Social information design and information culture of modern Russian society

Modern people, immersed in intensive information and communication flows, do not perceive the surrounding world on the basis of personal experience, subordinated to the algorithmized authorized requirements of the normative value system of the society. They perceive it through these flows’ determination by protocols and algorithms of everyday sociocultural practices and mental schemes - frames, focused on maintaining social consensus. The actualization of the mental algorithms and schemes, sanctioned in the community and integrated in the common information and communication field in the context of information redundancy, has led to the predominance of subconscious immediate reactions to what is happening in the environment of the event; thus, the choice of social actions becomes an instant reaction based on the choice of a particular model of social action, and this choice is actually “prescribed” by the collective unconscious. Under these conditions, the more communicative support in the form of repetitions, judgments of various experts and analysts such information receives (“public response”), the more active people and social institutions act in the given vector of social activity. The preservation and deepening of the asymmetry of distribution and interpretation of information in society results in the homogenization of meanings. The perception of the outside world based on personal experience is replaced by a visually illustrated description of events and life conflicts in the media that generate mediareality, including in social networks in the Internet space. Social role-playing narratives are common there. The result is a socio-communicative field with high emotional stress, which produces an emotional echo in the public opinion of the target group - emotional ressponse based, on the one hand, on the averaging of public opinion and, on the other hand, on the multiple strengthening of emotional impact and empathy to the interpretation, perceived as normative and acceptable, of a social and communicative construct that is designed to integrate the target audience of the information and communicative impact. Therefore, people’s modern perception of reality in the information and communication field is constructed on the schemes that adapt people to a collective average public opinion and partially design and supplement the image of the world around with the use of factoids taking into account people’s personal experience and conditions of their rootedness in community to which they belongs, according to the Veblen effect.