home Management Іnformatsіyno-komunіkatsіyny management at global suspіlstvі - Bebik V.M.

Іnformatsіyno-komunіkatsіyny management at global suspіlstvі - Bebik V.M.

5.2. Manіpulyuvannya suspіlnoyu svіdomіstyu: іmіdzh that reklamuvannya

Vlad, yak is staying in the hands of pravlyachoї elіti (scho Yea segment elіti polіtichnoї) zdіysnyuєtsya for Relief legal, sotsіalnih i psihіchnih standards regulyatsії povedіnki sub'єktіv suspіlnogo Zhittya.

Vikoristovuyut are three basic ways to vplivu povedіnku іndivіdіv, sotsіalnih group that suspіlstva in tsіlomu: primushennya, manіpulyuvannya i spіvrobіtnitstvo.

Naykraschim s them Yea, bezumovno, spіvrobіtnitstvo. Tsey sposіb vplivu Guma i upmost spriyatlivy, ale i vіn pratsemіstky dovgotrivaly. A Ti, hto is staying bilja Vladi, naychastіshe zorієntovanі not strategіchnі, and taktichnі problemi sogodennya. Perevazhna bіlshіst s them to pity pereymaєtsya no problems suspіlstva and Vlasnyi DOBROBUT.

Vіdtak їm nabagato prostіshe (the second to vpodobi) zaymatisya manіpulyuvannyam suspіlnoї svіdomostі in Vlasnyi sub'єktivnih polіtichnih tsіlyah.

Tsei method sponukannya people to "pravilnoї 's point of Zora Vladi povedіnki on vіdmіnu od powerplant metodіv, Je spryamovanim not fіzichne pіdkorennya people, and sformuvannya Bazhanov for pravlyachoї elіti stereotipіv i standartіv povedіnki. Tse zabezpechuєtsya Shlyakhov vprovadzhennya in suspіlnu svіdomіst zaprogramovanih Vladoiu sotsіalnih that psihіchnih standards regulyatsії povedіnki chlenіv suspіlstva.

Otzhe, pid manіpulyuvannyam suspіlnoyu svіdomіstyu mi rozumіtimemo prihovane (latent) upravlіnnya svіdomіstyu that povedіnkoyu people vpevnih polіtichnih, sotsіalnih that ekonomіchnih іnteresah pravlyachoї elіti.

Zaznacheny sposіb sotsіalnogo upravlіnnya Got pevnі perevagi porіvnyano іz police, legal admіnіstrativno th ekonomіchnimi methods planuvannya, oskіlki zdіysnyuєtsya nepomіtno for ob'єktіv upravlіnnya not potrebuє digit materіalnih i costs for victims vstanovlennya control suspіlstvom.

Tehnologіya global, zagalnosuspіlnogo manіpulyuvannya ґruntuєtsya on vzhe zgaduvanih ranіshe base sotsіalnih mіfah scho vtlumachuyutsya in suspіlnu svіdomіst for the Relief of sposobіv manіpulyuvannya:

• nonsense - right vіdverte pіdtasovuvannya faktіv i poshirennya nedostovіrnoї, nepravdivoї Informácie;

• zamovchuvannya - blokuvannya pravdivoї Informácie schodo dіyalnostі of chi іnshogo sub'єkta polіtiki, podії that іn .;

• napіvpravda - preparuvannya Informácie, yak ob'єktivno that ґruntovno visvіtlyuє maloznachuschі detalі th vodnochase zamovchuє vazhlivі Fakti that (ABO) untruthfully іnterpretuє podії;

• uprovadzhennya іmіdzhіv i klіshe - ukorіnennya in suspіlnu svіdomіst Bazhanov for pravlyachoї elіti stereotipіv schodo quiet chi іnshih sub'єktіv polіtiki, іdeologіchnih doctrines okremih podіy that faktіv;

• navіshuvannya yarlikіv - bezdokazove nav'yazuvannya suspіlstvu negatively (s Look bіlshostі) otsіnnih kategorіy s metoyu komprometatsії Pevnyi sub'єktіv polіtiki (partіy, suspіlno-polіtichnih ruhіv, іndivіdіv) that kshtalt "іmperіalіst", "natsіonalіst", "fascist", " shovіnіst "," antisemіt "toscho.

