Interactive Update Factor in the Algorithm of Media Impact: Theoretical Foundations
Authors: Kutuza Natalia 
Published: February 2023

Introduction. Influence as a heterogeneous phenomenon became the subject of interest in many sciences, since it is such a phenomenon that makes it possible to correct the behavior not only of individuals, but also of mass society .The weight of such research has especially increased in the conditions of hybrid wars, which is undoubtedly very relevant in today’s conditions.
Relevance of the study. The activation of pathogenic, manipulative contexts leads to harmful consequences for a person not only in a moral sense, but also in a psychophysiological one, therefore, knowledge of the theoretical foundations of the construction of influence, the factors that determine its functioning, in general, will make it possible to level its harmful consequences in various spheres, genres, etc. The implementation of influence in the media environment also requires more attention, since the mediagenic environment is literally «soaked» so to speak with a «mixture» of various content, which scatters the attention of recipients, deprives them of the opportunity to think critically in this way due to the lack of time for perception – the so-called media perception. In this case, the importance of knowledge of the mechanisms of influence is very relevant, as it makes it possible to navigate in the media environment and filter pathogenic media texts.
Methodology. The research methods were: descriptive for the representation of features of influence and media influence, factors of their actualization; analysis and synthesis made it possible to single out the components of influence and combine them into a coherent complex, creating a classification; method of induction to concretize general conclusions.
Results. The main attention is paid to the factor of interactive actualization of influence – the factor of sociopsychomental properties of the subject of influence and the factor of sociopsychomental properties of the object of influence. The role and actual specifics of the basis of influence (neurophysiological, psychological, linguistic components) are emphasized, as well as the importance of the elements of the psychological component – cognitive, affective and conative factors that are present in the perception of any information. Emphasis is also placed on the importance of psycholinguistic (experimental) methods in the study of various types of influence, which make it possible to identify relevant suggestogens and use them in the construction of influential contexts with a predictive effect.
Conclusions. Therefore, the level of power, dynamics and duration of influence are determined by factors related to various characteristics of the participants of interactive interaction – subjects and objects of influence, the consideration of which when constructing influential contexts brings the predicted result as close as possible. Prospects for further research consist in the detailing of influence constants and their analysis of actualization in the media environment. In particular, the message itself, the text, the effectiveness of which is determined by a number of specific factors that actually provide the predicted effects, requires careful attention in the process of influential communication.