Topic: The concept of psychotechnology. Theoretical and practical levels of psychotechnology

Strategies for influencing mass consciousness are focused on the use of manipulation prems, the choice of which is carried out in accordance with the tasks and goals of the manipulator. A competent selection of psychotechnologies allows the manipulator to achieve the planned results by forming in the mass consciousness the most acceptable social algorithms for themselves.

Psychotechnologies are called a consistent set of methods of techniques and methods for conducting psychosomatic influence aimed at solving a problem.

Psychotechnics as a scientific direction has a long history. It has its roots in the 1920s, the history of labor psychology. As for the psychotechnics of influence, it is based on private theories related to the development of advertising. the use of the media, psychotherapy, etc. Developments in the field of "behavior modification" aimed at manipulating mass behavior, shaping public opinion and attitudes have advanced especially far.

Empirical observations and individual studies in the field of the psychology of persuading influence and social influence have been recorded for centuries, but it was by the middle of the twentieth century, in the era of mass upheavals and social revolutions, that there was a need for scientifically based and practically verified technologies for influencing mass consciousness. The rapid development of psychology by this time allowed scientists to create reliable tools for social and psychological impact. Separate elements of empirical and theoretical knowledge began to unite into highly effective psychotechnologies.

The number of scientific concepts of psychological impact (general and special), developed in the traditions of various psychological schools today is several dozen. The most powerful stimulus for the development of psychotechnologies of manipulation was the years of the Cold War, the ideological confrontation of political systems.

With the development of psychotechnologies, persuasive communication based on facts and arguments has become more and more transformed into inspiring communication. The main attention of researchers was shifted to the development of means and methods of external (subthreshold) influences on the sphere of the unconscious, with the aim of purposefully modifying mental processes, states and behavior of a person, that is, bypassing the control of consciousness over external stimulation.

A wide practical interest in the phenomenon and possibilities of subliminal (or sublimal) influence on the psyche was caused by the work of V. Packard (1957) "Secret Influence", where, based on the analysis of empirical data, it was proved that all people are constantly under the influence of a certain kind of symbolic stimulation, which may not be detected by the five basic senses of a person and that its amount is up to 60% of all information entering the brain. As one of the main evidence, the results of an experiment conducted in 1957 by J. Vicary, a specialist in the field of commercial advertising, were given in the cinema hall of Fort Lee, New Jersey.

While watching the movie "Picnic" every 5 seconds. two types of advertising messages were played in front of the audience on the screen: "Drink Coca-Cola" and "Eat popcorn", but all the time the exposure of which was below the threshold level of human visual perception (1/3000 sec.). A subsequent analysis of the behavior of viewers showed that the sale of Coca-Cola in the lobby of the cinema increased by 57.7% and the sale of popcorn by 18.1%. This phenomenon is called the "25th frame" phenomenon.

Sublime films were very popular until the UN banned this method of advertising, considering it immoral. Since then, publications in the open press about such experiments have ceased.

In a special group of social concepts of psychological influence, which were initiated by the works of G. Tarde, G. Le Bon, F. Allport, V. M. Bekhterev and others, one can single out theoretical and experimental studies of group pressure, as well as the phenomena of conformism (M. Sheriff 1935; S.Ash 1948 and others), group polarization (S.Moskovichi, M.Zavalloni 1969) image creation (V.M.Shepel), etc.

In recent years, developments from the field of psycholinguistics, suggestive linguistics, neuro-linguistic programming, Ericksonian hypnosis, and psychology of perception have become widespread for the needs of influencing the mass consciousness. All of them are highly effective and are designed mainly for subconscious perception.

I would like to dwell on some elements of these systems, which are used to manipulate mass consciousness.

There is a fairly extensive set of methods of influence based on the psychology of human perception.

The fragmentation method consists in presenting information in a single stream, so it is quite difficult to catch any trend, and it is almost impossible for the mass consumer. The maximum expression of the fragmentation method is the "White Noise" technique - reducing the perception of facts by submitting such a quantity of news when it becomes impossible to sort them. "Noise" can be created by an abundance of contradictory comments, an abundance of conflicting opinions without any fact and analysis. "Noise" can be created by equipping the facts with complex theoretical calculations, abstruse speeches of narrow specialists.

The method of "limited concurrence of points of view" means that the points of view, fully supported by public opinion, are not attacked by propaganda, even if they do not suit the managers - the work is carried out gradually. Already existing points of view are taken as a basis and gradually "converted" to acceptable to the manipulator,

Distraction method or Smoked herring (red herring). To knock a dog off the trail, it is enough to drag a smoked herring across the trail - hence the term invented by propagandists. It is used to divert the attention of the audience from important but objectionable information to managers with the help of other information presented in the most sensational form. A distracting emotional dominant is created.

The method of creating facts - you can create facts in a less time-consuming way: it is only necessary to convey real plausible, real implausible and fictional plausible facts in a selection of news - doubts that apply to the second category are debunked quite easily, and the facts of the third category penetrate into consciousness automatically. Close to the creation of facts and the method of an objective approach.

The method of an objective approach consists in the selection of facts and skillful commenting on them - by excluding some little-known facts or adding them, you can "reveal" a non-existent trend. (And thus "start" it in fact! This effect, called the Oedipus effect, has been known for a long time: "... but here you can refer to the general history: there you can find many events that, if they had not been predicted, would never have been and didn't happen")

The method of historical analogies is good, firstly, because of its intellectuality (the propagandist flatters the erudition of the audience: you remember...), and secondly, because almost any necessary example can be found in history. The method of historical analogies, moreover, to a large extent helps in constructing metaphors that program the object of influence.

The method of appealing to public needs, on the contrary, is good for appealing to emotions, bypassing the intellect (which brings to mind the words of B. Disraeli: "What we call public opinion is, in essence, public emotion"25). Do not forget that one of the most powerful emotions is fear. At the moment, the method of appealing to public needs is well used in the media.

The method of "throwing mud" most clearly forms the attitude towards the topic chosen by the propagandist. It is mainly used in counter-propaganda and consists in the selection of such epithets and such terminology that give the subject of conversation a clear ethical assessment. ("The main thing is to constantly take into account in our ideological work those ideas, ideas, assessments, factual information, moods, rumors that the enemy is spreading or may be spreading") This method is perhaps ranked among the most crude propaganda methods, but nevertheless, it is not the most common used by current political opponents.

The mud-throwing method is especially effective when using semantic manipulation techniques.

semantic manipulation. Its essence is that words are carefully selected for a propaganda message that cause either positive or negative associations and, thus, affect the perception of information.

A technique used by "propagandists" of all times and peoples. Associated with the magical idea of ​​the name. The way we call a person affects our perception of him. So our man is a scout, theirs is a spy. We are liberators, they are occupiers. We are fighters for independence, they are militants. We have troops, they have illegal armed gangs. And let's not even talk about fascists. The exact definition of this word has not yet been given. However, in October 1993, at the White House and the Moscow City Council, people chanted one slogan: "Fascism will not pass!".

