Cultural Code in Controlling Stereotypes of Mass Consciousness

The article is concerned with the problem of interrelation between mental dynamics of mass subject and functions of cultural code in the context of modern media environment. The urgency of researching a hidden control mechanism through background knowledge and mass consciousness stereotypes is determined by the fact that modern global information and communication networks transform and destabilize the sociocultural semantic space in its historically developed order. The methodology of analyzing control of mass consciousness stereotypes is based on integration of sociocultural, semiotic, communicative aspects of studying properties of cultural code in the mass media theory. It is emphasized that code control of an individual’s mentality dynamics is exercised anonymously. Knowledge of the reality where implicit instructions for an immediate perception of the world play a special role naturally forms stereotyped practices of understanding and action that are not reflected in everyday life. Codes set a certain limit of perception of events and their evaluation, catalyze a predicted stereotyped reaction. Cultural codes based on sign-oriented symbols form a semantic matrix that communicates basic orientation in the physical and sociocultural space to an individual’s subconsciousness. This invisible framework, determinated by a sign-oriented form, ensures transmission of a socially significant meaning that is necessary for mutual understanding of people, social control of their actions and thinking. The tendency to dominate functional and adaptive rationality in the media environment is accompanied by a transformation of the world perception stereotype, erosion of semantic boundaries between the real and the virtual, the subjective and the objective.