Mediatization as a Mode of Being in the Light of Self-Isolation

Abstract

Against the background of the negative trends caused by the COVID-19 pandemic and the self-isolation of citizens that had an impact on the socio-economic development of states, there has been an increase in the interest of different age groups of the population in testing digital technologies and modern media platforms. The article examines the changes that have occurred in the media market in 2020, substantiates the role of mediatization of society in everyday life. The COVID-19 pandemic and the forced self-isolation of citizens of different countries adversely affected the socio-economic development of states that had to counter the rise in the coronavirus infection of the population, and had a cognitive impact on the consciousness of the individual, the behavioral code of society as a whole. The fear of possible death, the uncertainty of the situation, as well as the regime of self-isolation, which violates the principles of socialization, inevitably plunges the individual into a state of psychological shock. Based on the works of Erich Fromm “To be oneself” and “To have or to be”, the article examines the attitude of a person to the dichotomy “life-death”, which is a fundamental existential problem, substantiates the features of human psyche that give the individual strength for existential existence. On the basis of the research carried out by Mediascope, the empirical part highlights the role of mass media and digital technologies, and reveals the social preferences of Russians when they turn their attention to television and Internet resources in the situation of self-isolation. It is concluded that during the period of self-isolation, the mediatization of Russian citizens increased significantly, but their preferences were focused on television news, documentary, sociopolitical and educational programs. When watching movies on TV, media users preferred to watch the on-screen production of online cinemas, the circulation of which increased during the pandemic. Thus, the crisis has formed a new reality that affects a person's consciousness and forces him to turn to the study of innovative technologies.