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ТЕКСТ КАК РЕСУРС ВОЗДЕЙСТВИЯ НА СОЗНАНИЕ И ПОВЕДЕНИЕ ЛЮДЕЙ: АНАЛИТИЧЕСКИЙ ПОТЕНЦИАЛ ТЕОРИИ КОММУНИКАЦИОННЫХ МАТРИЦ
The article analyzes research works devoted to the study of the text as a resource for influencing people’s consciousness and behavior. Based on this analysis, the prospects of using the theory of communication matrices to conduct such studies are revealed. The article shows that the problem of the word’s influence on human consciousness and behavior interested Socrates, Plato, Aristotle, Cicero, Quintilian. The ideas of these thinkers are still considered the “golden foundation” of the rhetorical approach. In the twentieth century, a modern mass communication system was formed. In this regard, this problem manifested new facets to which traditional rhetoric could no longer answer. After the publication of the works of W. Lippman, G. Lebon, G. Tarde, and Z. Freud, philosophical, sociological, culturological, semiotic, system-structural, theoretical-communicative and other approaches to this problem began to develop. Cognitive (anthropological) linguistics is actively developing, the categorical apparatus of which is constituted by the concepts “language personality”, “naive picture of the world”, “language picture of the world”. There are attempts to answer questions about the goals, means and technologies of influencing people’s consciousness and behavior using text, based on the theory of speech influence (I. Sternin and others) and suggestive linguistics (L. Murzin, A. Romanov, I. Cherepanova, and others). Based on the study of existing works, the author comes to the conclusion that, for the development of research in this area, it is advisable to bring linguistics closer to the theory of communication matrices. A concept is presented according to which a person’s communicative behavior is determined by a matrix system. This system includes: (1) deep matrices related to the structure of a given society; (2) matrices defining general rules for communicative systems’ functioning; (3) matrices that determine the specific parameters of the generated texts. All these matrices, in turn, are included in higher-level systems, which can be called communicative matrices or media cultures. Observations of practice allow us to distinguish three main types of such cultures: technocratic, scientistic, and humanitarian. The article proposes a hypothesis that the effectiveness of the text’s influence on people’s consciousness and behavior is determined by the degree of coincidence of the communicative culture of the subject and the recipient of communication.