Semantic manipulation techniques are extremely popular in today's media. To be convinced of this, it is enough to read any issue of Moskovsky Komsomolets. For example, let's cite a note under the classic headline for this newspaper: "The Communists let everyone go to waste" (a note not about executions, but about the losses of the city economy after the communist rally held on February 23). Words: lethal force, damage to the organizers of the procession, spree about Maslenitsa, damage, red-brown, communist festivities, scare dissidents with their strength, undermine the financial condition of the city. Where can one not draw a conclusion about the subversive forces of those who went on a spree for some reason and wished to sow damage and frighten dissidents. Together with a picture in which skeletons trail behind the demonstrators with a flag and the inscription "We will restore order" on it.

Note in the newspaper "Tomorrow" (N 8, February) "We will not take a bribe from bloody hands!" (about the speech of Boris Yeltsin in Sverdlovsk, announcing his decision to participate in the elections). Words: Satar’s scribble, otherwise it will be worse, handouts prepared by servants, drunk to the point of confusion, drunk and blindly chose to torture him, rob him, lead him out of the world, fooled people, to the last thread, teeth on the shelf, kill, blow up palaces, corrupt the people, biting pack, atrocities, bribery, oath-breaking, stealing, auctioning off Moscow, leaf comedy, corrupt courtiers, poisonous toad, etc. Note caricature: Yeltsin, petrified in the form of a statue of Cheops, in the weeds, with mafiosi and prostrate people.

In both cases, it is a clear attempt to create an image of an enemy that brings threat and destruction. By the frequency of the use of semantic manipulation in various media, one can accurately determine both the political point of view of the media and the social "customer" of one or another interpretation of reality.

Skillful use of semantics alone can significantly influence the decision-making process of a person, social group, society. The use of quotation marks can also be attributed to the methods of semantic manipulation.

"The most important way to get rid of boring truths is to stop paying the usual tribute of respect and reverence, and start treating them easily, even with a touch of familiarity and contempt. Take, as Dostoevsky did, in quotation marks such words as good, progress, self-sacrifice, idea etc. - you will achieve more with this alone than with a number of the most brilliant and scientific evidence" wrote Lev Shestov ("Apotheosis of groundlessness")

The "quote" pattern has long been used to discredit a concept or a group. It is enough to put them in quotation marks, as they begin to express the derogatory word or concept. "Good" uncle or Kind uncle. Thus, in our political press, democrats turn into "democrats" and philanthropists into "philanthropists."

The practice of using quotation marks has been and is so popular that readers have developed a certain perceptual pattern that works very effectively. So if we give both points of view in an article about the disagreements between the Roerich communities and the Orthodox Church, but include the quoted words in one of the opinions, then the effect is understandable. In the article "The Hierarchy of Light or Terrible Eclecticism?" (Trud, October 13, 1994) it is used in this way: "The Orthodox Church does not know whether the followers of the 'Roerich communities' are spiritual... Their 'spirituality' is known to us." The unquoted quoting of an expression like "so-called", a certain citizen, a certain organization, also belongs to the same pattern.

Using rumors. Rumors are information transmitted in interpersonal communication regarding current phenomena and events in public life and reflecting the desire of people to think of an unclear situation. Rumors are often based on false information, as a rule, are the result of a lack of information. Rumors perform a dual function: explaining the situation and relieving the emotional stress experienced by the individual.

Many people place more value on whispered news than on openly announced news. A person who has received such news, even if from the media, but presented with a conspiratorial air, believes that he has become the owner of unique news and this fact itself contributes to his self-affirmation. And in general, this leads to fixing in the memory of this message. The media, reporting "news in a whisper", achieves efficiency in presenting information on the one hand, and at the same time relieves itself of responsibility for the reliability of information. The very presentation of the news in the form: "The rumors that such and such a statesman is a thief have not been confirmed to us." - contributes to the fact that something opposite is deposited in the mass consciousness. According to the principle: if there are rumors, then it’s not without reason.

The trust in rumors in Russia is great, because for too long official information, to put it mildly, did not always correspond to reality or did not report any events at all. Rumors, as well as leaks of information from official bodies, are great for sounding out public opinion, for creating a negative image for certain political figures and their actions.

Two decisive conditions are noted, the combination of which is the main cause of the emergence and spread of rumors and the severity of which determines mainly the intensity of circulation:

1. Audience interest in a certain topic.

2. Lack of reliable information.

The lack of reliable information is understood not as the objective reliability of the information available, but as a subjective assessment of the degree of one's own awareness.

Thus, the most accurate information obtained from a source that is not trusted by the audience maintains an information deficit, while false information from a source that is prestigious for a given audience eliminates the deficit and blocks the spread of rumors.

Use of disinformation. Spreading false information. Pretty rough but effective reception manipulation. Its strength lies in the fact that disinformation is used, as a rule, at the moment of making some important decision, and when the truth is known, the purpose of disinformation will already be achieved. Disinformation contains lies by the very nature of the object, by one or another of its qualities. American expert in the field of advertising and propaganda Arthur Meyerhoff in his book "Suggestion Strategy" writes: "Propaganda as such does not necessarily have to distort the truth. It would be better to say that it can be based on various combinations of selected truths, half-truths and deliberate lies." Meyerhoff A. The Strategy of Persuasion p.105.)

A fundamental aspect of disinformation: the point of view of the addressee. For him, this message must be received as truthful information - otherwise the maneuver fails. Therefore, the addressee must be a priori positively disposed towards the source of false information. There are two components to disinformation: a plot that feeds on a certain amount of attention, and a false plot that responds to that attention. The entire art of disinformation consists of the following components:

- a lie must look like the truth and correspond to a possible reality (as F. Engels noted, for the "profession of liars" the rule is obligatory that "one must lie believably, i.e. a lie needs at least a particle of truth, otherwise it will not take root) (Marx K. Engels F. Op. 19 p. 326);

- it is necessary to know the addressee and the sources he trusts;

– sending a message through recognized sources;

- the time limit for the one who transmits it, so that it is not possible to check;

– the chain of intermediaries should be long enough to make it impossible to identify the main source of disinformation.

As a rule, the refutation of misinformation goes unnoticed in most cases and no longer affects the socio-psychological attitude formed by the lie.

As practice has shown, third-party journalists (not "their own") from well-known weighty publications are used to submit "misinformation". They are given for some time important exclusive information ("feed"). And when a journalist completely trusts the source, he is used on occasion as a channel for misinformation.

Disinformation is too "strong" a technique to be used often for manipulation. However, the need for it remains. The well-known propaganda theorist Michael Chukas, in his book Propaganda Grows Mature, formulated the need for disinformation as follows: "...truth is not suitable as a weapon to fight for the interests of the nation-state ... Even if truth is used, it must serve some propaganda purpose. In otherwise, it will not be an effective weapon because... the truth always trails behind the lies."

Using rumors and misinformation, manipulators often use the so-called information leaks, focused on one or another psychological effect. The effect of misinformation can be very dangerous. Suffice it to recall how, in the events in Pervomaisky, using disinformation about the supposedly destroyed hostages and elders, the federal troops used the Grad mass destruction installation against the militants and the hostages they detained.

Leaks of classified information. Leaks received through the media from "anonymous sources". As a rule, this "secret" information concerns the alleged political actions of the authorities or persons claiming power.

