Finally, proxemics or how far apart people stand when speaking or how far apart they sit in meetings carries significant information to people who share the same culture. Personal space is also culturally determined. In the United States, for instance, people tend to feel most comfortable in business settings when speaking at approximately arm's length apart from each other.
In many Latin American, southern European, central African and Middle Eastern cultures, however, a comfortable conversational distance would be much closer.
CREATION OF MYTHS IN MASS MEDIA
УДК 070.16:659.441.8=111
KOVALEVA N., SHAKIRJANOV I.
Ufa State University of Economics and Service (Ufa)
Today mass media are one of the main channels of obtaining information on which views, outlook, population stereotypes depend. Mass media are one of the most influential institutes participating in formation of public consciousness.
Among methods which are used by mass media for influence on consciousness of society it is possible to allocate funds of emotional influence (sensational nature, media violence, an intimidation method), change of the communicative and substantial party of information (distortion, information concealment, manipulation over time and a place of its giving, mystification), linguistic receptions (fragmentation, simplification, repetition, a metaforization, etc.). One of the most effective methods is a mythologization – purposeful introduction in public consciousness of socio-political myths – illusory model of reality. The myth in modern society carries out a number of functions:
• Completion of shortage of knowledge in need of an explanation of the unclear phenomena of political life, also it carries out also other functions:
• Orientation to the values broadcast by the myth,
• Association of individuals in society,
• Consolation function,
• Outlook formation,
• Impact on behavior
All this becomes possible thanks to low educational level of the population, shortage of knowledge about public political system, to trust to mass media and authoritative persons, unwillingness of own judgment of events of reality and received information.
For example, during elections, mass media on advantage to a certain political force create such image, image of the candidate which can make the most positive impact on electorate. Political struggle is won by that who managed to induce the majority of voters via various channels of mass media to make a choice in own favor.