UDC: 351:35.078.3 DOI: https://doi.org/10.32689/2617- 2224-2020-1(21)-42-56 Lashkina Mariia Hryhoriivna, psychologist-conflictologist, PhD in Public Administration, Assistant Professor, De- partment of Journalism, Advertising and Public Relations, Faculty of International Relations, National Aviation University, 03058, Kyiv, 1, Prospekt Lyubomyra Huza, tel.: +38 (050) 397 2912, e-mail: maria. [email protected] ORCID: 0000-0002-8331-1853 Лашкіна Марія Григорівна, психолог-конфліктолог, кандидат наук з державного управління, доцент кафе- дри журналістики, реклами і зв’язків з громадськістю, факультет міжнарод- них відносин, Національний авіаційний університет, 03058, м. Київ, пр. Лю- бомира Гузара, 1, тел.: +38 (050) 397 29 12, e-mail: maria.lashkina@gmail. com. ORCID: 0000-0002-8331-1853 Лашкина Мария Григорьевна, психолог-конфликтолог, кандидат на- ук по государственному управлению, доцент кафедры журналистики, ре- кламы и связей с общественностью, факультет международных отноше- ний, Национальный авиационный уни- верситет, 03058, г. Киев, пр. Любоми- ра Гузара, 1, тел.: +38 (050) 397 29 12, e-mail: [email protected] ORCID: 0000-0002-8331-1853 Bielska Tetiana Valentynіvna, Doctor of Science in Public Administration, Associate Professor, Associate Professor of the Department of Management and Pub- lic Administration, O.M. Beketov National University of Urban Economy in Kharkiv, 61002, Kharkiv, Str. Marshalа Bazhanovа, 17, tel.: +38 (066) 450 62 12, e-mail: [email protected] ORCID: 0000-0002-2792-4700

42 Бєльська Тетяна Валентинівна, доктор наук з державного управління, доцент, доцент кафедри менеджменту і публічного адміністрування, Харківський національний університет міського господарства імені О. М. Бекетова, 61002, м. Харків, вул. Маршала Бажанова, 17, тел.: +38 (066) 450 62 12, e-mail: [email protected]. ORCID: 0000-0002-2792-4700 Бельская Татьяна Валентиновна, доктор наук по государственному управлению, доцент, доцент кафедры менеджмен- та и публичного администрирования, Харьковский национальный университет го- родского хозяйства имени А. Н. Бекетова, 61002, г. Харьков, ул. Маршала Бажанова, 17, тел.: +38 (066) 450 62 12, e-mail: [email protected] ORCID: 0000-0002-2792-4700

CONCEPTS OF IRRATIONAL AND RATIONAL IN THE INFORMATIONAL SPACE OF UKRAINE: PUBLIC-MANAGEMENT ASPECT

Annotaion. The authors claim that the field of rationality has changed in the national governmental activity. They point out that a new technological reality destroys established rules of coexistence in the society, a logic of interaction, a decision-making system, political theories and practices. The authors determine that concepts of rational and irrational in modern management practices, adver- tising, public relations have their transformational social and psychological fea- tures. The article substantiates that in the information space of Ukraine there are too much information noise, fakes, manipulative information messages that in- terfere with formation of rational thinking that influences decision making, both for each individual person and at the state level. It is argued that the archetypal methodology makes it possible to assume that relation between rational and irra- tional in the social consciousness of the Ukrainian society is unstable and variable and changes under external influences, in particular mass media. It is stated that in the society, having freedom and independence, we cannot be free from social influences. The authors predict that under such conditions a democratic princi- ple of “free speech” effectively transforms an informational space of Ukraine into a sphere of influence of corporate interests of different political groups. The authors assert that a cross disciplinary survey of the information space in regarding to formation of a concept of rational and irrational demonstrates an increase of influence on the irrational subconscious of the population. The article proves that there are attempts of media owners to influence processes of cognitive changes in the society, by the use of mythologization, prejudices and stereotypes of mass public consciousness; there is a shift to showcasing of political discourse, amplifying of information noise that leads to an increase in a number of people with a developed mode of irrational identity.

