ЯВИЩЕ ПУБЛІЧНОГО ДІЙСТВА В РЕАЛІЯХ СОЦІАЛЬНОГО ПРИМУСУ ІНФОРМАЦІЙНОГО СУСПІЛЬСТВА
Authors: Васильєва Людмила , Чмихун Світлана 
Published: February 2020

The article explores the phenomenon of public action as social coercion in modern media practices, whereby shaping the required behavior personal demonstrativeness and representation becomes a compulsory monad of a public person. It is argued that in a public environment, human identity is largely subject to manipulative influence and becomes a target of overt social coercion. If under the dominance of classical social philosophy the question could arise only about the determinants of the social essence of a person: an individual from society (E. Durkheim) or a society from individuals (M. Weber), the modern post-classical philosophy points to a new mode of existence of a social system – its complete domination of human consciousness.The coercion in one way or another has always been an element of social organization. Thus, in pre-class society, it was based on the authority of elders, tribal leaders, etc., and in the class society – on the authority of the state. Nowadays, the coercion is realized through the availability of mass communication and the imposition of certain communicative and public forms of personal representation. At the same time, the existence of a person with their own kind is always subject to established rules, which are the basic component of lifestyle. However, there remain many unsolved problems regarding the phenomenon of social coercion. Especially in terms of the behavior of the modern public person, which is focused on all and no one. For such a person, the public space becomes a large screen, on which it demonstrates a pseudo-identity, which quite easily and quickly overcomes the boundaries of privacy and even intimacy. The large part of today’s public informatization accounts for the Internet space, as an accessible space of social coercion, which, due to its constant updating and development, remains new, unexpected, and unusual. Corporal symbolism in public communication becomes biased exchange material, forms a clear system of necessary coded characters, marked by unification and excessive social demand. It is constantly remodeled in different combinations without losing the primary bodily "tracing paper", and is imposed exponentially by the same public space.The complete theoretical justification for the phenomenon of public action is associated with a specially organized drama theater, which originates in antiquity, liturgical drama, or miracle. Social coercion becomes that specific act of being, which has its own spatio-temporal boundaries, is revealed through behavior, consciousness and human activity, and just like publicity is revealed through things, objects, works, language forms, symbols and signs.The author argues that public demonstrative media practices, like modus of any coercion, are formed precisely in global public practices, integrally demonstrating public actions – the organization of political power, the legal and moral norms of society, socio-cultural values, while the nature of these trends is sometimes far-fetched, beneficial in communicative confrontation.There is an eternal opposition between internal and external in consideration of public action at the level of coercive practices: uniqueness, originality, standardization, cliche and openness, mass character, publicity, unification, standardization, pluralism, diversity. For a person, the primary discourse is non-public, a kind of internal, intellectual, moral, mysterious habitat, and only its secondary discourse can be associated with the public sphere, which is expressed in a person’s realization of their material and spiritual needs and values.Public actions of a public person become more and more asynchronous, pseudo-cyclical, non-linear, shifting ethical boundaries towards personal gain, social similarity, and social coercion. The corporal symbolism, as a technique of social coercion, becomes a biased exchange material and forms a clear system of necessary coded public signs, which are distinguished by their uniformity and excessive social demand. The Internet, as a space BETWEEN, draws the viewer into a large-scale performance in which a person feels their involvement in a certain group, which increases the sense of self significance, self-confidence, security. Public virtuality becomes a gallery of images of forced communicative play. And, such a game has a completely different character than in real life, it develops specific stereotypes of superficial behavior.