SOCIO-COMMUNICATION RESOURCES OF CULTURAL INFORMATION IN MODELING THINKING AND BEHAVIOR OF INFORMATION CONSUMERS

Abstract

The purpose of the article is to determine the social communication resources of cultural information to
make a civilizational and ideological choice, to choose the way of thinking, and value priorities by consumers
of information. To achieve the purpose, the main objectives: one shall justify the view of cultural information
as a combination of documentary and factual information that, during communicative interaction, exercises
a synergistic influence on public consciousness; establish the main components of the theory of memes by R.
Dawkins; reveal the influence of cultural information on cognitive and behavioral resources of information
consumers through replication of memes. The methodology consists of using general scientific methods and
unique methods: analysis, synthesis, logical method, method of visualization of research results, analogy
method. The scientific novelty of the work consists in the fact that the paper has suggested considering cultural
information as a combination of documentary and factual information, which during the communicative
interaction exercises a synergistic influence on the public consciousness. Conclusions. Communication
processes underlie the memes spread that affect not only the formation of the way of thinking, outlook but
also determine the behavior of the recipient. Creating meme complexes, combined by a single generic idea,
is accompanied by a synergistic effect of the impact of each meme. That is why information created and
disseminated using multimedia technologies will have maximum psychological appeal, with a psychological
impact on all modal channels of sensation. Such a combination of cognitive and behavioral resources of
meme replication determines their successful application in the context of a meaningful, information war.
The strategy of communicative interaction, which is based on the transfer of cultural information from the
communicant to the recipient through information channels (mass media, social networks), aims to obtain the
expected change in the vector of personal and social characteristics (axiological, cognitive and behavioral
priorities), which is designed to achieve effective influence on public consciousness.