The compulsion, translated images and regulations as socio-psychological phenomenon of power in the contemporary mass media

The article is devoted to a problem of phenomenon of power as an activity of social institutions and agencies which control the socio-psychological functioning of a person and which are, in turn, the instrument and technique of the exercise of power in society. In this article the examples of the authorities refusal to carry out the compulsion by violent means and their transition to the "soft" means in case of manifestations of the individuals freedom in conjunction with its guided role are described. The understanding of the fact that the foundation of the power management is a category of regulations, i.e. the presentation of the proper things given by the society, including the mass media and mass communication is also presented in the article.