-, adapted to the tastes of the wide masses of people, is technically replicated in the form of a variety of copies and distributed with the help of modern communicative technologies.
The emergence and development of mass culture is associated with the rapid development of media communications capable of providing a powerful impact on the audience. IN mass communication Typically distinguished three components:
- media (newspapers, magazines, rations, television, Internet blogs, etc.) - replicate information, provide regular impact on the audience and are focused on certain groups of people;
- mass exposure (advertising, fashion, cinema, mass literature) - not always regularly affect the audience, are focused on averaged consumer;
- technical Means Communication (Internet, telephone) - determine the possibility of direct communication of a person with a person and can serve to transmit personal information.
Note that not only the mass communication tools have an impact on society, but society seriously affects the nature of the information transmitted in the media. Unfortunately, the requests of the public are often low in cultural terms, which reduces the level of television programs, newspaper articles, pop views, etc.
In recent decades, in the context of the development of communications, they speak special Computer culture. If a bookpath has served as the main source of information, now the computer screen. A modern computer allows you to instantly get information on the network, add text with graphic images, movies, sound, which provides a holistic and multi-level information perception. At the same time, text on the Internet (for example, a web page) can be represented as hypertext. those. Contain the reference system to other texts, fragments, neetical information. The flexibility and multidimensity of computer display media repeatedly enhance the degree of its impact on humans.
At the end of the XX - early XXI century. Mass culture began to play an important role in ideology and economics. However, this role is ambiguous. On the one hand, the mass culture made it possible to cover the wide segments of the population and to introduce them to the achievements of culture, submitting the latter in simple, democratic and understandable images and concepts, but on the other - it created powerful mechanisms for manipulating the public opinion and the formation of averaged taste.
The main components of the mass culture include:
- information industry - Press, television news, talk shows, etc., explaining the events that happens to understandable. The mass culture was originally formed precisely in the field of information industry - the "yellow press" of the XIX - early XX century. The time has shown the high efficiency of mass communication in the process of manipulating with public opinion;
- lEUG industry - movies, entertainment literature, pop humor with maximum reduced content, pop music, etc.;
- system of formation Mass consumption, which is the center of which are advertising and fashion. Consumption here is presented in the form of a non-stop process and the most important goal of the human existence;
- replicated mythology - From the myth about the "American Dream", where the beggars turn into millionaires, to the myths about the "national exclusivity" and the special virtues of this or that nation compared to others.
Mass communication tools have a profound impact on the culture of modern society.
On some aspects of this effect already noted in the chapter dedicated to theoretical analysis of mass communication. Mr C Owan showed how the means of communication determine the perception of the world in one or another era. J. Bodriár spoke about the problems of overproduction of symbols and devaluation concepts of meaning and authenticity, on the formation of "hypereality" using the media, replacing genuine reality. M. Castelli sought to show how "culture of real virtuality" is formed under the influence of the development of information communication technologies. This chapter will consider a number of other, more private aspects of the impact of the media for culture, and begin with the role of the media in the formation of a phenomenon of mass culture.
Media and mass culture
Concept mass culture Reflects the specifics of the production of cultural samples in industrial and post-industrial societies.
The works of mass culture are initially created as goods, and the main criterion for their assessment is the level of demand for them. T. adorno used the term "culture industry" to designate the new status of culture in industrial societies - culture becomes "production" along with other types of production.
The works of mass culture initially do not have uniqueness - they are a serial, standard product manufactured by professionals in accordance with certain technologies.
The introduction of techniques in the production of cultural samples leads to significant consequences, and deep cultural transformations associated with the possibility of mass reproducibility of works of art, began for quite a long time. German culture theorist Walter Ben-Yamin wrote:
"In the XIX century, technical reproduction has reached such a level when it could not only make its object all the artistic legacy as a whole, thereby expanding and seeing the impact of art, but also to win an independent place in culture.
However, even with the most advanced reproduction, something significant for art is lost: the "here" and "now" of the artistic work is disappearing here, its unique Cash Being. The cathedral leaves the square to take their place on the wall in the apartment as a reproduction; The choir first sounded in the concert hall or under the open sky, listen at home.
The meaning and consequences of the reproduction of art go far beyond its own limits. Reputation of reproductions puts into place of a single existence of an artistic work mass quality. The opportunity to meet with the subject perceiving the subject in a situation convenient for him actualizes the reproducible subject, but at the same time causes the need to make works more accessible, which is also urged today in the masses, as their tendency to overcome the uniqueness of any phenomenon by reproduction.
Reproduction tears to such perception in which the orientation is prevailing the awareness of the stereotypical in the world, that is, repeated triumphs over the original. So in the sphere of visual, the fact that in the area of \u200b\u200bthe theory is expressed in the increasing value of statistics.
