Abstract:
The article examines the impact of new media on the public consciousness, all sorts
of shapes and styles of expression, socialization and management, which allow to achieve better results
in the impact on the public consciousness, as well as the manipulation of the mass consciouslution
and links it to the unprecedented the development of media and their pervasive influence on public
life. The main ideas of research are the basic principles of normative, active and semantic models of
communication. For the first time in the studies of K. Jaspers, M. Buber, M. Bakhtin, K.-O. Apel and J.
Habermas, communication has been put in the foundations of society and communication ethics. The
moral consciousness defined as the formation of communicative interaction`s structure. Based on this
idea of the world’s philosophers, author of this research investigates the technologies of manipulation and
propaganda of mind control in mass-media, also author analyzes the social and communicative strategies.
Also, the conclusions of this research can be used as a source base for the development of cultural policy`s
models of Kazakhstan in the field of mass communication.
