SPECIFICITY OF MANAGING MASS CONSCIOUSNESS IN THE INFORMATION FIELD OF E-CULTURE

The article analyzes the management of subject orientation in the semantic field of modern e-culture. Studying the mechanisms of information environment influence on human consciousness and the unconscious constitutes an urgent task for social theory and complex of interdisciplinary research. The aim of the article is to identify the hidden resource of managing mass consciousness in the information field. The analysis baseline is the provision on the control nature of informational impact on consciousness in the processes of social adaptation. The specificity of matrix management of mass consciousness is revealed on the basis of topological approach emphasizing the role of media environment InfoSphere as the factor of social control. Socio-cognitive and systemanalytical methods are used. This allows realizing interdisciplinary synthesis of social and phenomenological aspects in the study of mass consciousness control in framing practices. The results show the possibilities of common sense matrix for user's cognitive orientation control in the network environment on the example of blog design. Orientations in the network society are noted to implement in hierarchically organized information environments, at different levels of information perception (perceptual, cognitive and reflexive). It is concluded that the hidden social control of mass consciousness is carried out through background knowledge, which acts as a resource of matrix management in the community. However, the high threshold of complexity of the global network makes it impossible to control totally the behavior of socio-technical elements of the InfoSphere and cognitive orientation of the subject in the virtual field as well.