Управление на масовите възприятия (Mass Perceptions Management)

Abstract

Bulgarian Abstract: Колективната монография „Управление на масовите възприятия“ обобщава научните резултати от изследванията на докторантите по „Убеждаваща комуникация“ в докторската програма „Медии и комуникации” на Факултета по журналистика и масова комуникация при Софийски университет „Св. Климент Охридски“. Издава се с помощта на Фонд „Научни изследвания” на Софийския университет „Св. Климент Охридски” с договор №80-10-85/15.04.2019 г. Авторският екип с научен ръководител проф. д-р Чавдар Христов работи с единен научен подход, оперира с метода на моделирането и доказва комуникационната природа на Матрицата Homo Sapiens в базовите ѝ ракурси: Феноменология на матрицата Homo Sapiens; Управление на масовите възприятия чрез сторителинг; Модел на влияние чрез филмов наратив; Модел на влияние върху консумативното поведение; Модел на дирижирани трансформации в масовото мислене и поведение; Модел на влияние чрез национални литературно-исторически митове; Модел на символно влияние – архитектурният кръст на София; Модел на влияние чрез музика; Модел на влияние чрез спорт; Модел на влияние чрез карикатура; Модел на влияние чрез геополитическа преса и визуална комуникация; Модел на влияние чрез визуална комуникация в социалните мрежи. В монографията се защитава тезата за човешкото матрично мислене и поведение, което позволява да се оказва дирижирано убеждаващо въздействие върху големи групи от хора. Тя е концептуализирана от гледна точка на генетични, когнитивни и социални доминанти, конфигуриращи общи за Homo Sapiens черти в процеса на неговата биологична и социална еволюция.

English Abstract: The co-authors monograph “Mass Perceptions Management” summarizes the research results of doctoral studies in the PhD programme at the University of Sofia in “Persuasive Communication”, led by Professor PhD Chavdar Hristov. The main hypothesis in the present monograph is built upon the idea of the human matrix thinking and behavior, which enables the managed persuasive impact on large groups of people. The research is conceptualized on the basis of genetic, cognitive and social dominants, which configure common characteristics of Homo Sapiens in the process of the biological and the social evolution. It is worth noting that the social evolution continues in line with the ideological and technological changes within the global context. The aim of these changes is the unification of the thinking and the actions of the majority of people – a form of constant battle for the “hearts and minds”. The challenge is to replace a set of ideological imperatives with a new one, describing the dynamics of the ongoing process as an “anthropological revolution”. Such alterations can be observed in the countries in Eastern Europe, particularly in Bulgaria, where the last few decades are dedicated to the affirmation of liberal and democratic values. The results can be observed among young people even if they are still partially hybridized by the conflict between old and new. We can project, based on previous social experience, that the ideological changes will be more dominant with each new generation, resulting in a common European values identification. It should be noted that the anthropological revolution is rather an accelerated evolution, which requires the change of several generations in order to reach the sought after mental and behavior unification. Which in turn is a prerequisite for management of the masses for the benefit of the elites. The monograph tries to uncover the mechanisms of mass communication influence by structuring effective persuasion models from the fields of storytelling, film and ideological narratives, consumerism, symbolic interaction, music, national identification, satire, managed indoctrination and societal rituals. Each of the twelve chapters of the book is based on the personal research interest of the authors to different aspects of the topic, which can be further extended and diversified to present new evidence to support the core thesis of the monograph regarding the susceptibility of the Homo Sapiens matrix to managed persuasive influence within an unpredictable and highly technological cyber world. The book consists of twelve chapters with end-notes added to each chapter, a bibliography and an index. The content of each chapter is the sole responsibility of the authors involved and do not necessarily represent the official views of the Sofia University. The publication was supported by the Sofia University Science Fund under the Grant of the scientific project (Contract No80-10-85/15.04.2019) in collaboration with the scientific project entitled “Scientific monograph in the conditions of digital transformation and open access to scientific information” (Contract No80-10-85/15.04.2019). The e-book was published on the 1st of October, 2020 (ISBN 978-954-8194-98-3) with a total number of 388 pages.

Note: Downloadable document available in Bulgarian.

Keywords: persuasive communication, mass communication, mass influence, mass perceptions, mass behavior, matrix, myths, symbols, narrative, storytelling, cartoon, film, music, sport

JEL Classification: G3, L14