THE ROLE OF EMOTIONAL TRIGGERS IN SCREEN CULTURE

Abstract

The relevance of the research is connected with the need to explain the mechanisms and strategies of the screen's influence on modern man. The problem of emotional perception of screen culture by a person through the prism of "emotional triggers" is considered, some of their types are analyzed and examples of embedding in screen culture are given. A certain vision of the role of emotional triggers is also formulated and the prospects for further development of screen culture in which they will play a key role are described. Emotional triggers contribute to maintaining the process of endless consumption of mass culture products. The maintenance of this process occurs due to the formation of a sense of emotional closeness and deep, in the opinion of the viewer, emotional contact with the products and phenomena of modern mass culture. Triggers become a form of representation of reality in the consciousness of the subject, creating instead of real reality a new form of its representation filled with visualized images and phantoms, which brings a certain emotional load into the viewer's consciousness. In this sense, screen culture can be considered as a global tool that exerts an artificial influence on both the individual viewer and the public consciousness as a whole. Emotional triggers, influencing the thoughts and behavior of the viewer, form secondary ways of describing the world for him, set the coordinates of orientation in the world of screen culture, simulating the immediacy of personal experiences and feelings, creating the illusion of belonging, integrity to a certain informational whole, thus building their own identity. The role, or rather the power of the impact of emotional triggers in modern screen culture is due to the fact that they are always visualized, and emotions most vividly affect it through visual images.