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Gurevich, P. S. Magic of Personification

Published in journal "Psychology and Psychotechnics", 2013-8 in rubric "Editor-in-Chief's column", pages 721-725.

Resume: Human psyche is constantly triggering the humanization process. We see the image of human on earth, in the sky and at sea. This is why, if we are to proceed from the general anthropological theory but not only considerations brought up by the philosophy of television, it can be stated that human is needed to be there on the screen, too. Scenery, props and reproduced copies of impersonal information would not dominate over our need to see a human face on screen. This is the magic of personification The author of the article shows that this is not just our fancy but true passion and desperate need. It might be even our deep need as humans and a universal feature of all homo sapiens. But would it be right to view it as a distinguishing feature of humankind? What if there are other features and qualities which are no less important? Many philosophers including Schopenhauer, Jaspers, Fromm and others tried to understand the nature of human needs. The article outlines the main human needs, in particular, the need of survival, personal safety (self preservation) and reproduction. Important things indeed. We would never think of personification if we are under the threat of hunger, death or natural disaster. It is absolutely correct. On the other hand, the self preservation instinct is also typical for all animals. According to Schopenhauer, the need in food and sexual needs are quite natural and singular for only human.

Keywords: psychology, personification, identification, information, human, feeling, psyche, anonymity, character, assimilation.

DOI: 10.7256/2070-8955.2013.8.9413

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