Teplyakov M. Psyhosemantic analysis of efficiency of communicative influence.

The dissertation is devoted to questions of efficiency of communicative influence (on a material of the newspaper publication). The author develops a new approach to efficiency of influence of mass media on the recipients. This approach underlines the transformation of deep structures of consciousness. It is shown that the efficiency of communicative in-fluence is caused: by features of the perception by recipients; by character of his ner ar-gumentation; of the communicator by social factors, which connect the recipient to the object of critical analysis in the concrete communicator's message. The transformation of recipient's moral consciousness as a result of communicative in-fluence has rather probabilistic, than formal-logical character.