SOCIO-PSYCHOLOGICAL HYPNOTIC MANIPULATION MECHANISMS OF PUBLIC MIND USED IN MEDIA SPACE ON THE EXAMPLE OF THEMATIC SUBSCRIPTIONS ON THE YOUTUBE CHANNEL

Abstract

Questions regarding the public mind through social networks (especially through video and audio content presented on the YouTube channel) have been actively analyzed and discussed in recent years. The particular importance of this topic lies in the fact that these networks use a certain range of special mechanisms, techniques, and tools. They help to carry out a purposeful influence in mercenary ends on the mass consumer. Such a negative influence of socio-psychological mechanisms of hypnotic manipulation of public consciousness in the media space cannot always be recognized by an ordinary user. Gradually, manipulation on social networks (including YouTube channels) creates a distorted and even negative worldview image in the user's mind. It leads to an unconscious accent change in the perception of real events and in making decisions and reacting. Thus, an erroneous attitude to objective reality can be formed in a person's consciousness. Also, it can lead to an increased tendency to suggestibility, which, in turn, leads to a decrease in the criticality of the information offered in the social nets.
 The study aims to analyze the most frequently used socio-psychological mechanisms of hypnotic manipulation of public consciousness in the media space, taking thematic subscriptions on the YouTube channel as a basis. Also, it aims to determine the correlation between the number of thematic subscriptions and the frequency of subscriber purchases under the influence of the content provided on the channel and the level of a person’s suggestibility.