THE INFLUENCE OF MASS-MEDIA ON THE BASIC PERSONALITY
THE INFLUENCE OF MASS-MEDIA ON THE BASIC PERSONALITY

Summary/Abstract: The problem of mediatic memory and its impact on the basic personality can be approached from different perspectives. Any of these, however, will appeal to the outcomes obtained by means of multidisciplinary research. The social and cultural context of the human society is increasingly complex and amplified by multimedia. Equipped with a high degree of credibility, this type of communication is also a socializing factor, imposing new directions on the overall dynamics of the social body. Thus, the oral communication of mediatic information becomes a socio-cultural and cognitive way of communication, a coefficient of credibility, a socializing function, an element of building up social dynamic cluster – an indicative factor underlying attitudes, mentality, systems of value; in a word, a reference existential framework. We can suggest that the new ways of communication, in addition to the standardization involved, also requires a rapid adjustment which is not deprived of risk factors.

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