time program.
The effects of a quick flash, a loud sound, after which a sharp excitation of the nervous system is quickly replaced by inhibition. This method can be observed in various advertising and program screensavers, as well as in television and movies.
The interruption of films at the most tragic point induces viewers to look forward to the next episode, which makes a person interested and, therefore, open to a new session of suggestion.
Television filming and subsequent skillful editing can create an ideal event, an ideal person, an ideal state, and vice versa, i.e. You can turn the truth into a lie, a lie into the truth.
The listed methods of hypnotic influence on a person are widely used all over the world. A very important issue when considering the impact of television on the masses are children. Children, due to their lack of full awareness of the boundaries of reality, perceive all the events that occur before their eyes as real. Murder and violence do not cause them feelings of fear or disgust, because, as a result of getting used to television programs, they are natural and real for them.
Internet influence
Society meets the new hobby ambiguously: against the backdrop of admiration for the capabilities of the computer, wariness and, in some cases, direct condemnation come through. The Internet in the Russian mass consciousness appears, first of all, as a gigantic repository of information.
Some computer games provoke, according to the authors, aggressive behavior, glorification of wars and violence, right-wing extremism. As negative consequences of computer games indicate the narrowing of the circle of interests of a teenager, the desire to create their own world, avoiding reality.
With the development of technologies of virtual reality systems, the number of people who are fond of this phenomenon is also growing. "Communication" with virtual reality for most people is common today at the level of virtual computer games. Virtual reality is stronger than any video game, and it is very easy to become addicted to it.
The creation of virtual personalities is age-related and is associated with self-determination. In adolescence, crises of uncertainty occur more and more often, when the teenager’s own “I” seems blurry.
Vinfluence of advertising
Advertising is today a means of informing about a new brand, consumer properties of a product, etc. Advertising is increasingly interfering in a person's life, controlling him at the conscious and unconscious levels. At the same time, it imposes on consumers a system of certain standards, a point of reference for life values, worldview ideas and ideas. There are no clear statistics on how much the percentage of negative advertising has increased. Many studies show that negative ads are remembered well, even if viewers don't particularly like them.
According to critics, television advertising provides a passivity of perception. From their point of view, the combination of text, images, music and home environment promotes relaxation, reduces mental activity and critical perception of information.
Very often, in modern domestic advertising, things appear that, according to the laws of morality, are not publicly spoken about. Repeated repetition of such stories creates an oppressed mental state of viewers.
The impact of advertising on the defenseless psyche of a child is especially great. At the same time, children, in comparison with adults, are not able to effectively oppose such an impact with their own attitudes, views, and moral criteria.
I process enormous amounts of information every dayTon a subconscious level. But who guarantees us their veracity, justification? Dozens, hundreds of "kilograms" of information, not being properly processed, provoke interethnic conflicts, corrupt smallOsummer on the basis of sexual irritations. A person under such influenceI amnie, is more subject to psychological influence.
The influence of the media on young people is great, both in positive and negative aspects. The media determine the life orientation of a young person, his actions, tastes and interests, attitude and goals in life.
3. Research results

Modern media are comprehensive and varied. Age and age interest determine the boundaries of the needs of the population, in particular students.
I conducted a sociological survey that identified the most popular areas of the media. I paid much attention to television and the Internet. 257 people took part in the survey students I-V courses of the Faculty of Civil Engineering, as well as teachers and the administrative structure of the Faculty.
They were asked a number of questions:
1) Name 3 TV shows that you watch most often;
2) Name 3 films that you remember the most;
3) How often do you use the Internet;
4) For what purpose: news, study, communication;
5) Do modern media influence your thoughts, feelings.
The guys answered these questions quite frankly. Analyzing the results, I came to the conclusion.
Iwell
There were 89 first-year students who took part in the survey. Analyzing the answers, I came to the conclusion that today's "pecus-builder" is a comprehensive personality, but not fully formed. She is interested in all kinds of points of view on modernity.
Popular among TV shows have become: the news program "News", the comedy show "COMEDY CLUB" ("Comedy Club"), also (!) "Sex with Anfisa Chekhova." Such films as "District 13", "Requiem for a Dream", "Forest Gump" and "Knockin' on Heaven's Door" have become widely known and loved.
The Internet is used by 100% of the "audience", and the goals are completely different: communication, study, visiting entertainment and information portals.
59% of first-year students believe that modern media influence a person's worldview, television itself forms your today's "I".
The leader among television programs is the comedy show "COMEDY CLUB". It is not surprising, because the heroes of this show perceive all life problems with humor. Actors, etc...............

