Abstract
In the article the author examines the challenges related to the increasing role of the mass media in the modern world. Two contrary approaches to the role of mass media in the modern world are being reviewed: the liberal and the postmodernist one. Based on the critical analysis of the most accredited ideologists of postmodernism, who most critically and thoroughly observed all aspects of the emergence of information society and its effect on the political life and political consciousness, she unveils the role of the mass media, points out the new opportunities for media-manipulation that have become apparent in the post-industrial society. The author examines key features related to the increase in the role of the mass media, which encompass: modern world as hyper-reality and “spectacle”, appearance of new ways of delivering information to society, uncritical perception of information by the public, “depolitisation” of politics and upsurge of yellow press and “entertaining” media, new opportunities of government control via mass-media, fight for mass-media ownership. These features indicate that today mass media are not only the tool of reflecting the reality, but also of shaping it. They become one of the ways of shaping and influencing public consciousness and a true “fourth power”.
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