The democratization of society, the growth of information activity and consumption has brought to life a new definition of information technology as means of control of public consciousness. These tools include selective technologies, advertising technologies, neuro-linguistic programming, political, and other technologies in the social sphere.
Advertising and political information, for the most part is delivered to the consumer “free”, its manufacture and delivery to the paying customers that are interested in creating demand for certain products and ideas. Then the consumer pays when buying the advertised goods or advertised contributes to the realization of ideas.
The average consumer, according to statistics, spends watching television and listening to the radio about 4 hours daily. This time is sufficient to use sound and visuals skilled neuro-linguistic programming has formed in the minds of the viewers and listeners views, needs customers, even if those views contradict reality. The opposite notions of reality are formed by consumers of information in the so-called information warfare, which persuade public opinion in one direction or another.
The effectiveness of information manipulation is determined by the percentage of subjects suggestible. Modern technology allows surveys to evaluate approximately the percentage, which, of course, depends on several factors — the-art programmers, the intensity and duration of advertising, suggestible nature of information, psychological state and General awareness of the addressees, as well as the number of used alternative sources of information. Interactive telephone surveys of Russian viewers and listeners who call in at the station show that the view fails to inspire a fairly high percentage of participants. The figures vary from 50 to 75%. A more correct sociological surveys, in which proportionate representation from all segments of the population, give a smaller percentage of persons susceptible to suggestion: up to 30-40% of the total adult population. Approximately this same percentage of persons susceptible to suggestion in medical experiments with medicines-flops.
A brilliant experiment on information suggestion were carried out of a Moscow radio station, which after repeated messages about the complexities of gasoline in St. Petersburg asked his audience a question: “do I Need to supply fuel to Yugoslavia?” While no mention was made of the views of professional experts on the causes of the difficulties with fuel and information about the loss of export incomes of Russia in case of failure of supply in Yugoslavia. As a result, 75% of the people who called the station, gave a negative answer.
Approximately this same percentage of persons amenable to programming in Western countries. For example, surveys in April 1999 showed that in the midst of an intense promotional campaign of the NATO bombing of Yugoslavia supported up to 65% of the population of England (the maximum percentage in Europe). The success of the programming is prevented, and even promoted propaganda techniques and clichés of Goebbels used against England in 1940. In those cliché “bad Churchill” was replaced by “bad Milosevic”, “simple English” — on “ordinary Serbs”, “the Germans suffering” — the “suffering of the Albanians”, etc.
Because technology to manipulate purposefully and successfully affect a significant part of consumer information monopoly generators of information in democratic societies completely replaces the previous non-democratic methods of management. The problem arises owners and managers of mass media as managers of public opinion.
If the objectives of these managers and companies are not the same, then, on the one hand, among the consumers of the information the information the inevitable stress because of frustrated expectations and a crisis of confidence in information, and on the other hand, misconceptions begin to slow down normal evolutionary adaptation of society to global changes. As a result of normal evolutionary development is replaced by cataclysms like the cataclysm of 1991 in the USSR.
Solution of problems of organization and editing of information flows in the society of mass information consumption is perhaps one of the key moments for global development. Contrary to the famous paradigm of Francis Fukuyama that “history is finished”, social conflicts and disasters are transferred to the information sphere as the tip of the iceberg of modern systems of public administration.
V. Britkov, S. Dubovsky. Information technology in the national global development. — Social Sciences and modernity. No. 1, 2000.