Public communication as a tool for manipulating of a public opinion

Mira Ganova

University of National and World Economy

Email: mira.ganova@dhicluster.bg/mira.tzokonova@gmail.com

AbstractThe mass communication is one of the emblems of the modern world. Some sociologists note that in the modern society the three M – mass consumption, mass culture and the mass media – dominate. The main reason that mass communications are invasive in modern life is the fact that they often replace other communication tools and conquer dominant positions in the public order of society. Because of this peculiarity, the opinion leaders are the media. This is why they are moderators between the public and the authorities and have many ways and means to distort reality and direct public opinion in the direction they want. The metaphor of the information authority as the fourth is charged with the functions of independent control over the other three authorities – judicial, legislative and executive. Also to ensure their independence from each other and participate in their functionality. One of the great achievements of democratic societies is the development of these functions. The discovery of political, social and economic abuse, corruption, and scandals, has led to corrections on the systems of the respective power, in which the latter have been discovered and brought to public attention.

Key words: public communication, manipulation, public opinion, media, media environment, devaluation, degradation.

Rhetoric and Communications Journal, Issue 40, July 2019

Read the Original in Bulgarian