MEDIA ARRANGEMENT AS A FACTOR OF EXTERNAL INFLUENCE IN SOCIOLOGICAL REFLECTION: THEORETICAL ASPECT

Анотація

The article provides a descriptive characteristics and classification of media support theories as a factor of external influence in conflict situations. In accordance with this goal, groups of neo-Marxist, poststructuralist, and socio-behavioral theories are identified. It is determined that the set of general theoretical postulates of the first group is, firstly, the postulate on the usurpation of media power by political and economic elites who are behind the financing and social patronage of cultural industries. Secondly, the postulate of information distortion, which consists in the fact that monopolizing classes are interested in forming a distorted picture of social reality. Thirdly, the postulate of forming a unified strategy of influence in the media space by power and economic elites, in respect of which media actors are considered mainly as repeaters of discourses. It is determined that a set of general theoretical postulates of the second group is the recognition of linguistic (rhetorical and linguistic) factors of media support as the key ones. Secondly, the consideration of media actors as relatively independent producers of discourses, which have an independent meaning in the sphere of influence in comparison with social groups and institutions. Thirdly, the postulate regarding the positioning of supranational identities through language and the use of a specific (globalistic) vocabulary is of great importance for poststructuralism.

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