43 Keywords: archetype, management, influence, an informational space, deci- sion making, rationality, irrationality, a Ukrainian school of archetype. КОНЦЕПТИ ІРРАЦІОНАЛЬНОГО ТА РАЦІОНАЛЬНОГО В ІНФОРМАЦІЙНОМУ ПРОСТОРІ УКРАЇНИ: ПУБЛІЧНО-УПРАВЛІНСЬКИЙ АСПЕКТ Анотація. Визначено, що в національній державно-управлінській діяль- ності змінилося поле раціональності, і нова технологічна реальність руй- нує усталені правила співіснування у суспільстві, логіку взаємодії, систему прийняття рішень, політичні теорії та практики. Зазначається, що концепти раціонального та ірраціонального в сучасних практиках менеджменту, ре- клами, зв’язків з громадськістю мають свої трансформаційні соціально-пси- хологічні особливості. Обґрунтовується, що в інформаційному просторі України забагато ін- формаційного шуму, фейків, маніпулятивних інформаційних повідомлень, які заважають формуванню раціонального мислення, що впливає на при- йняття рішень як кожною окремою людиною, так і на державному рівні. Стверджується, що архетипова методологія дає можливість припустити, що співвідношення раціонального та ірраціонального в суспільній свідомості українського соціуму є нестійким та мінливим й змінюється під зовнішніми впливами, зокрема засобів масової комунікації. Зазначається, що в суспіль- стві, маючи свободу та незалежність, не можна бути вільними від соціальних впливів. За таких умов, прогнозують автори, демократичний принцип “сво- боди слова” фактично перетворює інформаційний простір України на сферу впливу корпоративних інтересів різних політичних груп. Доводиться, що оглядове міждисциплінарне дослідження інформацій- ного простору на формування концепту раціонального та ірраціонального демонструє підвищення впливу на ірраціональну підсвідомість населення. Відбуваються спроби власників засобів масової інформації впливати на процеси когнітивних змін у суспільстві, використовуючи міфологізацію, забобони та стереотипи масової суспільної свідомості; відбувається перехід до шоутизації політичного дискурсу, посилення інформаційного шуму, що призводить до підвищення кількості людей з розвиненим модусом ірраціо- нальної ідентичності. Ключові слова: архетип, управління, вплив, інформаційний простір, прийняття рішень, раціональність, ірраціональність, Українська школа ар- хетипіки. КОНЦЕПТ ИРРАЦИОНАЛЬНОГО И РАЦИОНАЛЬНОГО В ИНФОРМАЦИОННОМ ПРОСТРАНСТВЕ УКРАИНЫ: ПУБЛИЧНО-УПРАВЛЕНЧЕСКИЙ АСПЕКТ Аннотация. Обозначено, что в национальной государственно-управлен- ческой деятельности изменилось поле рациональности, и что новая техно- логическая реальность разрушает устоявшиеся правила сосуществования в

44 обществе, логику взаимодействия, систему принятия решений, политиче- ские теории и практики. Указывается, что концепты рационального и ир- рационального в современных практиках менеджмента, рекламы, связей с общественностью имеют свои трансформационные социально-психологи- ческие возможности. Обосновано, что в информационном пространстве Украины много инфор- мационного шума, фейков, манипулятивных информационных сообщений, ко- торые мешают формированию рационального мышления, влияет на принятие решений как каждым отдельным человеком, так и на государственном уровне. Утверждается, что архетипическая методология дает возможность предполо- жить, что соотношение рационального и иррационального в общественном сознании украинского социума является неустойчивым и непостоянным и изменяется под внешними воздействиями, в том числе, средств массовой ком- муникации. Указывается, что в обществе, имея свободу и независимость, не возможно быть свободными от социальных воздействий. При таких условиях, прогнозируют авторы, демократический принцип “свободы слова” фактически превратил информационное пространство Украины на сферу влияния корпо- ративных интересов различных политических групп. Доказывается, что комплексное междисциплинарное исследование ин- формационного пространства на предмет формирования концепта рацио­ нального и иррационального демонстрирует повышение влияния на ир- рациональное подсознание населения. Происходят попытки владельцев средств массовой информации влиять на процессы когнитивных измене- ний в обществе, используя мифологизацию, предрассудки и стереотипы массового общественного сознания; происходит переход к шоутизации по- литического дискурса, усиление информационного шума, что приводит к увеличению количества людей с развитым модусом иррациональной иден- тичности. Ключевые слова: архетип, управление, влияние, информационное про- странство, принятие решений, рациональность, иррациональность, Украин- ская школа архетипики.

