A Remark on the Empirical Identification of the Ideological Representations in the Mass Consciousness

Abstract

The article analyzes the approaches to the empirical identification of ideology, the concept of which is redefined and considered at the level of ideological representations of the masses. The essence features and disadvantages of the existing methods of specification of ideology in mass perception are found out. It has been established that direct measurement of ideology is possible through the formulation of a closed question in the form of a scale with opposing ideological positions, a closed list of main ideological currents, or an open question about self-identification. Despite the relative methodological simplicity, direct measurement does not always allow us to obtain valid results. Difficulties arise due to the non-triviality of the issues and the lack of competence of the bearers of ideological ideas whodo not thinkin complex categories. Instead, it has been established that ideological ideas are related to basic values and principles that are more accessible to perception, and to measurement. In conclusion it was proposed the strengthening of the methodology of diagnosing the orientation of personality, on the basis of which the solving of empirical identification of ideological representations is made. The article could be recommended to political scientists, sociologists, philosophers and other specialists who are interested in analyzing ideology and ideological processes, in particular – at the level of ideological ideas of the masses.