They are most often organized by the authorities themselves in order to probe public opinion on a particular political issue. In the event of a negative reaction, public opinion undergoes additional processing in order to prepare it for a specific political action. And if the reaction is extremely negative, then the authorities always have the opportunity to "refute" the sensational information, declaring it "idle inventions of journalists."

Leaks are also used by representatives of any opposition within the power structure or outside in order to make public any unpopular opinions or measures of those in power.

The technique of leaking information was used very effectively to probe business circles and the public in February 1996, when the Interfax news agency distributed the text of a closed note by the Minister of Internal Affairs of the Russian Federation Anatoly Kulikov with proposals for the nationalization of banks. The note was sent to the Security Council and the government. The interior minister's economic statements were "leaked" by government officials. As a result, a flurry of protests from the business elite took place, and the organizers of the leak realized that it was not worth using the nationalization of banks as a pre-election step.

When creating a propaganda text, it is also necessary to take into account the peculiarities of perception.

The law of order. A pattern is used according to which the most significant events are read on radio or television in the first place, placed on the front page of a newspaper, placed on the cover of a magazine, etc. Messages read at the end of the news bulletin, printed on the last pages of the newspaper, even regardless of their interpretation, lose their social significance in advance. In Russia, the last page can also be considered important for placement of materials; it was from it that the Soviet reader learned to read newspapers. But it must be taken into account that the materials published there before inevitably had a tinge of entertainment and were not identified as serious by the reader.

The law of dormant effect. Any information is assimilated by the audience better if this information contains elements designed for psychological protest. Two important principles follow from this law: the principle of alertness (information about the threat is quickly and firmly acquired; while the rest of the information contained in the text is not perceived, blocked) and the principle of resonance (information directly related to this individual is quickly and firmly assimilated).

The law of the dormant effect is realized in the methods of creating sensations and emotional dominance.

Acceptance of emotional dominance. The method of creating an emotional dominant is associated with the experiments of Spiceman (1964). The experiment was as follows: four groups of subjects were shown a film about how in one of the Australian tribes circumcise teenagers during an initiation ceremony. The first group watched a documentary without sound; the second group listened to a commentary uttered in a pathetic tone, which emphasized the cruelty and traumatic nature of such a practice; the third group was offered a comment, which, on the contrary, emphasized the commonness of the scene and the insignificance of the applied injury; the demonstration of the fourth group was accompanied by a neutral commentary, where the details of the various phases of this practice were described as objectively as possible.

After analyzing the records of the heart rate and psychogalvanic reactions of the subjects, the researchers noted that the least emotional reaction was observed in the last two groups. On the contrary, the emotional reaction was relatively strong in the group that received only visual information, and the strongest was in the subjects who listened to the emotionally charged commentary.

Sensation. A sensation is news presented with the expectation of surprise, the sharpest emotional perception. Arthur McEwen, one of Hearst's employees, defined the essence of the sensation as follows: "News is everything that makes the reader exclaim:" Wow!

Sensation is the most developed way of emotionalization of propaganda. A method calculated on the fact that the information or ideological thesis hidden in this information will be perceived by the audience uncritically, due to the fact that emotions will suppress the desire to critically comprehend what is being reported.

Sensation is one of the ways to create an emotional dominant. Forcing emotions allows you to compensate for the lack of evidence and arguments, which are so necessary in the process of persuasion and not necessary in the process of suggestion. The sensational presentation of the material provides an opportunity to present the material not in a strict logical sequence, not in context with other events, but to snatch from the event only what most intensely affects emotions and, naturally, what best suits the interests of the "creators" of the sensation. Perceived emotionally and not rationally, the sensation allows you to effectively form the social and psychological attitudes necessary for the manipulator.

For manipulators, not just sensations are important, but sensations that have a certain effect. This is how planned sensations occur.

Researcher D. Burstin in the book "Image: A Catalog of Pseudo-Events in America" ​​introduced the concept of "pseudo-event" into political use: "It does not happen by itself, but because someone planned, arranged or provoked it ... Its connection with the surrounding reality is doubtful.

The planned sensation has, as a rule, a well-defined goal. It can attract public opinion to certain events or distract it from the processes that it is important for the manipulator to keep in the "shadow". A powerful propaganda effect is ensured by a "chain" of planned sensations built in a certain way, when each subsequent sensation "reinforces" the previous one, forming the socio-psychological attitudes necessary for the manipulator.

The law of precedence. Any information is assimilated by the audience in the first interpretation; in the future, any attempt to change the interpretation is perceived either as fundamentally new information, or as a lie (or a desire to get away from the truth). That is why the primacy in the presentation of information and - especially - comments is so important. On the law of precedence, such a manipulation technique as the inoculation effect is built.

Innoculative (from Latin - vaccination) effect. Its essence lies in the fact that if a person initially forms a negative attitude towards a message or rejects a poorly reasoned message, then he is, as it were, “immunized” against accepting and all subsequent information of similar content from this source, even if the further message is prepared soundly and convincingly. The inoculation effect is used if it is known that unwanted information will soon spread. When the content of such information is known, it can be prevented by another message, which initially forms the recipient's attitude towards the subsequent negative perception of undesirable information. By the time it comes out, the recipient will already be appropriately "vaccinated".

Sequence law. In a situation where two communicators defend points of view that are alternative to each other, then the temporal sequence of the presentation of messages becomes more important. So the message of the first communicator will become more influential for the audience if the time interval between the first message and the second speech is short, but, however, this interval should be large between the last speech of the opponent and the decision of the audience as arbiter. This effect is called the "primacy effect". A second tactic known as the "recency effect" works in favor of the last communicator's speech. In this case, it is necessary that the time interval between both speeches be as long as possible, while the interval between the second message and the final decision of the audience should be as short as possible. [Bodalev A.A. Sukhov A.N. Fundamentals of socio-psychological theory M. 1995. pp. 361–362.]

The repetition paradox. If the information is of the same type, then the process of dulling is directly proportional to the number of unmotivated repetitions. The consequence of the law and the salvation from stupefaction is the principle of protection: information that the individual (audience) considers unnecessary, which does not "cling" him (her) is forgotten first of all.

Wagon with an orchestra (band-wagon). Using the desire of the recipient to act "like everyone else." "Everyone has already bought such and such a product! What are you waiting for?" - this question is directly or indirectly present in almost every advertisement. The technique is widely used in political advertising when creating an image for political leaders. This technique is most actively used to manipulate the mass consciousness when popularizing the results of public opinion polls. The calculation is based on the fact that people will want to "be with the majority" that the psychological mechanisms of imitation and imitation will work.

Acceptance of symbolism. Intentional accentuation and fixation of scenes that carry symbolic information. Such information becomes symbolic after it is endowed with an appropriate commentary or context. So, unable to express its attitude to the events of Vilnius in 1991 due to censorship reasons, the nightly Television News Service (TSN) after the release launched a story with a rough sea, accompanied by disturbing music. The emotional effect was thereby achieved.

The symbolization technique was used in the selection of the screen saver for Rossiyskiye Vesti. Initially, she depicted a galloping three horses in a harness. Then the horses were "unharnessed", as if demonstrating the freedom to present information.

