20.09.2019

Ways of psychological influence in the process of communication (persuasion, suggestion, imitation, emotional infection). Psychic contagion and imitation

Infection as a way of group influence, the phenomenon of the crowd. Panic. Models of behavior of an individual and a group in conditions of panic.

Infection has long been studied as a special method of influence, integrating large masses of people in a certain way, especially in connection with the emergence of such phenomena as religious ecstasies, mass psychoses, etc. The phenomenon of infection was known at the earliest stages of human history and had a variety of manifestations: massive outbreaks of various mental states that occur during ritual dances, sports excitement, panic situations, etc. Infection can be defined as the unconscious involuntary exposure of the individual to certain mental states. It manifests itself through the transmission of a certain emotional state, or "mental mood". Because it emotional condition arises in the mass, the mechanism of multiple mutual amplification of the emotional influences of communicating people acts. The individual here does not experience organized deliberate pressure, he simply unconsciously learns patterns of someone's behavior, only obeying him. Many researchers state the presence of a special "contagion reaction", which occurs especially in large open audiences, when the emotional state is enhanced by repeated reflection along the usual chain reaction models. The effect takes place primarily in an unorganized community, most often in a crowd that acts as a kind of accelerator that “accelerates” a certain emotional state. A special situation where the impact through infection is enhanced is the situation of panic.

Crowd- an unorganized, temporary accumulation of a certain number of people, as a rule, not familiar with each other, but due to accidental circumstances found themselves at the same time in one place. Crowd types :

- debating crowd: dialogues, disputes begin.

- excited: has a commonality and orientation of interest, attention, desires.

Potentially aggressive crowd. The transformation of a harmless crowd into an aggressive one goes through a number of stages:

1). The appearance of a gathering caused by an exciting occasion and conditions;

2). The transformation of the gathering into an excited crowd of people, engulfed in the processes of whirling and forcing emotions;

3). The appearance of false explanations of the reasons for what happened and the requirements to do something;

4). Increasing the size of the group by joining passers-by, residents of nearby houses;

5). The appearance of the targeting of one's claims, the identification of the "culprits" of what happened and the cumulation of one's emotional fuse for them;

6). Bringing indignation and demands to an extreme with the transformation of the crowd into a ready for aggressive action and threatening them;

7). The transformation of the crowd into an aggressive one.

Crowd types :

Random- formed by curiosity for an unexpectedly arisen emotional event,

Conventional T - based on some spontaneously formed events, formed with a pre-expected and significant event,

Expressive T - intensively expressing attitude to a shocking event, jubilation, fear, protest, etc. Easily develops into an aggressive T and is directed by random instigators.

Current T - in which they distinguish: aggressive, ecstatic, rebel, panic.

Panic arises in the mass of people as a certain emotional state, which is the result of either a lack of information about some frightening or incomprehensible news, or an excess of this information (Andreeva G.M.).

Panic- a special type of group behavior, characterized by a sudden onset of mass, emotionally regulated unidirectional behavior.

kind of panic : 1). affective- group reaction, regulated only by strong and all-consuming feelings horror and fear. Lasts from several minutes to hours. Occurs during fires, earthquakes, major accidents.

2). behavioral- emotionally dictated meaningful decisions and actions, in which emotions still prevail, and actions are not always adequate to the threat or reason that prompts them. This type of panic does not arise instantly, it develops on the rise, it does not stop immediately, but fades gradually. Occurs not in the crowd, but among the population or its individual groups.

The term itself comes from the name of the Greek god Pan, the patron saint of shepherds, pastures and herds, who caused the madness of the flock with his anger, throwing himself into the fire or the abyss for an insignificant reason. The immediate reason for panic is the appearance of some news that can cause a kind of shock. In the future, panic builds up strength when the mechanism of mutual multiple reflection is activated. Panic is one of those phenomena that is extremely difficult to study. It cannot be directly observed, 1) because the timing of its occurrence is never known in advance, 2) because in a situation of panic it is very difficult to remain an observer: this is its strength and lies in the fact that any person, once "inside" the panic system , to one degree or another amenable to it. Research on panic remains at the level of descriptions made after its peak. These descriptions made it possible to identify the main cycles that are characteristic of the entire process as a whole. Knowing these cycles is very important to stop panicking. This is possible provided that there are forces capable of introducing an element of rationality into the situation of panic, in a certain way seizing leadership in this situation. In addition to knowledge of cycles, it is also necessary to understand psychol. mech-ma panic, in particular such a feature of infection as the unconscious acceptance of certain patterns of behavior. If there is a person in a situation of panic who can offer a pattern of behavior that helps restore the normal emotional state of the crowd, it is possible to stop the panic (Sherkovin).