1

Information in modern society, as the analysis of literature shows, is given a significant place that it did not occupy either in the traditional or in the modernizing world. The growth dynamics of the amount of information is such that its amount doubles every 20 months against 50 years in the time of K. Marx 1 . A developing society requires the intensification of all information processes with the widespread use of mass media (media). Thanks to the growing capabilities of the media, information reaches the consumer at a high speed, is replicated many times and is actively introduced into the consciousness of the masses.

The growth of information has given rise to a new form of communication, which is characteristic of urbanized areas with large crowds of people - mass communication. Mass communication is understood as the process of production of mass information and its further distribution through direct communication or through the media to numerically large and dispersed audiences. The transmission of identical information over large territories and the possibility of its repeated and almost simultaneous reproduction makes it possible to regulate the influence of the media on the masses - the subject-bearer of mass consciousness 2 .

The ability of the media to significantly influence the mass consciousness was noticed long ago. The improvement of the technical capabilities of the media has greatly expanded the scale of manipulation of the mass consciousness, which is gullible and easily influenced 3 . The masses do not have their own opinion, since they are not adapted to theoretical thinking, therefore, as a result, any opinion has to be squeezed into it from the outside and under pressure 4 , and the skillful manipulation of information makes the possibilities of suggestion of the masses by the media practically unlimited.

In the information age, the role of the media in shaping social values, orientations and views is growing significantly. Media began to penetrate deeper into people's lives and have a dynamic and purposeful impact on the mass consciousness. This led to the fact that the individuals who make up the mass began to live in a world of "information phantoms" implanted by the media.

At the present stage, the media have turned from simple means of searching, processing and transmitting information into means that control and transform the inner, spiritual world of a person. Instead of expanding the horizons of the development of human consciousness, giving it sovereignty and independence in judgment, modern media are increasingly manipulating the consciousness of the masses with the help of replicated standards of behavior. Trying to convey information to the consumer, the media perform their most important task - to make sure that in the mass consciousness this information evokes reactions that meet the requirements of the customer, which can be both private individuals and the state.

A wide variety of media (television, press, radio, Internet), it would seem, should lead to the individualization of the character, activity and consciousness of a person, give him the opportunity to choose: to watch or not to watch TV, and if you watch, then which channel or program, read or do not read the press, listen or not listen to radio broadcasts. But, in our opinion, this is only an illusion, a person has no choice. The vast majority of people watch TV, the same channels, programs and in the order that is approved by the program guide regulations. They read the same articles in magazines and newspapers that most other people read, listen to the same radio plays and newscasts while rushing about their business or relaxing at home.

The current situation gives rise to ambiguity in the assessment of the media. On the one hand, the development of mass communication and the media has a positive effect on the awareness of individuals about the world around them, but at the same time, behind their development there is a factor that actually manipulates the consciousness of the masses. It is the media and mass communication that are among the first to provoke the massification of the individual, standardize the views, behavior of people, and develop the uniformity of their reactions.

Winston Churchill once said that he who owns the information owns the world. Today we can say with confidence that the one who controls the media is able to actively influence the views of people, their behavior and, in general, the mass consciousness in society.

BIBLIOGRAPHY

• 1. Abdeev R. F. Philosophy of information civilization / R. F. Abdeev. - M.: VLADOS, 1994.
• 2. Olshansky DV Psychology of the masses. - St. Petersburg: Peter, 2002. - 368 p.
• 3. Freud 3. Mass psychology and analysis of the human "I". // Freud 3. Favorites. T. l. L: Academic Press, 1969.
• 4. Ortega by Gasset J. Der Aufstan der Massen. V.: Folk Verlag, 1959.

Bibliographic link

Konyukhova T.V. INFLUENCE OF THE MEDIA ON MASS CONSCIOUSNESS IN THE INFORMATION SOCIETY // Fundamental Research. - 2005. - No. 3. - P. 71-72;
URL: http://fundamental-research.ru/ru/article/view?id=5873 (accessed 31.10.2019). We bring to your attention the journals published by the publishing house "Academy of Natural History"