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conclusions

So, as a result of studying of process of formation of mental identity and deep image cоциальной a generality in public opinion space, and also actions within the limits of this process of the law of information-stratification balance the author comes to following positions and conclusions:

1.

Process of identification and imidzhirovanija the social generality, closed in an appreciably-functional triangle nadbiologicheskogo interactions: the information/management/organization, - requires conditions of a postindustrial society in very important for sin-teza identoi - midzha a component: sufficient (quantitatively and qualitatively) a stream of socially significant information filling with in advance counted purpose public sphere of a regional generality. For realisation of the large-scale social and economic project the additional universal power, voznika-jushchaja in informatsionnokommunikativnom a field of interaction of individuals, groups, layers, the classes making unity of a social generality is required. Strukturnost plus functionality plus publicity - this dialectic sum of principles and mechanisms following from them is the initial formula of successful realisation of any modernizatsionnogo a plan.

2. The information component connected to real realisation within a social generality of synthesis: identity plus image of region, - is capable dinamizirovat this process which requires in favorable for its successful course nravstvennopsihologicheskoj to atmosphere, and also in constantly operating adjustment mechanism. Both conditions are created by means of a phenomenon of the public opinion induced by mass media which account as the accelerating catalyst of various events, the phenomena, the tendencies connected with identification and imidzhirovaniem of the given generality, should be pawned already at a stage of media planning and, accordingly, social designing.

3. The public opinion as specific display of mass consciousness has the direct relation to mentality of a social generality that allows to assume the following cause and effect dependence within the limits of linearity of social development: if the condition of all basic spheres of human life (economy, a policy, culture) and set from the outside and from within algorithms of its prospective progress corresponds to leading lines of mentality of the given generality then with search of its identity in new conditions of a life of the big problems, as a rule, does not arise. Usually these problems appear within the limits of nonlinearity of social development when the condition of all basic spheres of human life (economy, a policy, culture) and set from the outside and from within algorithms of its prospective progress mismatches leading lines of mentality of a social generality that is the typical characteristic of the crisis moments in society ability to live.

4. Historical (existential) stability of mentality is caused by constant character of its tsennostno-semantic kernel which make sotsiokulturnye traditions, arhetipicheski transferred from one generation to another, according to two functions of culture as general defining quality of ability to live of the person - functions of adaptation (socialisation) of the person and function of relaying of welfare experience. The mentality of the people cannot be altered on brought from the outside sotsiokulturnym to tracing-papers that calls into question its historical independence and tsivilizatorskuju uniqueness (ability to transformations). For the Russian mentality alien there is a liberally-market fundamentalism going from the West: mercantilism - in economy, individualism - in the politician, utilitarizm - in culture.

5. Full change or radical reconstruction of mentality of the nation, the people, the country means, in effect, their disappearance from a world card in connection with full loss key for them a welfare substratum - identity of a civil generality. And, accordingly, the social (national) individual, group, a layer, a class making structure of a modern society, it is possible to correct or correct mentality of the nation, the people, the country only partially with the greatest care - in compliance with varying vital circumstances in concrete historical conditions at obligatory preservation of its tsennostno-semantic kernel.

6. At the Russian citizens during all historical times tsennostnosmyslovoe the mentality kernel was made by following social traditions:

In economic sphere - the collective (co-operative) form of work which together with increase in labour productivity and origin of healthy atmosphere of rivalry and mutual aid promoted sotsiokulturnomu to a nation unification by a family (patriarchal) principle;

In political sphere - communal (kommunitarnyj) the type zhizneustrojstva, with a main role is not so much law, how many the morals forming effective system of the informal control over intentions and actions of elite and weight;

In cultural sphere - idea sobornosti with aspiration to equality and justice, friendly interactivity, a primacy of the spiritual beginning of a life over material analogue, aversion of cruelty and violence over people, tearing away of lack of culture and amoralism in the field of publicity.

7. The public opinion as social institute with duhovnovlastnymi norms and functions has the direct relation to deep image of a civil generality that allows to fund it with identification process. This party of public opinion working on formation of deep image of a social generality, should be pawned in the general complex of information-communicative actions at a media planning stage. Sistemnost, a continuity, course, sequence, productivity - these principles realised during realisation of the combined social and media communicative policy, allow is information to fill each element of structure of image in a sufficient measure, and in a combination to its other elements without risk of formation even time lacunas.

8. The public opinion as a multilayered substratum of mass consciousness exists:

In the latent kind if it does not join in public sphere by means of mass media, but finds, nevertheless, self-expression possibilities in interpersonal both group forms of dialogue and communications channels, and it is frequent in an unproductive kind, at level of every possible hearings and gossips;

In an open kind if it joins in sphere of the public reference the modern press transforming it in the major element of system of social management at indispensable observance in daily ability to live of a generality of the law of information-stratification balance.

The basic criterion of observance of this law is approximate, or one-serial, proportional conformity of relative density of social group as a part of the population and volume rendered to it newspaper (radijnogo, television) attention in address publications, programs, transfers (in %), that allows sociological to calculate by an index of information equality (inequality) and to make informatsionnopredstavitelskuju a card of regional society.

9. At non-observance of the law of information-stratification balance in society there is a problem of a media inequality, or raznoformatnogo access of citizens to sources of the information and mass media. In this case one groups and country or region levels of population (representatives of weight) are actually excluded from an information field of social interaction, not having ample opportunities to declare the interests in public sphere of a social generality. At the same time other groups and levels of population (representatives of elite) a priori get media communicative advantages, constantly declaring about the interests in a press and applying on a role of leaders of public opinion.

The information inequality between separate social groups and layers in the region, various socially-role statuses differing from each other, does not allow a local press to co-operate to the full with public opinion, within the limits of complete system of media communicative approaches to its specificity, the maintenance, display and functioning: in particular, to inform/certify; vyjav - ljat/study; to form/impose; to reveal/form (equally); to manipulate/deform, etc.

10. Information redundancy at one groups and levels of population and information insufficiency at others, induced massmedijnymi means and their founders (owners), excludes possibility of transfer of public opinion from the latent kind in open analogue as the most part of this social phenomenon in its concrete part remains out of public sphere of the spiritual reference. For this reason in atmosphere of a regional generality inevitably there is a deficiency going from below, from weight, additional creative power for realisation of the social projects going from above, from elite.

The information inequality in a social generality is necessary for anticipating at a media planning stage, excluding basically division of potential manufacturers of the information among elite and weight on notorious leaders and outsiders of public opinion. In case of the statement in public sphere of socially significant discourse journalists should use the most productive in the representative relation the media communicative approach to public opinion - its revealing/studying, with the subsequent transition in another, not less perspective, the approach: vyjav - lenie/formation, which too should use with care not to do much harm to life and consciousness of a regional generality in the course of its identification and imidzhirova-nija.

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A source: ZOLINA Galina Dmitrievna. UNIVERSUM of the MASS INFORMATION of the SOCIAL GENERALITY: IDENTICALLY - IMIDZHEVYJ the DISCOURSE. 2014

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