субъект, объект, манипулирование, методология, массовое сознание, массовое поведение, самодостаточность, Social Sciences

Purpose. The article analyzes the specifics of mass consciousness as an object of impact. The relevance of mass consciousness research focuses on the internal logic of the science development that explains the heuristic value of the specifics of mass consciousness as an object of manipulation. Methodology. A methodological approach to the study of this phenomenon makes it possible to abstract from the certain mass consciousness manipulating practice in order to identify its essential characteristics. The dialectical method allows consideration of the mass consciousness both as an object and as a subject. This aspect – the study of the duality of mass consciousness – leads to an explanation of the self-sufficiency of the latter. Results. An ontological and gnoseological study of the structure of the mass consciousness concludes that the mass consciousness is a self-sufficient field of ideals and imperatives guiding people in everyday life. Its operation is due to the peculiarities of structural nature, which allows redefining proposals and tasks. It becomes obvious that mass consciousness is an independent reality but it does not exclude its using as a tool within a certain limits. Practical implications. Mass consciousness can be a model for understanding of a human, social processes and information and propaganda systems in the presence of the theory of mass consciousness. The heuristic value of the specifics of mass consciousness as an object of manipulation is significant for the internal logic of the development of sciences which study this phenomenon.