ANTHROPOLOGICAL AND IDEOLOGICAL CONSEQUENCES OF MEDIATIZATION ; АНТРОПОЛОГІЧНІ ТА ІДЕОЛОГІЧНІ НАСЛІДКИ МЕДІАТИЗАЦІЇ

Abstract

The article presents a theory and practice of the influence media exert on ideological and anthropological process. After reviewing existing discussions of mediatization, a historical approach to the mediatization process is suggested. In addition, mediatization is considered as a double-sided process in which the media on the one hand become an integrated part of other institutions like politics. On the other hand, media simultaneously emerge as an independent institution with an ideology of its own that other social institutions have to accommodate to.The author considers some consequences of mediatization such as homo videns (in the context of Giovanni Sartori's theory, according to which with the appearance of television and the establishment of the television industry in the mid-twentieth century human development was interrupted and reversed, for image perception began to replace abstract thinking), post-idea world that has sprung up alongside the social networking world (Neal Gabler's interpretation).The article also examines the ideological features of the Internet in particular so-called egalitarian ideology (Bernard Poulet), which gives them the ability talk to each other, and even to contribute their own stories via 'citizen journalism' and blogs.The article also presents a critical view of de-hierarchization of the web that, according to Agata Bielik-Robson, works as a medium of symbolic violence.Key words: mediatization; ideology; media; homo videns; Internet. ; У статті проаналізовано явище медіатизації, під час якого суспільні та культурні реалії, цінності набувають медійних форм. Розглянуто, зокрема, такі антропологічні та ідеологічні наслідки медіатизації, як homo videns, світ постідеї, мережева егалітаризація.Ключові слова: медіатизація; ЗМІ; homo videns; телебачення; ідеологія; інтернет.