Multidirectional meanings of the modern socio-cultural environment in terms of their influence on socially significant audience reactions
The article focuses on the social impact of the multidirectional meanings disseminated by popular Internet news sources on socially significant audience reactions. It focuses on articles on the same topic with different motivational and semantic orientations that received a large number of readers and comments. The study is relevant because of the social importance of scientific research into forms and methods of communication that strengthen patriotism and optimism and reduce uncertainty and anxiety in the population, particularly in times of increased risk to the unity of Russian society. The methodology was based on the interdisciplinary semio-sociopsychological concept of social communication developed at the Institute of Sociology of the Russian Academy of Sciences. The method of intentional (motive-targeted) analysis was used to identify the latent meanings of the socio-cultural environment and the ways in which they are understood by participants in communication interactions. As a result of the study, it was found that the socially active part of the middle-aged and older audience has a position that is in line with the moral values of society, as well as the ability to “see” and reject manipulative techniques when faced with diverse meanings regarding the following resonant topics: attitudes towards those who have left the country for political reasons; attitudes towards the scandalous statements of recent pop stars; attitudes towards nationalist insults against Russians. It is possible to extend the conclusions about the reactions of the active and understanding part of the Internet audience to the reactions and adaptation of the active and understanding part of the middle-aged and older population of the country to the presence of multidirectional meanings in the modern sociocultural environment.
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The article is prepared within the framework of the general theme of the Center for the Study of Adaptation Processes in a Changing Society of the Federal Research Center of the Russian Academy of Sciences “Features and Trends of Adaptation Processes in Modern Russia: Factors of Success and Risks, 2025–2027”.