MEDIA MECHANISMS AND TOOLS FOR THE PROCESS OF FORMING MASS EMOTIONS

Abstract

In modern scientific discourse, even with the effect of the implicit presence of mass emotions in modern media communications and an array of practice, there is no expressed scientific interest in the problems of this phenomenon. The objective of the article is to determine the media tools of the process of forming mass emotions of the audience and the mechanisms of explicit or implicit provocation of mass emotional outbursts through the provision of information influence. The authors conclude that the existence of mass emotions in media communications, and their interaction with mass information, with mass interpretation confirms the triune nature of modern media communication. The article concludes that there are mass emotions in media communications, and their interaction with mass information, with mass interpretation, confirms the triune nature of modern media communication. The article concludes that due to the mass information influence, there is an attempt to emotionally massify the audience. It has been proved that mass emotions exist in social communications, and their interaction with mass information, with mass interpretation, can confirm the theory of the new nature of the triune modern social communication. Mass emotions, like individual emotions, are controllable, and therefore they often become a tool for the implementation of the communicator’s rational plan and a tool for the formation of public sentiments. Mass emotions with the help of mass information influence unite people in social communications, have a centrifugal force, which reformats the “collective soul” of the audience into the state of “common public opinion.”