MEDIA IMPACT TYPOLOGY IN SCIENTIFIC DISCOURSE

Abstract

This article provides a theoretical overview of existing research with particular focus on the types and models of media impact on the individual and society. The analysis of scientific literature has revealed that despite popularity and extensity of exploration of the issue in the scientific discourse some major inconsistencies are still observed. It should be noted that in most cases the studies are fragmentary, the influence of the media on various social groups is mostly considered from one specific position, and the lack of clearly developed criteria for the typology of media impact. Summarizing the accumulated knowledge in this area, we tried, despite the complexity of identifying and systematizing the classification of media impact, to present a complex typology of media influence on the individual and society.