Media Construction of Social Reality and Communication Impact on an Individual

The author discusses the basic principles of constructing the world with modern digital media, as well as the ways and forms of media impact on people. The researcher considers the possibilities of professional communicators in creating artificial, simulative images of the world, perceived as real and objective. The article presents Niklas Luhmann's concept of media as an autopoietic system and Jean Baudrillard's view on media as "noncommunication". The forms of visual influence of televised information on the human being and society are shown.