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УДК 81-133
КЛИПОВОЕ МЫШЛЕНИЕ КАК ФОРМАТ ПОДАЧИ ИНФОРМАЦИИ В ПРОЦЕССЕ ПОЗНАВАТЕЛЬНОЙ ДЕЯТЕЛЬНОСТИ CLIP THINKING AS A FORMAT OF INFORMATION PRESENTATION
INCOGINITIVEACTIVITY
Калашникова Л.В., д-рфилол.наук, проф.
Kalashnikova L.V., Professor, Орловский государственный аграрный университет
Orel State Agrarian University
Аннотация: Статья акцентирует внимание на особенностях познавательной деятельности современного общества, характеризующейся переходом от понятийного мышления к клиповому; формированием устойчивых способов познавательной деятельности; познавательных стратегий, заключающихся в своеобразных приемах получения и переработки информации, приемах ее воспроизведения и способах контроля. Особенности клипового мышления рассматриваются на фоне процесса познания, восприятия, переработки и репрезентации информации. Клиповое мышление представляет собой один из адаптивных механизмов головного мозга для обеспечения максимальных адаптивных возможностей человека применительно к его среде обитания.
Abstract: Article is focused on the peculiarities of cognitive activity of modern society, which is characterized by transition from conceptual thinking to clip thinking; formation of steady cognitive activities methods: cognitive strategies including specific methods of information obtaining and processing; methods of its representation and control. Clip thinking characteristics are examined on the background of cognitive process, information perception, processing and representation. Clip thinking is considered s one of the adaptive mechanisms of the brain to provide maximum of adaptive abilities a person in respect to his environment.
Ключевые слова: понятийное мышление, клиповое мышление, теории репрезентации информации, представление знаний, восприятие, когнитивный акт, визуальные образы, модальность, когнитивная модель, концептуальное кодирование, картина мира, адаптация, процесс познания, новостной формат, контекст.
Key words: conceptual thinking, clip thinking, information representation theories, knowledge representation, perception, cognitive act, visual images, modality, cognitive model, conceptual coding, worldview, adaptation, cognitive process, news format, context.
Modern period of society development is characterized by transition from conceptual thinking to clip thinking and also by formation of steady cognitive activities methods, cognitive strategies including specific methods of information obtaining and processing; methods of its representation and control - cognitive styles.
Children hardly ever learned to speak are involved into the sphere of conceptual thinking. Thank for flexible mind a child is quickly embedded into new world overfilled with information and his conceptual thinking changes into clip thinking.
Term «clip thinking» appeared in philosophical and psychological literature at the end of 90-s. of the 20th and denoted a trait to perceive the world by brief, bright message, materialized in the form of video clip or television [1; 11]. The word «clip» refers the reader to the principles of musical video clips design, their varieties, where video sequence is loosely connected together images without meaning. This principle lies in the ground of clip worldview: a person perceives the world not as a whole object, but as a chain of scarcely interconnected events [11].
Clip and logical thinking are extrinsic for a person since birth. They are developed depending on the way of consumption and analysis of incoming information [14]. At present the existence of so called clip thinking is not acknowledged by everybody and is connected mainly with the last decade of the 20th century, namely - with special attention to the information representation theories and methods of knowledge representation and also possibility of mass user's access to the World network. In spite of the fact that clip thinking is a problem of perception, first of all it is necessary to speak about representation [8].
Cognitive process can be considered as evolution cycle of interaction of object and subject, whereby mind reflects object, perceives and processes information. Perception takes place in some narrow sector of reality, limited according to logical restrictions and methodological rules that are produced by mind and play a key role in cognitive process [5; 6].
Cognitive process is connected with existing individual's systems of representation, those sense modalities that are available for us as human beings, and that are used for cognition (representation) of the
world around us [4]. People depend on one or another representation system, where the majority of their experience is represented consciously. Intentional differentiation of predicates from speech or discourse allows distinguishing some patterns and defining their application methods by different individuals; for example, the usage of predicates in communication that belong to various representation systems in the process of description of various experience systems; pattern of primary representation system [4].
The ability to differentiate and to use representation systems has several advantages. First, it is the possibility to increase the degree of understanding and significance of communication between individuals. If your interlocutor principally uses kinesthetic predicates then you also can get to kinesthetic predicates [4]. By means of such switching you will act in the framework of worldview model that is close to your interlocutor's model, and this will increase understanding between you and will broaden your ability to communicate by means of equivalent emotions. Second, it is reconstruction and utilization of metaphors. Primary representation system of individual expresses itself via the number of predicates, which should be used in metaphor. Third, knowing the way of representation of significant parts of one or another individual's problem you can use its representation patterns at description and identification those parts in the demonstrated story, where metaphorical situation is isomorphic to real situation [4; 6].
