Implementation of intensified communicative impact in the media system: criterial features

Abstract

The article is devoted to the classification features of the intensified communicative impact, which is realized, in particular, in the media system. In this regard, media influence is actively studied, including communicative influence in general in various fields of science, but today we note the lack of clear delineation of the concepts of influence, persuasion, suggestion, suggestion, hypnosis, etc., as well as lack of clear separation of relevant components which contribute to its implementation, etc. This causes confusion and, as a result, ineffective messages that do not reach the goal are formed. In addition, orientation in the specifics of communicative influence will be useful in situations of manipulative processes, as it will allow to take counter-manipulative measures. In this case, there is a need for a clear interpretation of the communicative impact, its factors of actualization, varieties and systematization of the components of this phenomenon, which emphasizes the relevance of our article. The article proposes the author’s classification of varieties of communicative influence, the actualization of which occurs with the help of factors that are divided into two blocks: factors of socio-psychological characteristics of the subject and object of influence (or factors of interactive actualization of communicative influence) and message factors (or factors of textual actualization of communicative influence). Attention is focused on one of the factors of textual actualization of the impact — the factor of constructing a message behind the intensification: persuasion, suggestion, hypnosis / trance. These types of communicative influence differ in the level of utilization of consciousness, the degree of engraving in the consciousness / subconscious of the recipient, namely — persuasion is characterized by a weak degree of intensification of influence, because consciousness is active in perception (in the case of logical arguments, emotional ones are able to block consciousness, giving the effect of suggestibility); suggestive influence is determined by moderate intensification, because conscious processes are utilized, perceptual processes occur outside consciousness; hypnotic influence is characterized by the maximum degree of intensification due to the fact that in this state the consciousness is maximally utilized so much that the recipient may not remember it at all. In addition, the main differences between trance and hypnosis are identified on the following grounds: conditions of occurrence; degree of utilization of consciousness; duration; their relationship, and it was found that trance is a kind of stage of hypnosis. We see prospects for further research in in-depth study, detailing of components and implementation of communicative influence in the media space.