THE "OVERTON WINDOW" AS MANIPULATIVE MECHANISM OF PUBLIC VALUES TRANSFORMATION

Abstract

The purpose of the article is the implementation of the scientific and theoretical substantiation of the "Overton Window" concept as a method of applying manipulative technologies on the mass consciousness influence in order to change public values. Methodology. The research uses general scientific and special methods, in particular: inductive and deductive method, the method of analysis and synthesis, dialectic method, system, and structural-functional analysis, the method of empirical data ranking. Scientific novelty is to prove the universality of the-Overton Window‖ as a model of policy change in the process of interaction between its producers ("society ↔ authority"), in which: the choice of alternatives to socially-oriented administrative decisions of stakeholders (officeholder) takes place under the influence of public opinion in order to provide electoral support to the target audience (direct impact of the impact of "society → authority"); The choice of alternatives to managerial decisions is made by stakeholders (office managers) independently, influencing society (creating the necessary or changing the existing attitude of target audiences), in particular through manipulation with the conscious and unconscious (the reverse effect of influence: "society ← authority"). Conclusions. As a result of the research, the danger of the-Overton Window‖ concept used for the transformation of public values in Ukraine has been proved and practical recommendations for protecting the mass consciousness from the manipulative technologies influence have been suggested.