“The government and media also play a role, protecting us from information, which most strongly contradicts our views….. Reporters and editors select, what materials should be presented to the public” From the Book “Social Impact,” edited by F. Zimbardo, M. Leype, 2000, р. 157.

Problem statement. It should be tivity. Public-management practices of noted that the field of rationality has interaction in the information space are changed in a national governmental ac- very quickly transformed and take forms

45 that are unusual for humans. A new of Ukraine, how rational is the infor- technological reality destroys estab- mation and communication discourse lished rules of coexistence in the society, that is offered by mass communication logic of interaction, a decision-making to the Ukrainian society and how the system, political theories and practices. psychological and cognitive possibili- At the same time, the human psyche is ties of the Ukrainian society are able to arranged in such a way that it requires digest that information cocktail. The certain conditions and time to adapt to study is based on a hypothesis that in the new circumstances of the technolog- the information space of Ukraine there ical world. Development of technology is too much information noise, fakes, today is already ahead of development of manipulative information messages human skills and psyche, which do not that interfere with the formation of have time to adapt to new circumstances rational thinking that influences de- of the technological world. Technologies cision-making, not only for each indi- affect all systems of human life, relation- vidual person in their lives, but also at ships, communication, decision-making, the state level. government, transformation and desa- Analysis of recent publications and cralization of scientific approaches, the- unresolved issues. Relations of ratio- ories and concepts, etc. nal and irrational are considered in sci- The concepts of rationality and irra- entific discourse since the emergence tionality that derive from philosophical of human philosophical thought on the theories, were grounded in liberal eco- theories of the existence of the soci- nomic theories, theories of cognition, ety: Descartes, Spinoza, G. V. F. Hegel, and other developments in social and B. Pascal, A. Schopenhauer, K. Jaspers, humanitarian knowledge. In today’s M. Foucault and others. In our study, context of interdisciplinary approach- we draw on the approaches of M. We- es and their application in scientifically ber, Y. Habermas, K. G. Jung, Z. Freud, applied management, advertising, pub- A. Adler, M. Mafesoli, J. Duran and lic relations practices, the concepts of others. “rational/irrational” have their trans- Studies of modern Ukrainian scho­ formational social and psychological lars of the Ukrainian School of Arche- features. We propose to look at sustain- type have contributed to the deve­ able concepts from an interdisciplinary lopment of tools for the study of the perspective by using of an archetypal modern holistic world, in particular: methodology that explains irrational E. Afonin, A. Martynenko, O. Sushiy, manifestations. The proposed research O. Donchenko, S. Sibiryakova. Mo­ has a scientifically applied interdisci- dern Ukrainian researchers consider plinary character, based on the meth- the relation of concepts of rational and odology of hermeneutics and content irrational in the development of histo- analysis practices. ry, in political processes, political ide- In the article we will try to analyze ologies and in a cyclical behavior of an how the concepts of formation of ratio- electorate during electoral processes: nal thinking and approach to one’s life D. Dodonov, V. Bogdanov, I. Galitsky, are reflected in the information space H. Slyusarchuk, A. Chorna.

