INFLUENCE OF THE MEDIA ON THE INDIVIDUAL SOCIAL COMMUNICATION IN THE RISK SOCIETY: SOCIO-PHILOSOPHIC ANALYSIS

The purpose of this paper is to analyze the contemporary sociocultural changes and their influence on the personality within the socio-philosophical domain. According to the chosen thesis, the author examines the problem of the individual social communication, which is aggressively affected by mass media. As a result, we see the necessity to search for new methods of collecting and transferring sociocultural experience and an individual’s performance. The author emphasizes negative ways of social adjustment, among which points out such mechanisms as consumerism, virtualization, alienation, person’s transformation into commodity, mass culture agents’ activity. Considered problems seem to be very urgent due to the fact that today an individual’s existence and social activity become dependent on mass media, which control them quite toughly. This leads to negative consequences for a person, as some key processes, such as identification, representation, socialization, are interrupted, and a person’s conscious and creativity are being unified and standardized.

vitality, virtuality, individual identification, communication, consumerism, mass media, risk society, social adjustment, escapism