Strategies for Manipulating Public Consciousness Through Mass Media

Abstract

This paper is devoted to the specifics of present-day information space and the existence of journalism and  mass media within the given context that adapt to the dialogue with the target audience, using a media text as  a basic unit of information space which has an impact on all aspects of people’s worldview – affecting the intellectual, spiritual and emotional sphere, having a personal focus and the characteristics of intertextuality.  Within the framework of discourse strategies, a whole range of tactics manipulating the consciousness of the  target audience is used and they are analysed in this paper. The author also notes the relevance and scale of
the mass media axiological influence on the formation of public opinion and public dialogue. The mass media  actively change the values of the individual and society as a whole on the one hand, but they also serve as a conductor and a means of retransmission of values, behaviours and norms of individuals and social groups of society.