TY - JOUR

T1 - THE CORRELATION OF NEUROPHYSIOLOGIC AND SOCIAL MECHANISMS OF THE SUBCONSCIOUS MANIPULATION IN MEDIA TECHNOLOGY

AU - Mureyko, Larisa V.

AU - Shipunova, Olga D.

AU - Pasholikov, Maksim A.

AU - Romanenko, Inna B.

AU - Romanenko, Yuriy M.

PY - 2018

Y1 - 2018

N2 - The purposes of the article are related to the refinement of the neurophysiologic mechanisms for subconscious manipulation in the conditions of network technology that transforms the notion of reality in the virtual imitations. The hyperactivity of the media information and communication network acts as a factor destructing the basic mental structures of the perception of the world and events in it. The information influence of media technology is accompanied by dilution of the existential criteria of self-regulation in the assessment of situations and systems of judgments, creating a problem of ontological credibility. The research is conducted within the framework of systemic methodology. The forms of reality imitation in cognitive structures are considered as a key factor in the subconscious motivation of social and individual action. A socio-communicative approach is developed that relies on the idea of a synchronous causation mechanism in the explanation of the work of the subconscious. In particular, the function of mirror neurons in the accompanying support of the social communication is considered. It is emphasized that the manipulation of the subconscious in communicative practice is carried out through the interconnection of the infosphere, which is always socially organized and represented in symbolic structures, with neural brain systems. It is suggested to use the concept of "formalized symbolic matrix" as a basic category for interdisciplinary research of the neurophysiological and social conditions of communication; this concept allows organically combining the factors of socio-cultural, mental and cortical representation in understanding the subconscious mechanisms of information influence on a person's vision of reality. The emphasis is made on the expansion of symbolic interactions in digital technology by creating virtual environments with a closed circulation of information and the separation of the sign from its original value. The sign autonomy and symbolic interactions are identified as the main media tools for imitation of reality, through which the abstract system produces a variety of virtual similarities of itself. The chosen cognitive strategy indicates new prospects in studying the potential of the individual's self-awareness, as well as in strengthening the possibilities of self-control and public management against the background of the expansion of digital culture and neuromarketing technologies.

AB - The purposes of the article are related to the refinement of the neurophysiologic mechanisms for subconscious manipulation in the conditions of network technology that transforms the notion of reality in the virtual imitations. The hyperactivity of the media information and communication network acts as a factor destructing the basic mental structures of the perception of the world and events in it. The information influence of media technology is accompanied by dilution of the existential criteria of self-regulation in the assessment of situations and systems of judgments, creating a problem of ontological credibility. The research is conducted within the framework of systemic methodology. The forms of reality imitation in cognitive structures are considered as a key factor in the subconscious motivation of social and individual action. A socio-communicative approach is developed that relies on the idea of a synchronous causation mechanism in the explanation of the work of the subconscious. In particular, the function of mirror neurons in the accompanying support of the social communication is considered. It is emphasized that the manipulation of the subconscious in communicative practice is carried out through the interconnection of the infosphere, which is always socially organized and represented in symbolic structures, with neural brain systems. It is suggested to use the concept of "formalized symbolic matrix" as a basic category for interdisciplinary research of the neurophysiological and social conditions of communication; this concept allows organically combining the factors of socio-cultural, mental and cortical representation in understanding the subconscious mechanisms of information influence on a person's vision of reality. The emphasis is made on the expansion of symbolic interactions in digital technology by creating virtual environments with a closed circulation of information and the separation of the sign from its original value. The sign autonomy and symbolic interactions are identified as the main media tools for imitation of reality, through which the abstract system produces a variety of virtual similarities of itself. The chosen cognitive strategy indicates new prospects in studying the potential of the individual's self-awareness, as well as in strengthening the possibilities of self-control and public management against the background of the expansion of digital culture and neuromarketing technologies.

KW - Imitation of Reality

KW - Mass Media

KW - Mirror Systems

KW - Subconscious Mechanisms

KW - Symbolic Interaction

UR - http://www.scopus.com/inward/record.url?scp=85054403228&partnerID=8YFLogxK

M3 - Article

AN - SCOPUS:85054403228

VL - 9

SP - 1

EP - 9

JO - International Journal of Civil Engineering and Technology

JF - International Journal of Civil Engineering and Technology

SN - 0976-6308

IS - 9

ER -