FACTOR OF INFLUENCE IN NORMATIVE THEORIES OF JOURNALISM

The purposeof the article is to determine whether the information of any media messages received by recipients may not affect them.Research methods: a) modeling (to reproduce the information processingof messagesby recipients); b) logical method (to prove the thesis); c) comparison (to compare the obtained result with the literature data).Resultsof the research. Modern so-called normative theories of journalism (authoritarian, libertarian, social responsibility, Soviet totalitarian) assumethat journalists, news agencies and the media should only "inform", but in no way influence the recipients. In this regard, there are such types of influence as energy, information and psychological. Then, based on the basic tenets of cybernetics, physics, information theory, mathematical statistics and psychology, the method of logical proof concludes that any messages perceived by recipients have all three types of influence on them, which can not beavoided.Conclusions.1. Any information perceived by recipients affects them energetically, informationally and psychologically. 2. In modern so-called normative theories of journalism, the provision that information providers (journalists, news agencies, mass media) are obliged only to "inform" recipients, without exerting any influence on them, should be considered erroneous. Therefore, in this segment, the relevant provisions of these theories of journalism require proper correction. 3. Instead, in theories of journalism, and more broadly -the media, it is correct to say that the impact of messages depends on the type of communication, growing in the direction from journalism to public relations, advertising, propaganda and information wars.