THE INFLUENCE OF FAKES ON THE FORMATION OF MEDIA AND SOCIAL DISCOURSE

Abstract

The impact of different media forms on modern society and culture is analyzed, focusing on changing the ways of perception and reaction of the audience according to the form and nature of the means of communication. The spread of fake news is considered in a post-information society, where the information flow is enormous, and technological progress makes spreading false information easier and faster. The impact of modern media technologies on the formation of public opinion is also considered, particularly the growth of the importance of the “attention industry” and the “filter bubble”, which can lead to distortion of perceptions and increased politicization of discussions. It is emphasized that fake news can mislead users and influence their choices based on erroneous data, including using technology to manipulate human prejudices and the growing lobbying of political interests. Combating this problem is becoming a matter of public safety and the integrity of the information space, and security researchers are developing technologies to detect and filter unreliable information, which indicates an answer to the challenges of recognizing correct information to ensure access to objective and high-quality information. Various aspects of fake news, such as their intention, method of dissemination, severity of impact, and purpose of dissemination, are demonstrated, contributing to understanding the characteristics of human perception and thinking to counteract this phenomenon.