Українська English

Yury Finkler
Doctor of Philological Sciences, Professor
Vyacheslav Chornovil Galician Vocational College
(Ternopil, Ukraine)

Mechanisms of interaction between mass communication and the hierarchy of society are considered. It was found that as a result of the action of the mechanisms of mass communication effects and counter-effects, society is faced with a double process. The possibility of personalized information flow offered by digital media provides ample space for underprivileged social groups to choose media content that matches their own construction of reality. Environments in this context significantly contribute to the strengthening of the heterarchical features of society and the semiotic power of each representative of the audience against the meanings permitted from above. However, the circumstances under which this clearly democratic characteristic of mass communication practice leads to the fact that democratized social groups become increasingly large and face only such communication content that corresponds to the philosophy and expectations of their group or their environment are also investigated. This worldview, mediated by means of mass communication, transformed into a real construction of its environment, contains a danger, because it does not condition the skills with the help of which other clusters of society, which are differently positioned in the social hierarchy, can gain the worldview experience of this social group and vice versa. It is argued that, in this sense, the means of mass communication can play a significant role in creating social inequality in the hierarchical structure of society.

Keywords: cluster, communication, content, hierarchy, media, society.

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