46 The purpose of the article is analy- ronment. Rationalization is already sis of the information space of Ukraine, a manifestation of the psyche, one of prediction of its impact on the forma- mechanisms of psychological protec- tion of rational consciousness of the tion that provides secrecy, masking population, determination of possibi­ of true thoughts and motives. At the lity of authorities to influence process- same time, unconsciousness of motives es of cognitive change in the society. can be determined not only by social or Presentation of the main material. individual unacceptability of the situ- Philosophical interpretation of ratio- ation, but also by effects of hypnotic nalism involves inclusion of intellec- trance, acts in the state of affect or un- tual, mental operations of each person conscious irrationality [1, p. 556]. That to make decisions about own behavior is, people begin to justify their irratio- in the society, the organization of own nal actions and feelings with rational life and social interactions. Political thoughts and motives. theories and practices use a notion of Interpretation of irrationality (from rationality based on the philosophical Latin. Irrationalism — unreasonable, interpretation of cognitive approaches unconscious) in various philosophical to one’s life. Ideological approaches to traditions is opposed to rational cogni- democracy, as a form of government, tive cognition, a reference to intuition, and liberalism, as the economic basis of belief, instincts, stereotypes and tradi- democracy, are wholly based on ratio- tions. All religious and philosophical nalism. tendencies are based purely on irratio- The basis of democratic freedoms nal perception of reality. and human rights is a free choice and In the social aspect, effects of the rational decision-making towards irrational were described by Karl Gus- one’s life. Rationality has helped man- tave Jung in his writings, who drew at- kind to arrange this world, and in this tention to an archetypal component of paradigm humanity has lived for many personality that can not but influence centuries. Rationality is build on calcu- decision making of a single person. lations of mathematical and statistical Archetypes (from the Greek “begin- grade that became a basis of all con- ning,” “sample”) in various scientific cepts, theories and strategies of public fields are interpreted as a proforma, a policy formation and interaction in the prototype, an initial sample. In literary state. Human psychology is not based works, archetypes are often repeated solely on a cognitive capacity that was images that underlie literary subjects, first highlighted by Sigmund Freud in folk motives; in art — an original that his research, where he showed a struc- is a basis of myths, tales, culture itself. ture of an individual in which the sub- From a point of view of representatives conscious plays an important role. of the School of Analytical Psycho­ The subconscious mind is not based logy (K. Jung) archetypes are univer- on rational processes, it involves a large sal mental structures that make up the number of irrational components — collective unconscious and are reflect- feelings, empirical experience, social ed in our experience through certain traditions and influences of an envi- ideas, motives, dreams, etc. [2, p. 251].

47 S. Krymsky noted that one of the own forces, without expectations of the main archetypes of the Ukrainian na- state. tion is cardiocentricity. An argumen- According to the monitoring of tation of the philosophy of the heart social changes conducted under the has been a constant in Ukrainian lit- auspices of the Head of the Ukrainian erature, spirituality and mentality. It School of Archetype E. Afonin, 46 % is an archetype, that is, a through sym- of the adult population of Ukraine is bolic structure. Another archetype is formed and ready to continue to re- wisdom, the same ancient Greek “lo- produce its identity [5]. According to gos” associated with mental opera- E. Afonin, an identity modus has al- tions. ready been formed in the majority of But not in the sense of rational, but the population of Ukraine, which gives one that manifests in wisdom of things, social optimism for further develop- which S. Krymsky calls sophistication. ment and advancement on the way of These features of the Ukrainian men- reforming of the society, inclusion of tality suggest that a rational approach citizens in solving social problems and to life and rational management can transformation of the value-motiva- hardly be expected from the society tional sphere from paternalistic to ra- that consists of cardiocentric intro- tional, and means responsible. verts [3, p. 166]. The scientist believes that the num- The archetypal methodology makes ber of citizens with rational and intui- it possible to assume that relation be- tive composition will only increase that tween the rational and the irrational in gives hope for the “Ukrainian miracle,” the social consciousness of the Ukrai- a breakthrough in all spheres of social nian society is unstable and changeable and political life. In general, sharing and changes under external influences, the optimism of E. Afonin, do we want in particular mass media. The conges- to see how much information space in- tion of the information space leads to fluences an increase of consciously of fatigue and loss of interest, a desire to thinking people with a rational modus switch off the TV, not follow the news, of identity? hide in your inner world and follow a In the society, having freedom and stereotypical habitual decision making. independence, however, we cannot be The Ukrainian society, in its world- free from social influences. In the mo­ view, is only beginning to emerge from dern world, these influences become the traditions of Soviet paternalism. A more prominent as we are surrounded survey of the social well-being index, by a large number of informational conducted by the Institute of Sociol- messages. The information space of a ogy since 1992, has for the first time person is so wide and colorful that of- recorded an improvement in the well- ten we do not even realize where and being of Ukrainians in 2018 [4]. So- how this or that thought came to our ciologists associate this phenomenon head. Development of the Internet and with awareness of Ukrainians of their social networks have not only created independence in making decisions a convenient space for social influen­ about their lives and reliance on their ces, but have in fact become influential

