LEVEL ANALYSIS OF АSMR TECHNOLOGY AND ASCERTAINING ITS PLACE IN THE CONTEMPORARY SOCIAL CONTEXT
The article considers the new media technology of ASMR, widely spread in the Internet environment after 2010. The author gives a brief description of the phenomenon and defines the key concepts that characterize this technology. There is a description of the discussions on ASMR and the main controversial topics surrounding this phenomenon, including the sexual and addictive background of the technology. The author carries out a level analysis of the ASMR technology: psychophysiological mechanisms of influence, psychological meanings and values, the social significance of the phenomenon in the modern media context. The author concludes from the analysis that the effect of the technology can be regarded as a kind of synesthesia effect, in that version of it where the links between exteroceptions and interreceptions overlap. Then the author analyzes the semantic and value fields actualized by the ASMR. Having consistently considered the content of the most frequent tools used in ASMR, the author comes to conclusion that as a result of the impact the semantic fields related to the early experience of staying in a safe, comfortable social environment are restored. The next step in the analysis is the consideration of ASMR technology in the light of the social and philosophical issues of inter-subjectivity. It is emphasized that the recipient of media influence experiences the feeling of deficit of recognition, necessary for the full-fledged acquisition of a personal identity. In analyzing the social significance of the technology, the author concludes that the ASMR is an alternative response to the aggressive external media environment that is observed in the modern media. The author gives positive recommendations suggesting using the findings of the ASMR technology by modern media technology to create a more environmentally friendly psycho-sensory habitat in modern society. The author highlights a big responsibility of the media for the psychological well-being of the society.