important question in the study of infection, the question is the role played by the level of commonality of assessments and attitudes characteristic of the mass of people subject to mental infection. In practice, forms of using these characteristics in a situation of infection have been found. In the conditions of mass spectacles, applause is the stimulus, including the generality of assessments preceding infection, for example, of a popular actor. They can play the role of an impulse, after which the situation will develop according to the laws of infection. Knowledge of such a mech-ma was used in fascist propaganda, where a special concept was developed to increase the effectiveness of influencing an open audience by bringing it to open excitement: to a state of ecstasy. Often other political leaders also resort to these techniques. The extent to which different audiences are susceptible to infection depends on the general level of development of the individuals that make up the audience, and on the level of their developed self-awareness. IN modern societies infection plays a much smaller role than in early stages human history. The higher the level of development of society, the more critical the attitude of individuals to the forces that automatically draw them into the path of certain actions or experiences, the weaker the effect of the mechanism of infection. M. To take place both in conscious actions and organized actions - infection by personal example.

The manifestations of infection are infinitely diverse: these are contagious ritual dances, and dances of members of the primitive community, and mass psychoses that capture large social groups in various historical periods of time. groups of people.

Definition of the concept of mental infection. Infection acts as a form of spontaneously manifested internal mech-ma of human behavior.

Infection characterizes in many respects the unconscious, involuntary susceptibility of the individual to certain mental states.

It is carried out through the transfer of a mental mood that has a large emotional charge, through the intensity of feelings and passions.

N. K. Mikhailovsky rightly noted that the effect of contagiousness of external influence is determined not only by the strength of its emotional charge, but also by the very fact of direct mental contact between communicating people.

The secret of emotional impact in conditions of direct contact lies in the mech-me of social psychology. infections. The latter basically boils down to the effect of multiple mutual amplification of the emotional influences of people communicating with each other.

At the same time, the strength of the increase in the intensity of passions, which creates the mental background of infection, is in direct proportion to the size of the audience and the degree of emotional intensity of the inductor.

infection functions. As a means of psychol. impact on group infestation can be used in several different cases:

1) the purpose of further strengthening group cohesion, when such cohesion already exists; 2) as a means of compensating for the lack of organizational cohesion of the group. The latter is carried out under the condition of a lack of means and information on how to achieve the necessary cohesion on some rational basis.

In a crowd, a person is most easily susceptible to infection and suggestion.

Andreeva G.M. Social psyche.

Parygin Social psychology.

Social Psychology. Ed. Stolyarenko

Public opinion as a subject of social research. psych. Functions public opinion and forms of its manifestation.

OM - an expression in the form of certain judgments, ideas and ideas of the attitude of a social group to phenomena or problems social life affecting common interests. OM arises as a product of social problems that are consciously urgent and need to be solved, manifests itself in the comparison and clash of different views and positions on the issue under discussion, in support or denial, condemnation of people's actions or behavior. The subject of OM are large social groups - classes, nations, peoples. The highest form of OM is the public opinion, i.e. the basically concurring judgment of the people on matters of general interest. OM is formed under the influence of all media, although it can arise spontaneously, under the influence of specific life circumstances or situations. OM is a component of public consciousness, caused by the attitude of various strata of society to certain events. The content of the OM is due to the aggravation of interest in topical, debatable problems. According to the structure, OM can be monistic (one) and pluralistic (set). Arising at a different level of social consciousness (in science, ideology, ordinary consciousness), it can be adequate and inadequate to reality, containing real and illusory representations. The adequacy of OM depends on the level of development of democratic freedoms in society, its political idols. In democratic societies, OM is a permanent factor in social management, ensuring it social development. Specialized bodies regularly reveal OM, promoting free expression in every possible way (aerobatics, referendums, selective polls, etc.).

OM is a state of mass consciousness, an intense exchange of views. OM functions:

expressive (reproduction of a positive assessment of various events).

advisory and directive (makes judgments and decisions).

regulatory - educational (influence on the consciousness and behavior of individuals).