48 political players in public and politi- television a key news source. In Feb- cal discourse. Beginning in the 1930’s ruary 2018, the share of these people and 1940’s, the mass media, which was much higher — 86 % [7]. There are was developed as a place for news ac- more than 800 broadcasters registered cumulation, became a platform for the in Ukraine. Development of a digital technological formation of thoughts and satellite segment of a television and ideas. Today, however, the tech- market allows us to talk about improv- nological revolution has transformed ing quality of a television signal and them into an instrument of manipula- reaching of its distribution area, which tion, fakes, information wars and so- automatically leads to an increase in cial influence. An example of changes viewership. Each household has one or is the election results in the United more TV transmitters. States, when Barack Obama became Most channels are owned by finan- president. Funds and votes to support cial industry groups or representatives it were already collected through so- of the oligarchic sector. There is only cial networks. In 2015, the election of one channel for Independent Broad- the next president of the United States casting, the popularity of which is quite social media information was used by low. Three years ago, the Verkhovna Ra- professionals of advertising and mar- da passed a law that obligates the media keting, and the impact was exercised to disclose names of final owners and through targeted advertising, based on beneficiaries. However, according to user profiles that were created with a the Institute of Mass Media, only 28 % help of special programs for social net- of popular online media in Ukraine have works. Each person received a target- provided information about the con- ed, emotionally charged, tailored pic- tacts, an editor-in-chief and an owner. ture of the world that influenced her/ information about real owners is gener- his choice. Experts argue that the de- ally unavailable on websites. Therefore, cision to withdraw from the European the media market in Ukraine is more Union that was made by UK citizens opaque than transparent. in a referendum, can also not be called The most popular, according to the a uniquely independent and rational observations of Business Censor, are choice. During the parliamentary elec- national channels of the StarLightMe- tions in Ukraine, users of the social dia group owned by V. Pinchuk (“Novyj network “Facebook” also noticed that Kanal,” ICTV, STB, M1, M2, “Otce”), political advertising offered them ma- R. Akhmetov’s “Ukraine” channel and joritarian candidates from a territory “1+1,” which is part of I. Kolomoisky’s where they enter the network [6]. “1 + 1” Media Holding. The total au- IN Ukraine until 2019, television dience they reach can be seen in Table was the main source of news and infor- 1. According to the Industrial Televi- mation for the public. The share of peo- sion Committee, the top ten channels ple that watch news on TV was 90 % in include only channels owned by oli- 2017. At the beginning of 2019, accord- garchs. Half of these channels feature ing to the Kiev International Institute daily news, weekly newspapers, and of Sociology, 74 % of Ukrainians called three feature political talk shows.

49 Table 1 Popularity of Ukrainian channels [8]*

Channels Political person Percentage of total TV viewing, % “Novyj Kanal,” ICTV, STB, M1, M2, “Otce” Victor Pinchuk 27,66 “1 + 1” Media Holding Igor Kolomoisky 16,9 “Ukraine” Rinat Akhmetov 14,8 Inter Media Group, including Inter Dmitry Firtash, 14 Sergey Levochkin 112, NewsOne, ZIK Viktor Medvedchuk 2,98 Pryamiy, Channel 5 Петро Порошенко 1,26

* Source: https://biz.censor.net.ua/resonance/3133637/yak_olgarhi_rozdlili_teleefr_ukrani According to the Industrial Television Committee (ІТC) for May 2019, audience 18-54 years old live in cities of 50 thousand population.

In July 2019, the return to “1 + tremely painful and important for 1” Channel of the popular “Swati” Ukraine, through many years of pro- series, which first aired in 2012, in- paganda in the information space, has creased its viewership to 22.8%, ex- led to a change of opinion of citizens ceeding even the premiere of the se- and sometimes just misunderstanding ries “Chornobyl,” which was the most of what is happening [11]. Selection of popular viewer of Ukrainian televi- news messages is simply terrifying in sion in 2019 [9]. some news channels. In this sense, the Monitoring of news reports, which channel “1 + 1” stands out the most. is regularly done by the media organi- News items on this channel are some- zation Media Detector, shows that the times based on a classic attention- channels feed information, disrupting grabbing formula: 90% of news items a balance of opinions of their owners are those with six “S” and one “M” or the ideology of the party they sup- signs — scandals, sensations, sex, fear, port, neglecting journalistic standards death, laughter and money. Moreover, of news coverage, and in weekly re- the principle of infotainment (inform- views they create such a polar picture ing to entertain) is characteristic of of an event that is difficult to gauge all topics presented in news. In fact, the truth of the information. As an a news space is transformed into an example, we can look at monitoring of entertaining one, and it makes it im- the outcome programs of November possible to rationally evaluate what is 3, 2019, which highlights the event happening to form a balanced picture of the withdrawal of troops at the de- of the day. The democratic principle of marcation line [10]. “freedom of speech” has in fact trans- Monitoring of talk shows of vari- formed Ukraine’s information space ous channels, where the problem of into the sphere of influence of cor- land market reform is discussed, has porate interests of different political shown that the problem, which is ex- groups, drowning consumers with en-

