The role of significant others and media significant others in the process of secondary socialization

The research deals with the role of significant others in the process of secondary socialization. The paper presents the definition of significant others, discusses its value (according to P. Berger and T. Luckmann) in the primary and secondary socialization. Having studied the concepts which define the major actors of the secondary socialization, the author concludes that significant others are the main socializing agent in the secondary socialization. Based on social learning theory of A. Bandura, the research provides reasons which underlie the impact of significant others on recipients within the secondary socialization. Taking into consideration the important role of mass communication in the modern society’s processes, including the socializing ones, the author introduces the concept of media significant others as significant others which exert a socializing influence through communication media. Furthermore, the main difference between these phenomena is determined. This fact proves that these concepts have different meanings. In conclusion, the research reveals the role of rational and irrational components that underlie the influence of media significant others as actors which have no formal status for socialization and direct contact with recipients of socialization.