The reproduced work of art is gradually more and more becomes the reproduction of the work of art based on reproducibility.
In the perception of works of art, various accents are possible, among which two directly opposite should be distinguished: in one case, the emphasis is placed on the cult value of the work, in another - on its exhibition value.
With the expansion and improvement of the methods of technical reproduction of works of art Public (exhibition) The value of the latter has grown so increased that there was a qualitative change in its very nature. Similarly, in the primitive era, the work of art due to the absolute advantage of his cult value was primarily an instrument of magic, a ritual and only later it was recognized by the work of art, and now, thanks to the absolute advantage of his exhibition value, the work of art acquires completely new features. And it is very likely that his artistic function ... will be secondary.
The technical reproducibility of the artwork changes the attitude of the masses to art. ... the generally accepted is accepted uncritically, really new criticized. "
Benjamin speaks of the reproducibility of high culture samples, originally created as unique. However, the possibility of reproducibility itself, replication led to the emergence of cultural creativity, oriented precisely on mass production and the widest audience.
The formation of mass culture would be impossible without technical progress, allowing us to massively produce certain cultural artifacts, and without the media that distribute these artifacts. Sports spectacles, popular music, television series, cinema - all these types of popular spectacles become available mass audience due to radio, television, other mass communication channels.
Modern societies "consume" cultural products are much larger than the society of the past, where artworks were available, as a rule, only a minority.
Raising the standard of living and level of education, as well as the appearance of free time, which must be filled with something, spawned a massive demand for cultural products. The assessment of the works of culture for the first time began to depend on the opinion of the majority, the views of the mass audience, and not the creators themselves and the sophisticated connoisseurs of their works. The audience chooses this or that work, paying it - by purchasing a ticket to a cinema or a concert, disk, cassette, a book, including TV while showing a favorite series (and turning into a welcome object of advertising impact) and others.
The "cultural industry" is focused on a huge audience. Accordingly, the level of mass culture is not too high and adapted to averaged tastes and cultural requests.
The main function of mass culture in modern societies is entertainment, filling leisure or, if you use a psychological term, meeting the need to struggle time. However, it also performs significant latent functions, in particular ideological and socializing, contributing to the approval of certain values \u200b\u200band beliefs, the spread of behavioral samples.
- Benjamin V. Art in the era of technical reproducibility // Kukakin A.V. Bourgeois mass culture. - M.: 1985. Pp. 178-180.
Recently, the initiative to moral upbringing Russians and the new reading of classical literature and history are discussed at the very top of the authority vertical: the law prohibiting the use of Mata in the media, a proposal was made to create a single history textbook, and representatives of the Public Chamber are with an initiative to write a new textbook Literature. In the process of active discussion, legislative initiatives on the ban on the use of abnormative vocabulary are also in the works of literature, on theatrical stage, in cinema.
The first position of the rating of cultural media is quite expected. " Literary newspaper "- Quotes and mention of writers are found in 17 publications from 100. In the second place of the rating of cultural media there is a weekly" Arguments and Facts "- the publication mentions the classics of Russian literature in 15 publications from 100. The third position belongs to the newspaper" News "- links to well-known literary names are in 12 publications from 100.
The top 10 of the most cultural media also included newspapers " Culture », « Tomorrow ", magazine " Poster », « THE NEW TIMES. », « Teachership newspaper », « New Newspaper », « Journalist ».
Among Internet media from the funds site, the championship belongs to one of the oldest Internet publications " Russian magazine "(russ.ru) - His materials in 8.3 cases from 100 contain quotes or mention of classical writers from the list under study. The second position occupies Internet media " Private correspondent »(chaskor.ru) where classic quotes are contained in 6 publications from 100. Closed in February 2013 OpenSpace.ru (Moscow) In the third place of the rating - in 5 articles from 100 this publication there were appeals to the creativity of literary classics. In the top 10 rating of cultural Internet media entered Fontanka.ru. ,Grani.ru. ,Pravda.ru. ,Svpressa.ruGazeta.ru. ,Slon.ru. ,Ytro.ru. ,Lenta.ru. .
Cultural media rating
|
A source |
% of the total number of materials |
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Literary newspaper (Moscow) |
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Arguments and Facts (Moscow) |
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Izvestia (Moscow) |
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Culture (Moscow) |
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Tomorrow (Moscow) |
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Poster (Moscow) |
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THE NEW TIMES (Moscow) |
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Teaching newspaper (Moscow) |
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New newspaper (Moscow) |
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Journalist (Moscow) |
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Independent newspaper (Moscow) |
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Evening Petersburg |
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St. Petersburg Vedomosti |
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New Izvestia (Moscow) |
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Moscow News (Moscow) |
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Labor (Moscow) |
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Evening Moscow |
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Results (Moscow) |
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Spark (Moscow) |
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However (Moscow) |
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|
Russian Reporter (Moscow) |
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Russian newspaper (Moscow) |
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Moscow Komsomolets (Moscow) |
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Nevsky Time (St. Petersburg) |
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Komsomolskaya Pravda (Moscow) |
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Power (Moscow) |
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- Specialty of the WAK RF 24.00.01
- Number of pages 143.
