Television as a mass communication: main and specific features

This article is devoted to the analysis of television as the main media with their specific features. Being conceived as a way to democratize the society and improve its educational and cultural level, modern television was able to produce a new social and cultural reality, i.e. media reality. Television has an undetectable impact on the world perception by a human and forms his attitudes towards and opinions on the social world. TV helps a person to enter into the intellectual and moral environment of the modern era. It provides the socialization and vitality of a man in the complicated, changeable and unreliable living environment. Television as a mass communication is characterized by the ability to originate or vitalize myths and mythological thinking in people’s minds. Further TV development follows the line of its interactive growth. Nevertheless, the scientists concern whether TV can be personalized in accordance with the needs of individual viewers and be in demand in the modern high-tech environment.