Associative linking. Association - a connection between individual events, facts or phenomena reflected in the mind and fixed in the memory of a person. There are three types of associations: associations by contiguity, which are based on spatial and temporal relationships between objects and phenomena (that is, what is remembered as adjacent, as neighboring), associations by similarity, when a new object is similar (or seems similar) to the previously a well-known object and associations by contrast, when sharply different opposite facts and phenomena are associated.

When editing a propaganda message, manipulators calculate what associations it should evoke. At the same time, the message itself, as a rule, looks extremely neutral, objective. But in it one can always find disguised stimuli that direct the human consciousness to certain associative links. These pre-planned associative connections significantly expand the possibilities of influencing the recipient, enhance the emotional impact on him, providing scope for his imagination and, accordingly, memorization.

Manipulation using associative linking is applied not only with the help of "built-in" latent stimuli integrated into the message, but also with the help of careful selection of the order of these messages. It uses the psychological regularity of human thinking, which is characterized by a certain inertia and the impression received from the previous message is to some extent superimposed on the next one. An artificially associative connection arises, coloring the message in certain tones.

With the help of associative linking, a certain phenomenon is endowed with additional features. Insignificant at first glance, the details introduced into the article of a TV show or movie, causing certain associations, can direct the audience's imagination in a given direction.

Image-forming associations can be evoked at the level of the unconscious by the most seemingly insignificant means. So it is enough to place a light ornate font in an advertisement in order to create an image of lightness and elegance for the advertised product. or, on the contrary, a heavy, simple font in an advertisement for industrial equipment creates an image of the strength and reliability of this equipment. During the years of the "Third Reich", the Nazis printed the slogan "Germany above all" in an old Gothic font to create an image of the traditional character of this slogan, time-honored. Some magazines in the West are specially printed on yellowish, "old" paper, giving the publication the same image of a time-tested publication.

In modern Russia, the technique of associative linking was not forgotten. Suffice it to recall the photographs and caricatures of Khasbulatov with a pipe in his hands - a hint of the "coming" Stalin. Or Barkashov's swastika against the backdrop of the besieged White House of 1993. Or a photograph of Defense Minister Pavel Grachev in a prisoner's uniform ("Moskovsky Komsomolets", 01/10/95).

In the 1995 election campaign, the authors of the NDR video made good use of associative linking, where they first showed a pamphlet with a swastika on the deputy table, then there was a "roll forward" on Zhirinovsky, who was speaking on the podium - more than transparent associations. Chernomyrdin, on the other hand, showed up, either after first-graders going to school, or among metallurgists in the workshop when smelting metal. This was how the image of a leader working in the midst of the people was created.

Associative linking was skillfully used to create a negative image for the former chairman of the RF State Press Committee, who admitted in August 1994 his sympathies for the nationalists. "Obshchaya Gazeta" (N 35 2 08.09.94) in the article "Boris Mironov:" I am a fascist ..." gave a photo block on which a photograph of Boris Mironov (from the angle a la black shirt) is combined with a photograph of a young man drawing on the wall A reference was built into the block: "Fascism is a terrorist dictatorship of the most reactionary forces" from the Big Encyclopedic Dictionary.

The method of associative linking works in the methods of personal witnessing and witnessing of "mere mortals"

Personal witnessing (testimonial). In one colony of monkeys, an attempt was made to tame them for sweets. We started with young individuals, standing at the lowest levels of the "monkey hierarchy". The taste for sweets spread extremely slowly: after a year and a half, only 51% of the inhabitants of the colony used sweets, and there was not a single leader among them. In another flock of monkeys they tried to accustom the monkeys to wheat, but this time they started with the leader. Eating wheat, until then completely unknown to the monkeys, spread to the entire flock after 4 hours.

In a monkey pack, the authority of the leader is determined by a clear criterion of strength. For us, the criteria of authority may be different, but one of the most significant is the "external sign" of authority - the title, rank, etc., denoting the value of the individual through his social role. Suffice it to say that we have a "professor", "general", "director", how certain attitudes of perception, previously formed assessments and expectations come into force. The opinion of the holder of the title acquires a completely different force of influence than if he were incognito.

The American psychologist Robert Cialdini in his book "Impact: Science and Practice" cites data from many studies that reveal, in particular, the nature of the influence of authority on behavior. So, under the terms of one of the studies, a psychologist brought the same person to five different college classes, presenting him as a guest from Cambridge University. At the same time, in the first of the classes, he called him a student, in the next one, an assistant, in the third, a teacher, in the fourth, a senior teacher, and finally, in the fifth, a professor. After the guest left the audience, the students were asked to roughly estimate his height. The growth of the "professor" turned out to be significantly higher than the growth of the "student". With each increase in the title, the guest "added" in growth.

An authoritative person or celebrity confirms the dignity of a particular product, or person, or phenomenon. Here the psychological mechanism of "transfer" operates, in which the merits of the "witness" are transferred to the product, to another person, to phenomena.

In the practice of advertising, singers and actors are often used to advertise a product. But it must be taken into account that "personal witnessing" is also used to create an image for ideas, including political ones. Not out of simple love, the Central Television often showed us Rostropovich with a machine gun in his hands, defending the White House in August 1991. It is no coincidence that the NDR movement attracted Nikita Mikhalkov to the election campaign, using his image in their advertising. However, other blocks have assigned cosmonauts and military personnel to themselves.

With skillful application, reference to authority can be a powerful tool of influence. For it to work, it is necessary to "calculate" by the method opinion polls significant for the group that is supposed to be influenced, individuals whose opinions are perceived uncritically. After that, it is important to achieve either their speech in the required key, or to refer to some statements of authorities that form the necessary reaction in the social group.

Testimony of "mere mortals". This advertising is no less effective than celebrity testimonies, but some compensating mechanisms are included for its success, namely the use of attractive characters, the use of humor, the layering of testimonies, etc. Cumulative effect - many testimonials accumulate in one advertisement.

An example of the successful use of the testimony of "mere mortals" was a series of campaign videos for Boris Yeltsin's team in the 1996 presidential election campaign. Representatives of various social types (teachers, workers, collective farmers) spoke about their simple life and voiced the main propaganda theses of the Yeltsin team: "Reforms should be completed by the one who started them", "You don't change horses in midstream", "Yeltsin is stability, Zyuganov is a national catastrophe.

Communicator effect. People's opinions are more strongly influenced by communicators who appear to be experts in their field and inspire confidence.

The impression of the communicator's sincerity and credibility (and hence the effectiveness of the impact) can be increased if he clearly and convexly argues for a position that is credible in that it clearly does not affect his pragmatic interests and does not bring him any benefit (and is best opposed to the interests of the communicator) and if, moreover, he does not explicitly try to influence people's opinions directly.

However, if the communicator has a very high authority in front of this audience, then he will still have an influence on it, even if the audience knows about his pragmatic goals and intentions out of a single desire to identify with an authoritative person, take her as an example.

The most "persuasive" effect is given by the communicator's appeal to the emotions (both positive and negative) of the audience, combined with logical reasoning and specific instructions for performing actions within the framework of the tasks set.