Chapter I. Ontological Essence and Structure
Mass consciousness.
1.1. Reconstruction of the research methodology.
1.2. The concept and structure of the mass consciousness.
Chapter II. MEDIA
And mass culture.
2.1. The subject's nature of the system "Media is a mass consciousness.
2.2. The main functions of the media in the subject system "media are mass culture" (creativity, freedom and the responsibility of the media).
Recommended list of dissertations in the specialty "Theory and History of Culture", 24.00.01 CIFRA VAC
The ratio and interaction of traditional, elite and mass cultures in the social space of modernity 2009, Doctor of Culturology Kostina, Anna Vladimirovna
Mass culture as a phenomenon of post-industrial society 2003, Doctor of Philosophical Sciences Kostina, Anna Vladimirovna
Mass literature: the problem of artistic reflection 2006, candidate of philological sciences Samorukov, Ilya Igorevich
Broadcasting specialized knowledge of mass culture: cultural philosophical analysis 2010, Candidate of Philosophical Sciences Konarinova, Anna Rostislavovna
Mass and popular culture in modern society: Communication aspect 2000, Candidate of Sociological Sciences Savelyev, Irina Gennadievna
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The impact of the media on the culture of the media is currently a great influence on the culture. This influence has its own positive and negative sides. For example, increasing the level of education of ever wider segments of the population is closely associated with the emergence of the media, i.e. With increasing circulation of the printed word - books, and then magazines and newspapers. But at the same time, the expansion of the sphere of contact of the population with art and science through the media caused a whole complex of consequences for all social layers and for the culture itself. Of these consequences, we allocate the following two: art, divided before two not too interconnected parts - elitar and mass, began to stretch in the scale, each site of which, with a removal of the elite pole, an increasingly wide circle of "consumers" was addressed from the elite pole. Low-educated, but already fallen into the scope of the media, the population layers receive their fashion, household design, urban romance, boulevard newspapers, "novels for cooking" and other components of a quickly unfolding mass culture. From the point of view of elite criteria, this stream consisted of erzats and destructive components that destroy morality and cultivating "bad taste". The symbiosis of large art and the highest classes was built to the era of the media mainly on the relationship of the "offer-order" and to a much lesser extent on the form of the "product-market". With the cultural restructuring, which began under the influence of media development, new, inealitarian, art began to form under a sign of purely market relations, and the market is a low price, a large circulation and quality "under the client". The principle of "under the client" deserves a special consideration, since he always played an important role in elite art, although, as a rule, was not determining, since the cultural level of the Customer forced him to usually reckon with the landmarks of the art itself. However, these guidelines were not understood by the mass "client" or even familiar. Its priority scale was determined by the reactions of the psyche on the "direct" impact. " It is enough to remember the classical principle of "bread and spectacle", which provided social balance on the basis of "direct impact", long before the origin of modern media and mass culture. These are the laws on the basis of which the market forms a cheap culture under the client with a sufficiently stable sustained add-in and minimum level of aesthetic estimates. Thus, the media play a large role in the emergence and development of mass culture, but all of the above does not take into account another important factor in the formation of high and low cultures: the social order, which is still recently considered the main force determining the dominant development of art and even science. The current context is the dominant ideology, morality, laws - forming landmarks and score of estimates, were determined, ultimately, social order. High art in all the epochs should first of all emphasize the right of the customer to power. The main criterion for art is "Make me beautifully" - it could be considered as secondary, since (a) is usually a component of the magnitude of power and (b) more important in those areas that less often included in the main set of power attributes (literature, theater, etc.). At the lowest art to the era of the media, it was possible to influence the top with the top, i.e. prohibitions for unwanted elements than the promotion of desirable. The emergence of the media begins the process of becoming a new mass culture, increasingly performing an order from above: instructive and religious texts, propaganda of the inviolability of obstacles, moralizing and patriotic oleography. From some stage of the evolution of mass culture, the market factor starts playing increasingly, and in the end the main role, more and more identifying it with a kitch. At the same time, general landmarks of culture as a whole remain in high art.
The rapid progress in the development of information technologies entailed the emergence of new forms and styles of information submission. While new media attracts an increasing audience to themselves, disputes are strengthened and disputes will have new media employees to comply with professional standards developed and tested during the history of journalism - standards that are considered to distinguish professional journalism. From the yellow press. On the contrary, supporters of civil journalism argue that it is thanks to truly independent new forms of the media, society receives full access to information.
