SOCIO-COMMUNICATION RESOURCES OF CULTURAL INFORMATION IN MODELING THINKING AND BEHAVIOR OF INFORMATION CONSUMERS

Abstract

The purpose of the article is to determine the social communication resources of cultural information to make a civilizational and ideological choice, to choose the way of thinking, and value priorities by consumers of information. To achieve the purpose, the main objectives: one shall justify the view of cultural information as a combination of documentary and factual information that, during communicative interaction, exercises a synergistic influence on public consciousness; establish the main components of the theory of memes by R. Dawkins; reveal the influence of cultural information on cognitive and behavioral resources of information consumers through replication of memes. The methodology consists of using general scientific methods and unique methods: analysis, synthesis, logical method, method of visualization of research results, analogy method. The scientific novelty of the work consists in the fact that the paper has suggested considering cultural information as a combination of documentary and factual information, which during the communicative interaction exercises a synergistic influence on the public consciousness. Conclusions. Communication processes underlie the memes spread that affect not only the formation of the way of thinking, outlook but also determine the behavior of the recipient. Creating meme complexes, combined by a single generic idea, is accompanied by a synergistic effect of the impact of each meme. That is why information created and disseminated using multimedia technologies will have maximum psychological appeal, with a psychological impact on all modal channels of sensation. Such a combination of cognitive and behavioral resources of meme replication determines their successful application in the context of a meaningful, information war. The strategy of communicative interaction, which is based on the transfer of cultural information from the communicant to the recipient through information channels (mass media, social networks), aims to obtain the expected change in the vector of personal and social characteristics (axiological, cognitive and behavioral priorities), which is designed to achieve effective influence on public consciousness.