OM expresses the attitude of social communities to the phenomena and processes of the surrounding reality.

Form: assessment of judgments: analytical (constructive) judgments (analysis, idea of ways and means of its transformation).

Public opinion - united according to the content of judgments about the facts of social. life, collective activity, activity of individuals. It takes on the function assessments and formed either spontaneously or consciously. Spontaneous opinion is based on information transmitted "by word of mouth" (rumors).

Public opinion sometimes has a wide scope: a country, a continent, the whole world. It can also cover a small circle of people - the staff of the enterprise, the population of the region, city, village. In this case, the content of public opinion can be the affairs of a group, individuals.

Public opinion is reflected in the life of the collective, group, individual, communication and interpersonal relationships.

Communication mechanisms are socio-psychological phenomena and processes that arise as a result of the mutual influence of people on each other, which have a direct impact on the level of their psychological contact and mutual understanding, on the nature and effectiveness of their communicative behavior.

Mechanisms of influence on a person:

Infection - oldest mechanism. The transfer of a certain emotional, mental mood from one person to another is based on an appeal to the emotional-unconscious sphere of a person (infection with panic, irritation, laughter). The product of the impact on others of the powerful energy of the mental state of an individual or group, the human ability to perceive, sympathize, complicity, empathy for this state.

Infection characterizes the largely unconscious, involuntary susceptibility of the individual to certain mental states.

The effect depends on the degree of intensity of the emotional state of the influencer and the number of listeners. The higher the emotional mood of the influencing person, the more powerful the effect. For a feeling of unity to arise, under the influence of an emotional trance, the number of people must be large enough.

Infection functions:

1. An even greater strengthening of group cohesion, when such cohesion is already in place.

2. A means of compensating for the lack of organizational cohesion of the group.

Suggestion - based on an appeal to the unconscious, to human emotions, but by verbal, verbal means. Moreover, the influencer must remain in a rational state, and not in a state of emotional trance.

Suggestion appeals to the readiness of the individual to receive instructions for action, orders.

You can only inspire with a word. The role of intonation is very great: 90% depends on intonation, which expresses the persuasiveness, significance of the word.

Suggestibility - the degree of susceptibility to suggestion, the ability to non-critical perception of incoming information. It is not the same: it is higher in people with a weak nervous system and with sharp fluctuations in attention, extroverts, gullible, anxious, malleable, a weak desire for self-expression, reproductive thinking, the desire to work according to the model. Difficult to suggest - a strong type of nervous system, a fast pace psychological work, introvert, skeptic, calm, stubborn, strong desire for self-expression, creative, independent.

Suggestion forms:

1. Hypnotic suggestion

2. Suggestion in a state of relaxation - muscular and mental relaxation

3. Suggestion in the active state, when the person is awake

Suggestion techniques are aimed at reducing the criticality of a person when receiving information, reduce criticality and increase a person's susceptibility to the information received.

1. Transfer reception assumes that when transmitting a message, a new one is associated with well-known facts, phenomena, people to whom a person relates emotionally positively, so that this emotional state is transferred to new information(transfer of a negative attitude, then the information is rejected).

2. Methods of evidence (quoting a famous person, scientist, thinker).

3. Appeal to all (most people think that ..)

Belief - appeals to logic, reason. Assumes a fairly high level of development logical thinking. The content and form of persuasion must correspond to the level of development of the personality, thinking.

1. Persuasive speech should be built taking into account the individual characteristics of the listener.

2. It should be consistent, logical, as evidence-based as possible, contain both generalizing and specific examples.

3. It is necessary to analyze the facts known to the listeners.

4. The person who convinces himself must be deeply convinced of what he proves.

The slightest inaccuracy, logical inconsistency will reduce the effect of persuasion.

1) The listener compares the information received with the information he has, and as a result, an idea is created of how the speaker presents it, where he draws it from; if it seems to a person that the speaker is telling a lie, hiding the facts, then confidence in him drops sharply.

3) The settings of the speaker and the listener are compared. If the distance is large, then persuasion may not be effective, but the persuader may first report elements of similarity with the views of those being persuaded. Or, on the contrary, first report significant differences in attitudes, and then confidently prove and refute alien opinions (this is extremely difficult to do).

TO persuasion is a method of influence based on logical techniques, which are mixed with socio-psychological pressures of various kinds (influence of the authority of the source of information, group influence). Persuasion is more effective when the group is persuaded rather than the individual.