Further consensus in connection with the potentially negative consequences of the transition from traditional journalism, which is regulated by high professional standards, to journalism of a digital era, which, at least partially forms a decentralized blogosphere, where citizens can now contact non-cellionals for information about the White House, Congress, War in Iraq and other foreign policy issues.
Supporters of this new form of journalism object that the sources of news are outside the scope of the basic media over time will enrich, and not impoverish public dialogue. The positive experience of some new network media, such as Ohmynews, working under the motto every citizen - a reporter, convincingly confirm this point of view. In addition, supporters of civil journalism quite reasonably indicate that under the "high professional standards of journalism" is often hiding a double game of private companies, which for the sake of profits enter into business relations with representatives of closed societies and repressive regimes that limit free access to information in The number of practicing hard "state control of the Internet".
The relevance of this topic is due to the fact that millions of newspaper strips fall into the hands of readers daily. Waves of hundreds of radio stations are permanent today, denunciations to news listeners from any corner of our planet. Thousands of television, dozens of space satellites make us witnessing events in different countries of the world.
The value of printing, radio and television in the modern world is simply impossible. They turned into a powerful impact tool covering their influence the number of people in history. From the above, it becomes clear that the sociologist - the researcher simply needs to know all the processes connecting the media and their audience in order to understand the patterns of formation of public political opinion, political ideology.
Most political studies of our time, directly or indirectly related to the topic of the media, are devoted to the problems of increasing the political efficiency of the media, an increase in the role of the media in society, their influence on the political worldview of a separate person and a whole society. However, almost no one thinks that before something to improve must first examine it in the smallest details, realizing all the trends and patterns of this phenomenon. February 26, 1845 P.A. Kleinmiechel turned to Nicholas I asking not a single newspaper or any publication could get into the light not being read by the Claf Kleinmiel and without receiving approval. Nicholas I satisfied the petition of the graph. Since then, no product of literary arts could be released without prior censorship, which, of course, greatly made the emergence of the newest literary works, but on the other hand, the readers' minds were protected from revolutionary ideas. It must be said that the media has become a branch of culture relatively recently. The media relates to a mass culture that appeared at the beginning of the 20th century, when the media has become accessible to all segments of the population. Of course, this culture had a smaller artistic value, but was clear to everyone and gave information about certain events. She satisfied the momentary needs of people, but at the same time quickly lost the relevance. The main purpose of the media in any society is an information goal. This task is of particular importance in a democratic society, as people must have objective information to make a right decision. In the democratic society of the press, television and radio broadcasts are focused on current issues arising in the country and in the world as a whole. With totalitarian mode, all press materials are aimed at political and ideological themes. In this political mode, the role of censorship is great. By political propaganda through the media, the views and values \u200b\u200brequired by the country's leadership are systematically introduced into consciousness. If we talk about propaganda in the USSR, the authorities kept in their iron mittens by the media until 1985, and they carried out the impact on the consciousness of people. Unlike totalitarian, in a democratic society there are different views on certain issues. This can be determined by the freedom of speech adopted in many democratic countries. The media will not play the dysbalizing role, since freedomiff is accepted. Thanks to the media, healthy competition for power can also develop. Many political parties of the Russian Federation cooperate with the media in order to raise their rating or make themselves PR, as independent experts are expressed. Others opposite the media scandals, although they pursue the same goals. One way or another, we cannot imagine life without the media. The work of the media is enshrined by the laws of the Russian Federation. The Law of the Russian Federation "On Media" was adopted on December 27, 1991. Previously, the Print Law was adopted on November 12, 1990. These documents were fixed by the rights and obligations of the media, freedom of speech and press, the inviolability of journalists and their defense on the basis of the Constitution of the Russian Federation. A variety of publications and programs that make up the media system was the result of the emergence and transformation of different types of newspapers, weekly, magazines, radio channels and television in the aggregate of their programs. The main differentiation was the desire to diversify the problematic orientation, will turn to different layers of the audience, to focus on covering the lives of various regions of the fields of interest, areas of interest, to submit the audience of the position of different public strength. These differentiating factors act constantly and determine the modification processes of the media system, depending on the nature of the content of each of the factors. At the same time, the newspaper and the program are published on the information market as sharply differing (on topics, the scale of the audience, positions), so close to each other in certain aspects. Thus, various directions arise in the formation of public opinion in the media. The analysis of different points of view and positions of researchers who analyzed the activities of television operating in a developed market economy, makes conclusion that they state a significant role in the implementation of the society's social control mechanism. Coming in all spheres of public life, television has a colossal, ever increasing influence on society, each of his member, which generates another "problem field", which requires a special conversation - the problem of social responsibility.
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