Television as an instrument of consciousness transformation of modern man

• Main Author: Н. В. Літінська
• Format: Article
• Language: English
• Published: Publishing House "Grani" 2019-08-01
• Series: Granì
• Subjects: audiovisuality; social intellect; moderation; emotional regulation; communication; social competence
• Online Access: https://grani.org.ua/index.php/journal/article/view/1400
• ISSN: 2077-1800; 2413-8738

This article is dedicated to the transforming influence of television on consciousness of modern man. For all this we paid a particular attention to those aspects of its moderative effect which had not been enough studied and reflected in a wide spectrum of materials. First of all, the reasons of TV popularity as the most perfect and reflective means to date of socio-cultural life of the society such as an inclusion of all the sections of the population, address to the emotional human sphere and use of universal cinema language have been considered. The telemoderation of human consciousness in the sphere of formation of his/her basic cultural and social knowledge is of special significance for us. With this purpose we studied in the article a positive moderating role as well as a negative one of such forms of the contact with the audience as serials, talk shows or aestheticizing TV programmes. At the same time, the main accent was given to the hidden forms of TV influence. The major conclusion based on the research of competent authors such as mediaphilosopher H. McLuhan and psychiatrist J. O’Keeffe is in that TV images organize a multiscaled reformation of thinking processes in human brain. The activization of his/her creative right cerebral hemisphere and percepting perfection become the result of this productive moderation. The telemoderation of emotional human sphere is not of lesser importance. The analysis of research outcomes made by the German mediapsychologist Winterhoff-Spurk confirms the positive significance of TV content, especially one of horror genre, for increasing a general level of interior motivation. However, the results of experiments of quite a number of other researchers proclaim a negative moderation aspect by the telecasts being permeated with sense of alarm and fear because the negative feelings accumulate in the subconsciousness that raises a level of social and personal anxiety. The research outcomes on latent TV influence upon human physiology and at the same time upon his/her personal activity proved to be the most important. The conclusions of multiple experiments collected by the researcher R. Patzlaff state that a TV review disconnects the proper activity of eyes, provokes its immobility that also decreases the interior activity. This aspect has a particular importance in the development of a child’s intellect and his/her verbal organs because the TV role in his/her life grew immeasurably. So the unlimited contact of the child with the screen results in the problem of development of his/her speech because any dialogue is not supposed to be here. The conclusion motivates the necessity of thorough study of negative aspects of telemoderation with the purpose of minimizing its nonproductive effect.