50 tertaining content, manipulative mes- The poll was carried out by InMind, sages and information noise. a poll company commissioned by the A characteristic feature of the international non-profit organization Ukraine’s modern information space is Internews, which determined the level its strong politicization and aggressive- of media credibility, the level of critical ness. Political talk shows have ceased to thinking and media literacy. A survey be an informative discussion platform, of media consumption showed that the and politicians, using the media, try to share of Ukrainian Internet users has constantly influence public opinion by increased by 14 % compared to 2015. broadcasting opposing, and often false Today, 85 % of Ukrainians are online. messages and information. The infor- Media literacy testing showed that mation space is filled with rumors and only 11 % of respondents were able to fakes, often consciously, because the correctly distinguish true news from global introduction of information is a false information among the three op- sign of the times, and the hybrid war, tions presented. Respondents also which is going on in the country, uses noted that a level of information on re- the information component. forms has decreased significantly, such The recent presidential election materials become less visible in the in- in Ukraine has shown another impor- formational space [13]. tant phenomenon, which we refer to Increasing of Internet users and so- as “show politics.” In our opinion, the cial networking is a worldwide trend, show-shifting of politics means the use that shows that popularity of a tradi- of elements of shows, entertainments, tional media is declining. At the same simplifications of political problems time, it testifies the existence of threats and processes in political discourse, a of influence and manipulation of public transfer of the vector of communica- opinion, the use of emotional states of tive interaction with the society from users of social networks, viral distribu- serious balanced rational dialogue into tion of content. entertaining, simple, fun content. In Under uncertainty, to manipulate fact, the principle of infotainment has a choice is much easier, so manipula- shifted from the TV channel “1 + 1” tion technologies are becoming more to political discourse, the support of popular, sophisticated, and invisible which is more than 70 % for the popu- for people. A Ukrainian researcher lation (in September 2019, support for S. Teleshun offered his own rating of President Zelensky’s actions is 71 % manipulative influences, which is ac- [12]). The new president of Ukraine tively used before elections by politi- has changed the rules of communica- cians, among which he named: global tion with an audience that has tradi- or “cloud” fakes; social deafness syn- tionally participated in elections by ac- drome when politicians ignore real cessing it through social networks and social problems; information kalei- “YouTube” videos. doscope; mosaic; sensationality and In 2019, researchers first noted urgency; focus on minor; emotional that Ukrainians began receiving most grayness; technology “information of the news from the Internet — 68 %. boiler” and others [14].

51 Table 2 Rating of professional standards of online media*

Channnels Political person Percentage of law enforcement (no violations), % Ukrinform state news agency 98 The Mirror of the Week website Anatoly Gritsenko 94 RBC-Ukraine Joseph Pintus 86 Website Today Rinat Akhmetov 84 Country 62 Site of the Channel 24 77% of the shares belong to the 82 wife of Lviv Mayor Andriy Sa- dovy — Catherine Keith-Sadovy Site 112 Viktor Medvedchuk 76 UNIAN together with Igor Kolomoisky 74 TSN and Glavred sites (are includ- 72 ed in Holding “1 + 1” Media) Obozrevatel Michael Brodsky 70 Znaj Vadim Yakimets, 14 Ludmila Pogiba

* Source: compiled according to the data of Ліга.net [Ibid], rating as of October 17, 2019.

