The influence of media on the cultural values of the population

Abstract. It has long been known that the mass media is a great opportunity to form in the population exactly the thought, the perception of the situation that certain people need at the moment. This situation does not change, regardless of whether there is censorship in the state or not.

However, it is important that the media have a similar influence on the cultural values of the population. Perhaps with the advent of the Internet, they have lost some influence on values, but there are also electronic publications of magazines, newspapers, television programs that write about music, fashion, popular people of the state, etc. Undoubtedly, this affects the perception of fashion, the formation of musical tastes, etc.

Keywords: society, cultural values, the media

In modern society knowledge of the real world to a large extent, occurs due to feeling of certain images broadcast by the media. As a result, there is a process of formation of cultural values of a person: fashion, virtual services, knowledge described in the media, create a certain cultural standard for a person, which he must meet.  According to the researchers, the formation of a person's worldview is based on such criteria as needs, interests and values. The media which is an organizational and technical complex that provides rapid transmission and mass replication of verbal, figurative and musical information are engaged in precisely what they broadcast to the population that could be interesting for them. This reflects the understanding of the media as a means of broadcasting culture.

In the framework of research on the formation of value and moral orientations of young people, the Russian sociologist D. Pyanykh focuses on such types of values broadcast by the media as art, including music, literature, fashion; applied values, such as communication and education; aesthetic – trust; material – well-being (Volkov, 4).

Analysis of the media shows that their influence increases the importance of material success on the scale of the significance of values. For people who actively follow the events in the country and the world, the need to provide for themselves financially prevails. However, it is interesting that people who have a higher degree of trust in the media, values such as friendship and professionalism are almost as important as material success, since all three of these values are closely related. While the part of the population that does not trust the media, the value of friendship decreases. This indicates that the life position of trusting media is more active (Volkov, 4).

Despite the fact that since its inception, the media has influenced people's cultural values in a certain way, this influence has been limited by the degree of development of the culture itself and the capabilities of the media. So, for example, literature, the one classical, in Russia began to appear only in the XVIII century. At the same time there were also mass media. And almost immediately we find a reflection of literary works in the reviews given to them in magazines. Music, due to its specificity, could not be reflected in the media to the same extent at that time. To a large extent it began to interest people and influence their tastes only with the advent of radio broadcasting. And so it was with all spheres of culture. The advent of photography, sound recordings, reproductions, etc., has made art objects more accessible to a wide range of people. At the same time, culture has become an object of mass consumption.

It is quite obvious that the massization of culture took place largely with the assistance of the mass media. After all, among the main functions of the media, highlighted by G. Lasswell: observing the world (collecting and distributing information), "editing" (selecting and commenting on information), and forming public opinion, is the dissemination of culture (Gadzhiev, 3).

The fact that culture has become mass, could not but affect the influence that it has on people, it has expanded. The current situation is that people who watch a review of new music on TV remember the melody, some words, and after a while when they hear the same song again they already consider it not bad, even if they did not like it the first time when they listen to it. The reason is that the human brain gets used to what it often sees or hears, after several repetitions of the same material, it begins to perceive it as an absolute norm, which is actively used by the media.

When we are constantly told and given illustrative material that tight pants are fashionable this season. Even if before that we wore wide ones and thought that this was the best thing that could be. After viewing several hundred images with tight pants we somehow begin to choose them for ourselves. This is the influence of the mass media on the formation of cultural values of a person.

Summing up all of the above, the influence of the media on the cultural values of a person is undeniable it forms his musical, literary, artistic tastes, taste in fashion and many other things that we do not touch on in this work. This knowledge is actively used by people to achieve certain goals, such as: earnings, a certain opinion of people on some problems, etc.