Persuasion is based on logical methods of evidence. The evidence consists of:

1. Thesis is a thought, the truth of which is required to be proved; it must be clearly, precisely, unambiguously defined and justified by the facts.

2. An argument is a thought, the truth of which has already been proven, and therefore it is given to justify the truth or falsity of the thesis.

3. Demonstration - logical reasoning, a set of logical rules used in the proof.

Boomerang effect - persuasion leads to results opposite to the intentions of the persuader. It happens:

1. When the initial attitudes between the persuasive and the persuaded are separated by a large distance, and from the very beginning the speaker shows this, but does not have strong arguments and authority. The audience does not listen, rejects the information and further strengthens its position.

2. In the case of an abundance of information, arguments, evidence for an insignificant reason. An emotional barrier is created that rejects all persuasive arguments, although outwardly, a person can and will agree.

Efficiency depends on the primary and secondary information: Primary information is perceived easier, more trusting, they are not affected by previous prejudices, however, information about a long-known event, a person who came last, can cross out the previously existing attitude to this event or person.

Imitation - reproduction of the activities, actions, qualities of another person whom you want to be like.

Conditions for imitation:

The presence of a positive emotional attitude, admiration or respect for this person - the object of imitation.

Less experience of a person in comparison with the object of imitation.

Clarity, expressiveness, attractiveness of the sample.

Availability of the sample, at least in part.

Conscious orientation of the desires and will of a person to the object of imitation (I want to be like that).

Imitation - the most important factor development of the personality of the child, but it is also inherent in adults. Young people imitate, first of all, what is socially new.

Tarde divided imitation into types:

1) Logical and non-logical

2) According to the sequence and mechanism of movement - on the internal and external

3) According to the degree of stability - imitation-fashion and imitation-custom

4) By social nature - imitation within a class and imitation of one class to another.

Introduction. 3

1. Infection. 4

2. Imitation. eleven

Conclusion. 18

References.. 19

Introduction

If we proceed from the fact that social psychology, first of all, analyzes those patterns of human behavior and activities that are due to the fact that people are included in real social groups, then the first empirical fact that this science encounters is the fact of communication and interaction between people. What are the laws of these processes, what determines them various forms what is their structure; finally, what place do they occupy in the entire complex system of human relations?

One of the important mechanisms of communication and interaction between people are the processes of mental imitation and infection.

subject control work I consider it relevant, since the problems and mechanisms of human interaction are inextricably linked both professionally and in public life individual.

The purpose of the test is to reveal the topic of mental infection and imitation.

Tasks independent work:

To reveal the essence of the concepts of mental infection and imitation;

To reveal the significance of infection and imitation for public and social life;

Give examples of the manifestation of mental infection and imitation in the public and private life of a person.

1. Infection

The Encyclopedia of Sociology gives the following definition of mental contagion. Mental infection is a collective name for a number of phenomena and phenomena of an individual mental and socio-psychological order in the behavior of people, the prerequisites of which are the mechanisms of suggestion and imitation. The decisive factor for mental infection is the obvious dominance of the emotional component of its implementation and manifestation. Mental contagion is closely connected with such a phenomenon as "fashion", as well as with the precedents of such phenomena as collective phobias (fears) of various kinds. The first attempt at a proper sociological explanation of the phenomena of mental infection was made by G. Lebon in his project of reconstructing the behavior of human "crowds".

According to Andreeva, contagion has long been studied as a special method of influence, integrating large masses of people in a certain way, especially in connection with the emergence of such phenomena as religious ecstasies, mass psychoses, etc. The phenomenon of infection was known, apparently, at the earliest stages of human history and had a variety of manifestations: massive outbreaks of various mental states that occur during ritual dances, sports excitement, panic situations, etc.

Contagion can be defined as the unconscious involuntary exposure of an individual to certain mental states. It manifests itself not through the more or less conscious acceptance of some information or patterns of behavior, but through the transmission of a certain emotional state, or “mental mood”. Since this emotional state occurs in the mass, the mechanism of multiple mutual amplification of the emotional influences of communicating people operates. The individual here does not experience organized deliberate pressure, but simply unconsciously assimilates patterns of someone's behavior, only obeying him. Many researchers state the presence of a special "contagion reaction", which occurs especially in large open audiences, when the emotional state is enhanced by repeated reflection along the usual chain reaction models. The effect takes place primarily in an unorganized community, most often in a crowd that acts as a kind of accelerator that “accelerates” a certain emotional state.

