Values in the context of modern communication processes

Abstract

Values form the most important dimension of being and life priorities of an individual and society as a whole. When the values materialize in some kind of power, which is built over us as an external, transpersonal entity, we need a critical attitude to this situation. The subject of communication has a huge power in the hands of shaping the picture of the world in other people, a direct opportunity to influence the value-demand characteristics of the audience. And knowledge of the specifics of communication techniques of influence is needed today more than ever.