PERCEPTIVE AND COGNITIVE CONTEXTS OF VISUAL MANIPULATION IN MEDIA
Visual media content as an environment for the functioning of distorted meanings and destructive images were studied. It was found that their effectiveness depends on the characteristics of the recipient's interaction with visual media manipulations at the perceptual and cognitive levels. It was analyzed how the influence of emotionally saturated messages on visual perception consolidates irrational reactions of recipients. Modern media use visualization to shift the emphasis from fact to subjective view in a message, which blocks the filters of audience critical thinking. In a rich information environment the media uses various formats of visual fakes as triggers that motivate users to spread destructive messages on social networks. Among the various forms of photo manipulation at different stages of their preparation, there are stage photos, retouching and editing, photo fakes, etc. To recognize most of them requires a professional view, detailed context analysis, the use of tools for verification. Users bypass the described procedures and are exposed to emotional reactions that diminish the significance of the fact. The most dangerous type of visual manipulation is deepfake-video – content created on the basis of artificial intelligence technology. These videos resonate because of the plausibility of virtual images and the availability of software for non-specialists. Dissemination of such audiovisual messages with a destructive purpose influences the adoption of unreasonable decisions by the representatives of the target audience. Facial substitution technology exacerbates the problems of discrimination, cybercrime, online privacy, and therefore requires meticulous attention of users to sensational and compromising content that appeals to instant emotional reactions. It was analyzed that the mechanisms and consequences of the impact of manipulative visual media content on human reactions, thinking and behavior can be prevented by consolidating government and user resources.