The psychological interpretation of mental infection I found the following. Contagion is an unconscious involuntary exposure of an individual to certain mental states. In this case, there is not a conscious transfer / acceptance of some information or a pattern of behavior, but the transfer of a certain emotional state (mental mood). Since all this takes place in the mass, there is a multiple mutual strengthening of the emotional states of communicating people.

Religious ecstasies;

Mass psychoses;

Panic (a consequence of a deficit or excess of information about frightening or incomprehensible news). But if in a situation of panic there is a person who is able to offer a pattern of behavior that will restore the normal emotional state of the crowd, the panic can be stopped;

Emotional contagion in a situation of mass spectacles. It has been established that for the emergence of infection, it is necessary to establish a commonality of assessments (a popular artist, a fascist leader, etc.), which is greatly facilitated by preliminary applause.

Contagion is playing important role in various socio-psychological phenomena. The role of contagion is especially great for the emergence of "mental epidemics" among large groups population. These include hysterics, the dances of St. Vitus, the excesses of a fanatical crowd, a craze for fashion, various trends in art, literature, medicine, etc. The content of these dominant emotions determines the content of mental infection. It plays an important role in social life. The skillful use of mental infection is the most important component of the work of a teacher, leader, and in general any educator.

Contagion is not only an asocial mechanism. As a positive example, infection can serve as a personal example in the war, when carrying out rescue work in disaster zones, etc. large masses people, a teacher who captivates his students.

A special situation, according to Andreeva, where the impact through infection increases, is the situation of panic. Panic arises in the mass of people as a certain emotional state, which is the result of either a lack of information about some frightening or incomprehensible news, or an excess of this information. The term itself comes from the name of the Greek god Pan, the patron saint of shepherds, pastures and herds, who caused the madness of the flock with his anger, throwing himself into the fire or the abyss for an insignificant reason. The immediate reason for panic is the appearance of some news that can cause a kind of shock. In the future, panic increases in strength when the considered mechanism of mutual multiple reflection is activated. The contagion that comes from panic cannot be underestimated, even in modern societies. A well-known example of the emergence of mass panic in the United States on October 30, 1938, after a broadcast organized by the NBC radio company based on the book by H. Wells "The War of the Worlds". Masses of radio listeners of various age and educational strata (according to official data, about 1,200,000 people) experienced a state close to mass psychosis, believing in the Martian invasion of Earth. Although many of them knew for sure that a dramatization of a literary work was being broadcast on the radio (this was explained three times by the announcer), approximately 400 thousand people "personally" witnessed the "appearance of the Martians." This phenomenon was specially analyzed by American psychologists.

Panic is one of those phenomena that is extremely difficult to study. It cannot be directly observed, firstly, because the timing of its occurrence is never known in advance, Secondly, because in a situation of panic it is very difficult to remain an observer: its strength lies in the fact that any person, once “inside” the system of panic, succumbs to it to one degree or another.

Research on panic remains at the level of descriptions made after its peak. These descriptions made it possible to identify the main cycles that are characteristic of the entire process as a whole. Knowing these cycles is very important to stop panicking. This is possible provided that there are forces capable of introducing an element of rationality into the situation of panic, in a certain way seizing leadership in this situation. In addition to knowledge of cycles, it is also necessary to understand the psychological mechanism of panic, in particular, such a feature of infection as the unconscious acceptance of certain patterns of behavior. If there is a person in a panic situation who can offer a pattern of behavior that helps restore the normal emotional state of the crowd, there is an opportunity to stop the panic.

An important issue in the study of infection is the question of the role played by the level of commonality of assessments and attitudes characteristic of the mass of people subject to mental infection. Although this issue has not been sufficiently studied in science, in practice forms of using these characteristics in a situation of infection have been found. Thus, in the conditions of mass spectacles, applause is a stimulus that includes the commonness of assessments preceding infection, for example, of a popular actor. They can play the role of an impulse, after which the situation will develop according to the laws of infection. Knowledge of such a mechanism was used, in particular, in fascist propaganda, where a special concept was developed to increase the effectiveness of influencing an open audience by bringing it to open excitement: to a state of ecstasy. Often, these methods are used by others. political leaders.