The "presence" effect. Television has practically unlimited possibilities for manipulating mass consciousness due to the psychological peculiarity of influencing the viewer by forming a stable illusion of "objectivity" and "reliability" of what is depicted on the screen.

With the help of numerous tests, scientists have proved that the "illusion" of the viewer's complicity in the action that is shown on the TV screen is only deep, that the version of this action is considered as the only reliable one.

Editing plan angle - just some of the means of forming the image of a particular event on the screen. the English writer James Aldridge wrote about this: "the TV camera, having singled out a part of the whole event, conveying this part with literal accuracy, replaced the phenomenon with a detail." A detail carefully selected by a reporter and a newscaster.

In Russia, where the circulation of newspapers has fallen significantly, and television has become almost the only news provider, this "presence effect" is widely used. Most of the technologies noted in this work are used on television: plan, angle, montage, milton and meta-modeled text, anchors, reframing, gradation of messages in order, non-verbal text marking: gestures, facial expressions of the presenter, etc., text rhythmization. To these technologies, one can add the reception of emotional dominance and symbolization, as well as various strategies for presenting information.

Peculiarities of the psychophysiology of perception impose their own requirements on visual solutions reproduced on the screen: movement from left to right is perceived more easily and more favorably than movement vice versa. Diagonal movement - from the lower left corner of the screen to the upper right is usually associated with overcoming the achievement of something significant, the reverse movement is perceived as the loss of certain positions. Moving diagonally from the lower right corner of the screen to the upper left and vice versa can cause vague negative sensations. A sharp and frequent change of frames (especially from medium to large shots) is associated with an invasion of the viewer's personal space and can excite negative emotions.

That is why experts criticized the FER election video, where Yegor Gaidar walks diagonally along the railway tracks - from the upper right corner to the lower left, which the viewers clearly associated with the loss of certain positions.

Among the entire arsenal of television expressive means, in first place in terms of strength emotional impact: - music, then - an expressive manifestation of human behavior, and finally - color and form. [Zazykin V.G. Psychology in advertising p.42.]

Contamination of verbal and iconic messages. The requirements of persuasive communication require the use of verbal and iconic (figurative) messages. Combining written text and illustrations, words and images contributes to the formation of trust in the message.

Methods of neurolinguistic programming. Neuro Linguistic Programming (NLP) was developed in the United States between 1975 and 1979. NLP creators John Grinder and Richard Bandler, using Gregory Bateson's expert system and ecological approach to thinking, studied the work of the outstanding "supercommunicators" Virginia Satir in psychotherapy and Milton Erickson in hypnosis and then synthesized their communication techniques into the sociocultural technology of NLP. Simplistically, NLP can be defined as a system of tools for learning and changing human behavior and thinking.

The effectiveness of NLP models was quickly assessed and they were transferred from the field of psychotherapy to business and education.

In 1987, one of the most popular works by D. Grinder and R. Bandler "From Frogs to Princes" was translated into Russian, and from that moment NLP has been intensively developed in Russia. Now in our country there are up to 200 specialists in this new trend in psychology. NLP is widely used in both advertising and political campaigns. According to Andrey Pligin, the director of the Moscow NLP Center, during the elections to the State Duma in 1993, about 12% of the deputies consulted experts in this area, and in 1995 there were already about 40%. It is known that for the presidential elections in 1996, the NLP specialists also prepared special programs for candidates. (The presentation of neurolinguistic programming technologies is beyond the scope of this work.)

Psychotechnology is implemented in communication and is a system of interrelated, internally motivated psychotechniques, which is based on the analysis of communication and personal improvement.

In special, difficult or extreme conditions, when external or internal factors cause disruption of the normal activity of functional systems, there is a natural need to restore balance, balance mental processes, cleanse the soul. As a result of understanding the situation, a motive for one or another action appears in order to adapt to a non-standard environment, the system of mental self-regulation is activated, a person feels the need to “get together”, “mobilize”, “rebuild”. This is the beginning of reflection, when the mechanism of communication with oneself is most often launched, the mechanism of analysis and evaluation, development and decision-making.

The use of various psychotechniques that have passed from the archaic layers of the past, ritual procedures into rational mechanisms for managing the internal state, people's behavior, will help the social worker acquire the skills of self-organization, self-regulation, spiritual purification, image formation for successful professional assistance to people in need. The next important term for the formation of professionalism in social work is that every social worker must be a psychotechnologist.

In extreme situations, the high professionalism of social workers is extremely important, since, on the one hand, the fate of clients and their families often depends on their decision, and on the other hand, their activities are partly based on value judgments, and the nature of the work is such that its results cannot be predicted with complete certainty. The ever-present danger of making the wrong decision creates stress for the social workers themselves.

Scientists, ecologists, meteorologists, and various institutions are engaged in warning, prediction, and calculation of the likelihood of extreme situations. The Ministry of Emergency Situations, the Ministry of Internal Affairs, rescue services participate in the aftermath, ensure the safety of the population. Ministry of Labor and social development The Russian Federation, centers for social and psychological rehabilitation, committees of the Red Cross, social assistance services, in cooperation with other types of social activities, help a person who has suffered from the elements, disasters, crisis, personal problems to build their lives anew.

In the process of life, no one is immune from the occurrence of circumstances due to the action of socio-economic, demographic, environmental and other factors, for the most part not dependent on the will of people. Because of this, they cannot overcome them on their own. Under these conditions, the state and society, seeking to provide assistance to persons who find themselves in a particularly difficult situation, on the basis of a set of permanent and long-term economic, social, medical, psychological, organizational, legal and other measures, provides such categories of citizens with a socially acceptable standard of living, as well as creates conditions for their full participation in the life of society. In other words, a kind of “safety belt” is being formed, which supports people who are in a difficult life situation. At the same time, a difficult life situation is considered as a situation that objectively disrupts the normal life of a person (disability, inability to self-service due to age, illness, orphanhood, neglect, low income, unemployment, etc.), which he cannot overcome on his own. Thus, social protection of the population can be considered as:

Means of formation and development of personality, ensuring its constitutional rights;

State and public support for certain categories of the population who are in a difficult life situation and are not able to overcome it on their own, i.e. targeted support.

All groups of the population are the object of social protection. It should be noted that there are two main approaches to understanding the essence of social protection:

1. Social protection of the population is the social security of citizens and their families, transformed to new socio-economic conditions.
2. Social protection of the population is social assistance provided to certain categories of citizens and their families in the form of social payments, assistance in kind and social services and has a targeted character.

Social protection of the population covers a wide range of measures for state and public support of the population, including measures related to social security, understood as the activities of the state to provide material support to citizens in old age, in case of disability, in connection with the birth and upbringing of children, medical care and treatment.

The peculiarity of the social protection of the population is expressed, first of all, in the fact that this is a form of distribution of material wealth not in exchange for the efforts expended in the process of work, but in order to meet the physical, social and other needs of the elderly, the sick, the unemployed, people with minimal incomes. . In a word, those who are not able to independently provide a decent life for themselves and their families, as well as all members of society in order to protect the health and normal reproduction of a working family.

