Stereotyped Media Images as a Method of Forming Delusions of Ordinary Consciousness
Оlena Rosinska1, Oksana Zhuravska2, Natalia Zykun3, Vitaliy Gandziuk4

1Olena Rosinska, Associate Professor in Borys Grinchenko Kyiv University, Kyiv.
2Oksana Zhuravska, Associate Professor in Borys Grinchenko Kyiv University, Kyiv, Ukraine.
3Natalia Zykun, Social Communication, Associate Professor of University of State Fiscal Service of Ukraine, the Department of Journalism, Ukrainian Literature and Culture, Kyiv, Ukraine.
4Vitaliy Gandziuk, Ph.D. in Social Communication, Associate Professor in Borys Grinchenko Kyiv University, Kyiv, Ukraine. 

Manuscript received on October 12, 2019. | Revised Manuscript received on 22 October, 2019. | Manuscript published on November 10, 2019. | PP: 2607-2612 | Volume-9 Issue-1, November 2019. | Retrieval Number: A5311119119/2019©BEIESP | DOI: 10.35940/ijitee.A5311.119119
Open Access | Ethics and Policies | Cite | Mendeley | Indexing and Abstracting
© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (

Abstract: The article reveals the psychological foundations of the manipulative influence of the media on the ordinary consciousness of the information consumer, analyzes the methods of manipulative influence. The survey of respondents has determined the activity rate of information consumption, the level of interest in various media formats, the respondent’s degree of awareness of the specificity regarding influence on their consciousness. Methods of media influence on ordinary consciousness include various types of fragmentation of information, game by facts and figures, logic violations, semantics (use of metaphors, emotionally evaluated vocabulary, language of symbols, archetypes, antitheses) of stereotypical images for attaching certain connotative stereotypes to the consciousness in order to strengthen influence, and others. Consequently, the technologies of influence determine the need for psychosemantic analysis to study stereotypical, mythological and archetypal images of ordinary consciousness. The research demonstrates the relevance of the psychosemantic approach to the study of ordinary consciousness in the modern information society, the impact of crisis processes in the society development on the changes in certain levels of ordinary consciousness and the main tendencies of its transformation; as well as the empirical research of the formation of the ordinary consciousness by mass media has been demonstrated.
Keywords: Ordinary Consciousness, Mass Media, Manipulation, Stereotype, Technology
Scope of the Article: Signal and Image Processing