Zvichayno, vpliv pravlyachoї elіti on formuvannya gromadskoї pillows for Relief weight-medіa Mauger Buti dosit efektivnosti scho mozhna doslіditi pid hour Venue of viborchih kampanіy, if іmіdzhmeykeri vikoristovuyut bezlіch manіpulyatsіynih priyomіv, Abi perekonati gromadyan in fact scho їhnіy candidate for the president, the deputy chi meri - naykraschy.

One such priyomіv s - "spіral zamovchuvannya", if for Relief fabrication opituvan gromadskoї pillows abo vibіrkovo іnterpretovanih rezultatіv real opituvan weight-medіa namagayutsya perekonati suspіlny Zaga at pіdtrimannі bіlshіstyu of chi іnshogo polіtika. On fonі zamovchuvannya real rating oponentіv voice so zvanoї bіlshostі roblyat dedalі silnіshim. Vіdtak Ti, hto slit viznachivsya not have svoїh polіtichnih simpatіyah, povolі skhilyayutsya to pillows to priєdnatisya bіlshostі not bazhayuchi opinitis in sotsіalno-psihologіchnіy іzolyatsії.

Vikoristovuyutsya th INSHI mozhlivostі polіtichnoї ADs. Napriklad for Relief vsіlyakih show zahodіv i Suchasnyj PR-tehnologіy to Anyone not vіdomih kandidatіv "rozkruchuyut" in polіtichnih lіderіv.

However, Je pevnі obmezhennya ob'єktivnogo that sub'єktivnogo nature schodo polіtichnogo manіpulyuvannya, SSMSC not dozvolyayut povnіstyu peretvoriti vіlny vibіr gromadyan on formal act zaprogramovany іmіdzhmeykerami.

Zgadaymo chasi totalіtarnoї propaganda in natsistskіy Nіmechchinі chi in Radyans'ka Soyuzі, if the entire car has been viewed propagandistska zaprogramovana on formuvannya "gvintikіv" i soulless sotsіalnih robotіv.

Prote far OAO All pіddavalisya on Taku Aggressive th rough propaganda. A Varto Bulo Troch zmenshiti Reigning presing on gromadyan in іnformatsіynіy sferі, yak i gateway boule prorvanі situatsіya zmіnilasya dokorіnno.

Chim same viznachayutsya obmezhennya suspіlnogo manіpulyuvannya?

Peredusіm mentalnіstyu that polіtichnoyu culture suspіlstva, SSMSC not Hoca th Je caught against the second not so dinamіchnimi, yak bi addition hotіlosya sotsіalnim technologists (in Nashomu vipadku manіpulyatoram).

Krіm of Varto zgadati th Sistemi komunіkatsії, SSMSC navіt in totalіtarnih suspіlstvah perebuvayut pose mezhami control Vladi:. Sіm'ya, rodichі, znayomі, druzі, Colleges for robotі, dozvіllyu, hobі that іn scho spriyaє formuvannyu alternativnoї andeґraundu culture.

Those sama ninі vіdbuvaєtsya in so the title of kraїnah traditsіynoї demokratії, SSMSC perebuvayut factuality pid control "Uryadov svіtovogo global", scho brutal znischuє natsіonalnu іdentichnіst on dogoda vuzkomu cola "bogoobranih" volodarіv Economy.

In kontekstі rozglyadu problemi manіpulyuvannya suspіlnoyu svіdomіstyu Varto uvazhno doslіditi power polіtichnogo reklamuvannya that іmіdzhelogії.

Vivchayuchi problemi polіtichnoї advertisements polіtichny Lider that yogo team neminuche stikayutsya s way is the real іdealnogo dіyacha, yaky sformuvavsya in suspіlnіy svіdomostі vibortsіv. Taqiy image otrimav titles іmіdzh (od Eng image.), Scho, svoєyu Cherga, giving іm'ya nautsі - іmіdzhelogії.