The goal of social protection of the population at the present stage of socio-economic development in a crisis situation in Russia should be formulated as the creation of a material basis for the existence of citizens in the event of the loss of the opportunity (temporary or permanent) to independently have an income.

The above goal dictates the need to set and solve the following tasks for Russia:

Development of a strategic course aimed at improving the quality of life based on new standards;

Development of a system of measures to weaken and then eliminate the crisis phenomena that caused a drop in the living standards of the population, a decrease in efficiency and production growth rates;

Taking into account the interests of each person, especially the most vulnerable, in the social plan, categories of the population;

Ensuring minimum social guarantees that allow everyone to choose acceptable forms of economic and social behavior;

Development of new social standards that take into account the influence of the market on the conditions for the reproduction of the individual.

Social protection, being integrated system, has a certain structure. The following elements can be distinguished in the social protection system: social guarantees, social indexation, social insurance and social support (Fig. 1).

Rice. 1. The system of social protection of the population

Social guarantees are defined as legally formalized and enshrined human rights that have a mechanism for implementation and a resource base. The basis of the system of social guarantees are certain standards (norms) inherent in this society. These include: a guarantee of a minimum material security (living wage), a guaranteed minimum wage, pensions, benefits.

In the event that social guarantees are insufficient to maintain a normal standard of living, a system of social compensations and indexation of the population's income is applied. Indexation is a compensation for rising price levels by systematically adjusting nominal indicators (income, interest rates, wages, etc.) in order to maintain a previously established level of income at the point in time at which the change in the cost of living index occurs.

A special institution of social protection of the population is social insurance. In our current financial mechanism of social insurance, the financial burden on payers is not assessed, insurance companies are excluded from participation in fund management, the amount of insurance payments is not linked to the level of professional and social risk. In this regard, the formation of an interconnected system of social protection based on the principles of social insurance is considered today as a conceptual approach to resolving social problems.

Social support is provided in a variety of forms: in the form of financial assistance, the provision of material benefits, free food, shelter, medical,

legal, psychological assistance, patronage, guardianship, adoption. Numerous boards of social support as assistance to a person in overcoming his life difficulties, solving personal problems can be grouped according to several reasons:

According to the activities of implementation, a distinction is made between permanent, periodic and situational support. Permanent social support is provided, for example, to the elderly, living in boarding schools or orphans, periodic - to employees studying on the job, situational - to people in difficult situations.

The essence of social security as an economic category is most fully and consistently revealed in pension provision, which is the most important component of public consumption funds. That is why, during the transition to a market economy, pension provision, as before, should remain the main and most significant area for the implementation of social protection of the population, and pensions and benefits - the central link in the system of direct cash payments.

A kind of social security is such a direction of social protection of disabled citizens as social services. Social services are understood as "the activities of social services to provide social, medical, social, psychological, pedagogical, social and legal services and material assistance, to carry out social adaptation and rehabilitation of citizens in difficult life situations" . Social services can be provided by both state and municipal institutions of the social protection system.

For persons in a critical situation, social support is provided in the form of social assistance - provision in kind and in cash, through the provision of benefits and services that are in the nature of lump sum payments to pensions and benefits. Social assistance is also provided in order to eliminate and neutralize adverse life situations, in the form of loans for housing construction and the purchase of household goods. A special type of social assistance is medical care, largely free of charge.

The peculiarity of social protection of the population is based on the following basic principles:

1. Targeting of measures, providing for the provision of social assistance to specific citizens, taking into account their individual needs. The implementation of this principle involves the allocation of certain criteria, in accordance with which social assistance is provided. First of all, it is a need, i.e. lack of income that provides the amount of the established subsistence minimum.

2. A differentiated approach in determining the amount and types of assistance, providing for the equalization of the financial situation of various groups of socially vulnerable groups of the population and the restoration of their status as full-fledged members of society.

3. The complexity of social assistance, which implies the possibility of providing several of its types at the same time.

4. The dynamism of the provision of social protection, understood as a systematic revision of social standards as the consumer price index rises, as well as the increase in the minimum wage and the subsistence level.

5. Availability and free of charge of information on the procedure and conditions for the provision of all types of social assistance, implying, first of all, the wide publication in the press of information on the procedure and conditions for the provision of social assistance.

6. The universality of social protection of the population, providing for the same opportunity for everyone to receive it in the event of a difficult life situation, regardless of gender, race, nationality, language, origin, place of residence and other characteristics.

7. Social partnership and solidarity of all segments of the population in solving the problem of social protection.

8. Broad participation of charitable and public organizations in the development of forms and types of social assistance.

Consideration of the essence of social protection allows us to present it as an integral entity, consisting of aggregate components (parts), interacting and interconnected not only with each other, but also with the external environment. In other words, we are talking about the system of social protection of the population.

The concept of the system of social protection of the population means a certain integrity, orderliness, mutual connection different parts such a phenomenon as "social protection of the population".

The following subsystems are included in the system of social protection of the population:

Subjects of social protection - citizens and members of their families who are directly covered by social protection of the population, as well as persons providing social services (social workers);

Forms and types of social protection of citizens;

Bodies of social protection of the population;

Programs of social protection of the population, including programs of targeted social assistance, which are a system of measures of an organizational, economic, socio-psychological and other nature, indicating the timing of implementation and responsible executors.

A crisis is an incident that harms human life, the environment, the existence of an organization, product or service, harms the image of the enterprise and is dangerous to the public.
A crisis occurs when it is least expected. It is important that the concept of CRISIS be equally clear to everyone. It would be more prudent to identify potential crises that may overtake the organization:
1) What are you least protected against?
2) What would cause the most harm to achieve the goals?
3) What can overtake the most important target group?
4) What are you best insured against?
5) Who contributes the most to the crisis?
It is important when a crisis occurs to determine its magnitude.
1 degree - routine complaints;
Grade 2 - complaints requiring a quick response;
3 degree - a possible crisis (the risk that the situation will get out of control);
4 degree - a big crisis (a situation that is out of control; it is necessary to achieve control and reduce damage).
In principle, the combination of the words crisis communication means the attitude and behavior of an organization during a crisis. Many organizations plan their activities in various situations using scenario planning. Why should you plan for crisis communication? Because usually the crisis comes on Friday at 8 pm or when all the decision makers are out or worse, when the previous crisis has not yet passed.
When a crisis hits, it's too late to start reading books in the field or doing crisis planning. All the necessary models and routines should be developed in advance, the reaction of people in various situations should be determined, and also, for example, a duty message should be drafted for important target groups. These standby messages can be used continuously if needed.
Crisis communication is divided into preactive and reactive.
Preactive crisis communication means creating various scenarios and models that would help to act in a crisis situation. This means compiling a crisis manual and organizing crisis education.
A reactive crisis situation means a specific action in a crisis situation. When fighting a fire or managing a crisis. The keywords of crisis communication are promptness and speed.
In reality, this means a double special position, whether there is little time to think or no time to think at all.
If there is no time to solve problems, then:
1. Notify the necessary institutions, preventing the development of the crisis.
2. Activate the crisis team.
3. Gather facts and information.
If the company has time, then:
1. Make a description of the fact: what did happen
2. Determine the purpose of the action, the priorities of the action
3. Develop a crisis strategy
4. Define target audiences
5. Decide on tactics
6. Compose a message.
Often in crisis communication there are both goals, both informing and motivating.
In a crisis situation, people's behavior differs from normal behavior. If there are no goals for the future, people begin to look for the most convenient path for themselves. So often false information is given or blame is taken. Words can have different emotional connotations. It is important to remember that the press wants to receive information immediately and it should be given, just like your people, you can not blame anyone uncontrollably.
It should be noted right away that there is no single definition of a crisis situation. Below are a few definitions that, in my opinion, most accurately reveal the essence of this concept.
From a crisis management perspective, a crisis is both the interruption of a normal process, an unforeseen event that threatens the stability of an enterprise, and a sudden, serious incident with the potential to damage or even destroy a campaign's reputation. M. Registerer, one of the leading experts in the field of crisis management, gives the following definition:
A crisis is an event that brings a company into the center of not always benevolent media attention and other external target audiences, including shareholders, trade union organizations, environmental movements, who, for one reason or another, quite legitimately take an interest in the actions of the organization. Here are all the essential aspects of the crisis situation:
- the event has occurred, it can no longer be changed;
- you should immediately deal with the “treatment” of the information representation of the event;
- the information representation of the event to a large extent begins to develop in a plane independent of us.
Types of crises and possible scenarios for their development:
1. Sudden crises when there is no time for preparation and planning. This includes a plane crash, an earthquake, a fire, the death of the first person, which requires actions agreed in advance between the leading managers in order to prevent misunderstanding, conflict, and delay in reaction from developing.
2. The emerging crisis allows time for research and planning, where the task becomes to carry out a correction, before the crisis enters a critical phase.
3. Persistent crises that can last for months or years despite efforts to stop them. Here, for example, rumors fall.

