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MASS CONSCIOUSNESS AS AN OBJECT OF IMPLEMENTATION OF MANIPULATIVE IMPACT

The work examines various approaches to the concept of consciousness manipulation, the main elements of manipulative influence, highlights the main features and methods of implementing manipulative technologies in the political sphere. Also, the main characteristics of the masses and mass consciousness are considered as an object of the implementation of manipulative influence. The main feature of the mass is the temporality of its existence. It is functional and dynamic, and its emergence and functioning is carried out on the basis of internal, psychological laws, although external influencing factors can act as prerequisites for its emergence. From the point of view of content, knowledge, ideas, norms, values and patterns of behavior are imprinted in the mass consciousness, which are shared by a given mass. As a rule, they are developed in the process of communication between people and the joint perception of any socio-political information. At the same time, the structure of mass consciousness is divided into two main levels: the emotional-effective level (extreme experience of any social problem, which is expressed in emotions and feelings that supplant habitual norms, values and patterns of behavior) and the rational level (includes cognitive components - public knowledge, massively discussed and shared information). The rational level of mass consciousness contains several blocks, and, in this context, the block of socio-political values, which has a dominant influence on the perception of the existing reality by the mass consciousness, is of undoubted interest from the point of view of manipulative influence. In this connection, it seems to the authors appropriate to consider the manipulative possibilities of the influence of political ideology on the mass consciousness, as one of the sources of the formation of value orientations