Іmіdzhelogіya vivchaє problemi formuvannya th stvorennya in suspіlnіy svіdomostі vіrtualnih obrazіv (іmіdzhіv) suspіlnih іnstitutіv (Power, polіtichnih partіy, organіzatsіy, SET) that okremih polіtichnih lіderіv, rozroblyuє sukupnіst priyomіv, tehnologіy i zasobіv formuvannya in suspіlnіy svіdomostі vіdpovіdnih obrazіv real sub'єktіv polіtiki.

Polіtichnim reklamuvannyam people Ziman s davnіh-daven, slit s quiet chasіv, if z'yavilisya Power i polіtika yak takі. Skazhіmo, slit 1633 p. Pope Urban VIII Rimsky zasnuvav kongregatsіyu propaganda. Zrozumіlo scho mainly zavdannyam tsієї іnstitutsії Bulo zdіysnennya polіtichnoї that sotsіalnoї ADs katolitskoї church.

Ninі in strukturі vatikanskih services іsnuє sotsіalna front fee Holy See іz sotsіalnih zv'yazkіv, yak keruє podіbnimi pіdrozdіlami in єpiskopatah i єparhіyah.

їhnє zavdannya - kontrolyuvati katolitskі ZMK, gotuvati іnformatsіyu for Papi Rimskogo stosovno church Zhittya, svіtovoї polіtiki and takozh pisati vistupіv projection, the message that іnshih dokumentіv for zovnіshnoї komunіkatsії.

However spravzhnya revolyutsіya in the Branch tsіy vіdbulasya deprivation on the cob XX century. The I pov'yazuyut Tsey yakіsny s breakthrough burhlivim rozvitkom іndustrії opituvan gromadskoї pillows that zrostannyam rolі zasobіv masovoї komunіkatsії in polіtichnomu zhittі suspіlstva.

On the cob XX century. sotsіologіchnimi th sotsіopsihologіchnimi doslіdzhennyami in polіtichnіy sferі suspіlstva Ziman perevazhno fahіvtsі, SSMSC pratsyuvali in reklamnіy іndustrії, de stink carried marketingovі doslіdzhennya s vivchennya popitu on pevnі Flea is the Hotel.

Ale Pershi fahіvtsі in zv'yazkah s gromadskіstyu still z'yavilisya slit on the cob of the XIX century., If Britanske Treasury (1809) Plant zaprovadilo pres-sekretarіv. Zgoda, perekonavshis in neobhіdnostі vikonannya podіbnoї robots profesіonalami, anglіysky Uryadov Lloyd George (1912) takozh organіzuvav grupu lektorіv for clarification svoєї polіtiki in the Branch of the Pension zakonodavstva. Ostannі at sutі became profesіynimi polіt-propagandists.

W rozshirennyam arsenal polіtichnih doslіdzhen vivchennyam sotsіalnih, іdeologіchnih i polіtichnih nastanov i upodoban vibortsіv, їhnіh simpatіy i antipatіy zaymayutsya profesіonali in the Branch polіtichnoї ADs. Sered them viokremlyuyutsya not deprivation EXPERT s organіzatsії is the Venue of opituvan gromadskoї pillows, and th s fahіvtsі opratsovuvannya rezultatіv doslіdzhen, їh tlumachennya that vikoristannya in Masov polіtichnih kampanіyah.

Vodnochase Bulo b pomilkoyu shukati positivity s tehnologіchnoї point Zora dosvіd at the Branch upravlіnnya Gromadska Dumka deprivation in zahіdnih demokratіyah. In totalіtarnih suspіlstvah XX century. (CPCP, Nіmechchinі, Іtalії, Kitaї, Pіvnіchnіy Koreї, Kubі that іn.) Propaganda system tsіnnostey pravlyachoї elіti pratsyuvala bearing-down th dosit efektivnosti. Polіtika "promivannya mіzkіv" Vlasnyi gromadyan i propagandistska dіyalnіst in її eksportnomu varіantі spriyali fact scho vіdverto reaktsіynі, represivnі rehearse Mali іmіdzh privablivih i Progressive. I in tsomu kontekstі, zokrema, dіyalnіst partіyno-propagandistskogo aparata CPSS Mauger yak rozglyadatisya zrazkova schodo efektivnostі dosyagnennya postavlenoї methylene, zvichayno on Pevnyi Etap rozvitku Radyans'ka suspіlstva.