Researchers identify another typology of crises:
1. Incident crises
This includes environmental crises associated with the activities of enterprises that cause damage and threat to the environment and human life; crises caused by errors in the production process of the product; crises due to direct threats to the enterprise in the form of blackmail, etc.
2. Social crises
These are crisis situations caused by the social structure and social and production relations of enterprises in society. For example, strikes.
3. Economic or financial crises
These are crises associated with the activities of companies in the financial market. The consequences of such crises can lead to the complete disappearance of firms or their absorption by others, etc.
However, I believe that the above typologies need to be substantially supplemented, which will directly affect the process of crisis management. The analysis allows us to introduce such a basis for typology as a general direction vector of the crisis situation, on the basis of which crises can be divided into:

1. Crises that have an external focus
Crisis situations that have a negative impact on the external environment of the organization, i.e. affecting the interests of the public (for example, endangering people's lives).

2. Crises of internal orientation
This includes such crisis situations that are more internal to the organization. Situations related to the clash of corporate

Socio-psychological technologies - these are diagnostic and corrective procedures, the object of which are socio-psychological phenomena that affect the behavior of people included in various social groups.

Socio-pedagogical technologies - this is a set of pedagogical techniques and methods that purposefully influence the consciousness, behavior and activity of a person as a member of society in the process of his socialization, adaptation to new social conditions and socially oriented activities.

Psychological and pedagogical technologies - this is a certain system of content, means and methods of training and education aimed at solving psychological problems (an example is the technology of developing education).

Socio-medical technologies - is a set of interconnected social and medical appointments and methods of influence aimed at preserving human health and forming healthy lifestyle life.

Psychotechnologies - these are diagnostic, corrective-developing and psychotherapeutic procedures, the object of which is the mental reality of a particular person, and the subject is changes in certain facets of this mental reality that affect human behavior.

The names of the directions of psychological work and the technologies corresponding to them coincide, which causes certain difficulties in characterizing the latter. They can be overcome if we define the direction as a possible field of activity, its content, and the corresponding technology as a real purposeful process in the general space of activity with a certain content, forms and methods of work that correspond to the tasks of a particular case.

Psychological diagnostics as a technology, it is a specially organized process of cognition, in which, with the help of appropriate methods, information about a person or a group is collected in order to make a psychological diagnosis.

Development technology is aimed at the formation of mental processes, properties and qualities of the individual in accordance with the requirements of the age and individual capabilities of the child. It involves taking into account not only the zone of the actual development of the child, but also his tomorrow's possibilities (the zone of proximal development).

Technology of psychoprophylaxis- this is a system of psychological and pedagogical measures aimed at creating an optimal social situation for the development of the child, the psychohygiene of the pedagogical environment. Prevention is preventive measures related to the elimination of external causes, factors and conditions that cause certain deficiencies in the development of children. It may provide solutions to problems that have not yet arisen. For example, many parents and teachers strive to develop the child's activity, provide him with freedom of choice, encourage initiative and independence, thereby preventing social infantilism and passivity. Other preventive measures are taken just before problems occur. So, if a child has gaps in knowledge, skills and abilities of an educational and socio-ethical nature, a individual work, warning his socio-pedagogical neglect.

Preventive measures taken against an already existing problem prevent the emergence of new ones. For example, a psychologist works with individual behavioral shortcomings of a child, stopping the development of negative personality traits. The first two approaches can be attributed to general prevention, and the third - to special. You can call special prevention a system of measures aimed at solving a specific problem: prevention deviant behavior, academic failure, etc.

In recent years, much attention has been paid to the early prevention of deviations in the development of the child's personality. This is due to the fact that childhood is the period in which the foundation of the personality, moral and ethical standards are laid, rule-compliant behavior and normative activity are formed. Nervous system the child is extremely plastic and capable of change; in this period, he has increased suggestibility, imitability, is dependent on an adult, and parents and teachers are his main authorities.

Psychological informing technology in its essence is pedagogical, teaching. Another thing is that the means used by a psychologist when applying it can be both pedagogical (storytelling, conversation, diction, analysis of problem situations, business game) and psychological (diagnostic and consultative conversation, “helpline”, etc.).

Technology of psychological counseling - it is a purposeful procedure of creating psychological conditions for emotional response, clarifying the meaning, rationalizing this problem and finding options for solving it, conditioned by the problem and situation of the client.

Technology of social and psychological adaptation of children and adolescents - this is a purposeful interconnected activity of all subjects of a holistic pedagogical process (parents, teachers, social pedagogue, psychologist) and the child, which contributes to the acquisition of social and ethical knowledge and norms, the accumulation of positive social experience, contributing to the successful socialization and individualization of the child in the microsociety.

Technology psychological correction and psychotherapy - it is a system of psychological or psychotherapeutic means aimed at eliminating, smoothing out shortcomings or their psychological and pedagogical causes. The result of its application are such changes in the child's psyche that positively affect his condition, activities, communication and behavior in general.

Technology of socio-psychological rehabilitation of children and adolescents - a systematic, purposeful process of their return, inclusion, reintegration into society (family, school, class, group of peers), contributing to the full functioning as a social subject.

Rehabilitation in the psychological and pedagogical aspect can be considered as a process of restoring the mental manifestations and abilities of the child after any violation. As a result, a certain balance is created in the psyche and behavior of the child, which meets the norm, adequate to his age and the requirements of the environment. This is possible only when the child is restored as a subject of activity (play, learning) and communication in the conditions of training and education. In this regard, rehabilitation is often referred to as re-education.