Human mind does not only reflect the outer world but also diffracts the world through schemes that are being formed by it. Since the obtained data character depends on the applied logic, a subject can not "see" anything contradictory to his logic. The world images in mind get shapes that depend on specific type of cognitive principles and applied logic and on specific objects as well.
Data become "information" when they are classified and united with earlier acquired information, included into the worldview. Separate cognitive acts are united in one scheme (image) of the world and are sorted according to the applied at present time logic rules. Formation of an image or a scheme of the outer world object in human mind is a process consisting of a number of cognitive actions [5].
Information is converted into knowledge in the framework of knowledge system. The amount of the obtained information is subjected to the applied logic, because the cognition process is managed by logic and cognitive principles.
It should be noted that knowledge system must serve not only as storage of the obtained information but also storage of principles according to which the cognition process functions. Information converted into knowledge and then stored into the memory, gets shape that depends on the applied logic and cognitive principles and on organizational shape of the existing knowledge system. Otherwise stated, information about real world which was converted by
this system is subjected to the existing logic and the set of cognitive methods as well as to the logic and cognitive methods included already into knowledge system. Such open knowledge system allows obtaining information and knowledge about the world, which were not obtained and put into knowledge system [7].
Visual mental images are based on visual recollections. We visualize objects; perform actions with them in the mind, and what is more important construct visual images in the mind. It is accepted that visual mental images can be used in four ways [18]: for access to information in the memory, in reasoning, in new knowledge acquisition and verbal descriptions comprehension.
Modern approach to image understanding foresees inclusion of this notion into the cognitive model, which central element is internal information representation [12; 16; 17; 19]. There are three theoretical positions describing information coding: the radical hypothesis of images, the conceptual proposi-tional hypothesis and the hypothesis of dual coding. According to the radical hypothesis of images people can convert visual and verbal material into images, which after are stored in the memory. According to the conceptual propositional hypothesis, visual and verbal information are presented in the form of verbal statements about objects and their relations. Finally in the hypothesis of dual coding two systems of coding and storage are postulated - verbal and image [10]. Information can be coded and stored as in any of them or in both at once. Modern empirical data give evidence that at one processing step image coding acts but at the other - conceptual coding. Information coding can cover several cognitive processing levels, each of them records information in its own peculiar manner [12].
Using his sensory organs a person creates his own presentations and acquires knowledge about the outer world. They are the tool of creating of the image of the everyday reality. Appropriateness of this image is defined by the fact how far as it corresponds to the reality. Success or unsuccess of person's adaption to the outer world can be considered as its criteria.
Obviously, if sensory organs are subjected to systematic influence of a certain type of artificial stimuli then as a result of the brain will percept some unusual and untypical images, which in total also will form the image of some reality. This reality is created by influence on human sensory organs and is perceived by the brain by means of their help. It is designated by term "virtual reality" [2]. The perception degree depends on memory capacity and cognitive structures depth and on subjective experience of a percipient.
Intellect possesses adaptive nature. Cognition is not considered as static copy of reality. Intellect aim is to structure the relationship between environment and a person. Perception presupposes com-
prehension, conceptualization and interpretation of the perceived. It is based on the decision taking and it always suggests a choice in the course of which a person compares the obtained information with some samples being stored in memory. Right in this context it is possible to state that a person constructs, creates the world. In the living process an individual forms for him entire system of "constructors", using them he compares phenomena and processes of the objective world.
The brain evolution develops in the direction to provide maximum adaptive abilities of a person in relation to his habitat - physical and social, under the conditions of deficiency of information and time for its processing. Anyway, in the run of three hundred years of evolution in Mass Media the universal format of data presentation is developed - so called succession of current clips. In this case clip is a short thesis collection presented without context definition, because due to its currency, the objective reality is the context for clip [8]. We can easily percept and interpret clip because we are bound up in this reality. Fragmentary objective reality pictures must be lined up by the brain in independent chains and make the perceived reality to fit actual reality, giving a person an opportunity to stay put into the objective world and apprehend it in its entirety.
Because of data presentation fragmentari-ness and time distribution of connected events, the brain can not perceive and comprehend connections between related events. The Mass-Media format forces the brain to make a fundamental error of conceptualization - consider events being connected if they have temporal closeness instead of factual closeness. Appearing of clip thinking is the answer to the increased amount of information [11].
During our life we learned to understand such format and become aware of the fact that the enumerated news, probably, have no internal connection. But their connection with other events that have happened earlier is not also obvious. To comprehend it is necessary to keep in mind the complete actual worldview. In case of its absence it is necessary to comprehend the event chains integrally.
Naturally, no one of the human beings living on the earth will not have the most complete and actual worldview. It can not be constructed. The brain is not physically adapted for reality operation. It operates with patterns, models and abstractions. Clip loses its own context and from the instrument of model correction it turns into information noise. Never the less, at the same time the declared clip goal remains in perception and a person, constantly reading news, toys himself with illusion that he has the notion of the processes taking place in the world, while in reality he has in his head the number of separated facts which can not be practically interconnected and integrated into general chains of events.
