MODELLING THE DYNAMICS OF THE SUBJECT OF MASS COMMUNICATION MENTALITY

• Main Author: Vitaly Danich
• Format: Article
• Language: English
• Published: V.N. Karazin Kharkov National University 2019-06-01
• Series: Вісник Харківського національного університету імені В.Н. Каразіна: Серія Економіка
• Online Access: https://periodicals.karazin.ua/economy/article/view/13370/12656

The paper outlines the modelling concept of the dynamics of susceptibility of the subjects of mass communication to the effects of inductors. The level of susceptibility is one of the key characteristics of the subject's mentality, as a system of feelings (likes and dislikes), stereotypes, values, ideas about the world, which are formed in the mind during key periods of his life (childhood, becoming, social and political disasters, etc.). The changes in the structure of this system, its key characteristics – levels of perception, as well as the impact (induction) of certain views on social phenomena are determined as the dynamics of mentality. The probability of transition of the recipient from one socio-psychological state to another depends on the levels of perception and influence in a pair of recipient-inductor. Such dependence is adopted as multiplicative. Transitions from state to state under the influence of various factors may be accompanied by changes in the levels of perception and impact, which are determined by the dynamics of mentality.