Abstract

The article is dedicated to analysis of the approaches used to study mass consciousness and the methods of their dynamics research. The two following approaches are reviewed: aggregative and group. The author shows that the study of the dynamics of mass consciousness in the modern day science is performed via computer modeling applying agent-oriented models and mass surveys of public opinion. Special attention is given to the concept of mass consciousness according to B. Grushin, where the mass consciousness is analyzed as a complex phenomenon according to its structure and the formation process. It is further analyzed what this particular concept is able to provide for the mass consciousness studies in the times of crises, similar to the situation of the military conflict at the East. It is then proven that the dialectic approach should be used as the basis for the mass consciousness studies adjusted for the interaction dynamics between the individual and collective, spontaneous and the institutionalized inside the collective consciousness. The mass consciousness is a complex structural formation, both heterogeneous and syncretical. Inside this structure one must distinguish between the layers that differ in depth and mobility and pay attention to its various conditions. The layers represent different worldviews, where, depending on the situation, scientific, religious or mystical images of the world can be actualized along with their ideological, moral and aesthetic precepts. These can cross, merge or coexist without contradicting each other and get actualized to a different extent. Besides the aforementioned the mass consciousness serves as a carrier of different kinds of deep, hard to change formations, such as «historical/collective memory», memlexes as well as superficial, most actualized forms, such as mems. It has «public/formal», socially accepted, and «private/real» levels that manifest themselves, in particular, in the forms of doublethink. In the conditions of military conflict all of this is getting complicated by the social mimicry. The states of mass consciousness are – public opinion and public attitude. In order to perform analysis of the interactions of spontaneous and institutional signal types inside the mass consciousness one can use the instruments of TouchPoint analysis applied in marketing.