Title of the article:

PSYCHOLOGICAL IMPACT OF ADVERTISING ON THE CULTURE OF CONSUMER SOCIETY THROUGH SOCIAL NETWORKS (by the example of Instagram)

Author(s):

Oleg V. Kashcheev

Alyona O. Buzkevich

Information about the author/authors

Oleg V. Kashcheev — PhD in Psychology, Professor, A. N. Kosygin Russian State University (Technologies. Design. Art), Sadovnicheskaya St., 33, bld. 1, 115035 Moscow, Russia. ORCID ID: https://orcid.org/0000-0001-6024-1488. E-mail: kasheev-ov@rguk.ru

Alyona O. Buzkevich — Graduate, A. N. Kosygin Russian State University (Technologies. Design. Art), Sadovnicheskaya St., 33, bld. 1, 115035 Moscow, Russia. E-mail: buzkevitch2011@yandex.ru

Section

Theory and history of culture

Year

2020

Volume

Vol. 57

Pages

pp. 94-103

Received

January 16, 2020

Date of publication

September 28, 2020

DOI:

https://doi.org/10.37816/2073-9567-2020-57-94-103

Index UDK

008

Index BBK

71.4

Abstract

The paper provides a detailed analysis of the psychological impact of advertising materials in social networks on the culture of the information society and the consciousness of the target audience. In addition, the authors consider the main functions and goals of modern advertising, as well as the main techniques of manipulation and conditioning of consumer behavior. The key focus in this paper is set on the study of the popular social network Instagram in Russia. It includes specifying features of advertising materials placed in this network and listing the ways of influencing the users' consciousness. The authors also conducted a sociological survey of the Instagram audience, the purpose of which was to confirm the hypothesis about the psychological impact of advertising materials in this network on the consciousness of users and the culture of modern consumer society. The results obtained allowed us to form practical recommendations for increasing attention to advertising in Instagram and helped to come to the conclusion that modern online advertising affects users through the visual content, text, composition of advertising materials, color selection and overall design of the post.

Keywords

mass culture, information society, advertising, psychological impact, psychological influence, Instagram, Internet.

References

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