ЗМІНА АГЕНТІВ ТА ТЕХНОЛОГІЙ ФРЕЙМУВАННЯ УСПІХУ ОСОБИСТОСТІ В ІНФОРМАЦІЙНОМУ СУСПІЛЬСТВІ: ВІД МАСОВІЗАЦІЇ ДО ІНДИВІДУАЛІЗАЦІЇ
Journal Title: Гуманітарний часопис - Year 2016, Vol 1, Issue 2
Abstract
Markozova Olena AGENTS CHANGE AND TECHNOLOGIES OF FRAMING INDIVIDUAL SUCCESS IN INFORMATION SOCIETY: FROM MASSIVIZATION TOWARDS INDIVIDUALIZATION The topicality of the article can be explained by the fact that with the development of information technologies all countries face a number of quality changes in the mechanisms of communication, creation and distribution of social practices frames. These could be supported by the fact that mass media becomes the key agent explaining to the citizens the nature of social processes that are framing their minds. So, in the conditions of world informatization the mass media gets the possibility to intensify its influence on all spheres of social interaction through the increase of information flows. Therefore, the objective of this article is to analyze main stages of agents change and technologies of framing human mind regarding success achievement in life. Concerning historical development of social communications and technologies for framing values and everyday practices of people while achieving success in life, it should be noted that in the process of their formation they have undergone several stages, which were characterized by using different agents and instruments, based on mass or individual impact. The first stage in the formation of social communication is considered to be a so-called «printed» era or a newspaper era that covers the period from the late nineteenth to the first half of the twentieth century. The main agents framing consciousness of the individual in this period, besides newspapers, were leaflets and posters, which had an extraordinary impact on public consciousness in the period of general illiteracy of people. The formation of the second phase of social communication development was characterized by significant influence on framing people's minds by means of radio and television. Taking into account that it was television that predominated public consciousness since its appearance, this period of social communication was called a «television era». Television, as an agent of framing collective social consciousness, was so powerful that quickly pushed not only the radio but also the newspaper. It happened due to the dynamics of the visual image that had not only color and dimension, but was also on the move, making people fix their attention on the information statement, and, therefore, absorb information better. The third phase of the evolution of information and communication technology is a «digital era» that has begun since the end of the twentieth century. It’s often connected with the spread of communication technologies such as satellite and cable TV, but especially with the Internet. So, this phase is characterized by the permanent process of framing citizens’ consciousness; the use of direct methods of communication; the adaptation to preferences and requirements of a certain individual while framing his or her mind. Today we are witnessing the fourth stage of social communication. Its basic feature includes a radical change in the technology of framing a personal success in life, which could be seen in the transition from mass influence to the development and application of individual adjustment technologies of the mind of every person. Thus, it could be claimed that information and communication technologies are quite significant nowadays, and they don’t serve only as a technical agent for information transfer. By means of specially designed frames they are able effectively change the mind and human behavior through the use of individual communication technologies. This implies that a radical transformation of the communication process has happened: if earlier information and communication technologies were aimed at mass audience, nowadays they are redirected to framing social space by means of development and promotion of individual approach and influence on a certain person. To sum up, the new trend of a modern society is the individualization of the information and communication flow, which earlier was focused on mass effect. The technical basis for these changes is the Internet and social networks, creating the opportunity to influence the consciousness of any individual. Therefore, citizens are focused on achieving an individual material success, neglecting the collective one.
Authors and Affiliations
Олена Маркозова
Keywords
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