With the development of electronic media, society has become more susceptible to informational and psychological effects. The arms race, as the main means of achieving power, is being replaced by a new, more powerful tool - the information and intellectual race, which is carried out with the help of the media.
Instruction manual
1
Mass media are institutions that openly and publicly transmit various information to any person. They have a number of political functions:
- informational. Broadcasting information of public importance, on the basis of which citizens have an opinion on the activities of political institutions.
- educational. Communication of knowledge that helps to streamline information and give them an adequate assessment. Such a political entity can form in people both rational and false opinions, which leads to a distortion of the perception of reality.
- the function of socialization. Communication services help a person adapt to social reality through the assimilation of political norms, values and rules of behavior.
- control. Media, unlike state bodies, can give events not only a legal, but also a moral assessment, inclining the opinions of citizens in one direction or another.
- mobilization. Encourages people to take certain political actions. Media can not only motivate, but even change the way of thinking, affecting the mind and feelings of people.
2
Regarding the possibility of the influence of the media on the value orientations of the population, there are several theories. The first appeared back in the 30s of the last century. She argues that the media have a direct, quick and effective impact on social behavior that resembles the effects of a drug. According to another theory - the “theory of cultural effects” - the media imposes certain ideas and stereotypes gradually, forming a particular way of thinking with a lengthy portioned supply of information.
3
The liberal position is based on the fact that communication means give out only those messages that meet the demands of the market. The liberals do not see this as a particular danger, believing that the media only strengthens a specific attitude, and does not establish it. The audience itself "extracts" the necessary information, mixing it with their beliefs.
4
Be that as it may, powerful propaganda support can raise the profile of any politician in just a few months. Messages received during an election campaign about a particular political character have a cumulative informational effect on the voter. When it reaches a maximum, a person is determined in his choice finally. An additional effect is achieved due to the participation of the candidate in television projects: the more often he appears on the screen, the greater is his interest.
5
For the manipulator, the main thing is to fit into the image created for him by professional image makers. In reality, it can be the exact opposite of this image. Naturally, most voters will not analyze in detail the pros and cons of each candidate. They form an idea of them from the information received, not knowing that this information has already passed through a filter of someone’s interests.
note
The media can have both positive and negative effects on the public. The abundance of information coming in different forms from different channels can cause irritation, and as a result, rejection. Therefore, mass media are increasingly using new impact technologies, such as neuro-linguistic programming.
