Nowadays films occupy a significant portion of the media products consumed by people. In Russia, cinema is being considered as a means of individual and social transformation, which makes a contribution to the formation of the Russian audience’s outlook, including their attitudes towards topical social issues. At the same time, the question of the effectiveness of films’ impact remains an open question in psychological science. According to the empirical orientation of our approach to the study of mass media influence, our goal was to obtain new data on the positive impact of films based on specific experimental research. The task was to identify changes in the attitudes of young people, as the most active viewers, towards topical social issues after watching a specifically selected film. Using a psychosemantic technique that included 25 scales designed to identify attitudes towards elderly people, respondents evaluated their various characteristics before and after watching the film. Using a number of characteristics related to the motivational, emotional and cognitive spheres, significant changes were revealed. At the same time, significant differences were found in assessments of the elderly between undergraduate students and postgraduate students. After watching the film, postgraduate students’ attitudes towards elderly people changed in a positive way, while undergraduate students’ negative assessments only worsened. The revealed opposite trends can be explained by individual differences of respondents, which include age, educational status as an indicator of individual psychological characteristics, the experience of interaction with elderly people and, as a result, attitudes towards elderly people at the time before watching the movie. The finding that previous attitudes mediate the impact of the film complements the ideas of the contribution of individual differences to media effects. Most of the changes detected immediately after watching the movie did not remain over time. A single movie viewing did not have a lasting effect on viewers’ attitudes, and it suggests the further task of identifying mechanisms of the sustainability of changes.

Аннотация. Статья посвящена оценке сетевого сообщества как коллективного субъекта. Представлена процедура выявления дискурсивных маркеров субъектности различных уровней (лексический, семантический, контент-аналитические шкалы и т. д.). Описана структура субъектности сетевого сообщества, реконструированная на основе имплицитных представлений экспертов. Компоненты субъектности сетевых сообществ (обсуждение совместной деятельности, позитивная поддержка коммуникации, групповые нормы и ценности, «свои-чужие», гражданская идентичность) соотнесены с экспертной оценкой сообществ. Сопоставлены 4 модели взаимосвязи дискурсивных маркеров и конструкта «субъектность»: аддитивно-кумулятивная, кумулятивно-аддитивная с винзорированным усреднением, кумулятивно-аддитивная с усреднением Тьюки и простая аддитивная. Выявлен приоритет робастных моделей и показано, что для исследованных сетевых сообществ наиболее адекватной представляется аддитивно-кумулятивная модель с винзорированным усреднением. Ключевые слова: сетевое сообщество, дискурс, коллективный субъект, субъектность сообщества, дискурсивные маркеры, психометрическая модель

The article is devoted to the assessment of the network community as a collective subject, as a group of interconnected and interdependent persons performing joint activities. According to the main research hypothesis, various forms of group subjectness, which determine its readiness for joint activities, are manifested in the discourse of the network community. Discourse constitutes a network community, mediates the interaction of its participants, represents ideas about the world, values, relationships, attitudes, sets patterns of behavior. A procedure is proposed for identifying discernible traces of the subjectness of a network community at various levels (lexical, semantic, content-analytical scales, etc.). The subjective structure of the network community is described based on experts' implicit representations. The revealed components of the subjectness of network communities are compared with the characteristics of the subjectness of offline social groups. It is shown that the structure of the subjectness of network communities for some components is similar to the structure of the characteristics of the subjectness of offline social groups: the discourse of the network community represents a discussion of joint activities, group norms, and values, problems of civic identity. The specificity of network communities' subjectness is revealed, which is manifested in the positive support of communication within the community, the identification and support of distinction between "us" and "them". Two models of the relationship between discursive features and the construct "subjectness" are compared: additive-cumulative and additive. The equivalence of models is established based on the discriminativeness and the level of consistency with expert evaluation by external criteria. activity and self-reflection. A fundamental characteristic of any community is communication, and the discursive paradigm of research involving the study of real communicative practice in various situations and socio-cultural contexts [9][10][11][12][13][14] seems to be the most suitable in this regard.A discourse of online communities is characterized by permanent publicity coupled with the intention to make a profitable self-presentation, while anonymous participation in group communication generates increased verbal aggression [15,16]. The material of news sites shows that the involvement of real people in online communication has a stronger influence on comments than the participation of non-personalized news service representatives under a site logo: the level of politeness and the desire for objectivity in comments increase [17]. It is emphasized that forums, where participants follow the norms of cooperative polite communication, are more meaningful. Under these conditions, the growth of knowledge, convergence of opposing views, reduction of the gap between attitudes, and behavior is demonstrated [18,19]. It is shown that some topics "attract" comments of one or another quality: health (healthcare) and crime-related problems raise ...

Рассмотрены возможности и ограничения информационно-психологических кампаний по изменению представлений и поведения людей в ситуации пандемии. Проведен анализ эффективности различных тактик психологического воздействия, используемых в современных условиях. Наибольшую действенность продемонстрировали приемы, основанные на активации чувств эмпатии и заботы об окружающих. Кроме того, успешными были и такие из них, как апелляция к страху, акцентирование чувства долга, ссылка на само-интерес и личную выгоду. На их эффективность влияли следующие переменные: этап развития пандемии, социально-демографические и индивидуально-психологические характеристики людей - объектов воздействия. Выделено несколько групп факторов, влияющих на выполнение поведенческих рекомендаций по защите от инфекции и формирование адекватных представлений о пандемии. В этот список входят: стабильные индивидуально-психологические характеристики (черты личности, стратегии совладания со стрессом, когнитивные особенности, ценности), динамические характеристики (эмоциональное состояние и уровень стресса), особенности восприятия ситуации пандемии (оценки риска заражения, переживание угрозы, ощущение контроля над ситуацией и др.). Учет и отслеживание динамики этих факторов важен при организации информационных кампаний в условиях пандемии. Рассмотрены возможности социальных сетей как каналов информационно-психологического воздействия. Обозначены перспективы их мониторинга для оценки психологического состояния людей и восприятия ими рисков в целях повышения эффективности коммуникации во время эпидемиологической ситуации. Рассмотрена проблема распространения недостоверной информации, как неизбежного явления в кризисной ситуации, оказывающего негативное влияние на эмоциональное состояние и поведение людей. The possibilities and limitations of information-psychological campaigns to change perceptions and behavior of people in the situation of pandemic were considered in the article. The analysis of effectiveness of various tactics of psychological influence used in current conditions was carried out. Tactics based on activation of feelings of empathy and care about others showed the most efficiency. In addition, such tactics as appeals to fear, emphasis on sense of duty, reference to self-interest and personal gain were also successful. The following variables affected the effectiveness of the impact: the stage of the pandemic, socio-demographic and individual psychological characteristics of the people affected. Several groups of factors were identified as influencing the implementation of behavioral recommendations for protection against infection and shaping an adequate representation of the pandemic. This list included: stable individual psychological characteristics (personality traits, coping strategies, cognitive features, values), dynamic characteristics (emotional state and level of stress), and perception of the pandemic situation (risk assessment, threat experience, sense of control over the situation, etc.). Maintaining and tracking the dynamics of these factors were important for effective information campaigns. The possibilities of social networks as channels of informational and psychological impact were considered. The perspectives of monitoring social networks for assessment of people's psychological state and perception of risks to improve the effectiveness of communication during the epidemiological situation were outlined. The problem of distribution of false information as an inevitable phenomenon in a crisis, which had a negative impact on the emotional state and behavior of people, was considered.