Communicology. 2016. v.4, n.4
VOLODENKOV Sergey Vladimirovich, PhD, Doctor of Political Sciences, Associate Professor, Department of public policy, Lomonosov Moscow State University.

Abstract: This article is devoted to the topic of virtualization and mediatization of modern public policy in the context of a global information society. The paper examines the role of modern technologies of mass communication in the formation of political  mediareality. Virtualization of modern space of public policy leads to new effects, considered in this paper, and is associated with significant functional changes in the sphere of mass media, which now serve as an active actor in the design of virtual value, semantic and symbolic spaces, becoming comfortable in consumption and the obvious substitute for traditional worldview models and models of mass behavior, based on the reflections in relation to the objective reality. The author shows that through the use of modern technologies of mass political communication political actors construct the reduced model representations of the socio-political reality, performing explanatory, motivational, axiological, philosophical and epistemological functions for mass opinion. Due to significant complication of all sides of life in modern society, including the political component, the media are beginning to not only play a major role to inform, but also to act as a regulatory and substitution mechanism allowing to form an artificially constructed simulation of socio-political reality, with significant deviations from the objective reality. Such deviations in mass representations are actively used in the processes of modern political management, allowing to introduce into the public consciousness media substitutions of real facts, events, processes and phenomena, significantly affecting the processes of formation and transformation of mass stereotyped political views.

Keywords: mediatization, virtualization, simulacra, mediareality, pseudoreality, mass consciousness

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