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The article proposes a model of an impulse-wave mechanism of the interaction between the media and society as a recipient. The article aims at creating a model building a background for using mathematical tools in forecasting results of the impact of information waves generated by the media on society information field. Applying scientific categories that belong to natural sciences will allow one to meet the goal set more easily. The media impact on society can be compared with impulses that unbalance individuals’ characteristics for a more or less prolonged time. Being unbalanced these characteristics fluctuate in some way with these fluctuations gradually decreasing until new information impulses appear. Such fluctuations are not homogenous, they depend on quality characteristics of a particular individual and can be classified on different levels, i.e. physical, emotional, intellectual and value-semantic ones. Impulses initiated by the media receive a wave response in society changing characteristics of homogeneous groups of individuals in the information field. In this way, the media activate some fluctuations of individuals’ characteristics and stop the other ones. In such a way, an indirect method of managing society is used. The proposed model of an impulse-wave mechanism can be helpful to find ways of harmonizing society by changing the media’s role from an instrument of society destruction to an instrument of society building. The authors suppose that such re-focusing can be achieved by activating fluctuations of ratio-value characteristics of individuals as elements of society.

Information Impulse-Wave Interaction between the Media and Society