Философские науки /2. Социальная философия

Karabayeva A.G.

Dr. Sc., Professor

Ismagambetova Z.N.

Dr. Sc., Professor

Akbergen A.I.

PhD student

al-Faraby Kazakh National University, Republic of Kazakhstan

Mass-media and the factor of tolerance in contemporary society

Media has identified the transformation of society as a socio-cultural system. The development of mass media is directly related to the differentiation and complexity of the structure of society. Evolution of media is connected with the complication of "personal" organization of modern human beings, growth of their needs and changes in individual and personal identities. Modernization processes in modern history, first of all, Kazakh history, include such important aspects as continuity, historical and cultural "dependence" on the "external" and "internal" history.

       The modern society development is directly related to discontinuities in civilizational and cultural dynamics, especially in transition periods as well as objective processes in the course of reform. In the analysis of the issues of modernization processes as well as social reforms and cultural development – the growth of social contradictions, unsustainable development "of the global community" that in turn characterize modern civilization should be taken into account.

Development of modern society requires close attention to the most "mobile", "active" and "influential" segments and actors of the social whole. Serious attention should be paid to the impact of globalization in education, science, mass media, etc. New opportunities for the development of dialogue and mutual enrichment of different cultures are opened in contemporary world.

In today's society, the interpenetration of the various sectors within the social and cultural integrity takes place. Because of new information technologies, achievements of mankind in the field of culture as well as intellectual and spiritual activities are made available to all mankind. At the same time, the expert and scientific community rightly points to the danger of side-products of globalization, such as the gradual elimination of cultural, linguistic, and in the broader sense − civilizational diversity, loss of cultural originality and identity, commercialization and homogenization of mass culture.

        Current and new factors of social and cultural development of society in contemporary Kazakhstan determine research interest and specific tasks of analysis, management of media environment and media culture, as well as mass-media processes and formation of XXI century new media environment. Media culture in the XXI century became one of the most influential factors of social and cultural modernization in Kazakhstan society.

In modern conditions, media environment is one of the builders of Kazakhstan modernization. UNESCO documents show that mass media are powerful democratic institution; becoming a catalyst for many social processes that may affect political and economic processes in society, it becomes an effective factor of socio-cultural change. Therefore, one of the most important issues of social and cultural development is to understand the role of mass media and the Internet in spreading philosophy and values of tolerance, in explaining the dangers of the ideology of intolerance.

        At the beginning of the XXI century humanity has entered the new stage of development − the era of Information Culture and Information Development. Modern society is interconnected with the widespread use of information technology. The rapidly growing information revolution has become the basis for a global process of informatization in all spheres of social life. In a fast-changing world of global interdependence and competition the widespread use, development and complexity of technology along with the impact of multimedia technology in the strategy of tolerance and solidarity are of fundamental importance.

        Multimedia technologies, communication between the subjects of information and communication environment have influence on the development of tolerant behavior foundations. Multimedia technologies exert their influence on various spheres of social life for the sake of dissemination of ideas, proposals and achievements – for more effective and expressive communication with the audience. Nevertheless, it is also possible to observe the opposite [1, 2].

         In modern society, there is heterogeneity in social terms and intolerance towards the opinions of others that inevitably leads to conflicts. Considerable influence on the occurrence of conflict situations provides information environment, introduction of new information technologies. The leading position belongs to the Internet. The lack of accountability and impunity for posting public information as well as lack of permanent control over the layout and content of the post material contributes to the popularity of the Internet. This is used by many who publish information that makes other people aggressive and cause negative emotions. [3]

        The sphere of media culture is associated with the saturation of social relations with new content and information technology tools. Media environment has the ability to have "absolute", holistic impact on psyche, collective mood; the impact on quality and capacity of suggestion on a personal level; media resources increase the potential of socio-political pressure on groups and individuals who turn it into resources. Media culture is closely linked to the wider socio-cultural context, to new forms of organization of social and personal life.

Media culture promotes the formation of human life emotional meaning. The qualities and characteristics of culture media (media space) have specific functions in the context of youth environment. Media environment plays key role in the process of cultural, ethical and social values active perception, in a situation of active socialization, educational adaptation, etc. Media (as well as media environment in general) can contribute effectively to overcoming stereotypes and simplifications in the presentation of principles of tolerance and perception of other cultures.

        Media environment offers competent and non-aggressive methods of interaction between "agents" of dialogue in the discussion of actual issues of tolerance and tolerant behavior and communication, "contact" of cultures, tolerance and xenophobia on the individual or collective level. Contemporary media can decide about explicit declarative concepts of tolerance in social and scientific circles, about blurring the norms of tolerance.

        Media respond to sectors and individual symptoms (situations) of emotional instability at the individual and collective level. Media use arguments and information in the sphere of tolerant interaction. The problems of tolerance in media are shaped in professional environment, and (due to the specialized resources) in the Internet.

Media provides targeted, informative approaches and professionalism in solving urgent problems of the social sphere. The complexity of this "practical" problems is associated with multilevelness and diversity of issues that lie: in the framework of inter-ethnic relations, conflict prevention, integration, adaptation of experience of various sectors of society, in modern crisis of socio-economic and cultural conditions, in global transformation of social structures and political institutions and cultural values.

Today, media is not mere mediator between society actors, it have become one of the main subjects with significant impact on public processes. The media has considerable scope in shaping public opinion. Media has great potential for impact on the public state institutions. Media has significant potential in the regulation of religious conflicts.

Media as a powerful factor of contemporaneity has great potential to influence the dispositions, world outlook and attitudes of people. Media has a significant impact on operation and translation of religious discourse. Religious discourse is implemented in various ways; it has its own characteristics and specific features in the media.

        Almost all the participants of religious communion are somehow involved in communication through the media. This communication can involve positive factors that will contribute to the establishment of mutual understanding and peaceful interaction between the subjects of religious attitudes. On the other hand, this communication can involve negative aspects that will kindle confessional and sectarian conflicts, create serious problems for social security and stability.

Modern Kazakh media should effectively take advantage of the support of professional communities, organizations and civil society institutions in solving the problems of tolerance at the socio-psychological, cultural-axiological level – between different subject of the social whole, between cultural contacts in the global space of modern politics and everyday social life.

Literature

1. Chernjak M. Social"no-kulturnye uslovija formirovanija tolerantnosti sredstvami mass-media v gorodskojj srede // Vestnik Kemerovskogo gosudarstvennogo universiteta kul”tury i iskusstva. – № 13. – 2010. – S. 98-102.

2. Tiljukova U.D. Tolerantnost" sovremennykh SMI // Akademija mediaindustrii. – Nauka // Vestnik elektronnykh i pechatnykh SMI. Arkhiv zhurnala «Vestnik». – № 15.

3. Social"noe nasilie i tolerantnost": realnost" i media-obrazy. – М, 2004