The "Overton Window" as Manipulative Mechanism of Public Values Transformation

Abstract

The purpose of the article is the implementation of the scientific and theoretical substantiation of the "Overton Window" concept as a method of applying manipulative technologies on the mass consciousness influence in order to change public values. Methodology. The research uses general scientific and special methods, in particular: inductive and deductive method, the method of analysis and synthesis, dialectic method, system, and structural-functional analysis, the method of empirical data ranking. Scientific novelty is to prove the universality of the-Overton Window‖ as a model of policy change in the process of interaction between its producers ("society ↔ authority"), in which: the choice of alternatives to socially-oriented administrative decisions of stakeholders (officeholder) takes place under the influence of public opinion in order to provide electoral support to the target audience (direct impact of the impact of "society → authority"); The choice of alternatives to managerial decisions is made by stakeholders (office managers) independently, influencing society (creating the necessary or changing the existing attitude of target audiences), in particular through manipulation with the conscious and unconscious (the reverse effect of influence: "society ← authority"). Conclusions. As a result of the research, the danger of the-Overton Window‖ concept used for the transformation of public values in Ukraine has been proved and practical recommendations for protecting the mass consciousness from the manipulative technologies influence have been suggested.

Framing as a tool of influencer marketing in the management of marketing communications and brand representation

“…The frame technology toolkit outlined in this paper traditionally resonates to a greater extent in political marketing and content broadcasting in the media. O. Karpenko considers the overton window as a manipulative mechanism for the transformation of public values on the part of the government [36], and G.-D. Bobric describes it as an instrument of information warfare [37]. A. Panievsky describes the use of the concept of Hallin's spheres as a reactive tool of journalism against anti-media populism, resulting in a change in political frames [38].…”

Public Values as a Public Policy on the Prevention of Violence

“…Kadın cinayetleri, şehit haberleri ve hayvanlara kaşı işlenen suçlar her ne kadar üzücü ve istenmeyen hadiseler olsa da bu olayların günlük hayatımızın bir rutini olarak algıladığımızı söyleyebiliriz. Çağımızın gelişen iletişim teknolojileri ve küreselleşmenin getirileri farklı Overton Pencereleri açarak kamu değeri niteliğindeki değerlerin aşınmasına veya manipüle edilmesine sebep olmaktadır (Karpenko, 2019).…”