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The purpose of the article is to work out an informational model of an individual that describes their way of perceiving and processing information. The authors use the scholarly apparatus of engineering sciences. The article determines four levels of individual perception of information, namely, physical, emotional, intellectual and axiological. The process of recognizing external signals starts at the physical level, and normally is to run with immediate involvement of the axiological level. The model of individual perception of information is presented as a trigger capable of receiving external physical signals, recognizing them, and transforming them into information that is further broadcast to the environment via physical channels of perception. Distinguishing a signal among background noise is the first stage of individual perception of information. Processing this signal involves activating the emotional and/or intellectual levels of the consciousness, which, in their turn, can lead to long-term changes in the individual’s mind at the axiological level. The proposed model is illustrated by the example of Overtone windows, and is applied in studying causes and consequences of transmission from civilization of the word to civilization of the number and the digit. The authors state that signals and information may be used as tools of manipulating an individual if they constantly and deliberately overload the channels of perception, and eventually block the axiological level in the individual’s mind. The authors substantiate that transition form civilization of the word to civilization of the number and the digit will inevitably lead to degradation of the individual’s abilities to perceive and process information, which will result in cardinal changes in all spheres of social life. The results of the research may be useful for refining the theory of the mass media and optimizing their activities.

A Trigger Model of Individual Perception of Information. Transition from Civilization of Word to Civilization of Number and Digit