1. Manipulating public opinion through mass media Kovaleva Y.G. 22.00.08 “Sociology of management”

2. Many scholars try to draw attention, but solution has not been found Novelty «The one, who owns the information, owns the world“ Importance Mass media cannot even influence public opinion, but can affect political decision making. Topicality Importance

3. The Media’s circular matrix Books CinemaNewspapers RadioTelevision/Internet

4. Model to explain the dependency relationship the media and its consumers Social system (the degree of stability may vary) The media system (what varies is the number and the importance of the informing functions) Cognitive, affective and behavior effects Audiences (the dependency on information varies)

5. 1 Media draws the public attention to a certain subject 2 It provides information about the subject 3 The information provided leads to forming and changing attitudes 4 The established attitudes influence the behavior Aspects of manipulation

6. Factors of shaping public opinion The TV attention is intense, at least thirty appearances per month; an event may get into the public opinion’s agenda in two to six months The attention paid to a subject by media is accumulated constantly in time, without big variations The language used convinces the public that these events are worth maximum attention

7. Information has become a factor that can lead to large disasters, military conflict, disruption of public administration, the collapse of the financial system. How the level of informatization of society rises, so control of public opinion through the media becomes easier. The information age brings a lot of questions that need to solve by government and how these issues will be solved - depends in what kind of society we will live. Conclusion