Chapter 2. Electoral process: conditions of efficiency

2.1. Psychological aspects of influence

What influences the decision elector’s |voter|? Does he motivate his choice of one or another candidate (political force|strenth|) by the personal|private| interests or does he base his decision on his wider realization of political situation on the whole|all in all|? In other words, does a person choose|repackage| a concrete candidate, because he has promised to increase|rise| pension, to decline|lowering| of taxes, to removel|taking-out| deputy’s inviolability or other measures which will provide|secure| an elector|voter| with the personal|private| advantages, or does a person base his decision on less selfish reasons|tune|, such as economic and political value understanding for a country on the whole|all in all|?

Influence study |auditory| of mass-media reports|communication| or signs|symbol|, political by nature or having political consequences on the audience, is one of the directions of the political wide mediacommunication influence wide area.|domain| Within the framework of this study the different|diverse| levels|Y-level| of such influence can be studied : society separate representatives influence (so-called|so called| microefects|) and political system and public institutes influence |institution| or influenceon the society on the whole|all in all| (so-called|so called| macroeffects). By nature such influence can be periodic (for example|eg|, during elections|) or permanent|constant| (for example|eg|, constant observation untiring looking president and other elective persons’ actions by MASS-MEDIA|media| of Ukraine |).

A few|a little| dynamic factors such as social sphere, political situation, mediasurrounding | and mediacontents affect the political influence character during elections| |. These factors determine as dynamic,because| they change constantly, often very|highly| considerably|signficantly|. Step by step new|firsttime| technologies|technicology| appear public opinion and political climate change and other |variating| changes take place at a social level.

Upon to now an individual (but not a society on the whole) has been the object of the most researches|work-up||all in all|. In the media influence research has prevailed at micro but not at a macro level ||. The four main|king| spheres include the research at a micro level: formation and change|variating|; cognitive | influence, including media information and priming priority |switch| establishment, | knowledge and of fraiming increase |; political system influence on individual|first-aid| perception; influence on political conduct or political life participating [2,p.340].

Priming is the speed change |call| a « task accomplishment exactness after presenting the information, to relating to this task context or contents |tsk|, but not correlated straight with its purpose, and also probability increase|rise| of this information pontaneous|self-existing| reproducing|playback| under the right conditions. The researches|work-up| at a microlevel deal with the study of influence on the system, carried out both directly|immediately| and through separate people.[14,p.23]

Some proofs|evidence| suggest an idea , that not personal|private| «pocket» interests, but, mainly, countries economic and political health convince the voters. Such information is|appear| important, researching |work-up| news Mass media illumination|lighting| as a factor, forming people’s perception. The press plays a substantial role, presenting the information of |act| government actions, economy and other sides of the state|domainal| system to the public. As the same time the printing|microprinted| MASS-MEDIA|media| often carry out this role unsatisfactorily. [13,p.7]

Such components as political consciousness and political culture, are another psychological influence type on the political system and all its |her|structure . They contain perceptible and theoretical, integral and normative, national and subconscious citizen’s presentations . The defined notions help to realize and fill in the |charge| life, with people’s all round connection and the power institutes,|institution| and between themselves , concerning participation in society and state management affairs , among which are actually elections|. Under the conditions of democracy origin in Ukraine, political consciousness and political culture have gradually left bounds of ordinary|usual| aggregate of official|formal| norms|standard| and power real relation single devices which is characteristic of totalitarianism. Under political consciousness it is understood the political process participants’ consciousness |Carbro|and all those forces|strenth| which fight| for|after| power and |h carry out it. This type of consciousness is directly|immediately| predefined by political life. However, social and economic, national and cultural|gracious| factors influence it. It is hard to over-estimate that influence which deep|plunge| structural|structure| and high-quality|quality| changes|variating| in the system of international relations have on society political consciousness.

As society is a difficult|complex| system, political consciousness is|appear| not homogeneous. It shows |her|, as a specific form|shape| of thought|mindset|, displays of certain|definite| classes political interests |cl|. However variety of classes|cl|, presence of different groups and layers in them, existence of other forms|shape| of social societies | — all that diffirintiate political consciousness more. This process|Carbro| deepens as a result of modern society , social structure ocomplication.

Mass consciousness is also substantial for a policy|politics| |appe. It|her| is called to|by| life in the process|Carbro| of people’s |height| mass growth who take part in historical actions|act|, by political connections increase and complication . By its contents mass consciousness is the aggregate of ideas, presentations, including illusive senses|feeling|, mood, that show all sides of society, accessible to the masses and able to provoke|call| their interest.. Mass, as an aggregate of individuals, comes forward as the transmitter|carrier| of it|her|. The features of mass political consciousness are predefined by the lines|vinculum| of such aggregate, in particular, that this amorphous|amorphus|, casual|accidental| and unsteady formation|formation| which appears within the limits of certain|definite| concrete political situation. Disconection ,| contradiction, capacity for unexpected rapid|fast| changes|variating| in one case|accident| and ossification | in other one are characteristic of mass political consciousness. One mass political consciousness deformation is firm |firm| distribution of «enemy» syndrome. Certain reasons|cause| lie in its|its| basis|backing|. In particular, in Stalin’s days | million people were mixed in the searches|detect| and eliminations|nuke| of " people’s enemies |peoples|", if there were not real enemies, they thought theme up . Subject’s factors were in the form of ill-will, surplus ambitiousness or pomposity |act|. For example, publicity rollers|godet| of Party of regions, are rather effective from political technologies view |, but they have certain|definite| moments, which can influence the people who are in low spirits and without it.|senz|fortune| «All is bad, enough bad» — these words|wd| subconsciously can spread on other life spheres, sharpening, for example|eg|, domestic|unifamiliar| relations. I see the publicity roll |sign-on| « it is impossible to stand more », and carry|transfer| it on own situation — and go break relations with a close man. In itself a negative cause|call| additional tension of those people who are in state|fortune| of depression, and|but| these moments have serious consequences. Western psychologists forbade the use|utillizing| of a sign « no exit» in the public places, |seat| as it did not raise the mood in any way and could make a man to|by| suicide. This example is very simple and obvious. It demonstrates|show|, how mass-media audience and readersform their associations relating to|by| the information got|receive| by Mass media influence.

Public opinion as a political institute|institution| participates in power realization . It is an important mechanism of political decisions acceptance at all levels|Y-level|. As public opinion is the policy of instruments |politics|, its formation is|appear| the fighting sphere for power. In such case it is possible to consider a fight against public opinion as a | part|portion| of political process|Carbro|.

The basic|main| ways of public opinion display are|appear| a referendum, public opinion poll, collections, manifestations, national discussions and elections|. The special value|importance| has Mass media . In modern political science they are considered|consider| as one of the most important instruments|tool| of power conquest and realization . Western political scientists name|call| mass media “the fourth branch of power". Consequently, expressing|signifying| and forming public opinion, mass medias, on the one hand , accumulate experience|tentative| and will of millions, and|but| from the other side, influence not only consciousness but also acts, people’s group actions|act| .