The influence of mass media on the political subjectivity of society and citizens

The subjectivity of modern mass media in the formation and regulation of political activity and political participation of society is considered. The relevance of the problem of media subjectivity in modern politics is substantiated in connection with the rapid development of artificial intelligence and electronic media, displacing the influence of traditional media on the mass consciousness of citizens, their political activity and political participation. The expansion of the role of the scientific media segment in the manifestation of the subjectivity of science and scientists in determining the priorities of public policy in responding to modern challenges, dangers and threats to the vital interests of individual citizens and society is substantiated. The role of mass media as a factor of increasing the influence of scientists, journalists, and elite groups on politics is shown. The article examines the dynamics of the functions of the Russian mass media in various historical periods – Soviet and post-Soviet. These functions are considered in the context of the dynamics of political activity and political participation of citizens and groups. An attempt is made to reveal the mechanisms of the mediated influence of the media on political governance and public policy in various fields (using the example of the state policy of ensuring environmental, information and public safety). The author’s analysis of sociological research by Yu. A. Zubok, O.V. Sorokina, T. N. Samsonov (2010-2018) allows him to conclude that there is a lack of a unified understanding in the mass consciousness of the essence of political subjectivity, the dynamic nature of citizens’ political activity, and their political participation in socio-political transformations. The dynamism of political subjectivity on a national scale consists in constitutionalization through political modernization of the political system and discourses. Today, the main distinguishing markers of the political subjectivity of society are the political activity of citizens, their political responsibility and political culture, expressed in political competence. Mass media are a means of developing distinctive markers of the political subjectivity of individual citizens and their groups.

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