Estafetu scale obduryuvannya population svoїh kraїn priynyali in the XXI century. Kraina Sunset, SSMSC nazivayut itself "democratically." - US Velikobritanіya, Іzraїl іn that, in yakih ninі unlikely chi mozhna pochuti votes against, i tse, on sorry Je realієyu іnformatsіynogo suspіlstva zahіdnogo zrazka.

Shcho stosuєtsya specific nutrition polіtichnogo reklamuvannya then їh doslіdzhuyut polіtologi, sotsіologi, polіtichnі psychologists fahіvtsі in the Branch traditsіynih i E-zasobіv masovoї komunіkatsії, manager polіtichnih kampanіy, artists, actors th - usі, hto so chi іnakshe pov'yazany s problems polіtichnoї komunіkatsії that dosyagnennya Bazhanov result in suspіlnіy i zokrema polіtichnіy dіyalnostі.

Fahіvtsі in the Branch іmіdzhelogії viokremlyuyut takі Etap polіtichnogo reklamuvannya:

1. Vivchennya іdeologіchnih i sotsіalno-psihologіchnih nastanov schodo gromadyan іmіdzhu "іdealnogo" polіtichnogo dіyacha, іnstitutu that іn., Yaky sformuvavsya on tsomu etapі in suspіlnіy svіdomostі.

2. Doslіdzhennya characteristics іmіdzhu real sub'єkta polіtichnogo, ekonomіchnogo, cultural Zhittya, yaky preformed (Yakscho preformed) gromadskіstyu on osnovі spontaneously nezrezhisovanih іnformatsіynih materіalіv, SSMSC vzhe proyshli TV weight-medіa.

3. Stvorennya "package" of new іmіdzhu sub'єkta suspіlnogo Zhittya, yaky Mauger "buy" sotsіalna svіdomіst zavdyaki Carrying reklamnoї Campaing.

4. Rozroblennya forms metodіv i zasobіv vikoristannya ZMK that rezultatіv opituvan in rozpovsyudzhennі polіtichnoї advertisements bazuyuchis on obranomu varіantі Bazhanov іmіdzhu.

5. Realіzatsіya ( "sales") stvorenogo іmіdzhu through zasobi masovoї komunіkatsії.

Amerikanskі "Polster" (Consultant s power suspіlnih doslіdzhen) vikoristovuyut in svoїy robotі rіznomanіtnі methods.

One z them zapozicheny s marketing doslіdzhen, vіdomy yak method kontrolnoї groupies.

Tsya grupa people rozmіschuєtsya in kіmnatі that diskutuє s food holding pevnoї polіtichnoї Orthopedic (viborіv, referendum uryadovoї prog toscho). Tsey Mozkovy assault daє bagato Informácie for fahіvtsіv, SSMSC vіdkrivayut for yourself glibshі that tsіnnіshі pillows th sudzhennya scho їh vazhko virіzniti pid hour opituvan gromadskoї pillows.

Zvichayno, Polster namagayutsya zrobiti Verification grupu bіlsh-Mensch Representative, Hoch Tse i do not obov'yazkovo.

Takі doslіdzhennya toil for Meta otrimati not stіlki sotsіologіchnu, skіlki psihologіchnu іnformatsіyu - motivatsіyu, uyavlennya, emotsіynі aspects, Hoch stink i give zmogu dіznatisya about osnovnі problemi vibortsіv on virіshennya yakih toil spryamovuvati svoї zusillya candidates.

