THE INFLUENCE OF THE PSYCHOTYPE OF THE RATIONAL AND THE IRRATIONAL IN LENDING AND FORMING TRADITIONS IN THE PERIOD OА POSTMODERN: THE MEDIA ASPECT

Abstract

The article highlights the influence of the rational and irrational psychotypes on the formation of traditions in the modern society taking into account the features of the postmodern era. Considering the peculiarities of the modern information environment, attention is drawn to the fact that at this stage of the world development the media penetration into all the spheres of life of the society is increasing, their strong influence on the formation of preferences, views, culture, interpretation of the past and images of the future. Which is directly related to concepts such as tradition and communication. In other words, media has become one of the main means by which people master and evaluate the surrounding reality in the social and psychological aspects. Broadcasting versatile information helps the media to create a certain picture of the reality. The article reveals modern aspects of the ways of information transmission, defines and reveals the peculiarities of the rational and irrational psychotypes, determines that each type of media not only has its own specificity, but also is more or less perceived by one or another psychotype. Multimedia, such as visual arts of the artistic practices, direct media, is more focused on the irrational perception of information and the corresponding psychotype, and some of the media such as periodicals, radios, blogs, and content sites have a greater focus on the rational perception. It is concluded that in the modern era of the penetration of the new traditions will increase with the penetration and acquisition of a large mass of new digital communication tools and technologies of influence. Namely, the rational beginning in people will lead to the rooting of these traditions in the broad social circles. Those who own and develop new technologies will be leaders in disseminating and defining the development directions. The rapid pace of technology upgrading and development, including in the field of media, requires a deeper study of their impact on the individual.