Media Discourse In The Digital Era And Psychological Mechanisms Of Its Functioning

Abstract

This article covers the study of the psychological mechanisms in their correlation with the functioning of media discourse in the modern society. The study focuses on the media discourse as a multifaceted, multifunctional and indispensable phenomenon in the individual and public consciousness. It is demonstrated that the design and functioning of a present-day media discourse occurs by taking into account the psychological mechanisms of human consciousness (the recipient and sender of a certain media message), which actively interacts with the media discourse space, in which information exchange actually happens. A person of the third millennium turns out to be an “embedded” representative of the new media world, and his cognitive, affective and behavioural properties of consciousness are closely connected with the existence of a new digital environment. It is this new media environment, which produces a lot of different media discourses every second that activates the action of such psychological mechanisms in the individual’s mind as goal-setting, psychological attitude and reflection. Finally, this research suggests that the functioning of a media discourse of any complexity in its correlation with the above-mentioned psychological mechanisms can be considered as one of the most powerful tools for influencing the individual and public consciousness of modern man and society.