The extent to which different audiences are susceptible to infection depends, of course, on general level development of the personalities that make up the audience, and - more specifically - on the level of development of their self-awareness. In this sense, it is true to say that contagion plays a much smaller role in modern societies than in the early stages of human history. Porshnev (1968) rightly noted that the higher the level of development of society, the more critical the attitude of individuals to the forces that automatically entrain them on the path of certain actions or experiences, the weaker the effect of the mechanism of infection.

The tradition that has developed in social psychology usually considers the phenomenon of infection in terms of antisocial and disorganized behavior (various natural disasters etc.), however, this type of behavior can also manifest itself in mass conscious, social actions. Their interpretation from the point of view of only infection processes reduces the significance of these actions, but taking into account the infection factor, for example, during various rallies and demonstrations, is necessary. The task of social psychology is to give a concrete analysis of the mechanism of infection, its forms in situations of various social significance. In particular, the question of the role of infection in organized, socially approved behavior is still practically unexplored, for example, infection by personal example in various mass production situations, during rescue work in situations of various disasters, etc. It is possible that in these cases some new aspects of the infection phenomenon will be revealed, for example, its compensatory function under conditions of insufficient organization, etc.

It is important to note that the growth of self-awareness does not abolish such forms of mental infection that manifest themselves in mass social movements, especially during periods of social instability, for example, in conditions of radical social transformations.

It makes sense to consider, so to speak, the consumer side of mental infection. The mechanism of infection most often manifests itself in conditions of random, unplanned purchases and queues. Here advertising is distributed and acts instantly. However, the role of contagion in advertising has not been sufficiently studied; it is often identified with imitation.

G. Lebon, analyzing such a mental mechanism of social influence as infection, wrote that mental infection, or, as he called it "mental infection", is most characteristic of the crowd and contributes to the formation of special properties in it. “Infection is such a phenomenon,” writes G. Lebon, “which is easy to point out, but not explain; it must be reckoned among the category of hypnotic phenomena... In a crowd, every feeling, every action is contagious, the author writes, and, moreover, to such an extent that the individual very easily sacrifices his personal interests to the collective interest. This behavior, however, is contrary to human nature, and therefore a person is capable of it only when he is a particle of the crowd.

In practice, the phenomenon of mental infection as a method of advertising influence is manifested during mass events, especially among young people who gather in discos "for recreation", where as a special stimulating emotional background specific music and lighting effects (strobe lights, etc.) are used. Such an impact, together with great physical exertion, ensures an increase in the amount of fluid consumed, tonic drinks, beer, low-alcohol drinks, etc. In this case, a young person often makes a purchase because he feels thirsty, which others also experience. Souvenirs, clothes, records and other attributes of a "participant of a party" belonging to a certain category of fans of a particular musical direction are sold at discos. Yes, and the very "communication" in the circle of like-minded people is a kind of jointly experienced emotional state, which is advertised as a "disco show" and for which the organizers receive a lot of money. Sometimes, to enhance the effect of "mental infection" in discos, criminally distributed narcotic substances, for example, the popular drug "ecstasy", which not only activates the physical capabilities of a dancing person and increases the need for fluid, but also enhances the effect of mental infection, makes young people want to do what everyone else does, and thereby like each other.

2. Imitation

According to the psychological interpretation, imitation is the reproduction by the individual of the traits and patterns of the demonstrated behavior.

Imitation also refers to the mechanisms, ways of influencing people on each other, including in conditions of mass behavior, although its role in other groups, especially in special types activity is also quite large. Imitation has a number common features with the phenomenon of infection, but its specificity lies in the fact that it is not a simple acceptance external features the behavior of another person or mass mental states, but the reproduction by the individual of the features and patterns of the behavior demonstrated.

Imitation-fashion and imitation-custom stand out, imitation within one social class and imitation of one class to another. The following laws of mass imitation are formulated:

Internal patterns are imitated earlier than external ones. For example, the spirit of religion is imitated earlier than the rites;

The lowest on the social ladder imitate the highest (the province - the center, the nobility - the royal court, etc.).

All the mentioned mechanisms of influence on members of a spontaneous group, of course, are not one-sided. There is always a reverse movement - from the individual to the impact exerted on him, and its intensity depends on the degree of criticality of the individuals that make up the spontaneous group.

