Mechanisms of influence on mass consciousness in the field of political communication of regional public television

The articledescribes the mechanisms of influence on mass consciousness in order to create the field of publicity in Tomsk region. In a democraticsociety the structure of relations between the authorities, media and the audience should be of a single-level parity type. However,the modern Russian society is moving towards constructing a vertical one-party power. The media, biased by various branches of government,play an important role in this process. The one-level system of communication turns into a vertical one-way conversation, inwhich there are only vector relations. The formal strategic innovations in the functioning of regional TV in the institutional system inTomsk are the strategies that involve a change of the electorate as related to time changes. The analysis of the construction of a regionalpublic field in the institutional aspect during election campaigns is used as an example. The dynamics of changes in electoral behaviouris indicated in the form of three stages: romantic-demagogic, evaluative and pragmatic. The mechanism of transformation of the interestsand aspirations of various forces in real policy inevitably entailed the construction of their plots of the field of publicity, with theirown theme and manipulative resources, which reflect the essence of the changes in the public sphere in the political arena of Tomskregion. It is the emergence of a new information field that sooner creates the manipulative, not information-analytical, field of public"pseudo reality". Television today personifies the social and political contradictions, presenting them not as a clash of social interests(the stratum of local groups), but as a clash of interests of personalized power (political leaders, bureaucrats, big property owners) whoare at various stages of the vertical of power and its various segments. The main conclusions were the following theses. The commercialisationof the media is ordered. The authorities lost the resource of "operation by default" and for this reason it is necessarily indifferentto public opinion. With this, the latent function of manipulation is to influence the political alienation of the individual -the politicalelite limits individuals' participation in exercising power, maintenance and cultivation of a unidirectional model of the field of publicity(the political "temperature" of the society of indifference and paternalism to the public of rapid approval.) But this is impossiblewithout the media and TV in particular. Legitimacy in the end is invariably based on people's trust, which manifests itself not only inthe tacit indifferent approval, but also in the form of the so-called "participatory democracy" - elections, referendums, meetings withpoliticians, demonstrations of support and protest, strikes, etc.

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