Purpose: The relevance of work is connected with understanding that the policy turns into the media process. Problematic is an allocation in a huge flow of information of the most priority and significant: consciousness of the recipient is considerably overloaded; the individual does not manage to carry out the analysis of the obtained information, and only gives it a superficial emotional assessment

Methodology: The method of comparison is used for the correlation of political media reality with reality. The method of the analysis of empirical data of political activity promotes the establishment of the truth in the registration of media materials.

Result: In the article, the levers used in mass media are analyzed, their manipulative potential is defined. Special attention is paid to the fact that virtualization of political reality in mass media leads to the emergence of ideological symbols. The practical importance of research of manipulative capacity of mass media consists of the identification of peculiar features, forms, and methods of impact on the consumer of information content.

Applications: This research can be used for universities, teachers, and students.

Novelty/Originality: In this research, the model of The manipulative capacity of mass media is presented in a comprehensive and complete manner.


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