In the history of social psychology, imitation is given a large place. As already noted, the development of ideas about the role of imitation in society is characteristic of the concept of G. Tarde, who owns the so-called imitation theory. Basically, this theory boils down to the following: fundamental principle development and existence of society is imitation. It is as a result of imitation that group norms and values arise. Imitation acts as a special case of a more general "world law of repetition". If in the animal world this law is realized through heredity, then in human society - through imitation. It acts as a source of progress: periodically, inventions are made in society, which are imitated by the masses. These discoveries and inventions subsequently enter the structure of society and are re-assimilated by imitation. It is involuntary, and can be considered as "a kind of hypnotism" when "the reproduction of one brain cliché by the sensitive plate of another brain" is carried out (Tard, 1892).

Social conflicts occurring in society are explained by the contradictions between the possible directions of imitation. Therefore, the nature of these conflicts is similar to the nature of conflicts in individual consciousness, when a person simply experiences hesitation, choosing a new pattern of behavior. There are several types of imitation: logical and extra-logical, internal and external, imitation-fashion and imitation-custom, imitation within one social class and imitation of one class to another. The analysis of these different types of imitation made it possible to formulate the laws of imitation, among which, for example, there are the following: imitation is carried out from the internal to the external (i.e., internal models cause imitation earlier than external ones: the spirit of religion is imitated before rituals); the lower ones (meaning the lower ones on the social ladder) imitate the higher ones (the province - the center, the nobility - the royal court), etc.

It is easy to see that such a concept provides a classic example of the absolutization of the role of imitation in society, when all social problems are considered from the point of view of the operation of some psychological mechanism. According to the fair remark of E. Durkheim, with such an approach, the most diverse social phenomena are mixed together. Meanwhile, the imitation of a child by an adult, for example, develops according to completely different laws than the relationship of classes in society.

However, if we ignore the absolutization of the idea of imitation, in the analysis proposed by Tarde, we can single out very useful considerations: today, rather than only they, but rather a solid practice of experimental research, it is possible to establish the actual characteristics of this specific means. psychological impact. Of course, imitation is of particular importance in the process of child development. It is in child psychology, therefore, that the bulk of experimental research on imitation is carried out. However, as soon as the phenomenon is included in the fabric of communication, these studies have a certain socio-psychological interest. Thus, studies of the mechanism of imitation became the subject of special theory imitation, developed within the framework of the neo-behavioral orientation by N. Miller, D. Dollard and A. Bandura. Based on the concept of "reinforcement", A. Bandura describes three ways to follow the reinforced behavior of the "model", i.e. role model:

a) when new reactions can arise through observation of the model,

b) when observing the reward or punishment of the model may increase or decrease the inhibition of behavior,

c) when the observation of the model can contribute to the actualization of those patterns of behavior that were previously known to the observer.

It is obvious that all these three ways of imitation can also manifest themselves in a situation of mass behavior. In this case, the mechanism of imitation acts in close connection with the mechanisms of infection and suggestion.

In each case, the implementation of influence using these methods encounters one or another degree of criticality of the individuals that make up the mass. Influence in general cannot be considered as a unidirectional process: there is always a reverse movement - from the personality to the impact exerted on it. All this acquires special significance in spontaneous groups. Spontaneous groups and the mass behavior demonstrated in them and mass consciousness are an essential component of various social movements.

Considering different aspects psychological imitation, I consider it appropriate to mention "consumer" imitation.

Many advertisers pay attention to the fact that in advertising the method of creating conditions for imitation works most effectively in cases where it is advertised what is prestigious for a person, what is bought by him in order to be like a famous, popular, authoritative person.

In the works of L.I. Bozhovich, it is shown that, for example, the development of children's motivation comes from imitation to conscious goal setting. Thus, in her opinion, there is reason to believe that the mechanism of "blind" imitation will affect young children and adolescents more strongly than adults.

G. Kraig believes that in children imitation plays an important role in language acquisition. A child learns his first words through hearing and imitation. According to G. Kraig, this is how a large part of the child's vocabulary is formed, since he cannot invent words himself and discover their meaning to himself. However, “how a child learns syntax,” the author writes, “is not so easy to explain. Although the child builds some phrases by imitating others, such a grammatical form as "amn" t I "(" this is not me ") is certainly his own invention. It is also doubtful that the child could hear the phrase "Baba sleep" anywhere Even when adults begin to imitate children's speech patterns or try to correct the child's mistakes, children still continue to use their own constructions that could not be learned through direct copying, if only because adult speech does not contain such role models.

