Media Environment in Dynamical Reproduction and Strengthening of Ideological Routine

The article covers the research of media environment factors in dynamical reproduction and strengthening of ideological routine that allows to connect media environment and media culture with dominating routine conceptions in dialectical shift from past to present. The authors emphasized that conceptual and philosophical interpretation and articulation of everyday routine in the context of historical path of routine problems formation in humanities knowledge, allows to reconstruct and interpret the bygone reality “from within”, i.e., through understanding a pattern of thoughts and conduct of individuals, as social actors. The article shows that media environment in dynamical reproduction and strengthening of ideological routine correlates with reconstruction of dominating routine perceptions in dialectical shift from past to present. Since ideological dimension of everyday routine means that everyday practices obtain certain value and meaning, in this regard, reproduction and strengthening of ideological routine occurs, first of all, through development of elementary ideological concepts and ideas by professional ideologists, aimed at the primitive level of comprehension; secondly, through independent elaboration of ideological views and opinions by individuals in their daily life based on common sense.