Socio-pedagogical rehabilitation in educational institutions consists in overcoming school and family repressions in relation to children and adolescents; overcoming obstruction in relation to them by their peers; correction of their communication and behavior; resolution of conflict situations.

Technology of psychological support - it is a complex of interrelated and interdependent measures, represented by different technologies, which are carried out by all subjects of a holistic pedagogical process in order to ensure optimal socio-psychological conditions for maintaining mental health and the full development of the child's personality.

The considered technologies are based on an expedient combination of certain methods. Whenever a psychologist is faced with the need for instrumental support for professional activity programs, he has to analyze the fund of known methods and choose the most adequate ones from them.

In psychological practice method is a set of methods and techniques for solving a practical psychological problem. The classification of the main methods of practical psychology is based on two parameters: the area of ​​borrowing (pedagogical, socio-pedagogical, actually psychological) and the type or direction of professional activity (psychological examination, psycho-correction, etc.). Among proper psychological methods can be distinguished psychodiagnostic, psychocorrectional. methods of counseling and psychotherapy. In some cases, the psychologist, implementing this or that technology, uses methods borrowed from other areas. For example, in psychological informing, he can use lectures, conversations, business games and workshops on psychological topics.

Psychological technology (also known as psychotechnology or psychotechnics) is a method of “correct” treatment of the human psyche, that is, a method of creating certain experiences - sensations, emotions, memories, actions necessary to achieve some goal. In other words, if we want to achieve something from ourselves or from other people, we must do certain actions in a certain order. In a sense, psychotechnology is a map of our thinking, a description of how we think when we do something.

Psychotechnics as a scientific direction has a long history. It has its roots in the 20s, the history of labor psychology. As for the psychotechnics of influence, it is based on particular theories related to the development of advertising, the use of the media, psychotherapy, etc. However, there is no need to talk about the general theory of the technique of socio-psychological influence. Developments in the field of "behavior modification" aimed at manipulating mass behavior, shaping public opinion and attitudes have advanced especially far.

With the development of psychotechnologies, persuasive communication based on facts and arguments has become more and more transformed into inspiring communication. The main attention of researchers was shifted to the development of means and methods of external (subthreshold) influences on the sphere of the unconscious, with the aim of purposefully modifying mental processes, states and behavior of a person, that is, bypassing the control of consciousness over external stimulation. In recent years, developments from the field of psycholinguistics, suggestive linguistics, neurolinguistic programming, Ericksonian hypnosis, and the psychology of perception have become widespread for the needs of influencing the mass consciousness. All of them are highly effective and are designed mainly for subconscious perception.

Conscious perception is the acquisition of information through focused attention. Resistance to something, as a response to information, is largely due to thinking (functions of consciousness). That (and most) part of the information that is not realized is perceived by the subconscious and utilized by the system of innate and acquired automatisms. If advertising information is configured in such a way that, "bypassing" consciousness, it is aimed at using automatic stereotypes, then we are talking about manipulation. Psychotechnological tools make it possible to manage human behavior in an environmentally friendly way.

Next, we will consider the psychotechnologies that underlie the widely known methods of advertising production. Applying this knowledge in practice, advertisers gain access to manipulating the mechanisms of thinking, attention, memory, the emotional-sensory sphere, and the actual behavior of a person.

1. Target modeling. Some advertising agencies successfully use habitual buyer thinking strategies in their advertising campaigns. In terms of neuro-linguistic direction (NLP), the method that advertisers rely on in their work, these familiar strategies are called "meta-programs". Thinking habits, like any other habit, are not clearly understood by a person, and therefore metaprograms act autonomously. In essence, meta-programs are nothing more than the usual filters that people apply to everything they see, hear or feel in the world around them. These filters, as it were, select only the information that will be allowed into the consciousness of the individual. What does not correspond to the metaprogram is not realized, not covered by his attention. Consequently, because of these filters, people, without realizing it and not noticing it, exist in a rather limited space. There are about 25 metaprograms in total. Let's dwell on some of them.

Metaprogram "Aspiration to... - aspiration from...". One of the meta-programs is the program of striving for something and from something. There are people who do something, say, make a purchase, striving for some goal, and there are people who seek to avoid something. Striving for something is the motivation to achieve success, striving from something is the motivation to avoid failure. "Aspiring to" best perceive the benefits that they acquire by purchasing a particular product or service. And those who seek from are motivated by the avoidance of unpleasant consequences. They first of all evaluate what problems they will be able to avoid, what will not happen to them when they become the owners of this product.

Metaprogramma "Man of Opportunities - Man of Procedure". To the question "Why did you choose this product / this job (if you need to recruit employees for the company)?" the person of opportunity will answer, mainly talking about the opportunities that will open up before him in creativity, making money, communicating, developing new areas.

The antipode of the man of possibilities is the man of procedure. The answer to the above question will be that he needs to do this "because ..." - for example, he must earn money, must support his family. He is motivated mainly by necessity, the right course of action. A person focused on:

similarity;

similarity with difference;

Difference.

So, for example, a similarity-oriented person feels comfortable when the world remains the same. He likes to see the sameness of things with something else. The similarity-with-difference-oriented person accepts some changes, as long as they don't happen too often. Likes to see things improve as a result of evolution. His language: in descriptions he emphasizes the same thing, and then he starts to notice differences. For example: "I wanted the first three characteristics to be preserved, and the next two to be improved." A difference-oriented person likes to see things as new, different, changed.

2. The next example of the use of specific techniques is the use of visual submodalities. An increase in the attractiveness of an object is facilitated by the use of visual submodalities, for example: approach; size increase; illumination, color saturation; adding highlights and shine, halo, contrast. If at the same time one image should be more attractive than the other, then it is better to make the second image black and white, in gray tones, blurred, with background darkening.

3. Another parameter that affects perception and is used by psychologists is association. Associated perception enhances experience, dissociated - reduces.

4. "Frame within a frame". Animation designers and cinematographers refer to this visual effect as the "box", "doll in reverse" or "mirror regression" technique. The plot or episode of the plot using this technique is based on the fact that a similar or another object appears from one object, etc. The technique itself is not new, and its use is just a visual effect that attracts attention. When the frame-in-frame technique is used to attach to the consumer, it begins to work on the action potential.

5. Going beyond "and the destruction of the visual field. The meaning of this technology, often used in poster and TV advertising, lies in the following psychological effects:

a) the product, "breaking out" beyond the visual field (stand, frame, magazine sheet format or "jumping effect" from a television screen, etc.), "enters" our reality - the reality of the consumer;

b) a product that destroys the boundaries of the visual field indirectly "shows" the consumer at its quantitative potential. He is simply cramped within the boundaries of a stand or a television screen;

c) the frame or border at the level of visual perception is not only the denominator of the meaning of something, it works in the same way as a necessity operator. The destruction of the framework (especially the image of a person) forms the consumer's action potential.

There are quite a lot of psychotechnologies used by advertising specialists, so I offer part of the work for independent research.