Why is the manipulation of public consciousness, which is well known and understood in our time, still so effective?
Because most citizens are not inclined to critically filter the information they receive, nor do they perceive information critically.
This is especially true in the modern world, where the volume of constantly cascading and ever-updating information has increased exponentially.
Moreover, messages come in increasingly complex and challenging "packaging."
Back in the mid-20th century, American sociologists Paul Lazarsfeld and Robert Merton wrote, "Those who control views and beliefs in our society rely less on physical violence and more on mass suggestion. Radio programs and advertising replace intimidation and violence."
Researchers also noted the "narcotizing dysfunction of the media."
In their view, despite the abundance of information of all kinds - political, cultural, societal, even advertising - citizen engagement in the political life of the country has decreased.
This is because all this information only makes a person superficially informed about various subjects, and the individual cannot understand the depth of their understanding of a particular topic.
Debates on social media clearly demonstrate how dozens, or even hundreds of people, staunchly defend their point of view on a given issue, sincerely believing that they possess the most correct knowledge.
They provide links to authoritative and expert opinions, research, and so on, yet neither side seems to reach a "correct" understanding.
This phenomenon is not limited to ideological debates where correctness depends on personal opinion but extends to everyday disputes, such as the correct way to make a salad or treat a cold.
According to Lazarsfeld and Merton, the degree of influence of mass media on the audience is not only about what is being said but also about what is not being said.
The latter is more critical since "hidden" information reveals more about the structure of society than the information the media presents. Additionally, hidden information generates increased interest and trust and spreads more quickly (the Streisand effect).
In this way, by promoting conformity and minimizing the opportunity for critical attitudes to develop in society, commercial mass media indirectly but effectively hinder the development of real critical thinking among citizens.
So, not everything that is communicated to us by television, the media, and especially the internet corresponds to reality.
To identify manipulation, one does not necessarily need to be an expert in the field, but they do need to have basic knowledge of the fundamentals of state organization, information delivery and reception, public relations, and so on.
However, this isn't particularly interesting to the average person.
Personal development is a complex and challenging process, demanding psychological, financial, and physiological resources. Raising one's level of legal awareness, public and political consciousness is a complicated procedure that requires effort and resources. It involves stepping out of one's comfort zone.
Therefore, it's much easier to manipulate people who are less educated.
We will discuss how this happens in more detail next weekend.
