THE EFFECTS OF THE INTRODUCTION OF THE TV SCREEN IN EVERYDAY AND PERSONAL SPACE

Abstract

Purpose. The purpose of this study is to identify and fix the nature of the changes associated with the emergence and subsequent change in the role of television within the sociocultural universe of modern man. An analysis of its features, characteristics and factors that are currently causing the most significant changes within this sphere, which actually creates its own “second reality”. Methodology. The study used the historical method, analysis of textual materials, as well as content analysis and cross-factor analysis of sources in terms of parameters that have content, the study of which was important to achieve the intended goal. To consider this problem, the author turns to the socio-philosophical and anthropological analysis of the role of the screen in modern culture. The article uses comparative analysis, historical-philosophical and anthropological methods. Results. This article explores the historical socio-cultural genesis of television as a mass media, from the moment the first television devices were created to the present. A number of modern views on the peculiarities of the influence of the fact of the appearance of television on the perception and consciousness of the viewer in the process of informing him through the television screen are consistently considered, and their comparison is made. Particular attention is paid to the analysis of the factors of influence of television on the foundations of modern mass culture formed by it. According to the results of the study, the origins and reasons for the gradual transformation of the main function of television from mass information to equally massive manipulation are identified and analyzed, within which the basic types of social impact and the formation of a different, television reality are identified. In conclusion, the processes of mediatization of the social existence of an individual, as well as the crisis of his cultural identity, are considered separately.

Keywords

• convergence of modalities
• screen culture
• “second reality” of television
• mediatization of cultural space
• hyperreality
• “media man”
• crisis of cultural identity