We can state that news programs communication between the govern- and political talk shows, that have ment and the society, which creates been analyzed by us, show that all risk of losing meaning and meaningful these technologies are available in the discussions about the content of poli- modern information space. Adding tics. Today, about 2 million people are here to social networks that broadcast subscribed to the pages with the par- meta-narratives of a large number of ticipation of Volodymyr Zelensky on people and draw in their information the social network Fasebook, 8.8 mil- galaxy, there is a picture of a continu- lion on the Instagram network, while ous information flow where there is his posts and videos on the social net- often no constructive content. All this work Instagram gained 5 million views. does not help to form rational thinking, 987,000 users have watched videos of but only creates dangers, stirs up fears the President bathing in the pool since and panic that lead to an increase of a April 9, 2019, with a total audience of level of anxiety and pathopsychologi- 3.5 million [15]. cal conditions of the society. When there are conflicts or political We can also assume that there is issues that create tension in the society, transition to political showmanship, the president uses a form of video chat which was demonstrated by the results that is also popular with social network of the presidential election in Ukraine, users. reaction of the society, psychological Recent events, which are covered in reticence in humor and simplicity. So- the news space with the participation cial networks have become a basis of of the country’s top newsmaker, testify

52 to his sensitivity to public opinion and Publichne upravlinnya: teoriya ta his use of populist ideas and approaches praktyka — Public Administration: to political problems, which in turn do Theory and Practice, Issue 4 (special not promote rationality, but rather use edition), 162-168, available at : http:// memes and prejudices of the Ukrainian irbis-nbuv.gov.ua/cgi-bin/irbis_nbuv/ cgiirbis_64.exe?C21COM=2&I21D traditional and archaic consciousness. BN=UJRN&P21DBN=UJRN&IMA Conclusions and prospects for GE_FILE_DOWNLOAD=1&Image_ further research. Reviewing of inter- file_name=PDF/ disciplinary study of the information Pubupr_2015_1(spets.__28.pdf [in space in the contecst of formation of Ukraine]. the concept of rational and irrational 4. Kotlyar A. (2019). Vidchuttya, shcho show increasing influence on the irra- zaraz my perezhyvayemo novyy tional subconscious of the population. osʹovyy chas [There is a feeling that Attempts by media owners to influ- we are now experiencing a new ax- ence the processes of cognitive change ial time] Dzerkalo tyzhnya — Mir- ror of the week, Issue 50, December in society, to use mythologization and 28-January 11, available at : https:// mass public consciousness are noted. dt.ua/interview/u-noviy-osoviy- There is a shift to showcasing politi- chas-298133_.html [in Ukraine]. cal discourse, amplifying of informa- 5. Afonin E. A. (2013). Rezulʹtaty tion noise that lead to an increase in monitorynhu sotsiyetalʹnykh zmin the number of people with a developed ukrayinsʹkoho suspilʹstva (1992– mode of irrational identity. Perhaps, a 2012): kontekst upravlinnya ta osv- more detailed study of the problem will ity [The results of the monitoring of allow proving the scientific conclusion social changes in Ukrainian society of experts on the manifestations of this (1992–2012): the context of manage- ment and education]: Upravlinsʹki negative impact only on the part of the kompetentsiyi vykladacha vysh- society that does not have high charac- choyi shkoly: tezy dopovidi mizhnar. teristics of rationality. nauk.-prakt. konf. (14–15 bereznia. 2013 r.) — Management competen- REFERENCES cies of a teacher of higher education: abstracts of the international report. 1. Golovin S. Y. (1998). Slovarʹ prak- scientific-practical Conf. (Mar 14–15, tycheskoho psykholoha [Dictionary 2013). — Kyiv [in Ukraine]. of the practical psychologist]. Minsk: 6. Pravdichenko A. (2019). Personalʹni Harvest [in Belarus]. dani onlayn: problemy rehulyuvannya 2. Jung K. G. (1997). Bozhestvennyy ta perspektyvy zakhystu [Personal rebenok : analytycheskaya psykholo- data online: regulatory issues and hyya y vospytanye [Divine Child: An- prospects for protection]. cedem.org. alytical Psychology and Education]. ua. Retrieved from https://cedem.org. Sb. — M. : “Olymp” [in Russia]. ua/analytics/personalni-dani-onlajn/ 3. Lashkina M. G. (2015). Khaos, samoor- ?fbclid=IwAR3SPYL9O3mQATtIzm hanizatsiya ta kooperatsiya yak arkhe- fW-CYxmPU-4nd2uJtBg5iUH4j3J- typy derzhavnosti dlya Ukrayiny [Cha- nuxZkgwJOSYGuw os, self-organization and cooperation as 7. Verstyuk I. & Berdynskikh K. (2019). archetypes of statehood for Ukraine] Tochky dostupa [Access points]. No-

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