Masses management in the epoch of the consumer society

  • M. A. Zubarieva National university «Ostrog academy»
Keywords: mass, mass consciousness, simulation, manipulation, social transformation, media, information warfare, media terrorism


The article examines the nature and origins of the idea of the phenomenon of mass, the mass consciousness, determinants of social and political science and philosophical aspects. The influence of external factors on the installation of the masses in the context of socio­psychological, informational  and communicational  components is analyzed. The main characteristics of the consumer society: mass consumption of goods and the formation of an appropriate system of values and attitudes are identified. Outlined the difficulties faced by the researcher mass phenomenon. The theory of Jean Baudrillard about simulation in the media is observed. The views of scientific information and interdependence of meaning, the essential characteristics of the simulation are  investigated. Signs of mass properties: missing attribute, predicate, quality, references are demonstrated. The issue of media terrorism and its impact on the consciousness of the masses in the context of the information war between Russia and Ukraine is examined, the main kinds of informational terrorism and the threats to the informational safety, also the degree of their danger is valued.  The reaction of mass media on terrorism, including the emergence of ethnic conflicts, destructive phenomena in society (depression, disappointment in the state, etc.) are shown. The recommendations for effective management of the masses in the era of consumer society, the ability to resist attempts to manipulate them through information flows are provided. Large masses of people can not live without appropriate management mechanisms. In the past, the management of mass activity was easier (in this regard, worked, for example, including religion), since the world was more stable, so its model (picture) was also constant and fixed. Today, the world is in a dynamic, and it requires more sophisticated methods of management that take into account both this dynamics and the fact that a greater variety of permitted human behavior options is taken. That is, the past stages with one version of behavior and established views on the world are from these positions simple and easy to manage mass consciousness. The masses do not possess any attribute, nor a predicate, nor a quality, nor a reference. It is in this that they are determined, or radical uncertainty. They have no sociological reality. The silent majority (which is the masses) is the imaginary referent, which is very easily subjected to zombie. Therefore, the question arises about the peculiarities of mass management in the era of consumption, the participation of the mass media in the formation of positive attitudes of the masses. The humanities involved in this do not analyze and produce texts, they produce life, since they have the purpose of changing behavior. It is precisely this adaptation that allows humanity to move forward.


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How to Cite
Zubarieva, M. A. (2015). Masses management in the epoch of the consumer society. Grani, 18(2), 63-67.