Actualization of the concepts of mass psychology by G. Lebon and S. Moscovici in modern social media advertising

Abstract

INTRODUCTION. The modern advertising discourse of social networks is developing in conditions of information saturation, media stress and a decrease in the criticality of audience perception. The growth of advertising budgets in the digital environment does not always correlate with the effectiveness of communication, which actualizes the appeal to socio-psychological mechanisms of influence on mass consciousness. The classical theories of mass psychology described by G. Lebon and S. Moscovici retain methodological significance and are actively being adapted to the advertising strategies of digital platforms. The purpose of the study is to identify and analyze the communicative strategies of suggestive influence on the mass audience in the advertising texts of the social networks Telegram and VKontakte based on psychology concepts of the mass audience described in the works of G. Lebon and S. Moscovici.
MATERIALS AND METHODS. The empirical basis is made up of advertising publications in Telegram channels and VKontakte communities (October 2023 – December 2025). Methods of observation, comparative analysis, and philological analysis are used.
RESULTS AND DISCUSSION. It has been established that advertising discourse uses techniques of simplifying meanings, emotionalization, appealing to authority, exploiting dissatisfaction and constructing an image of an ideal future. The specifics of the platforms determine the forms of implementation of these strategies and the degree of their impact.
CONCLUSION. Social networks form a special communicative environment in which the classical mechanisms of mass psychology are used in native advertising, enhancing the invasive effect, which requires a rethink of ethical and regulatory approaches to advertising communication.