Values and Meanings as a Basis of Mass Media. The Blogosphere Potential in Creation of New Information Impulses

Abstract

In the previous article [1], the authors considered the impulse wave mechanism of the interaction of mass media and the society as of a receiving side. An information impulse is an important factor of the aggregative state change of the respective societies. This impulse is changing continuously in accordance with the aims and objectives of the managing subject and with susceptibility of the managed object. In the 90’s, mass media as a means of society coordination got a significant bias towards negative news. Hostile issues (groundless and paid-for ones) became more important than positive news. The consequence was the loss of social optimism and the growth of intercommunal propensity towards conflict. Thus, the return to positive content of mass media is an issue of convalescent rehabilitation of the society and of its strategic survival. The above mentioned drawback of mass media, which appeared during the crisis of the 90’s, should be overcome by the managing subject with the use of totally new information impulses generators which take into account the modern realities of the media space. Mass media should not only reflect the moral character of the society, they should also provide a positive (sometimes ideal) focus to be oriented at. In the article, a hypothesis is suggested that the next stage of mass media development should be connected with four-component informative images which are combined into continued video sequences. The authors assume that the modern rapidly developing Internet networks can cause synergetic amalgamation of physically oriented, emotional, intellectual and axiological impulses. The common ethics of the individuals generating such impulses can become a basis of this amalgamation. Supposedly, the new synergetic impulse can overcome the destructive nature of the modern mass media and start a new form of society coordination.