Okrіm of Polster, koristuyuchis naysuchasnіshimi methods viznachayut okremі groupies population, Yakima Varto nadavati perevagi, otsіnyuyut harakternі tendentsії in zmіnі Gromadska nastroїv in okremih regіonah. Pong stvoryuyut komp'yuternі danih banks, scho zberіgayut harakternі butt polіtichnoї povedіnki gromadyan in quiet chi іnshih situatsіyah. A tse, in his Cherga, daє zmogu zbagnuti zv'yazki Glibin іsnuyuchih vіdnosin.

One s nayposhirenіshih Je method "zoseredzhennya" if grupa gromadyan, prisutnіh pid hour progoloshennya Promova, pіslya її zakіnchennya obgovoryuє Stop. Zvichayno, tse daє bagato korisnoї Informácie for tsogo lіdera.

Spetsіalіsti s polіtichnoї ADs perekonanі, scho, napriklad, vibortsі obirayut people, not problems chi warming up. (Saying to Vlasnyi, slit at the Aristotle svoїy "Ritoritsі" vіdmіchav, scho in polіtichnih zmagannyah peremagaє not one hto Nese іstinu and hto Maisternia volodіє word). Vіdtak Polster widely vikoristovuyut result psihofіzіologіchnih doslіdzhen (analіz visota tone of voice, shkіri test that іn.) For viznachennya emotsіynogo vіdguku on osobistіst lіdera that yogo Look.

Same emotsіyny vіdguk svіdchit about those chi Got polіtik "komunіkatsії aura" yak not pіddaєtsya viznachennyu, Hoca th Je viznachalnoyu pid hour otsіnyuvannya іmіdzhu polіtichnogo lіdera.

Osnovnі іmіdzhі scho їh namagayutsya stvoriti svoїm protégé spetsіalіsti s polіtichnoї advertisements - "Person s people" that "spravzhnіy Lider".

Pid hour formuvannya image 's Person of the people "polіtik zobrazhuєtsya yak Person of, yakіy pritamannі takі tsіnnostі, yak pratselyubnіst, Turbota about sіm'yu, patriotism is the іn. (In particular cutaneous vipadku Bajan doslіditi domіnuyuchі in budennіy svіdomostі nastanovi i vіdpovіdno to them stvoryuvati іmіdzh polіtichnogo lіdera.) One s nadіynih zasobіv dosyagnennya іmіdzhu "narodnostі" E posmіshka, easy povedіnka, dostupnіst, umіnnya rozpovіsti anecdote, posmіyatisya.

Zadlya formuvannya іmіdzhu "spravzhnіy Lider" potrіbno perekonati gromadyan in fact, scho Tsei polіtik zdat uzyati on itself vіdpovіdalnіst scho vіn rіshuchy i poslіdovny.

Pіdtrimannyu іmіdzhu "Garnier sіm'yanin" duzhe spriyaє image "pershoї ledі", yak Got vmіlo pіdіgruvati, z'yavlyayuchis on people once i s polіtikom okremo, beruchi fate is not in tіlki polіtichnih and second kulturologіchnih, dobrochinnih aktsіyah toscho.

Candidate Got Yakscho have svoєmu CREATIVE dorobku naukovі pratsі, dosyagnennya in the Branch lіteraturi abo Mistetstvo, tse camp in prigodі pid hour formuvannya іmіdzhu "Person of cultured", scho dopomozhe perehopiti in konkurentіv Chastain golosіv іntelіgentsії that іn.

Otzhe, konstruyuyuchi іmіdzh polіtika for kozhnoї s basic kategorіy population Bajan peredbachati kіlka figure character of the candidate, SSMSC іmponuvatimut sama CIM kategorіyam vibortsіv.

Uzagalі Suchasna science viokremlyuє takі osnovnі pіdhodi to formuvannya іmіdzhu:

• funktsіonalny (on osnovі rіznih tipіv funktsіonuvannya ob'єktіv sub'єktіv polіtiki i);

• Context (on pristosuvannya to rіznih kontekstіv realіzatsії);

• porіvnyalny (on zіstavlennі blizkih іmіdzhіv).