THEORETICAL ASPECT OF PSYCHOLOGICAL AND SOCIAL MECHANISMS OF PROPAGANDA'S INFLUENCE ON CONSCIOUSNESS IN HISTORICAL RETROSPECTIVE

Abstract

This research article provides an in-depth theoretical and methodological analysis of the psychological and social mechanisms behind propaganda's influence on the consciousness of individuals and society, examined from a historical perspective and within the modern globalized information environment. The relevance of this study is driven by the transformation of information influence methods, which have become primary tools in hybrid warfare and political manipulation. The author draws a clear distinction between mass and collective consciousness as targets of propaganda, highlighting their unique operational characteristics. Mass consciousness is described as a heterogeneous, anonymous structure characterized by low critical analysis, where emotional reactions, suggestion, and susceptibility dominate. In this context, the study analyzes Gustave Le Bon’s “crowd psychology”and Roland Barthes' concept of mythologization, which explains how constructed ideologies are perceived as natural and self-evident facts. Special attention is paid to the mechanisms of "black" propaganda based on the distortion of historical, geographical, and political myths. The second focus of the study is on collective consciousness, which, unlike mass consciousness, is rooted in stable group values and identities. The research identifies that influencing collective consciousness is a more complex process requiring the involvement of opinion leaders and the integration of narratives into the deep-seated beliefs of target groups. The paper structures the elements of a propaganda message: from the sender (actor) to the delivery channels and the expected behavioral changes in the recipient. A significant portion is dedicated to the comparative analysis of "own" (defensive) and "hostile" propaganda. Defensive propaganda is viewed as a means of supporting national morale and unity based on legitimate facts. Conversely, hostile propaganda is identified as a destructive system of manipulation aimed at undermining trust and disorienting society. The author explores the specifics of "Propaganda 2.0" as defined by H. Pocheptsov, where manipulation is disguised as neutral information through social networks, framing, emotional programming (leveraging fear and anger), and the simulation of public opinion via bot farms. A distinct and substantial block of the study focuses on the socio-psychological mechanism of creating an "enemy image." Three levels of this process are revealed: cognitive (imposing templates), affective (evoking hatred), and behavioral (readiness for aggression). The analysis covers manipulative techniques such as Elisabeth Noelle-Neumann’s "spiral of silence," the "bandwagon effect," the mosaic structure of news reporting, and immediate information delivery, all of which diminish the capacity for rational reflection. The conclusions emphasize that propaganda is an integrated system of social reality construction, requiring the state and civil society to develop comprehensive strategies for information resilience and critical thinking. The study highlights that the effectiveness of modern propaganda relies not just on the content itself but on the exploitation of human cognitive biases and social instincts. By deconstructing these mechanisms, the author provides a foundation for developing counter-propaganda measures and media literacy frameworks essential for national security in the digital age.