Many young mothers have repeatedly noted that their young children, who still do not know how to talk properly, are very fond of watching ads and, at the same time, are completely indifferent to other television programs. Very often, they express concern about whether the television people are using any special technologies to influence young children that are harmful to their mental health. It should be noted that from a marketing point of view, such technologies would be meaningless, because children who cannot speak will in no way be able to influence their parents and, therefore, stimulate the number of sales of advertised goods. The effect most likely occurs only at the perceptual level, that is, as a result of attracting the attention of children by advertising. The speed and change of frames in advertising, sound, variety, brightness and contrast of colors most often differ from ordinary programs. Apparently, this attracts young children. They react to commercials in the same way as to the sounds of a rattle, with which adults try to attract the attention of a child.

Without any doubt, imitation plays a significant role in the field of advertising influence on consumers and differs significantly in nature. In particular, imitation of advertising by adolescents and adults occurs on the basis of various psychological patterns. In adults, imitation of an advertising character is more often determined by the coincidence of what they see with what is due to their value orientations, as well as motivation and needs, the desire to be like a successful authoritative person. Nevertheless, if the behavior of adults when perceiving advertising was based only on imitation, this would have to lead to contradictions with the formed personal motivation and would certainly destroy the system of individual goal-setting.

Examples of imitation can be observed at different age stages of a person's individual development. Even J.A. Komensky wrote in his works "Great Didactics" and "Mother's School" about imitation as a property of children "... to imitate everything that others do before their eyes." Due to the fact that “they learn to imitate before they learn”, the great teacher strongly advised parents to “constantly show children good examples”, and teachers in their educational and educational activities to use “examples taken from life and from history”. ". The mechanism of imitation continues to be the leading one in the formation of behavior for several years. In the first years of life, the child's perception and thinking are purely concrete; it is much easier for him to copy a visual model than to follow instructions. Over time, thinking becomes more and more abstract, the child acquires the ability to abstract from visual patterns and build his behavior on the basis of mental representations and concepts. The role of imitation in mental development is decreasing, but not disappearing. In fact, the imitation mechanism never disappears. After all, adults, for example, dress to a greater or lesser extent in accordance with fashion, that is, they try to imitate certain standards. And it happens that they directly (although often unconsciously) copy the behavior of those people whose achievements are desirable for us too.

Conclusion

In conclusion, it can be noted that the following types of psychological influence in the process of communication are distinguished: infection, suggestion and imitation. In the framework of this control work, only infection and imitation are considered.

1. Contagion can be defined as the unconscious involuntary exposure of an individual to certain mental states. It manifests itself not through a more or less conscious acceptance of some information or patterns of behavior, but through the transmission of a certain emotional state, or “mental mood” (Parygin B.D.).

Religious ecstasies;

Mass psychoses;

Emotional contagion in a situation of mass spectacles.

2. Imitation. Its specificity, in contrast to infection and suggestion, lies in the fact that here it is not a simple acceptance of the external features of the behavior of another person, but the reproduction by him of the features and images of the behavior demonstrated. Because the we are talking about about the assimilation of the proposed patterns of behavior, there are two plans for imitation: or specific person, or norms of behavior developed by the group.

Imitation-fashion and imitation-custom stand out, imitation within one social class and imitation of one class to another.

Bibliography

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Religious ecstasies;

Mass psychoses;

Infection plays an important role in various socio-psychological phenomena. The role of infection is especially great for the emergence of "mental epidemics" among large groups of the population. These include hysterics, the dances of St. Vitus, the excesses of a fanatical crowd, a craze for fashion, various trends in art, literature, medicine, etc. The content of these dominant emotions determines the content of mental infection. It plays an important role in social life. The skillful use of mental infection is the most important component of the work of a teacher, leader, and in general any educator.

Contagion is not only an asocial mechanism. As a positive example, infection can serve as a personal example in the war, during rescue work in disaster zones, etc. The example of a commander who raises his unit to attack, the call of a party leader who directs the actions of large masses of people, a teacher who captivates his students is contagious .

Conclusion.
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Introductory terminology
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Ways of psychological influence in the process of communication (persuasion, suggestion, imitation, emotional infection). Psychic contagion and imitation

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