There are several hypotheses about the moment of clip, typically relating to news format domi-
nation [15]. One of them is the result of possibility to actualize to maximum information presentation, due to absence of delays for distribution, typical for conventional Mass Media. Another one is reduction of text volume is reverse side of possibility to increase publications frequency. The fact is the following: the shorter the text the better its perception and foremost long notes are not read to the end.
Thus, the problem of a clip is the missing context. Anyway, at perception of any connected text some context is formed. It is a set of statements and assumptions. Any new position from the text is considered by a person not only in the formed context but also in the context of his own knowledge and experience. The longer the text the more complicated its context, the easier to comprehend semantic relations between phenomena, because as the matter of fact, they are in front of the eyes- in the context [8].
At clip approach context is too weak for fixing, and as a result a clip does not leave any traces in the connected phenomena semantics. It is seems as if hang in vacuum, presenting phenomenon without its own past and future. To master the phenomenon presented in a clip format is necessary to put it into context or to get acquainted with its causes and effects before reading to form the context or to use own experience and the context that appears due to it. Taking into account that the first one requires non-illusory skills to work with separated information, and the second one requires enormous knowledge. For the average man both variants are rather problematic.
While a clip is a form of knowledge representation, all the problems connected with this approach, occur at interpretation. A man is not able to understand causes and effects of phenomena because he does not see any relations between them. The information presentation format does not leave them any chance to appear spontaneously. Their conscious creation takes time and forces.
The main danger of clip world perception is the obtained knowledge illusion. A person starts to believe that he knows more than in reality. It results in his disability to estimate correctly his own actions which are based on this knowledge. The acknowledgement of this can be found in the theory of stages in the history of man of M. McLuhan [9].
Abroad the term «clip thinking» is substituted with the term of wider meaning «clip culture», and is understood as principally new phenomenon, considered as a new constituent of public information culture of the future, based on endless flickering of information cuts and being comfortable for people of the corresponding mentality [13].
The term «clip thinking» in the national science was introduced by F.I. Girenok, who believed that conceptual thinking had stopped to play important role in the modern world [3].
There are five presuppositions that gave rise to phenomenon «clip thinking»: acceleration of life
paces and related to it increase of information flow amount providing the problematics of information selection and reduction, accentuation of the key point and filtration of excess; necessity of more vital information and information rate; increase of variety of incoming information; increase of number of activities that one person does synchronically; dialogue-ness growth at different levels of social system [15].
There is no unambiguous definition of clip thinking, but «clip thinking» is a process of reflection of a variety of different objects properties without taking into account relations between them. It is characterized with fragmentariness of information flow, alogism, and absolute diversity of incoming information, high rate of switching between parts, information fragments, and absence of integral picture of the outside world perception.
This type of thinking has its pluses and minuses [11]. Clip thinking has not only disadvantages. This is development of some cognitive skills at expense of others. This phenomenon is typical for generation brought in the epoch of computer and communication technologies boom [20], and which has the increased capacity for multitasking.
References
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Литература
1. Азаренок, Н.В. Клиповое сознание и его влияние на психологию человека в современном мире. // Материалы Всероссийской юбилейной научной конференции, посвященной 120-летию со дня рождения С.Л. Рубинштейна "Психология человека в современном мире". Том 5. Личность и группа в условиях социальных изменений. / Отв. ред. А.Л. Журавлев. - М.: Изд-во "Институт психологии РАН", 2009. - С. 110-112.
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Калашникова Л.В, e-mail:lkalashnikova@inbox.ru
УДК 574.24
РЕТРОСПЕКТИВНАЯ ОЦЕНКА ЭФФЕКТИВНОСТИ ПЛЕМЕННОЙ РАБОТЫ В ОРГАНИЗАЦИЯХ ОРЛОВСКОЙ ОБЛАСТИ
RETROSPECTIVE EVALUATION OF BREEDING WORK IN ORGANIZATIONS OF THE
ORYOL REGION
Климова С.П., соискатель
Klimova S.P.,competitor
Орловский государственный аграрный университет svetlana_klimova_85@mail.ru
OrelStateAgrarianUniversity
Аннотация: В статье дана ретроспективная оценка эффективности племенной работы в организация Орловской области на примере исследуемых хозяйств. Приведены данные о влиянии материнских предков на селекционные признаки коров.
Abstract: The paper presents a retrospective evaluation of breeding work in the organization of the Oryol region studied by the example of households. The data on the influence of maternal ancestors on breeding cows signs.
Ключевые слова: племенная работа, исследуемые хозяйства, ретроспективная оценка, Орловская
область.
Key words: breeding work, studied economy, retrospective evaluation, Orel region.
