Creating a problem.
We can not say that the promotion allows convince most people of anything. Often it can not dictate to people the way we must think. However, the massive propaganda campaign in the media have the potential to dictate to us what to think, to impose an audience "correct" the agenda for discussion. The creation of the problem - it is a focused selection of information, and give high importance to various events. After all, the event and its coverage in the media - not the same thing. Media could "not notice" some event, or vice versa, giving it the utmost importance, regardless of its actual relevance to society.
In the 1980's political psychologists Donald Kinder and Shanti Ayengar (Kinder, D, & lyengar, S.) had a brilliant experiment. They changed the content of the evening news, watched by the research participants. In their research, and Kinder Ayengar mounted evening news in a manner that subjects receiving a constant dose of news on a particular issue facing the United States. For example, an experiment was conducted in which some subjects found out the weakness of the U.S. defense, the second group watched the program, with particular attention paid to problems of environmental pollution, and the third group is regularly heard messages about inflation and economic issues. After a week of viewing a specially edited programs, most subjects came out of the experiment convinced that the problem of target, which was extensive coverage of the views of programs for the country is very important to resolve in the first place. Moreover, the work of the incumbent United States, the experiments based on how he copes with the problem of target. New influences the perception of political parties - a more positive value to those candidates who hold a strong position precisely on the issue.
It was another conclusion: the information about the activity of an object allows you to take him to his real status nonequivalent position. Metered supply of information can either inflate or underestimated its status. As a result, "moska" in real life can become "elephant" in cyberspace, and vice versa, "Elephant" in reality could become "moskoy" in the information space. In the latter case, the silence or minimal production of information will enhance understanding of this object, as something minor, not worth the attention of the wider audience. An example is the Russian media coverage of the activities of the Communist Party. As compared with other parties, a strong component of the political field, it is not adequately reflected in the media. Another option is a reflection of unequal deliberate distortion of events in communicating about it in the media. For example, as a rule, Communist rallies are always shown on television, with a focus on very elderly participants, with a portrait of Stalin or Lenin. When at a rally led a goat, all the attention of operators have been directed at her. This makes the system display some characteristics of random events, so that he gets poor image.
Researchers problems of mass communication is constantly discovering the link between the issues covered in the media and the fact that viewers see as the most important social problem. The most relevant people feel exactly the problem that all details are covered in the media. Creating thematic dominance in cyberspace, we thus impose a picture of the world, sending our views on issues such as the actions of the authorities, crime, terrorism, social inequality, unemployment, etc. Sergey Kara-Murza writes: "In any case, the danger of becoming a victim of terrorism for three orders of magnitude (a thousand times) smaller than the chance of becoming a victim of the disaster behind the wheel of a car. Of the 15 million drivers in Russia die every year of about 1 per thousand. (The number of deaths from AIDS or banal drink modestly silent. Like how many women and children each year are victims of domestic violence in families - approx. Ed.). From the terrorist attacks in Russia kills about 1 million. But we are not afraid to travel by car. Why are we not afraid to travel by car, but we are afraid of terrorists? First of all, because this world is not a strong interest in seeing that we were afraid of the car. Therefore, television, and does not show us from morning to night mutilated corpses of the victims car. If it shows the same intensity as the work of terrorists - that we were afraid the car would panic! ".
Although in reality it is today has no more political weight than in the 1970's or 1980-ies., Biased information policy has meant that in recent times almost a majority of Russians the greatest danger to the country feel bloated illusion "Threat international terrorism ", and not the real social problems: falling birth rates, unemployment, rampant drunkenness entire regions, the pandemic of drug addiction and AIDS, increasing social inequality and the growth of radical sentiment in society. (Information for thought: demographers have found that at the current rate of drug addiction and AIDS, the gross national product of Russia in the next 5-7 years could be reduced by 20% compared to the present - through the loss of able-bodied population. Stronger than the country can be hit, unless that , nuclear war. And now calculate how much time the Russian media have given these issues, but how many tell us about Saddam Hussein and "international terrorist centers".)
Jeffrey Pfeyffer believes that today one of the most important source of power is the ability to appoint the agenda, determining what issues will be discussed, what information will be disseminated widely, and which - hushed up. For example, the policy of "twist nuts" easily impose society, linking it with the daily transmitted in prime-time reports of killings and looting. After a regular and detailed coverage of terrorist acts can be said that the "terrorist war" announced to us all, all over Russia. Moldova, a nation must unite around "savior fatherland" ...
Currently, information is turned into an instrument of power, but recent technological developments make the promotion of its key element of social domination. That is why the information is now delivered to the customer to prepare the form. Artificially creating a "current issue", the media impose certain rules of reading social relations, the powers that be advantageous. Lack of awareness of citizens through the media makes subtle regulatory influence on the intellect, emotions, the will of the people.
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