The dissertation addresses the complex problem of defining and analyzing the forms, characteristics and features of using the attributes of psychoacoustic influence on consciousness, mood and behavior of the masses in the social communication system.
Comprehensive elaboration of this question allows studying the features, components and characteristics of modern manipulative propaganda technologies based on techniques of psychoacoustic influence. The relevance of the research is also due to the lack of scientific knowledge on the psychoacoustic influence on the mass consciousness during the organization and use of manipulative propaganda influences by means of television and radio broadcasting.
Based on the analysis of the known to the modern science concepts of psychoacoustics, influence, sound and their types known to modern science, the following author’s definition is presented: psychoacoustic influence is a purposeful activity in the system of manipulative propaganda technologies with the use of sound methods of influence on the consciousness of an individual, a group of people and the population in general, carried out by changing the pitch, timbre, volume, voice intonation, pace of speech, etc. with the purpose to change behaviour and outlook of an individual and the masses.
The goals of psychoacoustic influence are assisted by pitch, volume and timbre of sound, operation of intonations and pace of speech, pauses, introduction of increased emotional tones and interjections, involvement of methods of sound processing of a signal, use of music for propaganda influence and binaural rhythms with alpha-wave frequency, as well as the method of «amplitude masking», «Hemi-Sync technology», adjusting the parameters of light and sound signals and more.
When choosing a speaker, attention is paid to certain professional skills: articulation, constancy, clarity of voice, speed of reading, acting skills, persuasiveness. Important features for influencing the recipient are the register – the pitch, and the timbre – the tone colour. The analysed image audio clips are dominated by masculine low male voices, which are perceived by the consumer as dominant. Texts for informational audio clips are mostly read by men with high voices.
Television talk shows of Ukraine, the Russian Federation and the USA differ in the level of aggressive behaviour and emotional tension of the dialogue between the participants. Increased aggressiveness stands out primarily in Russian programs. The use of the methods of psychoacoustic influence is carried out in approximately the same way: during the telecast they operate with intonations, the pace of the anchor man and guests’ speech, the applause of the public at the right moment; interrupting the opponent; highlighting the specific anchor man’s words by the pauses; the sound stream is dominated by heightened emotional tones, hysterical shouts, and so on. All this creates the necessary emotional colouring and is an element of psychoacoustic influence.
The anchor speeches in information and analytical programs sound moderately, clearly, without emotional outbursts; the manner of giving the audio material is official, and at the same time quite free, without tension. The anchor man sends the voice together with the look, so successful eye contact is accompanied by voice contact. To enhance the sound effect with the purpose of psychoacoustic effects, gestures are used.
One of the methods of manipulative propaganda effect is music distributed in all types of audio programs and advertising. Music works as the instrument of mass influence through such traits as the individuality choice of listening, the element of attention and emotional saturation of information, the formation of aesthetic tastes and moral principles, etc.
