Lisova, S. Yu. Communicator as a Factor of Effective Influence

Abstract: The author studied the role of the communicator when influencing the mass audience. The author discusses the basic theoretical approaches to the question about mechanisms of managing the social perception. The article also contains the classification and thorough description of the communicator’s features insuring the effectiveness of a communicative act. The author defined the most effective techniques of working with the audience from the point of view of raising their political competence.

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