The role of mass communication media in formation of moral self-consciousness under regional conditions in the south of Russia

The influence of mechanisms of activity of mass communication on formation of moral self-consciousness of different population groups has been considered. The reasons and ways for purposeful influence and manipulations using intensional elements of mass consciousness have been revealed. The comparison of tendencies and processes taking place in the perception of the world by modern society at the world-wide (global), Russian and regional levels has been analysed.