Zaslavs'ka O. Mass media as an instrument of modeling of political consciousness in election campaign (on the materials of presidential and parliamentary elections in 2004-2006)

This thesis deals with the problem of modeling of political consciousness of Ukrainian society in the period of presidential and parliamentary election campaigns in 2004 -2006. In the given work problems connecting with the influence of mass media on political consciousness and ways of their solution are studied and analyzed.. The main peculiarity of this work is that we got empirical data during the investigation. They are the evidence of the great influence of the informational factor (mass media) for the formation of the political preferences of the Ukrainians during the presidential and parliamentary election campaigns in 2004 -2006. The results of our research shows that there are three basic models of the electorate's reaction on the influence of mass media during the Ukrainian last election campaigns: the model of increased (positive) informational sensitivity; the model of low (reduced) (zero) informational sensitivity; the model of reverse informational sensitivity. We can say that Ukrainiansbehave differently under the influence of mass media. And that's why specialists should take into account what type of the influence of mass media on mass political consciousness dominates in every concrete audience, when they build informational-political technologies.