“…Mass media analysis was carried out within various theories, such as the theory of mass society (Swingewood, 1977;Shils, 2000;Haas, 2019), where the mass media is regarded as one of the fundamental tools for dissemination of mass culture; the theory of information society (Lutterbeck, 2006;Kozlova, 2014;Yessenbekova, 2018a,b), in which information and the means of its dissemination play a crucial part in the development of society; and the theory of propaganda (Ross, 2019;Robinson, 2015;Farkas, 2018), where the media are treated as a tool for manipulating public opinion, etc. Different approaches focus on various aspects of the mass media; however, mass communication is viewed primarily as a socially conditioned process, which serves as the basis for forming individual and group-mediated behavioral patterns (Konetskaya, 1997;Yessenbekova et al, 2020).…”